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Barb Pellow

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.

Recent Commentary & Analysis from Barb Pellow

Displaying 1-24 of 314 articles

Mobile is at the Heart of the Customer Experience!

Published October 1, 2015

Mobile technology can interact with the consumer at the most contextually relevant time and location possible. Mobile can and will work when it is used properly. This article discusses the fundamentals of creating a true customer experience and explores how Target Stores created an effective mobile campaign for the 2014 holiday season.


Premium Content The Customer Experience (CX) Factor: It’s Time to Get in the Game!

Published September 24, 2015

By improving the customer experience, businesses can drive value, reduce cost, and build a competitive advantage in the marketplace. Customers are seeking partners that deliver solutions beyond simple variable data, pURLs, and customized landing pages. The article explores how businesses can gain a competitive advantage by delivering an improved customer experience.


Premium Content Mobile First: Mobile Technology Is Changing Consumer Behaviors

Published September 10, 2015

Mobile facilitates new thinking because its capabilities and tools enable marketers to transform why, when, where, and how audience members engage with their brands. This article explores how mobile technology is changing consumer behaviors and creating new opportunities for highly interactive engagement.


Premium Content Stepping Up to the Data Challenge… What’s Your Role? (Part 2)

Published September 3, 2015

Data offers businesses new opportunities to better understand their customers through a limitless number of sources, including purchasing behaviors, interactions, demographics, and history. Last week’s article discussed the challenges that marketers face in today’s data-driven world, and this one explores the strategies that Innovairre is pursuing to help clients effectively use data.


Premium Content Stepping Up to the Data Challenge… What’s Your Role?

Published August 27, 2015

Corporations are increasingly relying on data to learn about customers, invest in new products and services, adjust sales and marketing activities, and assess new market opportunities. This article discusses the challenges that marketers face in today’s data-driven world.


Premium Content The Pathway to Profitability: How Value-added Services can Contribute to Business Growth

Published August 13, 2015

To remain competitive in today’s transitional market, printers are embracing the importance of adding value. This article leverages InfoTrends’ research to explore how value-added services can contribute to business growth.


Premium Content Reinventing Business: Making the Move to Digital Packaging

Published August 6, 2015

According to Josh Linkner’s book entitled The Road to Reinvention: How to Drive Disruption and Accelerate Transformation, some leaders freeze instead of acting because they are concerned about the consequences of change. This article explores how McBattas disrupted the status quo and reinvented itself with digital folding cartons.


Premium Content Tukaiz: The Evolution Continues With Launch of Creative Division

Published July 30, 2015

Earlier this month, Chicago-based Tukaiz announced the opening of its in-house boutique creative division known as agenz. Highlighting points from a recent Rick Webb book, this article explores how today’s businesses can make the transition to offering agency-oriented services.


Premium Content The Power of Personalization: Get Data and Get Going!

Published July 23, 2015

Today’s marketers are seeking partners that can help them deliver the right message at the right time, while also delivering the most effective data strategies to ensure that offers are not dead on arrival. This article explores how print service providers can capitalize on this opportunity by building data expertise.


Premium Content OneTouchPoint: Delivering on the Promise of Customer Intimacy

Published July 9, 2015

Without leaving their homes or offices, individuals can assess and evaluate an array of products and services. The most successful firms understand that the lifetime value of a customer is more important than the value of the initial transaction. This article explores how Kohler Co. partnered with OneTouch Point to stand out from the competition and maximize the value of long-term customer relationships.


Premium Content What’s Your Digital Quotient?

Published June 25, 2015

According to McKinsey & Company, following the leader can be dangerous to your future profitability. This article explores four steps for optimizing performance in today’s digital world, and also discusses the importance of developing a digital quotient.


The Dscoop Community Tradition Continues: Dscoop Open in Dublin, Ireland

Published June 11, 2015

At the Dscoop Open event (June 3-5 at the Convention Center in Dublin, Ireland), solutions partners shared their perspectives on how to make a “hole in one” with digital printing. This article provides a brief overview of the event’s highlights.


Premium Content Reinvention: Centered on the Customer

Published May 14, 2015

During the 2015 Inkjet Summit, service providers acknowledged that much of the innovation in their markets was done in collaboration with customers and driven by the dynamic changes in the clients’ specific businesses. This article explores how inkjet technology is delivering key advantages to transactional printing, direct mail marketing, and publication printing applications.


Premium Content Access Direct: Reinventing Business with Inkjet Technology

Published May 7, 2015

During the 2015 Inkjet Summit, a number of innovators acknowledged the need to leverage emerging technologies to profitably accelerate business growth. This article explores how Access Direct has reinvented itself as a leader in data management, variable messaging, and inkjet printing. It also demonstrates how Access Direct’s actions parallel the advice given in Josh Linkner’s book entitled The Road to Reinvention: How to Drive Disruption and Accelerate Transformation.


Symeta: Selling Inkjet, Delivering Value

Published April 30, 2015

In what is perceived as a commodity-oriented marketplace, print sales reps struggle to maintain a proper balance between features and benefits. This article explores how Symeta (Brussels, Belgium) has transformed its business with strong sales and marketing and a value-based approach to communications.


Premium Content Transformation: Are You Taking the Right Steps to Change?

Published April 23, 2015

Service providers of all sizes are constantly talking about the need to transform their businesses from commodity-oriented organizations to marketing and communication service specialists. A recent article from McKinsey & Company details six steps for driving revenue and margin improvements, and these steps are discussed in this piece.


Premium Content Reinventing Your Business: It’s about Telling Your Story!

Published April 9, 2015

Because of new and emerging technologies, today’s business owners face a whole new set of challenges. According to Josh Linkner’s book entitled The Road to Reinvention, the way that you position your company and communicate to your various audiences and target markets is a critical component of transforming your business. This article highlights real-world examples of how the art of storytelling can help accelerate businesses transformation.


Premium Content Is it Time to Reinvent Your Business? Can You Afford NOT To?

Published April 2, 2015

The relentless pace of change is exacerbating the challenges that business owners face today. According to Josh Linkner’s book entitled The Road to Reinvention, leading companies are disrupting the status quo to achieve growth and economic gain. This article explores how businesses can take Linkner’s advice to avoid losing ground.


Premium Content Sales and Marketing: An Investment, Not an Expense!

Published March 26, 2015

Proactive sales and marketing investments are vital to growing and driving business results. Citing research from McKinsey and Company, this article explores strategies for building superior marketing and sales capabilities.


Premium Content Trends to Watch in 2015: Building the Right Infrastructure for Success

Published March 12, 2015

Infrastructure includes the basic physical and organizational components that contribute to the success of an organization in terms of the sale and delivery of products, services, and solutions. This article is part of a series exploring trends worth watching in the printing industry. It explores the infrastructure investments that are critical for success in today’s market.


Premium Content Trends to Watch in 2015: The Innovative Use of Technology

Published March 5, 2015

In his book entitled Innovation and Entrepreneurship, Peter F. Drucker states that an entrepreneur “always searches for change, responds to it, and exploits it as an opportunity.” This article explores the ways in which entrepreneurs and service providers can leverage existing technologies to successfully innovate.


Premium Content Trends to Watch in 2015: Wearables (Really!)

Published February 26, 2015

Although wearable technologies are still in the early adopter phase, the power of connectivity is driving change at an unprecedented rate. With the information available from wearables, marketers will be able to understand context and generate much more relevant messages. This article is part of a series exploring trends worth watching in the printing industry.


Premium Content Trends to Watch in 2015: Will This Be the Year of Marketing Automation?

Published February 12, 2015

Marketing personnel will be more accountable than ever before for generating sales results. Marketing automation software can dramatically increase leads and profit, and it also provides a greater return on investment in relation to conventional marketing platforms. This article is part of a series exploring trends worth watching in the printing industry.


Premium Content Trends to Watch in 2015: Delivering an Interactive Customer Experience

Published February 5, 2015

At the heart of nearly differentiation strategy are techniques for enhancing the overall customer experience. By improving the customer experience, organizations hope to increase customer satisfaction and boost loyalty. This article is part of a series exploring trends worth watching in the printing industry.


Premium Content Trends to Watch in 2015: The Domination of Mobile Technology

Published January 29, 2015

PCs are expected to become secondary to smartphones and tablets for a significant share of consumers. This trend is driving marketers to focus on mobile application development. This article is the second in a series exploring trends worth watching in the printing industry.


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