Custom media is media designed for a specific entity to build brand recognition and customer relationships. It includes print and digital media, such as private label magazines for airlines and personalized newsletters from production vendors. The goal is to strengthen ties between suppliers and customers and increase brand recognition.
Custom media is an umbrella term used to describe print and other types of media specifically designed for a specific entity for the purpose of building brand recognition and establishing relationships with that entity’s customers. Sometimes known as branded media or custom publishing, this approach can be used to deliver rich media content to customers that helps strengthen vendor-customer connections. The use of personalized or associated media is common across many industries, including travel, electronics, textiles, and other key industries with a worldwide presence.
One of the most common examples of custom media is found in the travel industry. Many airlines provide a private label magazine for passengers to enjoy during the flight. The magazine will often include special features written specifically for the publication, such as profiles of various destinations, emerging technologies that may interest the reader, or even human interest stories that help pass the time. The magazine will also often include advertisements that may be of interest to the passenger, along with information that may be useful during the flight. Airlines routinely encourage passengers to bring magazines with them when they disembark, increasing the chances of boosting brand recognition.
Other industries also use personalized media as a means of strengthening ties between suppliers and customers. Production vendors will often create custom magazines, newsletters, and similar media that are provided free of charge to customers. This provides another way to get the supplier’s name in front of the customer and raise the relationship level. Even service companies sometimes use some form of personalized support, such as an insert with tips, recipes and stories that can be attached to the monthly bill, providing something customers might find useful or enjoyable.
While print media is a traditional form of personalized media, the advent of the internet has broadened the scope of this type of publishing option. Today, consumers who are registered customers of a corporate entity may be able to use login credentials to gain access to feature articles and other types of information that are not readily available to others. At the same time, those registered users can opt for an email support list which allows the providers to periodically send electronic newsletters to those users. As with their printed counterparts, personalized media is used to inform and entertain with an eye to strengthening customer loyalty and enticing customers to continue doing business with suppliers.
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