Customer magazine

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A customer magazine is a magazine produced by a business as a means of communicating to its customers. It is a branch of custom media, a product that broadly shares the look and feel of a newsstand or consumer magazine but is paid for in part or whole by a business. Rather than copy sales and advertising, the primary goal of a customer magazine is to achieve a particular business objective. This could be for a firm to cross- or up-sell, change brand perception or engender loyalty. In-flight magazines, sponsored by airlines, were among the first customer magazines, and remain typical of the genre. In the UK, every supermarket chain now provides a customer magazine to promote its products through recipes and other food editorial. Many prominent digitally-native companies, like WebMD and Net-À-Portér, have released customer magazines of their own. [1] Some customer magazines carry advertising; this is often seen as a useful way to offset the cost but equally can have some benefit in making the product look more like a regular magazine.

A magazine is a publication, usually a periodical publication, which is printed or electronically published. Magazines are generally published on a regular schedule and contain a variety of content. They are generally financed by advertising, by a purchase price, by prepaid subscriptions, or a combination of the three.

In sales, commerce and economics, a customer is the recipient of a good, service, product or an idea - obtained from a seller, vendor, or supplier via a financial transaction or exchange for money or some other valuable consideration.

Custom media is a marketing term referring broadly to the development, production and delivery of media designed to strengthen the relationship between the sponsor of the medium and the medium's audience. It is also called branded media, customer media, member media, content marketing, and custom publishing in the US; contract publishing and customer publishing in the UK. In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine is the most successful example of the genre.

As a communications tool customer magazines are enormously powerful and allow firms to have a level of engagement with their customers that other media do not have. [2] They are particularly good at conveying difficult and complex messages to an audience. They also lend themselves well to measurement and tracking, offering tangible information on return on investment and performances against objectives.

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Advertising form of communication for marketing, typically paid for

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short.

Customer-relationship management (CRM) is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.

Guerrilla marketing is an advertisement strategy to promote products or services on the streets or other public places with little money. This involves getting the attention of the public. Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience. It was popularized by Jay Conrad Levinson in the book Guerrilla Marketing, 1984. Traditional advertising media are channels such as print, radio, television and direct mail but as we are moving away from these channels the marketers and advertisers have to find new strategies to get their commercial messages to the consumer.

Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."

Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.

Direct marketing type of marketing sending messages directly to consumers

Direct marketing is a form of advertising where organizations communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters, targeted television, newspapers, magazine advertisements, and outdoor advertising. Among practitioners, it is also known as direct response marketing.

Marketing communications uses different marketing channels and tools in combination: Marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, and promotion to public relations.

Advertising management part of the advertising industry

Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.

Advertising campaign series of advertisement messages

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:

Sustainability advertising is communications geared towards promoting social, economic and environmental benefits of products, services or actions through paid advertising in media in order to encourage responsible behavior of consumers.

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Consumer-generated advertising is advertising on consumer generated media. This term is generally used to refer to sponsored content on blogs, wikis, forums, social networking web sites and individual web sites. This sponsored content is also known as sponsored posts, paid posts or sponsored reviews. The content includes links that point to the home page or specific product pages of the website of the sponsor. Examples include Diet Coke and Mentos videos, the I've Got a Crush On Obama video, and Star Wars fan films. Companies that have employed consumer-generated ads include Subaru North America, McDonald's, Rose Parade and Toyota North America.

Content marketing Form of marketing focused on creating content for a targeted audience online

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to:

Media planning is generally outsourced to entails sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives.

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."

Advantage Business Marketing (ABM) is a private, American digital marketing and information services company owned by the venture capital firm Owner Resource Group. The company was founded in 2006 and is based in Rockaway, New Jersey.

Cloud marketing

Cloud marketing is the process of an organisations efforts to market their goods and services online through integrated digital experiences, by which they are specialised for every single end user. The aim is to use advertising methods to target customers via online applications through social media websites such as Facebook, Twitter and various online portals to target consumers. Cloud marketing platforms are supported with third parties which maintain the platform. Cloud Marketing was established by a company in Raleigh, North Carolina calling it SharedVue Marketing Technologies. The marketers targeting clients need to ensure their material is compatible with all electronic media devices. Cloud marketing requires efforts in data privacy and data protection especially for EU markets where GDPR general data protection regulation defines new rules.

References

  1. ↑ "Marketing Trend: Digital and Tech Companies Embrace Print Magazines". www.dcpubs.com. DCP. Archived from the original on 2014-12-30. digital companies that have recently added more "traditional" media to their marketing mix
  2. ↑ "Print is the New Black". www.dcpubs.com. DCP. Archived from the original on 30 December 2014. Retrieved 30 December 2014. the average reader spends almost 45 minutes with a single magazine
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