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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 356 articles

Premium Content Closing the Personalization Gap

Published September 22, 2016

Even though today’s consumers are inundated with marketing-related messages, only a fraction of these messages actually get the consumer engaged. This article explores how marketers are using personalization to create customized communications that help them stand out from their competitors.

 

Premium Content Book Publishing: Printed Books Live On!

Published September 15, 2016

Even in today’s digital age, printed books are alive and well. The death of printed books has been greatly exaggerated, and emerging technologies and consumer preferences are converging. This article explores the tools and techniques that can help resolve the supply chain.

 

Premium Content Transaction Documents: Consumers Still Like Paper!

Published September 8, 2016

Transactional printing is the original variable data printing application. Each bill, statement, invoice, check, or explanation of benefits has content that is unique to the specific individual. Research continues to suggest that business expectations for paperless delivery adoption always exceed realized gains.

 

Premium Content Future Focus: Becoming a Strategic Customer Communications Partner

Published September 1, 2016

When we talked about marketing services five years ago, the focus was on variable data and creating a personalized URL that linked to a landing page with pre-populated information. Although these capabilities are still important, today’s customers are seeking more. They want a strategic partner that will help them with their customer communications strategy.

 

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

Published August 25, 2016

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.

 

Premium Content Understanding the Customer Journey

Published August 18, 2016

Historically, marketers have had a relatively straightforward task—to fill the sales funnel and keep prospects moving through it. Marketers would place an advertisement in a newspaper, create a television commercial, or send a direct mail piece to entice consumers to come into their stores to make a purchase. Times have changed.

 

Premium Content How to Capitalize on the Mobile Addiction

Published August 11, 2016

There is little disagreement that smartphones and other digital devices are having a disruptive impact on businesses as well as consumers on a global basis. There is no question that today’s mobile addiction represents a tremendous opportunity for service providers. This article explores how savvy service providers are supporting clients in their drive to reach customers.

 

Premium Content Marketing Isn’t What it Used to Be… Your Customers Want Something Different!

Published August 4, 2016

Today’s customers are adept multi-taskers who are capable of using multiple devices simultaneously. This means that marketers need new ways to cut through the clutter and get their messages across. This article explores techniques for delivering relevant data-driven content to effectively reach target audiences.

 

Premium Content Pokémon Go… You Might Want to Pay Attention!

Published July 28, 2016

Officially launched on July 6, Pokémon Go is a mobile application that is sweeping the nation. This article explores how the app promises to expand the opportunity for Augmented Reality, and also highlights a few other recent examples of the technology.

 

Premium Content Color Plus Personalization: Selling the Value of Inkjet

Published July 21, 2016

Many marketers are turning to color and personalization to create pieces with strong visual appeal that prompt consumers to take action. This article cites recent InfoTrends research to explore the effects of color and personalization.

 

Premium Content Social Media Should Be Part of Your Marketing Mix

Published July 14, 2016

When used effectively, B2B social media marketing can be an essential avenue for building awareness. It can also establish you as a thought leader and act as a mechanism for creating an ongoing dialogue with customers. This article explores what social media techniques B2B firms are using, as well as why and how they are being used.

 

Premium Content Successful Sales: Finding the Right Talent

Published July 7, 2016

The relationship sell that worked perfectly fine just a few years ago isn’t good enough anymore. Many sales managers face a common pitfall—they fail to define the skills that are required before determining a strategy. This article discusses the six capabilities are essential for selling successfully in today’s market.

 

Premium Content Direct Marketing: Staying Up with the Trends

Published June 30, 2016

Each year, the Direct Marketing Association (DMA) compiles hundreds of relevant industry stats and facts for publication in its Statistical Fact Book. The publication culls stats from over 60 leading research sources and marketing experts. This article outlines some of the key data points from the 2016 DMA Statistical Fact Book that PSPs should take notice of.

 

Premium Content Changing the Conversation: Helping Customers Leverage Postal Promotions

Published June 23, 2016

Marketers understand that direct mail is one of the most powerful ways to communicate with current customers, especially when it comes to new customer acquisition and reactivating dormant accounts. The USPS’s recently announced 2017 Postal Promotions are designed to help direct mailers maximize the value of the communications that enter the mailstream.

 

Premium Content Heidelberg: Delivering on the Digital Promise at drupa 2016

Published June 16, 2016

Heidelberg is already a champion of offset press manufacturing, but the firm demonstrated that it was equally serious about helping its customers make the transition to digital at this year’s drupa event. This article explores how Heidelberg is promoting itself as a solutions-oriented service provider that can productively and efficiently support customers in the digitization of their business models.

 

drupa 2016: About Adding Value to Print!

Published June 9, 2016

Many printing companies attended drupa 2016 to understand the latest industry innovations that would increase business and improve profitability. The vendors that participated in this year’s event were focused on demonstrating applications that expanded margins and helped service providers identify new markets and opportunities. This article explores just some of the ways that the industry continues to bring new value to print.

 

Drupa 2016: The Future of Inkjet

Published June 2, 2016

The overriding message for drupa 2016 is that inkjet is now ready for prime time across a range of applications and is positioned to displace key conventional printing processes. This article provides a brief overview of the factors that will drive the expansion of the inkjet market during the drupa event and beyond.

 

The Value of Tradeshows… As I Head to drupa!

Published May 26, 2016

Although some will always question the value of tradeshows, these events are generally worthwhile endeavors. As we head into drupa 2016, this article evaluates some of the unique benefits that tradeshows like drupa can offer to exhibitors and attendees alike.

 

Impact: Blending Inkjet and Data-Driven Marketing

Published May 19, 2016

Since its founding in 1983, Impact has been providing services in direct mail, fulfillment, data management, critical documents, e-mail marketing, creative, and print management to drive marketing communications. This article provides a brief overview of how the company’s expertise in applied technology, analytics, and production services can help its customers connect with their clients.

 

Premium Content Video Meets Print: Two Worlds Collide

Published May 12, 2016

Marketers see video as a more engaging alternative that is capable of delivering a message more succinctly. The worlds of print and video are beginning to merge, and this article explores how companies like Americhip are bridging the gap between the technologies.

 

Premium Content Selling to SMBs: It’s Time to Get Your Digital Game On!

Published May 5, 2016

Just like large enterprises, small and medium-sized businesses (SMBs) want to look credible and professional as they spread the word about their businesses. This article explores the top business priorities of today’s SMBs, how the marketing mix is changing, and what it takes to win in this market.

 

Premium Content Harte Hanks Leverages Technology and Direct Mail in the Multi-Channel Customer Journey

Published April 28, 2016

As marketers seek techniques to create effective direct mail, technologies like high-speed, full-color inkjet are creating opportunities to produce personalized and customized direct mail items that will truly capture consumers’ attention. This article explores how Harte Hanks has leveraged advanced digital printing capabilities to effectively deliver targeted, personalized direct mail touches that weave seamlessly into the multi-channel customer journey.

 

Premium Content Print: Changing the Customer Experience with Augmented Reality

Published April 14, 2016

Motivated by an increasingly sophisticated range of online and offline shopping opportunities, consumers are eager to experience higher-quality shopping experiences. Retailers can delight their customers by providing an experience that is relevant, personalized, and engaging. This article provides examples of augmented reality applications that are designed to deliver much more effective and engaging communications

 

Premium Content Personalization: The Missing Link

Published April 7, 2016

Today’s consumers have grown comfortable with the ideal of establishing a one-on-one dialogue with marketers, and many consumers have come to expect this level of intimacy. This article cites recent research to explore consumers’ practices and preferences when interacting with direct mail and other types of content.

 

Premium Content Pii: Making Data-Driven Marketing Work

Published March 31, 2016

The concept of creating relevant communication is becoming table stakes, and marketers with the most targeted strategies will be the ones that win. This article cites recent research from InfoTrends and explores how pii is stepping up to the data challenge.

 

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