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Analys av fyra svenska företags kundtidningar: Kundrelation och varumärke byggs när redaktionellt material anpassas för både tryck och webb
Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik.
2015 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgaveAlternativ tittel
Analysis of four companies customer magazines : Customer relations and brands are built when editorial content is adjusted for publishing in both print and digital (engelsk)
Abstract [en]

This paper aims to clarify how four customer magazines and digital versions of the magazines are being used by their target group. It focuses on the Ikea customer magazine specifically. After the analysis the conclusion is that out of the four companies customer magazines only one, Ikeas Live magazine, fully re-used the editorial content from the printed magazines on their digital platform. The interviewees were six readers of Ikeas customer magazine Live and two experts from a Stockholm based content firm. After the conducted interviews it became clear that none of the interviewees read the digital version of Ikeas magazine Live. They were not aware of its existence. According to the experts, the content should always be re-used. Not straight of but adjusted to the tone of voice that each digital platform has. The printed version and the digital version of a customer magazine should interplay with each other so it creates a pull to mainly the digital platforms where most of the content rests. All this to create the best customer experience.

sted, utgiver, år, opplag, sider
2015. , s. 52
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-27645OAI: oai:DiVA.org:sh-27645DiVA, id: diva2:817414
Fag / kurs
Media Technology
Uppsök
Technology
Veileder
Tilgjengelig fra: 2015-06-16 Laget: 2015-06-05 Sist oppdatert: 2018-01-11bibliografisk kontrollert

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