Content - Fall 2007 - (Page 2) Content Market Trends Survey Says Research studies reveal that top marketing executives are embracing custom publishing as a first-rate marketing tool as the strategy continues to win converts among media-savvy consumers. BY WILLIAM SPAIN nies across a range of 19 sectors that CPC members serve. A total of 100 interviews were conducted with chief marketing officers and other senior marketing executives, who actually underestimated the general public’s familiarity with custom publications. When asked to estimate what percentage of the public is familiar with custom publications, CMOs guessed fewer than half (48 percent), when in fact, previous research shows that a majority of Americans (58 percent) say they are aware of these types of publications. In addition, when presented with a list of custom publications they might have been exposed to, the percentage rose to 93 percent. Part of the reason for CMOs’ enthusiasm can be found in the overwhelmingly positive response consumers have displayed toward custom publications. A separate Roper study of American consumers found that 85 percent of respondents said that if they are going to get information from a company, they prefer it in the form of a custom publication rather than through a traditional advertisement. At the same time, 60 percent said that custom publications made them feel closer to the sponsoring company because it shows concern about its customers. “We wanted to investigate whether custom publications really provide a return on investment,” says Kathleen O’Neil, a senior research director at Roper who oversaw the study. “We were basically just trying to get a benchmark reading of how consumers feel about custom publications.” O’Neil adds that even though consumers “know it is a selling tool, people said they find the information credible TOOLS OF THE TRADE What kinds of custom publications and communications strategies do chief marketing officers include in their marketing plans? A survey of CMOs by Roper Public Affairs revealed the following about how the respondents use customized media: 87% Web content and websites 68% Print newsletters 67% E-newsletters 63% Conferences 56% Print magazines 46% Advertorials 30% Webcasts/podcasts 28% Webinars 18% Digital magazines custom publishing has arrived in full force at the C-suite. In a recent survey conducted for the Custom Publishing Council, almost 75 percent of chief marketing officers said they see value in custom publications, while 70 percent said they believe custom publications have a positive effect on people’s attitudes and leave them feeling more favorable toward the sponsoring company. In addition, two-thirds of CMOs (67 percent) say they are receptive toward using custom media in their marketing plans, while 59 percent believe that custom media will capture a larger proportion of marketing budgets over the next couple of years. In terms of actual spending, almost 20 percent of CMOs said they already spend about 19 percent of their overall marketing budgets on custom media, while 41 percent indicated they have shifted marketing funds away from traditional media in the last year toward custom media. It’s clear from the survey, conducted for the CPC by Roper Public Affairs, that a growing number of CMOs are becoming increasingly enamored of custom publishing as a marketing discipline. Almost 80 percent indicated custom should be an integral part of the marketing mix for any business, and added that they believe custom media represents the future of marketing. Survey respondents were randomly selected from a list of senior marketing executives from medium and large compa- 10% Infomercials The Magazine of the Custom Publishing Council PREMIERE ISSUE 2 ISTOCKPHOTO Consumers know custom publishing is a selling tool, but they would rather get the information from an article than an ad 14% Blogs
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