MAR­KET­ING CHAL­LENGES

The Insider - - PAID CONTENT -

Although the op­por­tu­ni­ties are great with spon­sored ac­cess, it is no Field of Dreams. Just be­cause a busi­ness of­fers ac­cess to pre­mium con­tent doesn’t mean peo­ple will come.

To build aware­ness of the part­ner­ship with users, com­pa­nies must pro­mote it be­fore, dur­ing and af­ter the cus­tomer has con­nected with their busi­ness. This in­cludes phys­i­cal (e.g. hotels), re­gional (e.g. mu­nic­i­pal­i­ties and events) and vir­tual venues (e.g. loy­alty pro­grams, web­sites and apps).

Mean­while pub­lish­ers must mar­ket their con­tent to ex­ist­ing and new read­ers. Let your loyal read­ers know that you un­der­stand what they want and need. In-pub­li­ca­tion na­tive and glossy ad­ver­tis­ing are ex­cel­lent ways to reach read­ers who al­ready know you. Out­stream video and non-in­tru­sive on­line ad­ver­tis­ing on all your dig­i­tal prop­er­ties is also good.

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