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Article: Custom evolution: brand marketers are turning to custom publishing more than ever, as the channel expands beyond print magazines to integrated content that serves to increase customer loyalty.
- Article from:
- DM News
- Article date:
- April 6, 2009
- Author:
CopyrightCOPYRIGHT 2009 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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If you went out and spent $70,000 on a single good, wouldn't you want some special attention and recognition? Luxury car company Lexus has long known that its customers appreciate engagement, as evidenced by the 2002 launch of a global custom publishing campaign. But the evolution of Lexus' brand marketing strategy--which has grown to include a Web site, MSN portal, e-mail newsletters, video stories, travelogues for TiVo, streaming video for mobile phones, and serialized fiction, all flail of custom content designed for Lexus buyers--is a perfect illustration of the evolution of custom publishing as a discipline.
"Twenty years ago there was this notion that ...