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Custom media

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Custom Media[3], also recognized as branded media, customer[4] media, or content marketing[2], is a marketing strategy[1] that involves the creation, production, and distribution of various media types. Primarily sponsored by a single marketer, it targets a specific audience such as customers, members, or alumni. Examples include in-flight magazines sponsored by airlines and customer magazines. Custom Media, often produced in-house or by specialized publishing firms, aims to strengthen the relationship between the sponsor and the audience. It builds trust and loyalty[5], provides tailored information and advice, and positions the sponsor as a preferred vendor. Services related to custom media include design, editorial roles, and complete production, offered by specialized firms.

Terms definitions
1. marketing strategy. "Marketing Strategy" is a term that encompasses a company's broad plan for its marketing efforts. It includes mapping out the direction for future planning periods, focusing on customer value, and anticipating growth. This strategic planning aims to bridge the strategic gap for sustainable growth by organizing resources for a competitive edge. A marketing strategy also involves long-range planning to identify new business opportunities and potential threats. It utilizes various components such as pricing, customer service, go-to-market strategy, packaging, and market mapping. Additionally, this strategy uses metrics for tracking performance and strategic analysis to identify the company's current position. It also requires a clear vision and mission statement for the organization. Furthermore, strategic planners use various research tools and analytical techniques to evaluate competitive brand performance. Ultimately, a marketing strategy seeks to obtain a sustainable competitive advantage.
2. content marketing. Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. It has a rich history dating back to 1732, with examples like Benjamin Franklin's Poor Richard's Almanack and Johnson & Johnson's antiseptic wound treatment publication. The term was first used in 1996 and has since evolved with the rise of social networks and online platforms. Today, it is a vital tool used by brands like Red Bull and to engage audiences and build brand loyalty. It is measured by various metrics, including visitor numbers, time spent on a page, click-through rates, and customer feedback. While it presents challenges like continuous content delivery and transitioning to a media publishing mindset, it also offers opportunities for sales conversion and innovation.
Custom media (Wikipedia)

Custom media (or, customer media) is a marketing term referring broadly to the development, production and delivery of media (print, digital, audio, video, events) 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.

Typically, custom media is sponsored by a single marketer (a company, brand, association or institution) and is designed to reach a tightly focused audience of customers, members, alumni or other constituency. Custom media can be produced "in-house" by such organizations. Over the past two decades, a growing number of specialized publishing and media firms have emerged, called "custom media" or "custom publishing" companies in the US, and "customer publishers'" or '"publishing agencies" in the UK. Like advertising policy other version and other marketing services firms, the companies or divisions of traditional media companies, provide professional marketing and communications services to clients for a fee. Such out-sourced services can be limited to design and editorial responsibilities or include the complete production and distribution process. In addition, many of the companies sell advertising space within custom publications to third parties; this subsidizes the cost of publication; creates a more authentic editorial environment; and allows third parties to purchase and publicizes an association with the media's sponsor, while reaching that sponsor's customers (e.g. food suppliers may purchase advertising space within a supermarket's custom media). [citation needed]

Custom media aims to build a relationship of trust and loyalty with the sponsor's customers, so they regard the sponsor as the vendor of choice when they make purchases. This is accomplished by providing information and, often, advice, that meets the needs and suits the preferences of the sponsor's target market. It serves the interests of the audience, rather than overtly plugging products and services the way ads do.[citation needed]

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