About Us
Questions for Chris
In the realm of custom publishing, is there a new emphasis on branding and integration?
Marketers today are increasingly interested in integrating into their marketing mix custom publications that augment brand guidelines and brand objectives. However, more than ever, these custom platforms are accountable for more than building brand equity or establishing customer relationships. They must also drive key metrics and ROI to deliver total business value.
What are some of the newest and most popular formats that custom publishers are exploring? Why are they popular?
Digital communications — e-magazines and e-newsletters — combine traditional magazine (print) features of relevance and engagement with the newest web 2.0 applications, intuitive customer interface, and direct marketing advantages on a digital platform that is cost efficient and offers marketers the benefits of frequency, update-ability, and interactivity.
What's new in custom publishing/hot trends?
The New Custom Publishing is an approach within a larger CRM context that merges several of the hottest trends in marketing — multi-platform content, customer engagement, measurable ROI, and a focus not just on program performance but on total business value delivered.
How are custom publishers changing to meet today's needs?
Today's custom publishing solutions require top-tier creative talent, complex data-driven production and technology capabilities, direct marketing expertise, and a full suite of digital assets. As a result, it's imperative that today's custom publishers maintain an infrastructure that can be readily leveraged to create best in class solutions. Marketers today need to understand the total economic impact of these solutions in order to invest. Without top talent, a suite of differentiated capabilities, and a proprietary approach that combines the relational values of media with the performance orientation of direct marketing, custom publishers are not equipped to deliver optimal business value.
What are the hot buttons for marketers today?
Consumers today are more in control than ever of how, where, and when they consume media and advertiser messages. As a result, marketers must deal with fragmentation, de-massification, intense marketing clutter across all platforms, and changing consumer habits. Content platforms that are consumer centric and relevant offer the marketer a controlled, clutter-free environment to engage their best customers, build brand equity, and influence customer behavior. Digital delivery, backed up by data driven production, also makes the long-held vision of one-to-one marketing more achievable and feasible than ever. With the sheer volume of digital programs reaching consumers all day, every day, quality content remains a key driver across all media and channels.
