media marketing tool kit · 2018-10-16 · 2000년3월창간한zdnet korea는세계적it...

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Media Marketing Tool Kit.

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Page 1: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

Media Marketing

Tool Kit.

Page 2: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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,

Page 3: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

User data Analysis

Job Title

22% 36%42%

Assistant level Head levelManager level

Industry & Role

4 of 10 IT Industry

Age Specific

25+

30+

40+

50+

etc.

6 of 10 IT related Role

Page 4: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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 65,000

User status

Base date : 2018.1

Page 5: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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%

10.1%

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

Page 6: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

2_Contents Creation

3_Global Network

4_Conference

5_SLG Service

Media Kit index

Page 7: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

• Currency : KRW• Size : Pixel

1_Advertisement

• Display AD(Banner)

LB LB

SC

BB

RM

RT

RT

BB

RM

T B

FT

Main Page Article Page

SC

RT

RT

SLB

SC

Page 8: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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 단독 지면(SOV 100%)

- Retail Price : 5회 발송(1week) : 1,500,000 KRW

1_Advertisement

Page 9: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

• Facebook posting

- Like : 24K

- ZDNet KR의 신뢰도, 공신력

- 정보로서의 호기심 자극

- Landing page 설정

> PR page, Micro site, Article

Page 10: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

2_Contents Creation

3_Global Network

4_Conference

5_SLG Service

Media Kit index

Page 11: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

- Advertorial(KR)

2_Contents Creation

• Special Feature, Interview, Review,

> contents sourcing 및 format 논의

• Traffic drive : 기사 고정, 뉴스레터, 페이스북

• Reference

- IBM : Click

- HPE : Click

• Price : TBD

Page 12: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

• Make & Publish & Promote & Distribute

• Distribute through ZDNet KR Webinar web

• Traffic drive : Banner, eDM, SNS

• Price : TBD

<Reference : Click>

- Webinar

2_Contents Creation

Page 13: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

Webinar WEB Conceptual layout

https://webinar.zdnet.co.kr

Page 14: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

2_Contents Creation

3_Global Network

4_Conference

5_SLG Service

Media Kit index

Page 15: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

- 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

Page 17: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

2_Contents Creation

3_Global Network

4_Conference

5_SLG Service

Media Kit index

Page 18: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 19: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

4_Conference_plan

* Image : ZDNet Korea Future Inside 2017

* Updated at : 2018.05.02

Keyword Title Date Venue Target Audience Attendance

Marketing5th MSC 2018Marketing Square ConferenceMarTech : Marketing + Technology

2018.04.11Four

SeasonsHotel

IT industry, Digital Marketing Provider, etc.C-level(CMO), Marketer, PR Manager, etc.

450

Cloud+ Security

15th ACC 2018Advanced Computing Conference+The Next Steps : Cross Industry TechCloud&Data / Security /IoT

2018.08.28HotelShilla

IT industry, Government, etc.C-level(CIO,CISO,CSO, etc.), ITDM, IT Manager,Architect, Engineer, Developer

450

AI2nd ATS 2018Asia Tech Summit

2018.12.12Four

SeasonsHotel

IT, FSI industry, Government, etc.C-Level(CFO,CISO,CIO), ITDM, BDM, Manager Engineer, Architect, etc.

400+

Page 21: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

1_Advertisement

2_Contents Creation

3_Global Network

4_Conference

5_SLG Service

Media Kit index

Lead Gen.

Page 22: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

- 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

Page 23: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 24: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 25: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 26: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 27: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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

Page 28: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

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.

Page 29: Media Marketing Tool Kit · 2018-10-16 · 2000년3월창간한ZDNet Korea는세계적IT 매체인ZDNet.com 및 CNET.com과특약을맺고국내에뉴스를독점공급니다 . 이와께

Thank You.EUNHO JEON 전은호 | Team Lead 팀장 | 02-330-0161 | [email protected]

SEIHO KIM 김세호 | Manager 과장 | 02-330-0160 | [email protected] KIM 김고운 | Assistant Manager 대리 | 02-330-0162 | [email protected]

JUNGTAE HWANG 황정태 | Pro 프로 | 02-330-0165 | [email protected]

Media Marketing Team | [email protected]