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It’s About the Conversation… Not the Campaign

Over the past five years, my columns have espoused the value of variable data and integrated campaign management. While I continue to be a firm believer in relevant messaging and cross-media communications, I am quickly learning that in today’s wired and social media world, the market has taken yet another turn. Marketers are focusing on the importance of social media, and they will start seeking partners that go beyond integrated marketing campaign management. These marketers are hoping to tap into the conversations that are taking place via social networks as they move from a monologue to a true dialogue with customers. As we move into 2010, the rise of social media will require solutions providers to deliver and support a new concept: Integrated multi-channel conversation management™.

By Barb Pellow
Published: August 6, 2009


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A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.



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