Because gut feeling is not enough, CUSTO, the Belgian federation of customer media agencies, launches the CUSTO-meter. This research instrument helps to gain insight in the return on objectives of customer media. The questionnaire is designed to measure what people do with customer media (reading behaviour), to know how readers evaluate the medium and to discover what customer media do with their readers (return on objectives).
For advertisers that want to engage in a real conversation with their customers, content marketing and customer media are becoming key elements in their marketing mix. Allthough customer media are booming, still relatively little is known about their role and impact in building and maintaining relationships with customers.
CUSTO federates the leading customer media agencies in Belgium. One of its main goals is to promote customer media. The CUSTO-meter is a major initiave to stimulate the knowledge about the medium. The questionnaire offers advertisers the possibility to test and improve their publications. The results of independent tests will be used to run analyses on the aggregated database and build benchmarks. I am very proud that CUSTO has chosen MEDIAH to design and run the CUSTO-meter.
Want to know more about Content Marketing, Customer Media and the CUSTO-meter? Do not hesitate to contact me.
Posted on: 6/10/2008