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Quad/Graphics: A Focus on Defining the Future of Customer Communications

Marketers face many obstacles when communicating with customers. Reaching customers is more difficult than ever before, and marketers often struggle to determine the right media and message. This article explores how Quad/Graphics is helping marketers and publishers capitalize on print’s ability to complement and connect with other media channels.

By Barb Pellow
Published: August 25, 2016

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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.

 

Discussion

By Vincent Mallardi on Aug 25, 2016

It is intuitive that all media are synergistic and that print is an essential part of the mix. The question is will our clients suspect a bias when the source of the marketing information is the printer itself. Also, there are four vectors that contribute to, or subtract from, print demand: technology, the economy, society and politics. All have to be addressed, and at least two are not quantitive. Metrics and predictive analytics as we use them today fall far short in reliability - and in many cases relevance. An onerous regulation, ill-conceived law, a disruptive or game-changing event, or an economic or psychographic shift could render useless any projective time series. Having said this, I commend Quad for its direction which I support and in some way am assisting through the Hot Markets program.



 

By Robert Godwin on Aug 25, 2016

Vince,
You identified the four horseman of the print apocalypse!
Technology- Software is never done, if it increases productivity, jump on it. If it delivers metrics, all the better! Of course, then there is Uber’s surge pricing…
Economy- requires constant attention to the primary markets you serve.
Society- Changes in society spawn new opportunities, change is good, but printers are so often slow to respond
Politics- As usual, you are either repulsed or entertained, restricted or enabled. It is said that a sign of intelligence is being able to hold opposing viewpoints on a subject…can you pay attention to and ignore simultaneously?

 

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