David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Tuesday, February 12, 2013
Snail Mail Taking the Leap Into 'Augmented Reality'
The U.S. Postal Service has embraced "augmented reality," so prepare for a new wave of "augmented" direct mail that will marry physical ads and interactive digital with the wave of a mobile device. Some retailers and direct marketers already have used the technology to take engagement a step beyond QR codes. For example, over the holidays, cataloger Ballard Designs debuted its own app so readers could grab their ever-present mobile phones and scan a catalog page to instantly read a product review, add an item to a cart, share the item, save the item to a favorites area or see additional content not available in the print catalog. But you know a technology has arrived when the USPS jumps aboard. The USPS debuted its own "augmented reality" app for mobile scanning of mail at the recent Consumer Electronics Show. "We worked on this to show companies that hard copy mail can be a part of their editorial content," Chris Karpenko, head of USPS outreach, told "VentureBeat" reporter Sean Ludwig on the CES show floor. "It’s all about the customer experience. And there is a measurable ROI on click-throughs." Karpenko is quoted as saying the app will likely be released "before the end of 2013." For the full article and a demo video, go to http://venturebeat.com/2013/01/10/usps-augmented-reality-app/
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