Interactive Collateral Management cuts costs

A Z Mags product story

Edited by the Marketingweek Marketplace editorial team May 20, 2009

Zmags has revealed how Atlantic City Convention and Visitors Authority has brought digital collateral creation in-house and cut costs while improving downloads and click-through rates for its guides.

Zmags helps marketers engage customers through Interactive Collateral Management (ICM), a means to digitise and deliver interactive documents to customers, and then measure reading behaviour.

Zmags' subscription-based software can be used to share any type of collateral online - including brochures, catalogues, magazines, direct mail and other business documents - to help marketers reduce production costs, increase reach and generate more revenue.

Customers span multiple verticals - such as retail, manufacturing, travel, and healthcare - and include companies such as 3M, Chevrolet, IKEA, Microsoft and Volkswagen.

According to April Clark, senior manager of e-marketing at the Atlantic City Convention and Visitors Authority, her team sought to create and publish its primary marketing tool - its visitors' guides - in-house, after outsourcing them for many years.

The team wanted an in-house solution that would enable it to maintain fast download times while adding rich media, and to track readership stats so it could report back to members/advertisers.

The team selected Zmags' self-service ICM solution, which enables them to easily create and publish professional-looking digital collateral featuring engaging rich media.

Detailed analytics available within the Zmags software have helped the Authority determine which pages and which specific content produce the best results, so it can improve content.

For instance, Clark and her team have learned that adding video doubles page views and increases clickthroughs by 5-10 times - prompting them to add more video content to guides.

Overall, in less than one year, the Authority's digital guides have earned more than 16,000 visits; 300,000 page views; and 35,000 clickthroughs - even as production costs were halved through using Zmags.