Biographie et présentation
Autres conférenciers
Arjun Basu
Content Director/Directeur de contenu
Spafax
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.
1 session
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.
Autres conférenciers dans la même session :
Craig Silverman
Editor of Regret the Error and Adjunct Faculty
The Poynter Institute
