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What are your most effective marketing channels today and why?

John Kowal, global marketing manager, Schneider Electric-ELAU Packaging Solutions

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“Our best marketing communications channel is the digital content we publish at packagingautomation.com. The content is created with Packaging World magazine. We get as many inquiries or contacts through that digital product as we get through our one big show, Pack Expo. We work very hard to make sure it's useful content. There's no magic formula to that, but you've got to make sure you're giving people information they can use. It's very easy to get too promotional. We're getting the right people to respond. The inquiries have the right titles at the right companies.”
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