DIGITAL digest

The formula for success is C+A+M=PG, noted the marketing consultant. Capture customers continuously, then Amplify customer relationships and Maintain customers for life to achieve perpetual Profits and Growth. He also advised attendees to educate—not sell—customers.

Even as the industry advises marketers to become more customer centric with one-to-one, variable data communications, several speakers noted that too many print providers still don't take that approach in their own businesses.