Living Among Giants
Despite a year of surprising acquisitions, companies still benefit from an industry of opportunity
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P+P: In your opinion, what will be the biggest changes this year? What will drive them?
SG: The biggest changes this year will involve direct mail incorporating augmented reality and near-field communication. Both of these technologies help bring direct mail to life. They tie mobile technology into direct mail and make it really cool. Recipients of these mailers are truly impressed and they show it off to others. The driver of this technology use is the public. They want to be able to do everything from their phone. This means that mailers need to have mobile response options for them, and what better way to showcase that than with the latest and greatest technology?
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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