Study: Corporate publishing outstrips traditional advertising

 Accelerom Research concludes in a study that corporate publishing is more efficient than conventional advertising. This is shown by the Zurich-based marketing intelligence company's market-representative BrandConnex studies in a wide range of sectors. The increasing fragmentation of media usage and target groups has a direct influence on the effectiveness of communication measures, explained Christoph Spengler, Managing Director of Accelerom, in a press release on Monday. The BrandConnex studies confirm that customer contacts with an individual and journalistic approach, such as articles in customer magazines, are becoming increasingly more important than via mass media.  
Following the changing trends in media usage, the growth industry of corporate publishing is opening up new target groups and new communication channels. Instead of advertising, which threatens to get lost in the mass of information, corporate publishing can have a more targeted effect on consumers and can be prepared and sent out in a targeted manner.
 
BrandConnex uses statistical methods to measure the quantitative and qualitative significance and impact of a wide range of customer contacts. For example, the impact of a consultation can be compared with that of an advertisement, a homepage or a shop window between target groups. At the same time, the measurement reveals the strengths and weaknesses of the respective brand compared to competitors.