Five Reasons Why NFC is an Essential Technology for Marketing
From Big Data analytics to social marketing solutions, the arsenal of technology tools available to marketers is multiplying daily. As channels proliferate, challenging the impact of traditional tools such as conventional advertising and direct mail, you need to find ways to connect more directly and interactively with prospects and customers. Whether you’re focused on proximity marketing, omnichannel strategies, or conversion rate optimization, there’s one technology you must include: NFC.
1. NFC lets you provide more reasons to buy. Does your product or service have a bigger story to tell than can fit on an ad or a shelf-talker? Could it benefit from a video demonstration? Would instant access to educational material or bonus offers — such as free recipes or loyalty discounts — help clinch a sale? Then NFC’s for you. A simple NFC tag embedded in a shelf-talker, POS display, mounted poster — or even the product itself — can deliver the additional information that can motivate buyers to act. According to Deloitte, “Digital interactions are expected to influence 64 cents of every dollar spent in retail stores by the end of 2015, or $2.2 trillion.”
2. NFC supports 1:1 marketing. The more you know about the preferences and purchasing habits of each target audience member, the better you can reach them at the right time and the right place with the right offer. NFC can provide a direct, user-initiated connection between individuals and marketers, enabling you to learn more about them and develop tailored offerings they value.
3. NFC bridges the online and offline customer experiences. As smartphones become a bigger part of people’s everyday activities, marketers have an opportunity to build more integrated customer experiences that span the virtual and physical worlds. NFC can provide the link, enabling innovative programs such as retail treasure hunts that help build store traffic and strengthen brand loyalty.
4. NFC puts the power in the consumer’s hand. In a world where we’re continuously bombarded with unsolicited advertising, annoying pop-ups, and other intrusions and distractions, NFC gives users greater control over their interactions, enabling them to initiate actions as easily as changing channels on a TV remote. That’s a big reason why, in research conducted by Strategy Analytics, consumers preferred NFC over QR codes, Bluetooth Beacons, and web browsers for a wide range of retail use cases.
5. NFC works everywhere. Imagine a bus kiosk on the outskirts of town. There’s no nearby public Wi-Fi network or accessible power source. In environments like this, Bluetooth is of limited use. But not NFC. If a movie ad poster on that kiosk had an embedded NFC tag, people waiting for the bus could tap it with their smartphones, instantly view the movie trailer, and buy tickets for the nearest theater. NFC provides other similar opportunities to “connect the unconnected” and bring intelligence to objects and signage.
For all of these reasons, there are more new marketing-oriented NFC products coming to market all the time. Stop by our NFC Product Showcase to see the latest, or if you have an NFC marketing product or app, be sure to submit it to the showcase: http://nfc-forum.org/showcase-submission/.
Ruth Cassidy is Communications Director for the NFC Forum. You can reach her at [email protected].