Die 5. Auflage des Fachbuches „Web-to-Publish|Web-to-Media: Wege crossmedialer Medienproduktion“ ist gerade erschienen und wurde im Rahmen der PRINT & DIGITAL CONVENTION 2022 vorgestellt. Die drupa ist langjähriger Kooperationspartner von Autorin Ira Melaschuk, die bei dem Fachkongress auch mit einem Vortrag zum Thema vor Ort war. Wir haben mit ihr gesprochen.
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The combination of digital and physical marketing is still uncharted territory for many brands. However, the American manufacturer Clinique is setting new standards for the industry with the launch of their new packaging including a NFC seal. The technology enables customers to receive skin care tips from experts via an app and to exchange information about them with other people. But what does this technology promise for marketing?
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In sectors such as the printing industry, digital change is part of the daily schedule. As more and more data is generated and customers increasingly expect individuality, companies need to find suitable technologies for optimal processes even in areas where they might not expect it at first glance – for example, artificial intelligence in sales and distribution.
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In seinem Gastbeitrag teilt Horst Huber, CEO priint Group / WERK II, seine Gedanken zu Fragestellungen wie „Kann die Druckindustrie mit der digitalen Transformation Schritt halten?“ oder „Was muss sie tun, um sich als echtes Bindeglied zwischen Marken und Konsumenten zu etablieren?“
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Marketing is an area that used to be all about print. Nowadays, it might seem like this industry has moved its efforts to digital, but print marketing is still very much alive and well. Turns out, print is actually a powerful driver, giving digital the push it needs to succeed.
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The communication agency duomedia conducted an international communication survey. As drupa takes part in the study, we’re happy to show you the interesting results right here.
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It’s Christmas time! Every year we send out beautifully designed Christmas cards to friends and customers to show that we are thinking of them. But how about making your cards stand out from the crowd this year by bringing them to life with the help of augmented reality.
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Recently, Boursorama Banque faced the challenge of drawing young people’s attention to their services as France’s cheapest online bank for youths. Therefore, they partnered up with online fashion and cosmetic retailer ASOS to launch a unique print campaign.
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In our digital era, it’s getting harder for brands to capture their consumer’s attention. The days of one-dimensional campaigns and classical multimedia strategies are slowly coming to an end in favour of omnichannel communications allowing to redefine print in a digital era.
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With the help of augmented reality, Facebook is testing a new way for advertisers to bring their products closer to their consumers. At first sight, these ads look like normal in-feed ads, but they include a “tap to try it on” option, activating AR capabilities, which makes it easier for the customers to decide on a product.
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