e-mail marketer UrbanDaddy attracts a large number of luxury brands

The trendy content has the market development potential. This can be seen not only from consumers, but also from e-mail publishers. e-Mail Publishers DailyCandy and tasting table are new stars in this field. They all attract a large number of well-educated, wealthy subscribers. And these publishers are also http://www.aliyun.com/zixun/aggregation/26203.html "> Digital advertisers. Because these advertisers find the real-world content area incredibly valuable: entertaining and inspirational, and a large number of very loyal users.

UrbanDaddy is another new star for e-mail publishers. When asked about its most important success factor, the publisher's answer was clear: the business model. Some might think that this publication is the equivalent of a man's dailycandy. Indeed, there is a similarity between the two publications, which have attracted a large number of relevant advertisers, who are also keen to cover those addicted to the content.

Like DailyCandy, UrbanDaddy is an e-mail publication first. All other advertising opportunities are built on this platform. The publication has 1.5 million users based on 11 different versions. The brand offers a variety of advertising locations, including display ads, ad-hoc editorial ads, single sponsorship, and all voice content. The goal is to curb marketing content and provide some content related to the brand. According to the publisher, the approach has led to 10% to 15% clicks on editorial ads.

"Next Steps" for content publishers

It's nice to be able to make content popular, but people might want more. But few brands can go any further. But for now, these advertisers have the opportunity to extend their coverage from email users to mobile users, as the value of these content is soaring. Although UrbanDaddy has been commercially operational since 2005, it has begun to enter the eyes of more marketers since the publisher launched an iphone app called "Next Move" last year.

The application downloads nearly 300,000 times in the itunes App Store. The application can at all times provide users with immediate advice on where they are, who they are with, and what they want to do, telling them where to go for dinner, where to go for a drink, where to throw a party. The app has attracted advertisers such as Lexus (Lexus) and Starbucks. For young people and the city's men's elite, these brands seem to meet their needs.

For those who prefer to access the application through the computer, the web version of the app also offers a wide variety of bars, restaurants and social club information. Lexus currently has customized skin sponsorship for the web version of the app. This custom skin is so deeply integrated with the design of the site that it is hard for users to imagine what the site would look like before sponsoring it. This is a good example of integrating custom content with a collaborative web site and immediately satisfying the needs of publishers and marketers. If the publisher's content matches The advertiser's brand, the cooperation between them can be fully referenced by the success of the above case.

Exclusive video content

For years, video advertising has been one of the most preferred forms of advertising for media buyers. However, compared with the video in the e-mail, the current network of video advertising is not the effect of the former good. UrbanDaddy not only offers the location of video ads, but also offers exclusive video content, as well as an exclusive sponsorship opportunity for advertisers. The journal also plans to specialize in a video column that focuses on some of the events in the email digest.

Some big brands such as Sony and Grand Marnier are also urbandaddy video advertisers. They reached an agreement with the e-mail publisher to communicate their video content to consumers via email. If advertisers are after a more comprehensive advertising campaign, you can get some inspiration from the patron of luxury brands. Patron selected UrbanDaddy as one of its media partners to advertise its social club by distributing exclusive video content from the brand. The brand's social networking site regularly offers (and refreshes every month) advice on entertainment and how to decorate party scenes. However, the website can only be accessed if it is registered as a member.

In the website of the brand Social club, some columns such as "agenda" and "big event" will provide some suggestions or suggestive content. Believe that those who are going to party will find the value of the content. The exclusive video of top chefs and celebrities (UrbanDaddy for patron) can also give these users some insight. Currently, the website and the joint-branded ads are being replicated in UrbanDaddy emails.

If advertisers are looking for media partners to buy creative multi-channel media, they should lock up publishers like UrbanDaddy. This is not just because it has launched its own brand in the field of e-mail publishing. And more importantly, like other rivals in the field, the brand has built a trustworthy brand and a loyal group of consumers. They will be the first to tell you that no matter what you hear, these email summaries are always up-to-date.

(Original: March 18, 2010; compilation: Zeng Cui)