In order to cut through the clutter of information distributed via electronic and print avenues, more and more readers are turning to custom publications, particularly in the business world.
Industry research shows that more than 80% of readers indicate they would prefer to get information in an interesting collection of articles, rather than an ad. In addition, 75% of readers indicate they feel better informed after reading targeted custom publications because they find information geared to their specific areas of interest.
Research further shows that B2B recipients are using and taking action based on the information they receive in custom publications, with the majority of respondents routing articles to colleagues.
Other consistent benefits found from custom publications, include:
- Strengthened relationships with customers
- Support of purchase decisions/repeat purchases
- Increased customer satisfaction ratings
In addition to custom publications, marketers have seen similar results from customized in-person events, such as industry roundtables, research presentations and panel discussions.