In February of 2011, a newly created position emerged at UBM Electronics: interactive marketing manager, which was filled by 28-year-old Nicholas Walter.
Walter is responsible for out-bound marketing for EETimes.com, EBNOnline.com, Datasheets.com and EE Times Confidential. Not only does Walter spend a lot of time with UBM’s suite of analytics tools and social monitoring solutions, he more importantly measures the pulse of UBM’s audience of engineers across the globe.
Walter joined UBM in 2009 as an e-mail marketing and creative specialist. Today, he has overseen projects such as the launch of EBNOnline.com and Datasheets.com, which debuted with 85,000 page views in its first month. EBNOnline.com has seen a 150 percent increase in page views in the past year.
“EBNOnline.com is a re-launch and re-envisioning of Electronic Buyer’s News—one of the first publications to track the industry supply chain,” Walter says. “Today it is an interactive community site for senior executives, procurement managers, financial analysts, and other professionals involved in managing supply chain activities.”
Because EBN was a re-launch, Walter already had a good understanding of the audience and a strong foundation of users. “There was a heavy concentration of database marketing and optimization,” he says. “I also spent a significant amount of time on SEO and optimizing content for news aggregators which really paid off.”
Walter also led the marketing force for the launch of EE Times Confidential. “It’s been an exciting challenge for me to work on a paid product,” he says. “I managed all of the database marketing, designed e-mail templates and identified key lists. I was able to create personalized e-mails and messaging.”
UBM Electronics has added more than 17,000 followers to its various social media accounts. For the largest brand, EE Times, social referrals increased from 1 percent of traffic to 10 percent of total traffic. EE Times social accounts have also seen a 465 percent increase in the number of followers in the last six months.