media marketing tool kit · 2018-03-05 · 2000년3월창간한zdnet korea는세계적it...
TRANSCRIPT
Media Marketing
Tool Kit.
2000년 3월 창간한 ZDNet Korea는 세계적 IT 매체인 ZDNet.com 및CNET.com과 특약을 맺고 국내에 뉴스를 독점 공급합니다.
이와 함께 국내 방송통신, 컴퓨팅, 소비자 가전, 인터넷, 반도체, 게임분야의 깊이 있는 뉴스를 신속하고 정확하게 서비스하고 있습니다. ZDNet Korea는 세계의 IT정보를 한국에 알릴 뿐 아니라, 한국의 IT뉴스를 세계에 전하는 역할을 담당하고 있습니다.
한국 IT 산업을 이끄는,
42.8%
25.2%
21.8%
10.2%
Base date : 2017.06
10.2%
25.2%
42.8%
21.8%
Director+
Head of Dep.
Manager
Assistant Mgr
[Job Title]
22.0%
36.0%
17.0%
9.0%
16.0%
25+ 30+ 40+ 50+ etc.
[Age specific]
42%
16%
9%
9%
7%
6%
11%
[Industry]
IT/ITservice
Manufacturing
Media
Public(Gov.)
FSI
Education/Lab.
etc.
User data Analysis
PV Web monthly average(total) 4,200,000
UV Web monthly average(total) 1,300,000
PV Mobile monthly average(total) 2,300,000
UV Mobile monthly average(total) 1,200,000
SNS Follower (Facebook+Twitter) 189,000
Newsletter member 210,000
ZDNet Korea eDM opt-in 68,000
User status
Base date : 2017.12
5.51%
5.61%
6.02%
9.25%
12.13%
뉴스1
아시아경제
한국경제
ZDNet KR
연합뉴스
IT/과학면 헤드라인 점유율
5.15%
5.92%
9.28%
10.11%
10.9%
서울신문
한국경제
아시아경제
연합뉴스
ZDNet KR
‘가장 많이 본 뉴스’ 실시간
4.40%
4.40%
11.10%
12.1%
16.70%
중앙일보
뉴스1
아시아경제
ZDNet KR
연합뉴스
가장 많이 본 뉴스 랭킹
2017.10.31 / Top 5 media
• 국내 IT 신문사 중 네이버 포털에서 가장 높은 점유율을 갖는 “인기 있는 미디어”
• 네이버 뉴스, ‘IT / 과학’면 Top5 매체 중 유일한 IT매체
• 네이버 뉴스, ‘IT / 과학’면 보러 가기 >
* Estimates have Naver fulfilling 80 percent of search queries in Korea
Market Position
1_Advertisement
2_Contents Creation
3_Global Network
4_Conference
5_SLG Service
Media Kit index
Position Size CTR CPM
(SLB) Super LeaderBoard 980*200 0.16% 35,000
(LB) LeaderBoard 728*90 0.12% 12,000
(BB) Big Banner 300*260 0.14% 16,000
(RM) Rich Media 300*600 0.13% 20,000
(FT) Floating 295*200 0.21% 22,000
(RT) Rectangle 300*180 0.10% 6,000
(TB) Top Banner 210*210 0.11% 8,000
(SC) Scroll 100*200 0.22% 12,000
LB LB
SC
BB
RM
RT
RT
BB
RM
T B
FT
Main Page Article Page
• Currency : KRW• Size : Pixel
SC
RT
RT
SLB
SC
1_Advertisement
• Display AD(Banner)
eDM Blast
Newsletter Banner
• eDM Blast (대량 메일 광고)- 정해진 시간에만 발송
- 수신자 수 : 65K
- 오픈율 1~3%, - 클릭율 (오픈대비) 2~4%
- Retail Price : 1,000,000 KRW / once
• Newsletter Banner- ZDNet KR 뉴스레터 1일 1회 발송
- 수신자 수 : 210K
- 뉴스레터 내 단독지면(SOV 100%)
- Retail Price : 5회 발송(1week) : 1,500,000 KRW
1_Advertisement
1_Advertisement
• Facebook posting
- Like : 24K
- ZDNet KR의 신뢰도, 공신력
- 정보로서의 호기심 자극
- Landing page 설정
> PR page, Micro site, Article
- Retail Price : 2,000,000 KRW / once
1_Advertisement
2_Contents Creation
3_Global Network
4_Conference
5_SLG Service
Media Kit index
- Advertorial(KR)
2_Contents Creation
• Special Feature, Interview, Review,
> contents sourcing 및 format 논의
• Traffic drive : 기사고정, 뉴스레터, 페이스북
• Reference
- IBM : Click
- HPE : Click
• Price : TBD
• Make & Publish & Promote & Distribute
• Distribute through ZDNet KR Webinar web
• Traffic drive : Banner, eDM, SNS
• Price : TBD
<Reference : Click>
- Webinar
2_Contents Creation
1_Advertisement
2_Contents Creation
3_Global Network
4_Conference
5_SLG Service
Media Kit index
- Advertorial(ZDNet.com)
3_Global Network
• Global Awareness & Wide Coverage
• Editorial support from ZDNet KR
• In-depth Article with an emphasis on Tech & issue
> Special Feature, interview, review, column.
• Traffic drive : ZDNet.com & Search engine
+ ZDNet KR’s Facebook posting
• Price : TBD
• 나야나(기사 바로보기) • 네패스(기사 바로보기)
• 엠에스텍(기사 바로보기) • 파수닷컴(기사 바로보기)
Reference- Advertorial(Global)
1_Advertisement
2_Contents Creation
3_Global Network
4_Conference
5_SLG Service
Media Kit index
4_Conference
Make new business opportunities
Network with the best
Share the latest trends and insights
최신의 기술과 트렌드를 공유하고
혁신을 이끄는 사람들과의 네트워킹으로
비즈니스 기회 창출을 돕습니다.
* Image : ZDNet Korea Future Inside 2017
4_Conference_plan
Topic Title Date Venue Target Audience E.Attendance
Digital Marketing(MSC 2018)5th Marketing Square Conference
2018.04 TBUIT Company, Digital Marketing Provider, etc.C-level(CIO), Marketer, PR Manager, etc.
400+
4th industry 2nd Future Inside 2018.05 TBU
IT Company, Government, etc.ITDM, BDM IT Manager, C-Level, Engineer, Architect, etc.
500+
Fintech(Finance+IT Tech.)
(FIC 2018)4th Finance Innovation Conference
2018.06 TBUFSI, IT Company, Government, Relevant organization,CFO, CISO, CIO, ITDM, Manager, Engineer, etc.
300+
ComputingBigdata & Cloud
(ACC 2018)15th Advanced Computing Conference
2018.09 TBUIT Company, Government, etc.C-level(CIO,CISO,etc.), Architect, Engineer, Developer
400+
IT Security(SNC 2018)6th Security Next Conference
2018.10 TBU
IT Company, Security(HA,DR,EDP,APM,SSL,etc.) Government, etc.ITDM, IT Manager, C-Level, Engineer, Architect, etc.
300+
IT industry KEY ISSUE
(ATS 2018)2nd Asia Tech Summit
2018.11 TBUIT Company, Government, etc.ITDM, BDM, C-Level, Manager, Engineer, Architect, etc.
500+
* Image : ZDNet Korea Future Inside 2017
* Updated at : 2018.01.05
4_Conference _Reference<Click to see each>
1_Advertisement
2_Contents Creation
3_Global Network
4_Conference
5_SLG Service
Media Kit index
Lead Gen.
- Develop New sales opportunity
- Develop from Massive DB
> Cold Call
- Support other promotion
> Let PR go easy
LEAD_New
DB_Initial Filtered
From Public
DBWeb
Promotion
DB
Tele-Marketing
*new
TM
5_SLG Service
* Price : TBD
Client’sOLD, PILEUP
LEAD_Filtered
Filtering
Profiling
Nurturing
DB
Tele-Marketing
Target Account
DB
- Wake up your old DB
> profiling
> filtering
> nurturing
- Use client’s target account
5_SLG Service*wakeup
* Price : TBD
DB_Initial Filtered
DB_Deep Filtered
From Client’s
From Public
DB DBWeb
Promotion
LEAD_Deep filtered
DB
Tele-Marketing
Target Account
DB
- Combined campaign
- Customizing for client
- Make Qualified Leads
5_SLG Service*custom
* Price : TBD
Organization Name Parenting Level Industry
㈜남동레미콘 Child Chemicals & Agrochemicals
㈜닷넷소프트 Top N/A
㈜세스코 Child Professional Services
㈜케이엠더블유 Child Chemicals & Agrochemicals
㈜한국화이바 Top Chemicals & Agrochemicals
Target AccountTarget
Account
DB
TM
DB
Step 1. Share Client’s Target AccountClient’s
OLD, PILEUP
LEAD_Profiled
Filtering
Profiling
Nurturing
DB
Step 2. Clarifying Client’s Wants
- make question for profiling
- set screen-out condition
- set priority
- etc.
Tele-Marketing
5_SLG Service process sample
Profiling
Filtering
Nurturing
DB
Step 3. Profiling
LEAD_Profiled
Target Account
DB
Q1 : What would be your role in the decision making process around IT infrastructure for your organisation?
a. Decision Maker
b. Influencer
c. Evaluator
d. Not involved (Screenout)
Q2 : What is your biggest concern/challenge in regards to your virtual infrastructure?
a. Expensive and time consuming
b. New silos and complexity
c. Inflexible scaling
d. Limited application support
e. Lack of complete data lifecycle management and security
f. Underwhelming performance
Q3 : When would you be upgrading/implementing a new solution?
a. 0 – 3 Months
b. 3 – 6 Months
c. 6 – 12 Months
d. 12+
e. No plans for now
Tele-Marketing
Client’sOLD, PILEUP
Profiling
5_SLG Service process sample
LEAD_Profiled
DB
Step 4. Finish
*Client takes,- Deep filtered & profiled LEAD
- Enhanced insights to local branch
- Suitable preparation for next campaign
- Strategy for promotion efficientlyFiltering
Nurturing
Target Account
DB
Profiling
Tele-Marketing
Client’sOLD, PILEUP
LEAD_Profiled
5_SLG Service process sample
Webinar
SLG : Sales Lead Generation?
Make your PR page on ZDNet WEB
Hold your Webinaron ZDNet WEB
Hold the conferencewith ZDNet
Find & Ask directlythrough ZDNet
- Through all of ZDNet’s marketing tool
Lead Gen.
Thank You.Media Marketing Team
AD | Global | SLG | Conference
02-330-0160~2