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The document summarizes the transition of a company's print magazine to an electronic magazine format. Key points include: - The print magazine was 12 pages, published 4 times per year and had 1600 copies distributed. Questions were raised about readership, costs, and more innovative communication. - An e-magazine was launched in 2012, allowing for tracking of statistics, elimination of printing and mailing costs, and a more dynamic and ecological format. - Analytics showed opening rates of 35% via newsletter and increasing time spent per issue. Costs decreased by 28% with the new format. Feedback was positive about the innovative format with no content overflow. Statistics would help improve content, diffusion, sales and innovation.
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From content to marketing tool
- 1. Braine l’Alleud, 25th October 2012 From content to marketing tool E-magazine Security Matters Insert picture in this frame Insert picture in this frame Frederik Van Bever Marketing Director Securitas
- 2. Anno 2011 Print magazine 12 pages 4x/year 1600 copies • is our magazine read ? • how can we cut costs ? • can we communicate in a more innovative way ? 2
- 3. Anno 2011 Solution? 3
- 4. Anno 2012 E-magazine • tracking and statistics • no printing and postal costs • dynamic, user-friendly, ecological 4
- 5. Some figures Statistics • Opening rate (via newsletter) = +/- 35% • Average time = 6 min (#1)-> 7 min 21 (#2) • 11.68 pages/visit (# 2 = only 7 pages!) 5
- 6. Cost-effectiveness * Cost evolution * - 28% 6
- 7. Feedback Feedback from customers • Nice, innovative format • No content overflow Return on consumer knowledge • View on interesting articles • Lead generation • View on interested customers 7
- 8. Evolution Statistics = • Better content • Larger diffusion • More sales • Innovation 8
- 9. Contact Frederik Van Bever Marketing Director Securitas Security Matters is produced by: 9