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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 324 articles

Premium Content Catalogs: The Power to Drive Sales

Published February 4, 2016

Major retailers like Lands’ End and J.C. Penney are bringing back their printed catalogs because they recognize the critical role that these catalogs play in driving business. This article cites recent InfoTrends research to highlight how catalogs remain an important marketing tool for reaching today’s consumers.

 

Premium Content Direct Mail in 2016: Print Providers Need to Deliver… and Some Are!

Published January 28, 2016

Today’s market holds a tremendous opportunity for direct mail printing. How can today’s service providers better meet marketers’ evolving needs, and what are the essential ingredients for success? This article explores three key areas of focus—data-driven personalization, multi-channel communication, and an agency approach.

 

Premium Content Direct Mail’s Integral Role in the Marketing Mix: A Direct Marketer’s Perspective

Published January 21, 2016

Despite the surging popularity of digital marketing, direct mail will continue to play an integral role in savvy businesses’ marketing initiatives. This article cites data from recent InfoTrends research to explore the role that direct mail will likely play in the marketing initiatives of the future.

 

Premium Content Direct Mail: Integral to the Marketing Mix in 2016

Published January 14, 2016

While some forms of marketing are fleeting and forgotten, a postcard, brochure, or catalog can serve as a lasting reminder of a marketing message. Direct mail can compel recipients to act, attract new customers, increase customer loyalty, boost brand awareness, reactivate dormant accounts, and deliver profitable results. This article explores how businesses of all sizes are rethinking their strategies and incorporating more direct mail in their messaging.

 

Premium Content 2016: The Year of the Customer Experience

Published January 7, 2016

Whether improving direct customers’ experiences or the experiences of clients’ customers with better communication products, a positive customer experience delivers bottom-line results. This article provides InfoTrends’ recommendations on areas that print service providers should focus on in the year ahead as they strive to improve the customer experience.

 

Premium Content Print Catalogs Are Back this Holiday Season… And for Good Reason!

Published December 17, 2015

The print medium is returning as an important marketing and sales tool. This holiday season, firms like Bloomingdales, Nordstrom, and Saks Fifth Avenue are sending more targeted and specialized catalogs. This article cites InfoTrends’ recent research to explore how catalogs are cutting through the clutter in today’s digital world.

 

Gelato: It Could Sweeten Your Business and Make You Mobile!

Published December 2, 2015

Henrik Müller-Hansen, Gelato’s Founder and CEO, had a vision for democratizing the world of printing. This article provides an overview of the Gelato Group’s offerings and explores how these solutions can make a difference in today’s mobile world.

 

Premium Content From Challenger Sale to Challenger Customer: An Expanded Perspective on B2B Selling

Published November 12, 2015

Following on the success of their 2012 book entitled The Challenger Sale: Taking Control of the Customer Conversation, authors Matthew Dixon and Brent Adamson have published a new book entitled The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. This article outlines ideas from the new book and explores how winning the right types of customers can enable salespeople to do their jobs more effectively.

 

Premium Content Omni-Channel Communications: Delivering the Customer Experience

Published October 29, 2015

Consumers have all channels turned on and they are in control of how they gather information, obtain advice from friends and family in their social networks, and complete transactions with suppliers. This article cites recent research from InfoTrends to explore the role that service providers can play in delivering an omni-channel experience.

 

The Xerox Premier Partner Congress: Your Network at Work!

Published October 15, 2015

The 2015 Xerox Premier Partners Congress (October 6-7 in Prague, Czech Republic) explored how the power of networking can be put to work. This article highlights just a few of the positive experiences that attendees and business partners enjoyed at this year’s event.

 

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.

 

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