Without a doubt, Steve Jobs lived an extraordinary life. One of the greatest inventors of the modern era, his creations have forever changed the way we communicate. When he passed away last month, Apple fans across the world turned to the revolutionary devices he helped create to share their condolences. However, as this article from PCmag.com points out, an interesting twist developed.
People applied paper Post-It® notes with handwritten personal messages on the windows of Apple Stores around the world. These unexpected tributes illustrate what direct marketers have known for some time—that even in an age where digital communication threatens to dominate, paper is a tremendously personal, emotional, viable and often preferred form of communication.
Recent developments at Apple are also a shining example of the way the digital and printing worlds are integrating in peoples’ lives. For instance, Apple recently released its Cards app , which allows users to design personalized cards on their iPad or iPhone and have them printed and mailed domestically or internationally. Using the U.S. Postal Service’s Intelligent Mail Barcode technology, senders are even informed of delivery on their mobile device.
While the Cards app is still in its infancy, it highlights the fact that people continue to value highly personalized, paper-based mail. As high-volume digital printing and database technology continues to evolve, the hyper-level of personalization that the Cards app makes possible will be available for direct marketers as well.
– Debora Haskel
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