Welcome to our July 16, 2008Custom Media Breakfast Event:B-TO-B LEADERS IN Hosted by: Sponsored by:
What is Custom Media? The art of understanding what your customers need to know, and delivering it to them in a compelling way.
Things To Know • Custom Media = Content Marketing, Custom Publishing, Branded Content and about 20 other phrases. • Instead of starting with product messages, a company devotes resources to creating information that fulfills customer needs. • Channel-Neutral • Non-media companies are becoming publishers.Today’s marketing forces businesses to think more like publishers delivering an editorial product.
From the Experts • Almost every one of the leading online marketing thought leaders today stress the importance of content marketing. Brian Clark (copyblogger): “Online, great content is effective advertising, and smart marketers are the new media.” Seth Godin: “Content Marketing is the only marketing left.” Rohit Bhargava: “The real secret to great marketing is creating compelling and useful content.” David Meerman Scott: “Getting customers used to mean interrupting people with product messages. Today it’s all about compelling content.”
B-to-B & Custom Media Custom Media comprises30% of B-to-B MarketingBudgets Junta42 / BtoB Magazine StudyMarch, 2008
B-to-B & Custom Media Custom Media comprises30% of B-to-B MarketingBudgets Over 90% of Business Purchases Begin Online – Forrester (2007) Junta42 / BtoB Magazine StudyMarch, 2008
Marketing in the past… Create brand awareness Mass media Interrupt and repeat
Marketing now and the future… Create behavior change Conversational media Communicate directly
As a marketer, to survive… You cannot surround the media You have to be the media
Be The Media Organizations are now beginning to understand that, along with the products and services that they offer, one of their core products is information. If not the most important one…
Our Distinguished Panel Paul DunayGlobal Director of Integrated MarketingBearingPoint Inc. Martha Peterson Managing Partner Global Solutions Mediaedge:CIA Cat MoriartyProgram Manager, Corporate Advertising USPS Lynne EsparoSenior Director of Corporate MarketingNuance Communications
Thank You for Attending!B-TO-B LEADERS IN Hosted by: Sponsored by: