Rüdiger Maaß - Fachverband Medienproduktion e.V.
Customer communication is becoming more and more digital and therefore increasingly virtual. The result is that the bond of customer loyalty is becoming fragile, and end customers are increasingly inclined to go brand hopping. The Experience Economy requires more real touchpoints in customer communication - what could be more obvious than print? The task is to find a target-oriented balance of multi-sensory appeal without giving preference to one media channel or another. What makes sense is what leads the way.