Quad, a company with deep roots in the printing industry, is making significant strides in its evolution into a comprehensive marketing experience firm with the announcement of a strategic partnership with Google. Based in Sussex, the company aims to redefine the landscape of marketing strategy and execution by utilising cutting-edge artificial intelligence (AI) technologies. The new collaboration will harness Google's cloud services to deliver innovative marketing solutions tailored to the needs of contemporary marketers.
Joshua Lowcock, the president of media at Quad, highlighted the company’s extensive experience, stating, “Quad’s history and legacy for the past 50 years has been in household data." This extensive data repository is seen as a major asset, setting Quad apart in its pursuit of future-ready marketing strategies. Quad's data stack, which updates routinely, covers a staggering 92% of all U.S. households and nearly the entire adult population, featuring over 3 billion data points that are continuously validated. This vast amount of data allows Quad to glean insights into consumer interests, based on the content preferences of households, a unique method that differs significantly from standard digital tracking identifiers like emails or IP addresses.
The integration of artificial intelligence into Quad’s marketing arsenal is poised to revolutionise the way brands engage with consumers. By employing Google Cloud's AI optimisation capabilities and large language models, Quad will allow marketers to effortlessly construct dynamic, omni-channel audience segments. Lowcock envisions a future where marketers could create precise audience plans by simply outlining their objectives, similar to using interactive AI models like ChatGPT.
George Forge, Quad’s senior vice president of client technology and product development, emphasised the novelty of creating truly omni-channel audiences. "Using AI to dynamically create creative content is not particularly novel, but the ability to build audiences that are truly omni-channel and optimise across channels is unique," said Forge. This approach will support brands in developing personalised, scalable content that resonates across diverse marketing channels.
Furthermore, Quad's innovative offerings are designed to simplify the management of large product catalogues and cater to varied audience segments. The focus on 'democratising' data access seeks to place advanced data insights directly into the hands of marketing clients, bypassing traditional data scientist intermediaries.
In recent years, Quad has been proactive in adapting to the changing market landscape, moving beyond its origins in print. Strategic acquisitions, such as those of Apple Tree Group, Periscope, Rise Interactive, and Ivie & Associates, have augmented Quad’s digital and creative capabilities. Earlier this year, Quad acquired DART Innovation, a North Carolina-based digital media solutions provider, solidifying its stance in marketing for retail and consumer packaged goods sectors.
Additionally, Quad launched a creative agency named Betty, an integration of its creative business lines that encompasses brand strategy, content creation, and campaign ideation. This diversification is part of Quad’s strategic pivot from its traditional printing business to a more holistic marketing services provider.
Quad is also set to introduce a Marketing Experience Innovation Center at its West Allis facility, which will showcase its prowess as a marketing agency. This centre will exhibit the latest technologies such as 3D scanning for digital twin creation and in-store solutions that foster direct shopper engagement through digital interfaces.
As Quad cements its position as a forward-thinking marketing experience company, its collaboration with tech giant Google marks a significant step towards delivering highly efficient, data-driven marketing solutions that align with brands’ strategic goals.
Source: Noah Wire Services