Charles Lee oversees custom online and social media marketing at IDG Communication for leading technology clients, with an eye toward video and mobile delivery.
As senior vice president of strategic marketing services and custom solutions at IDG, Lee oversees a staff of 43 people in the U.S. Strategic Marketing Services Group and the IDG Enterprise Custom Solutions Group. The former supports six key technology giants with emerging platform technologies. They are: Hewlett-Packard, Microsoft, Intel, Cisco, IBM and Dell. IDG Enterprise Custom Solutions, which began as pure custom print publishing, has since embraced social media, mobile applications and video.
“Where we see a major intersection is with video and social media on mobile,” Lee says. “We are there, front and center, driving it really hard. Our video production has been doubling year-over-year. Additionally, more than 20 percent of the traffic onto social media is coming off of mobile devices—so we are pushing the mobile envelope as it pertains to social media and video.”
Lee, who first joined IDG in 2005 after a decade at Ziff-Davis Media, has been described as a strategist, creative marketer, tactician and sales pro. Before the terms “content marketing,” “vendor as publisher” and “brand journalism” began being used in the publishing industry, Lee proposed and helped create microsites for leading IT clients. One example of this is the launch in 2011 of HP’s Enterprise CIO Forum for chief information officers at corporate and government enterprises.
Also last year, IDG created the social networking platform Community Works, for technology marketers, clients and prospects. On this platform, IDG community managers lead content development.
In 2012, a number of IDG clients will be announcing new efforts on the Community Works platform, and IDG will be focusing even more on video.
“It’s a great spot to be in,” Lee says. “The intersection of mobile, social media and video is the most exciting part of the business.”
VITAL STATS: In 2011, IDG’s U.S. Strategic Marketing Services’ revenue increased 80 percent from the year before, making it the fastest-growing part of IDG’s media business.