CUSTMZ 4 Vacature


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  • 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
  • Directerespons: ‘live’ interactieBijvoorbeeldkwis, poll, test, ‘Stelhieruwvraag’, ‘Ja, ikwilgraagmeerweten’,etc.
  • 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
  • CUSTMZ 4 Vacature

    1. 1. + Brave new New world possibilitiesCUSTMZ FORVACATURE What can CUSTMZ‟ CUSTMZ offer CUSTMZ for Your digital answer magazine? you you?
    2. 2. + What are Changing Why do you digital need a environment magazines? digital Definition & magazine? typesBrave new world What can Your CUSTMZ offer digital you? magazine
    3. 3. + It‟s a brave new world out there…
    4. 4. + Digital becomes leading > ¾ Belgian population online  Rise of the tablet  Mobile internet
    5. 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. 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. 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. 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. 9. + What are Are digital Why do you digital magazines need a digital magazines magazine? A new medium the answer? for a changingNew possibilities marketing and communication What can Your CUSTMZ offer digital environment you? magazine
    10. 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. 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. 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 magazines content via electronic means.” ?
    13. 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. 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. 15. + What are Why do you digital need a magazines digital CUSTMZ – magazine? publishing needsCUSTMZ‟ answer meet marketing needs Customise What can Your your CUSTMZ offer digital you? magazine magazine
    16. 16. + CUSTMZ in plain English
    17. 17. + CUSTMZ is an easy-to-use platform to create and manage vibrant & state-of-the-art digital publications…
    18. 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. 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
    20. 20. + SHOWCASE Create & edit a magazine in CUSTMZ
    21. 21. + CUSTMZ offers additional advantages…
    22. 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. 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
    24. 24. + SHOWCASE Tracking info in CUSTMZ
    25. 25. + SHOWCASE Behavioural data in CUSTMZ
    26. 26. + SHOWCASE Individual details
    27. 27. + SHOWCASE: Select individual details for export to CSV
    28. 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. 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. 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
    31. 31. + Cases & results
    32. 32. + Bruce Almighty  BruceAlmighty - the first digital magazine created on CUSTMZ and available on  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
    33. 33. + SHOWCASE Storytelling by using rich media
    34. 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 readers individual interests. This ensures them that the content in the next editions will be even more relevant and targeted to each readers preferences  has been visited by approximately 4.600 visitors generating 12.436 unique page views
    35. 35. + SHOWCASE: Inspire, seduce & learn about your readers
    36. 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
    37. 37. + SHOWCASE: Digital magazine as a pull-to-web
    38. 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
    39. 39. + SHOWCASE: Integrated social media tools on various levels
    40. 40. + What are Why do you digital need a magazines digital CUSTMZ is an magazine? easy-to-use toolCUSTMZ for you to create & manage digital What can Practical Your digital CUSTMZ offer magazine? info magazines you?
    41. 41. + Advantages  Improve image + top-of-mind awareness  Direct response + traffic to  Viral content on social networks  Facebook and/or LinkedIn connections  One click CV (with LinkedIn)  Detailed analysis  Database enrichment + segmentation
    42. 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. 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. 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
    45. 45. Questions? Stay in touch
    46. 46. + Rich media  Additional images, animation, audio and video create a dynamic content and reinforce the reader‟s experience
    47. 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. 48. + Tracking  Built-in tracking tools allow to analyse on the spot what people read (or not!)
    49. 49. + Targeting  Content is segmented to each target group and messages get personalised
    50. 50. + Multiplatform  People can read a magazine when and how they choose on their desktop, tablet or mobile