Personalized media is print or digital media created for a specific entity to build brand awareness and relationships with customers. It is used in various industries, including travel, electronics, and textiles, and can include private label magazines, custom newsletters, and online resource articles. Its goal is to strengthen customer loyalty and encourage continued business.
Personalized media is a broad term used to describe print and other media designed especially for a specific entity for the purpose of creating brand awareness and relationships with that entity’s customers. Sometimes known as branded media or personalized publishing, this approach can be used to deliver media content to customers, helping to strengthen connections between supplier and customer. The use of custom or member media is common across many industries including travel, electronics, textiles and other major industries with a worldwide presence.
One of the most common examples of personalized media is found in the travel industry. Many airlines provide a private label magazine for passengers to enjoy during the flight. The magazine often includes special features written especially for the publication, such as profiles of various destinations, emerging technologies that might be of interest to the reader, or even human interest stories that help pass the time. The magazine also often includes advertisements that are likely to interest the passenger, as well as information that may be useful during the flight. Airlines routinely encourage passengers to take the magazines with them when they disembark, increasing the chances that brand recognition will be reinforced.
Other industries also make use of personalized media as a way to strengthen ties between suppliers and customers. Manufacturing vendors often create custom magazines, newsletters, and similar media that are provided to customers free of charge. Doing so provides another way to get the supplier’s name in front of the customer and increase the level of rapport. Sometimes even utility companies use some sort of personalized media, such as a brochure with tips, recipes and short stories that can be included in the monthly utility bill, providing something that customers might find useful or entertaining.
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 commercial entity can use login credentials to gain access to resource articles and other types of information that are not readily available to others. At the same time, these registered users can opt into an email media list that allows vendors to periodically send electronic newsletters to these users. Like their print counterparts, personalized media is used to inform and entertain, aiming to strengthen customer loyalty and entice customers to continue doing business with suppliers.
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