Collaborative Marketing, Shifting the Balance of Power
This is Part II in a series of articles and interviews with Waleed Ashoo, CEO of LithExcel, Communication Services Provider addressing industry changes and how to successfully manage your business in today’s information-rich environment.
The internet and the web are virtual tools so powerful they have leveled the playing field for companies, vendors, and consumers alike. Using the information gleaned from web tools to build market profiles, business executives are driving return on investment (ROI) and other business metrics higher by focusing resources on targeted markets.
We posed the following question to Ashoo: Marketing integrated services is much different than “selling print.” Those in the industry agree that digital has changed the roles of traditional PR firms and agencies, as well as printers. Reports show that more than 28% (source: Ad Age) of clients do not have the confidence that their agencies can fulfill their multi-touch/cross media needs. Do you believe the playing filed has been leveled?
“This wellspring of information (the internet and web) has empowered consumers. They are more connected than ever before, forcing companies to refocus their marketing strategies and implement multi-touch options to communicate with their customers.” said Waleed Ashoo, CEO of LithExcel Communication Services Provider. “The companies that understand how to apply and package the information into a value-added service are the ones that will grow in this information-rich environment; it doesn’t matter whether you’re a printer, advertising agency, PR or media firm or a graphics design house.”