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USPS Surprises CES With Eye-popping App That Brings Mail to Life

January 16, 2013
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When I think of innovation, one of the last places I think of is the United States Postal Service. So color me surprised when USPS debuted a new app this week at the Consumer Electronics Show that works well and could increase a company’s interest in sending mail again. ... The app, developed with Aurasma, scans a piece of mail and uses augmented reality to make the paper an interactive ad. Ideally, companies that want to engage with potential customers could do so with a new kind of advertising—one that merges digital and physical ads...

 

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There are some who say direct mail marketing is dead. Their reasoning takes many tracks and varies depending on where you sit in the marketing universe. For some, the talk track goes like this: The move into online marketing using Web banners and email has been swift and widely accepted by the brands and consumers; we no longer need to go through the pain of developing creative and tolerating the costs associated with printing and mailing direct mail marketing.
 
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What Shaped Direct Mail in 2012? Q&A With ALC's Susan Rappaport
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We worked closely with ALC to compile and research the 2012 list of Top 50 Mailers, and that included the opportunity to speak with Susan Rappaport, owner, president and CEO of ALC. Here's what she had to say about the trends and events that shaped direct mail over the past 12 months: "Well, we've got an economic situation that's unprecedented ... They're not technically calling it a recession anymore, but we don't have an economic recovery right now. We've also got an election cycle. The presidential election only happens every four years, and that's got a lot of activity in the marketplace from mailers and in the spending levels.
 

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