Archive for the ‘Mobile Marketing’ Category

Thoughts on QR Codes Designers Need to Hear

Tuesday, August 26th, 2014

I recently posted a response to a discussion that is raging in one of the LinkedIn graphic designer discussion groups about QR Codes. I might more accurately describe it as a bash session. There were a handful of posts in support of QR Codes, but most of those were mine.

Designers were railing against QR Codes because they are deemed to be ugly, they disrupt the beauty of their designs, and there are newer, more innovative technologies available.

One of the designers was particularly certain about his position on QR Codes because he had recently graduated from design school. Here is his comment, followed by mine. Please chime in with your own thoughts.

Designer: As someone who just recently graduated from college with a degree in the media field, I can confirm that QR Codes are dead. It is sort of like still having an aol.com email address — just shows that you aren’t keep up with the current trends in technology. We kind of snicker at those people still trying to use them.

Me: Good marketing isn’t about design only. It’s about creating marketing pieces, whether online or print, that achieve the marketing goal. Part of achieving a goal is generating response, and when it comes to generating response, smart, results-oriented marketers use multiple response mechanisms because they know that not everyone wants to respond the same way. One of the ways certain people respond (not all, but certain ones) is QR Code.

I can vouch for the fact that there are plenty of marketing communications that I would not have responded to if it hadn’t been for the QR Code.

I would love to know what percent of people actually use 800 numbers anymore. Yet no one questions their value. People love to kick around QR Codes, but I see them everywhere, I see their use becoming more focused on end user functionality.

Are there more sophisticated technologies out there? NFC, for example? Of course, but they require a lot more capital investment than QR Codes. They are more expensive to produce. They require more third-party coordination, supplier vetting, experimentation, design, and testing. The sales cycle is longer, and so on. No every marketer can afford that. MOST marketers cannot afford that. Consequently, technologies like NFC, AR, etc., while offering definitely value for certain applications, are accessible only by a limited number of marketers.

By contrast, QR Codes are free to produce and add to print pieces, and with the number of websites automatically optimizing pages for mobile, the barrier to entry is low. QR Codes are a reasonable, practical option for the broad base of marketers.

As a designer, your goal should be to produce the most results for your clients, not restrict their options because you, personally, don’t care for them.

Designers can scorn QR Codes all they want, but here are a few facts to remember:

  • It’s not about what YOU like, it’s about what achieves the end result for the marketer.
  • Your CLIENTS don’t care whether there is an “ugly box” on the marketing collateral, direct mail piece, or packaging. They want results, and those marketers pay your salary.
  • Digital snobbery doesn’t produce results. Smart marketing focused on the ultimate user of the product does.

When QR Codes stop producing results, I’ll ditch them. But from the case studies I read, from the marketing surveys I am up to my eyeballs in, and from my own experience, QR Codes serve a practical, functional purpose. For the right audience, they draw more eyeballs than the marketer would otherwise get without them, and marketers are getting better at using them every day.

This is spoken by someone who has watched this industry for 20 years. Things don’t become so snobbish and black-and-white when you’ve been around for awhile.

By the way, I’ve had an AOL address for 20+ years. I keep it because I like the interface and because everyone in the industry has my email address, even from 20 years ago. I’m practical that way. It works for me, and for someone who cares about results, that’s what matters.

The same should go for designers and QR Codes. When people snicker at them, it suggests to me that they 1) don’t really understand when and how to use them; or 2) are more focused on their own preferences than on the true, grassroots functionality for their clients and the people who would be using them.

Great QR Code Use for the Haters

Saturday, August 23rd, 2014

I have been participating in a LinkedIn discussion for designers in which the QR Code haters are out in force. The consensus was that QR Codes are dead because they are ugly, there are more innovative technologies out there, and designers don’t like them.

If you ask me, that’s the wrong way to look at it. This isn’t about what’s innovative, what’s aesthetically pleasing, or what designers like. It’s about what accomplishes the goal set by the client. If QR Codes are the response mechanism (or one of the response mechanisms) that accomplish that goal, then great.

Designers should be thinking more about matching goals to channels than what looks pretty and stimulates their personal interest.

SeaWorldScanbuy has an interest use case that I think exemplifies QR Codes at their best. The use case comes from SeaWorld, which wanted to drive traffic to its mobile app, where it could communicate park details and share special features.

Using the tagline “Put the Park in Your Pocket,” SeaWorld added QR Codes to signs throughout the park to drive visitors to the app. In addition to providing general information about the park, the app included features of real value to the user, such as a car-finder, wait time information for popular shows, and GPS navigation throughout the venue. SeaWorld also generated 20,000 app downloads in just six weeks.

That doesn’t sound like QR Codes are dead to me. It sounds like a great match of campaign goals to marketing channel.

Survey: 23% of Retailers See 11% Cumulative Lift Using Personalization

Wednesday, July 23rd, 2014

If you want to know how your customers and prospects expect to be marketed to (what they set as their norms), look at retailing. To this end, the study “Personalization Comes of Age: 2014 Retailing and Consumer Insights” from the e-tailing group, is very enlightening.

According to the study, the top seven things on marketers’ “to do” lists are as follows:

  1. Mobile (including tablet)
  2. Marketing
  3. Personalization
  4.  Omni-channel
  5. Platform
  6. Conversion Optimization
  7. Analytics, Reporting, Big Data

So personalization comes in behind mobile and marketing. This isn’t any surprise since most of us expect (or even rely) on personalized product recommendations when we shop online. What may be a surprise is that retailers have actually quantified the reasons why.

Nearly one-quarter (23%) of retailers responding to the survey see a 11% cumulative lift using personalization. This is up from only 19% of retailers giving this answer one year ago.  More retailers are also seeing greater value in longer-term lifecycle personalization, up from 15% one year ago.

These are encouraging numbers. While there will be differences in retail that do not exist in print (such as focus on online activities such as shopping cart abandonment and real-time personalization online), people are still people. Done right, personalization isn’t going to be effective online and not in print. People’s internal wiring doesn’t work that way.

Personalization still has to be done right, but the increase in the percentage of retailers who see benefits from personalization, including long-term lifecycle personalization, suggests that as they get better at it, the benefits increase, too. Jumps in the numbers from 2013 -to 2014 mean that retailers are getting better at it — and your clients can too.

If retailers are improving their personalization efforts and reaping the benefits, your customers can do the same.

 

Survey: Data Collection on the Rise

Friday, July 18th, 2014

Don’t let your customers fool you — they may have more data than you think. According to polling conducted by Digiday and Neustar in June 2014, 76% of U.S. digital media and marketing professionals are collecting data on current and potential customers and 77% have increased their data collection over the past year.

The number one reason? To get a better understanding of their customers, with 57% giving this answer.  Marketers indicated that they are expanding the volume and type of data they are collecting — demographic, psychographic, location, and social.

Screen Shot 2014-07-16 at 2.31.34 PMThis is good news for 1:1 print providers, since data availability has been one of the Achilles heels of this process. But the challenges of data silos and data integration remain. In fact, according to the research, half of respondents say they are still unable to link data to create individual customer profiles.

Still, on the whole, this is good news. The more customers focus on data collection, integration, and profiling, the more natural the pathway to discussions about how you can help. So these data represent ongoing challenges, but they present opportunities, too.

 

Utilizing Multi-Channel Marketing, the Right Way

Wednesday, April 30th, 2014

What is Multi-Channel?

Multi-channel marketing is the use of many different channels, such as direct mail, print, digital, and social media platforms, to spread one consistent, comprehensive, and effective marketing campaign. As a marketing or print service provider, it is important to promote the solutions that enhance the life of your brand as well as your printing services throughout a variety of channels.

If your business is still around in 2014, chances are you have realized that multi-channel marketing is not the secret formula to success, but rather a necessary component to the continual transformation of your print-centric business. In fact, you’re probably reading this and thinking, well… duh! So the real question now has become, what is the secret to successfully establishing a printer’s role as a marketing service provider (MSP) in this rapidly changing industry?

The Success in the Solutions

When thinking about marketing your business and the services you provide, remember that with Internet at every professional’s fingertips, finding a service they need is as easy as the click of a mouse or touch of a finger. That’s why your marketing message needs to reach prospects on a variety of channels while promoting what your services can do for each individual prospect. Knowing your target audience means knowing what they need, even if they do not. Make your marketing customer-centric. Try to stay away from promoting what your service is, and focus on what it does for your customers. Keep in mind that in order to sell solutions in a multi-channel market, developing a plan and strategy is paramount.

Planning for Multi-Channel

So we’ve established the need for marketing your solutions as well as your customers’ solutions on multiple channels. The roadblock now is managing the time and effort that this kind of inbound approach requires. A lot of MSPs that I work with or consult for are not struggling to wrap their heads around what must be done, but rather how to possibly accomplish such layered campaigns, without running their marketing into the ground.

The most important component, and I cannot stress this enough, is developing a multi-channel strategy that incorporates both marketing and sales. Have your teams work together to establish the bottom line of your multi-channel efforts, define:

  • Who you want to reach; the target audience you want to stay in front of.
  • What you want to say; what makes your company the best choice? Why are you different from your competitors?
  • When will your multi-channel efforts be most effective?
  • Where will your multi-channel efforts be most effective?
  • Why are the tactics you have chosen the best path for success?
  • How can you establish an execution strategy to market not only your brand and solutions, but also your customers’?

Once you have answered these questions, map out your marketing campaigns with visual charts and calendars. Keep in mind that multi-channel marketing is not a sprint, but rather a carefully executed relay race between sales and marketing, which requires orchestrated and practiced handoffs, that when done right will drive your prospects down the funnel.

Fortunately for MSPs struggling to handle the volume of multi-channel marketing and communications, several technological advances in customer communications management have emerged.

Objects in the Mirror

If you drive a car, even if you don’t, chances are you know the classic warning, “objects in the mirror are closer than they appear.” These words, which we see daily, are a prevalent theme in the problems that printers and MSPs are presently facing. The classic predicament of knowing that something was coming, but not realizing it would approach so quickly, has left many businesses stuck in the dust of the industry leaders racing by.

My advice to you is to dedicate your time to developing a plan that will accomplish maintaining the standard of multi-channel marketing, which has pushed your top competitors to the head of the pack. Once you’ve mapped out your goals, tactics and execution strategy, stay tuned to my blog for insight and advice on the tools and best practices your business can implement to achieve positive recognition and grow your business in this multi-channel era.

To learn more about multi-channel marketing strategies, see my previous post, The Dos and Don’ts of Multi-Channel Marketing!

Are Your Customers Targeting Consumers Aged 65+? Check Their Channel Mix!

Friday, April 18th, 2014

According to just-released data from Pew Research Center, 41% of all adults 65+ still have no Internet access at home. This changes for more educated, affluent adults, but particularly for those who are older, less affluent, and who have physical or health conditions, print is still a critical part of the mix.

However, this is not a homogenous group. Within this demographic, the differences are striking. Among younger, affluent, and more educated 65+ consumers, the percentage going online and having broadband access at home is higher than the U.S. adult population overall. But among those with lower household incomes, particularly those with physical or health conditions, the percentages are much lower.

Digital enablement also varies significantly between younger and older adults in this group. As reported by MediaPost:

  • Among U.S. adults overall, 86% go online and 70% have broadband at home.
  • Among seniors with an annual household income of $75,000 or more, 90% go online and 82% have broadband at home. For seniors earning less than $30,000 annually, 39% go online and 25% have broadband at home.
  • 87% of seniors with a college degree go online, and 76% are broadband adopters. Among seniors who have not attended college, 40% go online and just 27% have broadband at home.
  • 68% of Americans in their early 70s go online, and 55% have broadband at home. By contrast, Internet adoption falls to 47% and broadband adoption falls to 34% among 75-79 year olds. [1]

If you have clients selling products into the 65+ demographic, this article is a must read for channel mix. It impacts the channel mix in terms of print vs. email, and if they are doing email, the type of email sent (text only vs. HTML for non-broadband users).

These results also mean that if your clients aren’t tracking their customers by household income, education, and more detailed age brackets, you need to be working with them to get this done.  The difference between great response and dismal response hangs in the balance.

Great Infographic to Share with Clients

Tuesday, April 15th, 2014

Looking to convince clients that they need to make a greater investment in updating their databases? Here is a great infographic that makes the point in a powerful (but sometimes funny) way. The infographic relates to business data (such as changing address or phone numbers) more than it does consumers, but the point is made regardless.

For example,

  • In the 30 minutes you spent checking your mail, 127 companies changed phone numbers.
  • In the 25 minutes you spent commuting to work, 40 businesses changed locations.
  • In the 15 minutes you spent eating breakfast, 27 business changed names.

It also claims that bad data costs businesses $600 billion annually and up to 20% of revenue. It’s a great attention grabber . . . and a great excuse for your customers to let you help them update their marketing databases!

The infographic was created by Infogroup Targeting Solutions and shared by Marketing Profs.

Day Worth of Data

QR Code Fail at Sweet Frog? Or Was It Just Me?

Tuesday, April 8th, 2014

I’ve written a lot on the subject of QR Code fails, along with best practices for designing and implementing these codes, so I thought I was on to another example when I scanned the QR Code on the loyalty card at Sweet Frog the other day.

I took out my phone (okay, who am I kidding? It was already in my hand), scanned the code, and nothing happened. I scanned again, making sure it was the proper distance for the camera to focus, and again nothing. Must be the low light, I reasoned. I moved the card underneath the overhead light and tried again. Still nothing.

I tried several different times at different angles, and in the end, I input my email address into the low-tech, most unmobile fingerpad device. As I walked to the table in defeat, I wondered if I would have done better to scan the QR Code on the wall poster instead. Was the code on the loyalty card too busy perhaps? Printed too small?

I realized this morning, no, it would not have done me any good because the problem was not the code. The problem was that I had not launched the scanning software on my phone first. I had simply pointed the camera at the code and expected it to scan.

I can laugh now (and I’m sure you’re laughing at me now, too), and I’ve just embarrassed myself publicly . . . but to make a point.

It would be great if mobile phone cameras activated automatically to scan barcodes without launching software first, and I’m sure that some day, they will. But QR Codes won’t live or die by people who don’t have the software or forget to use it. They will live or die by the value of what consumers receive on the back end. If the code doesn’t work or people don’t know how to use it, your clients should make sure they have another way to access the content.

Over time, non-QR-Code-scanning consumers will figure it out. Once technology has reached critical mass (as it has with QR Codes), people always do.

Scanbuy Making the Back End of QR Codes Easier

Friday, March 21st, 2014

Ever since QR Codes have come on the scene, there have been complaints about the often poor experience scanners are receiving on the back end of the scan. Much has been made out of these poor experiences (although some codes lead to user experiences that are exceptional) as if such experiences, in themselves, will kill QR Codes.

Now Scanbuy has come out with a remedy, it believes, for the poor user experience. It has developed a new platform for refining the back-end experience of what the person sees after scanning the code. The idea is to start the process with what the marketer wants the user to see rather than starting with the code itself.

The platform uses templates to force — I mean, make it easy for — marketers (or their PSPs) to create more positive, useful experiences after a scan. Templates can deliver dynamic and customized results that change based on factors like device operating system, time of day, location, and consumer loyalty. Marketers can embed YouTube videos, Google Maps, and photo galleries. Other post-scan activities can be launched, as well, including making a call, receiving a contest winner notification, displaying a note or sending a text or email.

I’m not sure this solves all of the problems of back-end experiences, but it takes a positive step in getting marketers an their PSPs to think in the right directions.  Or they can just think about those things on their own, during the development stages of the marketing campaign. Still, having a template-based solution always makes things easier. When things are easier, people are more likely to do them.

For me, I just like having an excuse to remind people that back-end experience is really the most critical element. Just as finishing needs drive design, so too, the user experience drives the QR Code.

So when you think QR Codes, remember: strive for a back end everyone wants to see.

The Dos and Don’ts of Multi-Channel Marketing

Thursday, February 20th, 2014

Building a successful multi-channel marketing campaign is a bit like making a cake. For the recipe to be a success, you need to add all of the right ingredients.

In order to help you do so, let’s take a look at some quick dos and don’ts for executing multi-channel campaigns that will keep your clients and their customers happy.

Learn how you can execute a successful multi-channel marketing campaign by downloading, “The Dos and Don’ts of Multi-Channel Marketing,” free for The Digital Nirvana readers!

Take a moment to read and share this resource at http://ilnk.me/DoDontMMC! Do you have any additional tips for executing successful multi-channel marketing campaigns? I’d appreciate your feedback below!

Can Social Media and Direct Mail Merge Seamlessly?

Thursday, February 20th, 2014

“Social media isn’t a fad, and I think we can all accept that,” said moderator Barbara Pellow, Group Director of InfoTrends, in January’s webinar sponsored by Canon Solutions America.

This we know: social media isn’t a new trend. It has an established yet evolving role within the marketing sector. So the question becomes, how does the print industry integrate social media into traditional marketing pieces, like direct mail, to offer optimal customer outreach?

Renée Hall, VP of Business Development at Dukky, and John Ortiz, Director of Operations and Sales at Your Preferred Printer, give an overview and case-study examples of successful, seamless integrations. The speakers touch on strategies and software tools for merging social media with direct mail, which ultimately bolster a client’s network and increase bottom line sales.

Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.

Now, how are these social networks leveraged?

In order to answer this question, printers must first start by defining their business altogether. Hall finds that most printers have either transitioned to become full marketing agencies with in-house printing capabilities, or they now characterize themselves as a ‘printer+’. As a printer+, the business presents itself as a traditional printer, but integrates online, digital components to complement mail pieces. “Embrace new technology, keep and expand your services, provide tools for measurement and analytics, and leverage what already exists” are just some of Hall’s suggestions for success.

After updating the business approach, printers must next consider the new role of direct mail. It’s no longer a one-way, exposure-oriented form of communication; rather, it’s an entry point to cultivate a conversation and gather information. Take Hall’s Chick-Fil-A example: 5,000 mailers were sent out to gather demographic information of potential customers and to inform them of the branch’s opening. The postcards featured free food promotions that required online validation. Once online, customers were prompted to take a short, information-gathering survey. Once completed, they were able to receive the promotion and “share” the offer within their social network. On opening day, 14,000 customers walked through the branch’s doors. 20% of which accredited the decision to the direct mailer and it’s online component ‘call-to-action’.

Sounds like one successful way to get customers engaged, mobilized and excited. For more examples of seamless integrations and for the complete list of tips, check out the recorded webinar here:


 

 

4 Marketing Channels You Must Invest In

Thursday, February 6th, 2014

No matter how large or small a business is, the following four marketing channels are must-haves for increasing brand awareness, growing product interest, and enhancing your online presence.

  1. Your Website: A corporate website should be your business’s first priority for establishing a strong marketing effort. Strong websites have the ability to promote all of your products and services, collect data from inquiries and leads, and help enhance your search engine optimization. Online searches are the primary way for people to find any type of business these days – make sure their first impression of your business is a positive one!
  2. Email: Whether your business is B2B or B2C, this channel is a must-have because people use their email every day, for both personal and business reasons. You can use it to announce new products, cross-promote services, and for follow-up campaigns from previous events. Email is a great way to stay in front of your audience, increase product awareness, and drive traffic to your website.
  3. Mobile: In case you didn’t notice, mobile devices are kind of a big deal right now and they aren’t going away. Businesses of all kinds need to review their website from mobile phones, tablets, laptops – you name it! If the user experience of your website is not mobile-optimized, you are losing your mobile audience.
  4. Social Media: There are many benefits of social media marketing for businesses. These channels are great for staying in front of your audience’s eyes on a daily basis, driving traffic to your website, and finding new audiences. Social media channels also tend to rank higher in search engine results because they are updated so frequently.

Each one of these marketing channels are essential for broadcasting your business’s capabilities to your audience.

What other marketing channels does your company invest a lot of its time into? I’d love to hear below!

Are We Making Cross-Media Accessible?

Saturday, January 11th, 2014

When we read about cross-media marketing, we are most likely to read about sprawling, comprehensive campaigns that involve multiple social media sites, TV, mobile, posters and billboards, integrated dashboards and real-time metrics from global brands. White papers abound from IT services and data management companies like SAS.

It’s as if cross-media marketing has to be big or it’s not effective.

But what is cross-media marketing really? It’s communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message.

That means that QR Codes are cross-media marketing. Personalized URLs on direct mail or email are cross-media marketing. Direct mailers with email follow-ups are cross-media marketing. These are campaigns that are easily implemented, and as long as they are done well, they generally achieve much better results than a single channel alone.

In an ideal world, every marketer would be able to use big data, gain a 360-degree view of the customer, and start, monitor, and measure social media conversations relating to their brands. But if that’s the only way we talk about cross-media marketing, it makes these campaigns sound inaccessible to the average marketer.

It’s time to bring the cross-media marketing conversation down to earth and talk about real campaigns that are really implementable by even small and mid-sized marketers.

How are you helping your customers do that?

 

3 Places to Get Content for Blogs, White Papers, and Other Content Marketing

Tuesday, January 7th, 2014

When it comes to marketing, content is king. Sure, you can go out and try to find customers on your own, but increasingly, customers are finding you. They know what they want, and they are actively searching for, filtering, and vetting their print and marketing partners based on the content they find.

But where do you get the content? Especially for smaller companies, this can be a real challenge. For SEO and differentiation, you need a constant churn of print and email newsletters, white papers, blog posts, Webinars, case studies, and content for social media. What if you don’t have the resources to pay a copywriter to produce them?

If you are not in a position to write your own content (or need more content than you can create in-house), here are 3 ideas for places to get it.

1. Third-party providers. There are a number of third-party content providers that offer content you can brand as your own. They write it. You brand it. Use your logos. Even lay it out in-house so it matches your own in-house style. However, as with anything else, not all purchased content is the same. For PSPs and MSPs, content should be 1) industry-specific, 2) reflect your company’s individual expertise and business focus, and 3) offer solid, useful information but not be text-heavy.

For example, I write the content for Great Reach Communications’ Market Builder and 1:1 Messenger programs. In the seven or so years I’ve worked with them, there has been a very clear trend. E-mail articles and blog content has always been short, but especially for print, the text is getting shorter and the graphics are getting more prominent.The print newsletters are now featuring shorter, pithier articles and standalone graphics with relevant data bytes. Readers can scan the page and get the main points very quickly. This increases the chances that the newsletter actually gets read.

2. Third-party providers . . . a la YOU. When you purchase third-party content, it’s yours. That means you can tweak the content to suit your company’s unique niche or perspective.

Clients of third-party providers will often use the purchased content as base, then add to it with their own data, metrics, resources, and case studies to create custom newsletters for less than they can write from scratch. As another example, I sell brandable white papers on the best practices of digital printing, personalized (1:1) printing, Web-to-print, QR Codes, and so on. Many printers will purchase them as templates, then I will do an interview with one or more people at the company to  customize the content. I will use that time to replace generic examples with their own case studies, their own perspectives, and their own technology.

3. Tap into your suppliers.  Many suppliers develop white papers and other content that you can brand as part of the value they offer as a supplier to you. Look not just to press suppliers, but software vendors, as well. Even if they don’t offer content you can brand as your own, you can often distribute it as a resource. They will often have case studies and white papers you can draw from or cite in your materials.

Contact your sales rep and peruse what your hardware and software vendors have available on their websites, then you can reference the highlights in your blog, social media, and other communications. If you see something you want to use verbatim, ask the company permission to do so. More often than not, you’ll find the answer is yes. You’ll often see at the bottom of blog posts and magazine articles “reprinted from . . .” and the original source. With permission, you can do it, too!

This industry’s need for content is voracious. Don’t think you have to write everything yourself. If you can, that’s great. If you can’t, there are resources to help you.

Interested in Learning about NFC Tags?

Monday, January 6th, 2014

Happy New Year to all! Now is a time to make resolutions and innovate. For those of us in the print industry, one of our resolutions likely involves making traditional print more interactive.

In this Printing Impressions webinar sponsored by Canon Solutions America, moderator Lisa Cross talks about where Near Field Communication (NFC) tags fit in accomplishing this goal. If you’re like me and you’ve wondered what NFC Tags are – this is the place to learn. This webinar defines NFC technologies, shows how they are creatively implemented, and provides statistics from recent studies of their success.

Let’s jump to the content. Lisa introduces Matthew Bright, the Chair of NFC Forum’s Retail Special Interest Group and the Technical Marketing Director of Kovio, who focuses on the importance of NFC technology and provides examples of its use. To complement Matthew’s expertise, Nate Mullikin and Jill Krueger from Corporate Graphics International tell their company story and provide interesting examples of print interactive products and solutions.

To set the scene, Lisa highlights how technologies have emerged to combine traditional print and digital media to maximize the communication experience; a combination referred to as ‘tradigital’. Like most of us know, the key challenge in navigating the tradigital space is reaching an audience that now has control over the media they consume. In an Infotrends study, Lisa points out that 47% of printed marketing materials were linked to online and digital channels. Specifically, mobile use is the fastest growing channel within spending distribution. Therefore, a market for NFC solutions exists to cut through the communication clutter and to make strategic connections throughout campaigns.

Building off of Lisa’s introduction, Matthew describes how NFC is a ‘magical technology’ for interactive print. There are three main cases of NFC use, but the focus of this presentation surrounds the ‘touch to learn more’ concept. The ‘tags’–or stickers—connect printed material to multimedia content uploaded onto the cloud. The stickers can be adhered to posters, mailings, and even embedded into product packaging. For example, with a NFC sticker on a wine bottle, the consumer can then touch his or her phone to the tag, which links to tasting tips and optimal meal pairings on an online interface. It takes a view from print to digital in mere seconds.

Nate and Jill add to the discussion by citing how Taylor Company has adopted the use of NFC technologies in the solutions they provide their clients. From networking with customized business cards to the creation of interactive digital booklets & registries, NFC technologies offer an enhanced gameification of brand, product, and services.

This blog really just touches the surface of NFC technology. Take a deeper dive and be sure to check out the webinar here: