Author: Judith Grajewski

Für viele in der Druckindustrie ist sie keine Unbekannte: Fast 14 Jahre lang war Judith Grajewski für das Fachmagazin Deutscher Drucker tätig; hat als Redakteurin vor allem über den Wachstumsmarkt Digitaldruck berichtet, als Online-Verantwortliche das Portal und die Social-Media-Kanäle mit aufgebaut und sich als „Transaction Editor“ mit Content-Management- und Marketingstrategien beschäftigt. Nach einem kurzen Intermezzo als Chefredakteurin des Werbetechnik- und LFP-Fachportals Sign&Print beim schwedischen AGI-Verlag, bleibt die studierte Dipl.-Ing. für Medientechnik (FH) ihrer Leidenschaft für Print treu und widmet sich nun der Beratung und Projektbegleitung von Druckunternehmen auf ihrem Weg in eine digitalisierte Zukunft. Darüber hinaus gibt sie als Redaktionsleiterin von Beyond Print regelmäßig Einblick in relevante Themen des E-Business Print. (Profil bei Xing, LinkedIn)

More than Print
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With “More than Print”, Elanders Print & Packaging has launched its own podcast – and invited a real print enthusiast for the very first episode. In a conversation with Steven Asumang, Head of Marketing & E-Commerce, Bernd Zipper explains why print is sexy even (or especially) in an increasingly digital world, why media use is like a toolbox that everyone should be able to put together freely, and what print stores are able to hold their own. Curious?

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“Immersive exhibitions are designed to simplify access to artists such as Monet, van Gogh, and Klimt and their works via room-filling, large digital screens, sound installations, and virtual reality. What is currently THE trend in art is also making its way into e-commerce, as a study by Zendesk proves. Immersion is playing an increasingly important role, especially in customer service.

Customer Centricity
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Anyone who runs an online store knows how important it is to win new customers – and to do so constantly. That’s why they invest heavily in marketing and put together an attractive special package from time to time. But what attracts new customers often doesn’t apply to existing customers.

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For e-commerce companies in the EU, the world has become a slightly simpler place again, at least as far as data protection is concerned: In July, the European Commission adopted the new adequacy decision in the form of the “EU-U.S. Data Privacy Framework”, thus creating a new legal basis for cooperation between EU companies and U.S. service providers and data processing.

Dr. Ralph Dittmann sprach auf dem Online Print Symposium 2023 über die Beilage und warum sie keineswegs eine Klimakiller ist
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In view of the digital alternatives, advertising brochures are no longer up to date – and even worse, they are climate killers. This is precisely what is often cited by those who have just discontinued their printed offer communication or are planning to do so. Neither the one nor the other is true, as Dr Ralph Dittmann, Managing Director of the WKS Group, impressively demonstrated at the Online Print Symposium 2023 with the help of current figures. 

Angebotskommunikation: promotional communications
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Obi already did it last year, Rewe wants to follow suit in July and discontinue its printed advertising brochure. Netto has been testing a slimmed-down version of its “Promotional leaflet” in the greater Berlin area since the fall of 2022, and Aldi has said goodbye to its printed customer magazine. Reports like these give the impression that printed promotional communication is a discontinued model.

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Since the end of last year, ChatGPT, Midjourney and Dall-E have not only filled what felt like every media channel but have also turned learned truths about what is created by people and what is created by technology on their heads. It was only logical that artificial intelligence should also be part of the Online Print Symposium 2023. For the keynote, the organizers brought journalist and author, Jörg Schieb, a real digital expert, on stage.

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It should be clear to everyone that an online store for print products alone is no guarantee of a company’s success – after all, potential customers first have to hear about the offer. But social media and AI are turning classic marketing strategies on their head. Digital commerce is gaining in importance – for print companies, too.

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