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CUSTMZ 4 Vacature
1. + Brave new New
world possibilities
CUSTMZ FOR
VACATURE
What can
CUSTMZ‟
CUSTMZ offer
CUSTMZ for
Your digital
answer magazine?
you
you?
2. + What are
Changing
Why do you
digital need a
environment
magazines? digital
Definition & magazine?
types
Brave new world
What can Your
CUSTMZ offer digital
you? magazine
4. +
Digital becomes leading
> ¾ Belgian population online
Rise of the tablet
Mobile internet
5. +
Social media rule
750million on Facebook, 300 million on
Twitter, 79 million on LinkedIn
New social media channels popping up
continuously
E.g. Google+, Pinterest, etc.
6. +
Mad men no more…
Content marketing replaces traditional
advertising
! Peer recommendation is considered
trustworthy by 78%, as opposed to 14% who
trust advertisements
Earned media: relevance is crucial to get
attention and be liked/shared
7. +
Track to target to improve ROI
Tracking is more important than ever
Knowing who your audience is, allows you to
truly reach, bind and engage your various target
groups by offering them content that is relevant
to them
Segment and personalise
Addressing your (future)
customers as individuals
is the best way to improve
brand recognition
and loyalty
8. +
CRM becomes Social CRM
Lifestyle data enhances transactional data
Learn WHO your customers are and not only
WHAT they do
What does he/she like?
Who are his friends?
What does he/she share?
What does he/she search
for?
Where does he/she go?
What does he/she do?
Etc.
9. + What are Are digital
Why do you
digital
magazines
need a digital
magazines magazine?
A new medium the answer?
for a changing
New possibilities
marketing and
communication What can Your
CUSTMZ offer digital
environment you? magazine
10. +
The rise of digital magazines
Current situation
Digital magazines already play an important role
as part of the communication mix
Formats TOTAL B2C B2B B2E
Print magazine 42% 73% 33% 20%
E-mail newsletter 42% 67% 47% 13%
Digital magazine 18% 27% 13% 13%
Website 40% 47% 40% 33%
* Source: Smin, 2010 (Netherlands))
11. +
The rise of digital magazines
Forecast
Both brands & publishers foresee a significant
increase in the next years
Formats Developed Previsions
by agencies
Print magazine 46%
Digital magazine on internet 26%
Digital magazine on intranet 8%
Digital magazine on iPad 8%
Email - newsletter 27% -
* Source: Customer Media Trendonderzoek, 2011 (Netherlands)
12. +
But how do we define a „digital
magazine‟?
According to the Audit Bureau of
Circulations (*):
“The label „Digital Edition‟ will be used to
describe distribution of a magazine's content via
electronic means.”
?
13. +
What it is not or should not be…
A digital magazine≠ an online pdf
Worst of both worlds: looses all the strength
print has to offer and uses none of the online
advantages
A digital magazine≠ adding digital elements
to the print version
A solution that is neither lard nor pork
A digital magazine≠ a website
Websites are fast-paced, built for information,
transaction, practical usage and do not offer an
„experience‟
14. +
What it really should be
A new medium to reach, bind and engage
(potential) customers
Key elements
Storytelling and (editorial) content that is
interesting, relevant and/or entertaining for
reader
Attractive design to seduce readers
Enhanced experience to bind readers
Fully loaded with online advantages, i.e. rich
media, interactivity, measurability, personalisati
on, availability, etc.
15. + What are Why do you
digital need a
magazines digital
CUSTMZ – magazine?
publishing needs
CUSTMZ‟ answer
meet marketing
needs Customise
What can Your
your
CUSTMZ offer digital
you? magazine
magazine
17. +
CUSTMZ is an easy-to-use
platform to create and manage
vibrant & state-of-the-art
digital publications…
18. +
Easy to add & edit content
Text, visuals, videos and animations are easy to
add by non-developers or designers
Content can be added and edited before, during
and after the design
RESULT
No specific profile needed to add and edit content
Various people can work on the same edition
simultaneously
One single platform to manage all your content
19. +
Rich media without development
CUSTMZ makes building complex pages more
easy, cost-effective and accessible with the
components library
MEANING
Minimaldevelopment on your side
Focus can go to design content
Constantly updated with new features
22. +
Built-in social media tools
Share the entire publication or specific
elements via social media access
individual social media profile info
YOU CAN
Putas many social media buttons throughout the
publication as you like
Have your content spread – magazine, screen or
specific feature
Gain insights into customer needs and
behaviours by adding the lifestyle data they
share online to their behavioural data
23. +
Unprecedented insights
Trackall traffic info and reader behaviour
as well as individual information
YOU CAN
Combine tracking info with behavioural data and
individual details
Learn what people are interested in (and not!)
Act on it to optimize your ROI ROA
28. +
No-hassle segmentation
Easilycreate a custom or alternative
version that triggers the specific interests
of the segment
JUST IMAGINE
Easy creation of multilingual versions or
alternative versions for specific segments
Targeted content: different call to
actions, different opening page, different
order,…
Future: instant segmentation in real time
29. +
Responsive design
Deliverdigital publications across multiple
platforms devices
YOUR BENEFITS
Easily publish, segment, track and analyze to all
platforms and devices from the same CMS
Transform a Flash-pages desktop version to a
native app for iPad or choose for a html5-based
version
30. +
Cost-efficiency
Softwareas a Service (SaaS) assures a
no-hassle and future-proof solution
MADE EASY
No software to install, download, upgrade and
manage
No hardware to purchase, scale and maintain
No costs from maintenance or upgrades
No hosting or bandwidth worries
Secure database management/improvement
32. +
Bruce Almighty
BruceAlmighty - the first digital magazine
created on CUSTMZ and available on
www.bruce.be
889
visitors (from a database of
approximately 2.000 contacts)
6.362page views (4.091 unique page
views)
Average reading time of 7 minutes and 33
seconds
34. +
Best magazine
Tour operator BEST tours chose a digital
publication filled with music, images, video and
interactivity to inspire and seduce readers to
travel with them, while simultaneously tracking
each reader's individual interests. This
ensures them that the content in the next
editions will be even more relevant and
targeted to each reader's preferences
www.bestmagazine.be has been visited by
approximately 4.600 visitors generating 12.436
unique page views
36. +
Kuoni magazine
Kuonimagazine aims at shortening the path
from inspiration to action
The magazine is foremost a pull-to-web to
increase sales, but by offering readers a
real experience and by integrating
interaction they also assure customer
loyalty and interest from prospects
38. +
e-scoop
SD Worx‟s goal is to reach HR-professionals
in order to claim market- and value
leadership
SDWorx uses e-scoop as part of an integral
content approach, incl. a print magazine, a
blog, notification mails and a LinkedIn-page
Each medium answers to specific goals and
is developed separately to fully achieve its
potential while also optimising the interaction
between each channel
40. + What are Why do you
digital need a
magazines digital
CUSTMZ is an magazine?
easy-to-use tool
CUSTMZ for you
to create
manage digital What can
Practical
Your digital
CUSTMZ offer
magazine?
info
magazines you?
41. +
Advantages
Improve image + top-of-mind awareness
Direct response + traffic to vacature.be
Viral content on social networks
Facebook and/or LinkedIn connections
One click CV (with LinkedIn)
Detailed analysis
Database enrichment + segmentation
42. +
Roles
Developer (ActionScript)
Responsible for use and creating of components
Designer (Flash)
Responsible for design
Editor (CMS)
Responsible for content
CUSTMZ support
Available online
43. +
Timing
1. Connect to CUSTMZ CMS
1 day
2. Training
Editor designer: 1 day
Developer: intensive training
3. Create magazine
Gather content (text, video, animations, visuals)
Design page with components
º Included in CUSTMZ
º Custom-made
44. +
Timing
4. Import CRM database
1 day
5. Publish notify
Depends on user‟s mailing system
6. Extract
tracking data and import into CRM
database
1 day
46. +
Rich media
Additional images, animation, audio and video
create a dynamic content and reinforce the
reader‟s experience
47. +
Interaction
Built-in links assure a fast and easy connection
to the corporate website/intranet
Integrated social media make it simple to share
content with friends, family or colleagues
Direct response creates
„live‟ interaction
48. +
Tracking
Built-in tracking tools allow to analyse on the
spot what people read (or not!)
49. +
Targeting
Content is segmented to each target group and
messages get personalised
50. +
Multiplatform
People can read a magazine when and how they
choose on their desktop, tablet or mobile
Hinweis der Redaktion
Internet penetrationEurope: 58,3%Belgium: 77,8%Rise of the tabletJune 2011Netherlands: 8% of the households has a tabletBelgium: 4% of the households2012: research shows that of the current 79% desk- or laptop users, 19% reckon they willshift to tablets, 18% to other mobile devices
Internet penetrationEurope: 58,3%Belgium: 77,8%Rise of the tabletJune 2011Netherlands: 8% of the households has a tabletBelgium: 4% of the households2012: research shows that of the current 79% desk- or laptop users, 19% reckon they willshift to tablets, 18% to other mobile devices
Ook social media zijnonontkombaar, maar als brand gewoonaanwezigzijn in die social media volstaatniet -> je moetaandachtverdienen => nieuwe regels voormarketin
Make your ‘owned medium’ (= your magazine) relevant enough to ‘earn’ attention and likesGet noticed and liked/shared by providing content that is relevant (= useful and/or entertaining) to the reader“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” (Junta 44)Content marketing gaateroverdat je relevant bent (juiste info naarjuistepersoon), omzoaandachttekrijgen van die persoon en ervoortezorgendathij/zijjouwboodschapnietalleenfijn of interessantvindt, maar ookdeelt (check filmpjevoor peer recommendation) -> 78% vs 14% advertisemets
Daaromwordt tracking belangrijkerdanooit. Nietalleenom je ROI van eenbepaaldeactietemeten en eventueelteverbeteren, maar vooralomdat het cruciaal is dat je je boodschappenbeterkansegmenteren en zelfspersonaliseren. Het is de beste of zelfsenigemanieromnog op tevallen in eenwereldwaariniedreen met boodschappenwordtgebombardeerd…
Daaromverandertook de klassieke CRM en evoluerenzenaar de zgn. Scoial CRM. Immers, de klassieke CRM vertelt je eigenlijkalleenwateenpersoon ‘doet’ met jouwmerk, terwijl diepersoonnatuurlijkveelmeer is dandat… Maar hoe kom je meerteweten over die persoon en hoe kan je die danbeterbereiken en zelfsberoeren?
Why we started CUSTMZ: Combine publishers needs with marketing goalsTOOLS to create a rich-media experienceSOCIAL MEDIA integration to increasebrand recognition and viral spreadTRACKING to learn and improve your ROI SEGMENTATION to make your content more relevantLIFESTYLE DATA to enhance your CRM database
Nietenkel toolsomdigitalepublicatietemaken, maar ookinteractie, tracking, segmentatie en multiplatform
Voorneeldaan het einde van de presentatie
instead of building a bespoke app for each platform, you have one responsively-designed website that works on all screens
Kuoni’s digital magazine aims at shortening the path from inspiration to action. The magazine is foremost a pull-to-web to increase sales, but by offering redaers a real experience and by integrating interaction they also assure customer loyalty and interest from prospects
1e scherm - cover: volledigepublicatiedelen2e scherm: specifiek element3e scherm: volledigartikel
EditorGathers & creates content (text, visual, video, etc.)Imports content into the CUSTMZ CMSAdapts content/page order for segmented versions, based on master versionDesignerUses components to lay-out page (text, photo slideshow, hotspot, etc.) – to be discussed: templates/set up gridDeveloperCreate new components or upgrade existing onesExtra service: done by CUSTMZ CMS expertsCUSTMZ supportFAQ and manual online
Welkepagina’slezenze, hoe langlezenze, op welke links klikkenze, welke video’s wordengespeeld, welke info wordtgedeeld, etc
Nietperséandere info maar vaakverschillen in diepgang of tone-of-voide -> met digitaalgeen split run bijdrukker of mailhouse
Lezers de kansgeven het magazine telezenwaar en wanneerzedatwillen -> nietlangergebondenaanhun desktop -> ooklezen op eenvrij moment (bvonderwegnaar het werk) of rustigthuis in de zetel