Brand owners can take advantage of the technology in most people’s pockets to interact with consumers in a whole new way. An NFC tag embedded in a poster, billboard, magazine page advertisements, or even a three-dimensional object contains an NDEF (NFC Data Exchange Format) message. When consumers tap their NFC-enabled smartphones against the media or object, this NDEF message transfers to their device. The content of the message then determines the user action.
Research indicates that 87% of smartphone users perform a mobile search after seeing an advertisement. By directing consumers directly to the appropriate website, NFC technology puts the advertiser one step closer to the consumer and one step closer to increased sales.
Broader user of analytics, with deeper NFC data collection, enables a more profound understanding of consumer behavior. Armed with more knowledge about their customers, retailers can do a better job of meeting expectations and fulfilling desires. At the same time, the customer experience becomes more personal, with targeted content based on accurate behavioral metrics.
- Enables rich, “sticky,” user experience
- Allows real time content updates based on time, events, locations, the individual, among others, which means precision marketing
- Enables behavioral change
- Gives feedback to advertisers, such as demographics and behavioral patterns
- Consumers can give direct feedback to brand-owners
- Lets advertisers optimize their campaigns based on analytics
- Enables upselling oportunities by advertising complemental items to the initial purchase
NFC Features Benefiting Application
- UID may be mirrored into the NDEF message
- Write or read/write memory access may be password restricted
- Optional limit of unsuccessful authentication attempts
- Counter/counter mirror offers an offline means of tracking the number of taps
- Low cost and easy to implement, so large scale campaigns are possible
- Updateable without reprinting the media