Custom Media

What, exactly, is custom media?

First, here’s what it’s not: It’s not interruption advertising.

It’s not a full-page display ad buried in someone else’s publication that you hope gets noticed. It’s not another unwanted marketing message blindly sent out to a mass audience.

And it’s not an old-school advertisement screaming at an uncaring reader or listener about the benefits of a product that he’s not interested in.

So what is custom media? It’s a 3-minute video. A 32-page publication. A 300-word article. A series of blog postings. A digital magazine. It’s an ongoing discussion happening across social media sites and platforms like Facebook and Twitter.

In other words, custom media is about providing helpful, compelling content to a targeted audience. It’s about marrying your marketing objectives with the information needs of your customers.

It’s about having real conversations with customers across media platforms — conversations that create not just transactions but relationships.