custom media: making it part of your marketing mix presented by: jim daggett, publisher
DESCRIPTION
Custom Media: Making it Part of Your Marketing Mix Presented by: Jim Daggett, Publisher Tech Decisions. Custom Media: Making it Part of Your Marketing Mix. What is Custom Media?. - PowerPoint PPT PresentationTRANSCRIPT
2012 IASA Advanced Boot Camp:Mastering the Art of Marketing & Selling to Insurance Companies!
Thursday, March 15th &
Friday, March 16th
Omni Amelia Island Plantation ResortAmelia Island, Florida
Progress Though Sharing Knowledge
Custom Media:Making it Part of Your Marketing Mix
Presented by:Jim Daggett, Publisher
Tech Decisions
Progress Though Sharing Knowledge
Custom Media: Making it Part of Your Marketing Mix
Custom Media is the ability to seamlessly blend research and creative designs into the development of customized mediums including print, audio, video and digital outlets.
The main objective is to enhance the interactions between companies and their targeted audiences as well to strengthen brand credibility. Custom media is often referred to as branded media, and custom publishing.
What is Custom Media?
Progress Though Sharing Knowledge
Why Use Custom Media?Clients use custom media:
•To increase credibility•To provide valuable information•To gain attention as a thought leader•To strengthen connection with customers•To provide an educational service
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Benefits of Custom Media
• A more meaningful and thought provoking communication• Shelf life• Integration across multiple distribution channels• Engagement and interaction
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Trending for the FutureChief Marketing Officers Surveyed
•35% strongly agreed custom represents the future of marketing•2/3rds believe custom will capture a larger portion of marketing budgets•87% saw custom content as valuable•8 in 10 said they were receptive towards using custom content in their marketing plans•94% agreed custom strengthens consumer-sponsor relationships
Source: Custom Content Counsel“CMO Attitudes Toward Custom Content: Update 2011”
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Trending Continued
•Strengthen the Bond: six in ten decision makers say that after reading custom content, they end up feeling like they know more about the company (69%) and feel better about the company (61%).
•Valued by Decision Makers: about seven in ten say that they like custom content because it is tailored to their specific interests (68%).
•Impact the Buyer: two-thirds (65%) say the information provided in custom media helps them make better purchase decisions. A majority says they are more apt to buy another product from a company that provides them with custom media (55%).
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Custom Products
Live Events•Roundtables (Virtual)•Roadshows•Breakfast Meetings
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Web•Web Seminars•Microsites•Client eNewsletters•Surveys•White Papers•Social Media (in support)
Custom Products
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Custom Products
Print•Client Magazines•Posters•Books•Direct Mail Campaigns•Newsletters
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Taking it to the StreetsWho can custom media help?
•Companies with little/no marketing department•Want to build thought leadership•Increase brand exposure•Associate with our brands, connect with our readers•Want a turnkey product
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
The Insurance Industry & Custom Media
Keep in mind, your target market understands and leverages custom media.
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Stories of SuccessA Large Insurance Carrier eNewsletter•24% open rate on the email•18% download of white paper
Web Seminars•Technology providers targeting the insurance market•1000+ Registrations, 540 Attendees, Conversion rate 54%•330 Registrations, 170 Attendees, Conversion rate 51%
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Questions?
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
Custom Media: Making it Part of Your Marketing Mix
If you have questions specific to this presentation, please feel free to email:
Jim DaggettPublisherTech Decisions and PropertyCasualty360.com, a unit of Summit Business MediaEmail: [email protected] Phone: 631-775-0440
Thank you for your time and attention.
Now, back to Mark Roth for the introduction of our next session.