Biographie et présentationAutres conférenciers
Content Director/Directeur de contenu
Arjun Basu has been with Spafax since 1999. He was editor in chief of Air Canada’s enRoute from 2001-2008 during which time it was twice named the world’s best in-flight magazine. He is now Content Director and oversees content creation across platforms for Spafax products worldwide.
Working with over 70 clients worldwide, Spafax is a leader in the creation of branded content, specialized inflight entertainment management, custom publishing, advertising sales and production services.
Salle 1 à 9 h 30 - Présenté en anglais
How Custom Media Has Evolved from Print to the Web
A look at how custom media is the most engaging form of marketing. At Spafax, I am responsible for pushing branded content along multiple channels and platforms to deliver engagement and loyalty. This is a market that is rapidly growing all over the world but is still relatively underdeveloped North America.
Custom Publishing was a kind of “either/or” affair with little integration between print and web (or, later, mobile and apps). Content Marketing sees a bigger picture and gets to the heart of what “custom media” has always been – a more sophisticated, more immersive, branding and marketing tool.
The majority of our clients now have combined print/digital communications strategies (and let’s not forget they all started with a print only strategy).
Our customers see us really talking about the story of what they want to say distilled as content – we’ll worry about the format later. The format will fit the content marketing strategy. In the past, in many ways, the strategy fit the format. That’s been reversed.
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