The marketing and communications landscape has transformed dramatically over the past decade. Today’s consumers – whether at home or on the go – are bombarded with messaging across countless channels. For print providers, the challenge is clear: how do you cut through the noise and stay relevant?
That question took center stage during the recent webinar, “Future-Proofing Customer Communications,” hosted by Printing Impressions and In-plant Impressions – two PRINTING United Alliance brands. Moderator and Alliance editor Bob Neubauer emphasized the importance of seamless omnichannel messaging across both print and digital formats. He also posed a critical question to the audience: “How do you handle ever-changing data privacy and compliance regulations?”
To tackle these and other pressing issues, a panel of industry experts shared their insights:
- Kevin McPherson, senior client executive, Quadient, a PRINTING United Alliance member
- Brian Cox, vice president IT, CCM/CXM software development and BCS architecture, RRD
- Alin Mihalcea, senior director, national programming and development, DCM
From Demographics to Hyper Personalization
McPherson noted that the market is rapidly evolving around personalized communications and data. From marketing to regulatory compliance, the focus has shifted from basic demographics to character-based personas — and now, to hyper personalization.
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