The new era of customer engagement is here.

Introduction

The day is drawing nearer when consumers with NFC enabled smartphones will use their phones in a different way – with paying for goods and retrieving information becoming second nature. One of the misconceptions about NFC is that it’s all about mobile payments, yet the focus of the NFC market is actually shifting from payment applications and it is forecast that by 2016 70% of NFC tag shipments will be used in marketing and promotional applications.

This development has coined a new term – proximity marketing – with NFC signs, smartposters and smart stickers at the forefront of these opportunities. No longer will these be inanimate displays but interactive media that communicate with an NFC enabled smartphone.

Proximity marketing is designed to deliver instant marketing messages to audiences when and where they want to receive them and without the usual customer engagement barriers. With NFC there are no services to sign up, no pins or passwords to enter, no apps to download – just touch & go. But the key thing is that the consumer ‘opts in' – it's their decision to transfer content to their smartphone. This fits with mounting evidence that consumers are becoming increasingly disillusioned with the constant stream of intrusive, invasive (and mostly unwelcome) messages in the ‘always on' world we live in.

A new world of enhanced customer engagement – and it’s here now

Proximity marketing using smart posters - instant marketing messages to an audience that chooses them

Campaign managers, store owners and brand custodians can already embed the technology into a variety of media and marketing collateral such as advertisements, signs, business cards, stickers and smartposters. 

NFC chips embedded in signs and posters can be pre-programmed with a range of data or information that will transfer instantly to an NFC enabled smartphone. So when, for example, the user “taps” the NFC tag (embedded chip) on the smartposter it will automatically download information or content to the smartphone. This could open a browser or video; transfer a coupon, a list of stores, directions to nearest store, special offer or whatever promotion a campaign manager chooses to deploy.

And as a phone can read an NFC tag through glass or acrylic any business can stay ‘open’ 24-7 allowing consumers to download product information, a restaurant menu, voucher relating to a shop window display, call a cab, retrieve details of a property and so on – any time of the day or night.

Smartphone users who “tap” and download marketing messages from an energy efficient NFC sign, poster or sticker are also providing campaign managers with key data that shows the date, time and location of the request, enabling marketing departments to tailor future instant information transfer campaigns around this invaluable data. The potential for improved ROI is therefore significantly enhanced and the reward from personalised, non-invasive proximity marketing strategies can far outstrip traditional marketing activities.

Proximity marketing - a world of opportunity, revealing insights and increased ROI

Proximity marketing - a world of opportunity, revealing insights and increased ROI

For advertisers, the adoption of an effective proximity marketing strategy opens up a world of opportunity and revealing insights into the demographic, location and behaviour of this next-generation, NFC-enabled consumer.

Smartphone users who swipe and download marketing messages from an energy efficient NFC smart poster are providing advertisers with invaluable data that shows the date, time and location of the request, enabling marketing departments to tailor future instant information transfer campaigns around this demographic. The potential, therefore for a more lucrative return on investment (ROI) is also significantly increased, ensuring the rewards from personalised, non-invasive proximity marketing strategies can far outweigh those achieved via traditional marketing activities.

A truly successful proximity marketing strategy will be designed by advertisers and marketing departments to make the lives of today’s smartphone user more convenient, rewarding and inspired with contactless messaging that demands interaction. NFC smart posters offer ingenious opportunities for brands and retailers to drive sales and collaboration with their target audience and, with it, loyalty, increased footfall and a more profitable marketing message delivery than has ever been possible.  

 
 
 

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