How is NFC Revolutionizing Advertising Campaigns?
The options for using NFC tags in advertising are endless. NFC (or near field communication) is a wireless technology that facilitates fast and efficient transferral of data between two enabled devices. A consumer with an NFC-enabled smartphone can quickly scan a tag on a product or promotional poster simply by touching their phone against it.
Marketers have revolutionized advertising campaigns by adding this technology to their promotional kit. NFC has created exciting possibilities by using a wide range of cross-media functionality.
Consumers expect rapid data speeds, and they are often unwilling to wait. NFC helps facilitate the exchange of information, and because of its numerous functions, it is likely to become an even larger part of every consumer’s life very soon. NFC tags are small and inexpensive, making them the perfect fit for small items like business cards, stickers, and prescription bottles, and they are also tough enough to withstand outdoor use.
NFC has a huge potential for every commercial industry, for a wide range of reasons:
Print signage has been taken to new heights. As the amount of NFC-enabled smartphones is predicted to reach 1.2 billion shipments by 2018, the technology provides an innovative solution for marketers that want to remain ahead of the curve.
When links are used in NFC advertising campaigns, users are directly transported to the product websites. In our fast-paced world, consumers are constantly swamped with a range of advertisements on a daily basis. Even if they have interest in a product they can easily forget the information they have seen when they try and recall it later.
NFC allows them to save this website for future use and provide the opportunity to learn more about the product, service, or campaign they find interesting.
NFC tags also link consumers to certain mobile applications. This is a great way for service providers to stay in contact with their customers, providing updates and further information on popular items. Mobile applications often promise exclusive content, making them attractive to users who want to receive the latest news on their favourite products.
In the summer of 2013, Domino’s Pizza launched a campaign to promote its new mobile app by using NFC-enabled advertisements outdoors. People can download the app by tapping a tag. Their campaign was highly successful during a usually slow time for pizza retailers, the summer.
Pizza is not the only food industry capitalizing on NFC advertising: many dine-in restaurants are adding these tags to their menus. Diners can view the menu using an NFC tag before they make their decision. They can book tables, order their meals, and even pay for their food using the technology.
On the consumer side, NFC advertising campaigns have made good use of social media. Users can tap a tag to check-in at a location using Foursquare, connect to a company’s Facebook page, update their Facebook status, friend or follow a company or person on Facebook, and follow someone on Twitter.
Almost every commercially active individual is connected to social media, which is why these advertising campaigns make intelligent use of the technology. Beyond social media, NFC tags are also used to map locations, make phone calls, send text messages, and share contacts.
For businesses running these marketing campaigns, this technology can provide them with the analytics to determine consumer preferences and product success. This will allow marketing teams to tailor the products and experiences to offer to specific consumers.
Despite the numerous benefits, security is still a concern. NFC tags can be cloned, compromised, or even infected with malware. Apps like BlackSeal provide users with the assurance that the tag they tap has been certified safe with ECC encryption technology. You wouldn’t download information from an unsecured website; tapping your phone onto an unsecured tag is equally dangerous.
Yet the potential for the growing NFC technology in advertising is too great to be ignored. Traditional media campaigns cannot compare to the amount of data going to both the consumer and the organizers. When used properly in advertising, NFC provides the consumers with the product knowledge they need, and businesses with the market research they crave.