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Media Intelligence : Media Trends+Strategy 2012
MEDIA Trends + Strategy 61 Deeper Engagement Building brand communities What is the value proposition for custom publishing? Custom publishing connects brands to customers by creating custom content and content strategies that drive engagement, build loyalty and deliver measurable results. Content is NOT king. Your customers are. We employ the principles of top quality journalism, superb imagery and intelligent design, guided by our understanding of brands and how consumers interact with them. We bring together brand communities by strategically distributing custom content that is relevant, informing, entertaining and that customers enjoy reading, value, recommend and pass on. From print and digital to social, custom publishing enables brands to establish more authentic customer relationships that can sustain trust, loyalty, and positively influence their behaviour. What type of integrated packages are currently working well for clients? Custom Publishing is Content that is created from the customer’s perspective so that content is then adapted and optimised for each channel for distribution via the most effective media channel or combination of channels. That can include: MAGAzINES Their engagement factor – whether being consumed on a plane, a bus, at the beach or on the lounge – has been proven again and again. DIGITAl/WEB A good story is a good story, no matter the media, but in the digital world the user experience is paramount. SOCIAl MEDIA successful social media initiatives encourage customers to build their own stories. We facilitate the sharing of a client’s business story in their customer’s social network. In tech terms, you might call that ‘viral’. We call it good conversation. EMAIl anything from tactical email programs through to comprehensive CRM e-newsletter campaigns segmented by customer profile and need. SYNDICATION As content innovators our expertise lies in content creation, but in the digital and new social media marketing world, content must be portable. We can ensure that branded messages are strategically placed in relevant media and portals beyond your custom property, paid or earned. Or we can syndicate relevant content that will enhance customers’ brand experiences. POINT OF SAlE Precipitating consumer action is at the heart of a content strategy. We execute much of our POS work as a complement to our clients’ integrated CRM programs, with in-store initiatives that lead customers to engage and transact. DIRECT MAIl Our editorial approach to DM solutions incorporates a heightened level of insight to ensure consumer engagement and action. An example is Feast which leveraged the strong food and culture credentials of SBS and the custom expertise of Pacific+ The brief called for content that brought together food, travel and culture in a way that offered audiences rich, diverse and authentic experiences. Which has resulted in the launch of a monthly magazine, a dedicated food site, blogs, point of sale, radio segments, EDMs and millions of PR and marketing dollars supporting the SBS food brand position. Georgina Brujic Managing Director Pacific+ What is the value proposition for custom publishing when presenting to a client? A more engaged and more profitable client. What type of integrated packages are currently working well for clients? As integrated as possible using the most relevant distribution channels for each particular audience. And blogs, the social media channels, Facebook build deeper relationships. How are you measuring the effectiveness of your publications? Are clients specifying particular metrics they prefer? Varies – we have some clients who are very sales driven, measuring every publication and all the offers in that magazine, especially in travel. It’s based on the number of enquiries and conversions from those enquiries as each magazine goes out. Other clients are working off feedback – forms we’ve developed and measuring the level engagement with the magazines so the car companies tend to work through that rather than sales conversion. And the other way is controlled distribution and looking at different user groups: those who are receiving the magazine and those who aren’t, and measuring the effect between those two control groups. Is integration with online increasingly demanded/ expected by clients? Yes completely. We’ve got no choice as a business to try and extend our content offering. It’s just not from a more effective way of reaching the client but people are looking for efficiencies so they’re looking to one supplier to create the stories that will then replicate throughout the distribution channels – social media channels, EDMs or website. What’s the next big thing to impact on this sector? Two biggest things: mobile from a distribution perspective. From a business perspective, one of the biggest challenges is the economies, is the price-driven models that are appearing in content marketing so that you can buy words incredibly cheaply but it’s a matter of working the difference between just having copy on a page and having copy that works, and it’s building a deeper level of engagement. Fergus Stoddart Director Edge custom magazines p58-59,61_customMags.indd 61 28/11/11 2:10:38 PM
MT Resource Guide 2011
MT Resource Guide 2012