NFC Mobile Marketing: Give Your Brand a Voice on the ... · PDF fileNFC Mobile Marketing: Give...
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NFC Mobile Marketing: Give Your Brand a Voice on the Retail Shelf and Beyond Bill Van Orsdel [email protected]
Transcript of NFC Mobile Marketing: Give Your Brand a Voice on the ... · PDF fileNFC Mobile Marketing: Give...
TechnologyintheEnterprise
By2017,CMOswillspendmoreontechnologythanCIOs.
Morethanever, multichannelmarketingisamongthemostcriticalcustomer-facing,revenue-generatingfunctions.
Source:http://blogs.gartner.com/jake-sorofman/yes-cmos-will-likely-spend-more-on-technology-than-cios-by-2017/
RedefiningtheInternetofThings
Thinfilm’sVision
Addalittlebit
ofintelligence
toalotofthings.
• Publiclylisted
• NFCsolutionsleader:integratedhardwareandsoftware
• StrongIPPortfolio- Over290totalpatentsinprintedelectronicsandNFC
• NFCInnovationCenterinSiliconValley
• 150employeesworldwide
• Oslo,SanJose,SanFrancisco,Linköping(Sweden),London,Shanghai
• Broadanddiverseglobalpartnerecosystem- Manufacturing,assembly,software- Packaging,labelconverters,materials- Marketingagencies
Providingdigitalidentitiestophysicalobjects
throughprintedelectronics
AboutThinFilmElectronics
• LeadingproviderofNFCmobilemarketingsolutionsforconsumerbrandsanddigitalagencies
• Enablebrandstoconnectdirectlywithconsumersviasmartphonetap
• ExtendtraditionalboundariesofIoT tohelpcreatetheInternetofEverything(IoE)
• Scalingtothebillionsofunits/yearthroughroll-basedmanufacturing
• Globalleaderinthecommercializationofprintedelectronics
Thinfilm:InnovativeNFCSolutionsatScale
ALittleIntelligenceGoesaLongWay
Anindividualmediachannelcapableofreachingtoday’sdigitalandmobileconsumersontheirterms
Aubiquitousengagementtoolthatprotectsproductintegrityandisinthehandofvirtuallyeveryconsumer
TheProductasaMediaChannel
RiseofMobileCommerce
M-Commercewillreach$284billion
45%oftotalU.S.
e-commerceby2020
source:TheRiseofM-Commerce:MobileShoppingStats&Trends,BusinessInsider,12/21/2016
MobileISCommerce
40%Ecommercetransactions
fromMobile*
90%Consumersusing
Smartphonesin-store**
*IMRGCapgeminiQuarterlyBenchmark,February2015**www.marketingland.com,“Survey:90%ofRetailShoppersUseSmartphonesinStores”,July20th,2015
M-CommerceFrustrations
source:comScoreU.S.AdultsQ2/2015;TheRiseofM-Commerce:MobileShoppingStats&Trends,BusinessInsider,12/21/2016
59%
41%
TimeSpentonRetail,ByDeviceU.S.Adults
Mobile Desktop
1in8visitthebrand’sownwebsite
Source:Xenopsi,March2016
ButWHOSEvoice?
71%ofat-shelfmobileconsumersgotosearchenginesfirst
MobileMillennialswanttoco-create
42%wanttohelpcompaniesdevelopfutureproductsandservices
Source:AssociationofNationalAdvertisers,Barkley,SMG,BCG
What’smissingforbrands?
Idealcharacteristicsofanengagementtechnologyfortoday’sconsumersandbrands:
1. Credible/trustworthy2. Authentic/abrand’sownvoice3. Alwaysavailable4. Easytouse5. Sustainedacrossconsumerjourney
QRCodesareUnappealing
Only15% ofsmartdeviceusersknowhowtoscanproperly
Limited item-levelinteractivity
Wrongsideofthe3-secondthreshold
Brandsandconsumersresistthem
Theyareugly
Dazeinfo.com,WhyDidQRCodeDieDespiteTheSmartphoneRevolution,3/20/2015
BeaconsareaTurnoff
64%haveprivacyconcerns
64% feelmessageoverload
55% havesecurityconcerns
46% finditcreepy
Source:BizTech,RetailBeaconsAreBecomingMorePopular,butTheirEffectivenessIsDebated,8/16/2016
Howdoyouwinmindshare?
Source:Neilsen 2015PULL
PUSH
43%
46%
47%
48%
56%
58%
60%
63%
56%
61%
70%
66%
66%
83%
AdsonMobile
AdsinSocialNetworks
AdsinSearchEngines
OnlineVideoAds
Billboards
AdsinMagazines
Adsinnewspapers
AdsonTV
EmailsIsignedupfor
BrandSponsorships
BrandedWebsites
EditorialContent
ConsumerOpinionsPostedOnline
RecommendationsfromPeopleIknow
65%morethan“push”basedadvertising.
Consumerstrust”pull”basedresearch
NFC:ConvergingTrends
NFCOmni-ChannelMarketing
UniversalSmartphoneOwnership
Mobile-FirstAttitude
MobilePaymentsReadiness
NFCIsEverywhere• 1billionNFC-capablephonesnow;2billionbyendof2017
• $1Tmobilepaymentmarketin2017• AndroidPay:US,UK,Singapore,Australia,HongKong,Poland,NewZealand,Ireland,Japan,Belgium,Russia,SouthKorea
• SamsungPay:SouthKorea,US,China,Spain,Singapore,Australia,PuertoRico,Brazil,Russia,Thailand,Canada,Malaysia,India,Sweden,UAE,Switzerland,UK,Turkey
• ApplePay:US,UK,Canada,Australia,China,Singapore,Switzerland,France,HongKong,Russia,NewZealand,Japan,Spain,Ireland,Taiwan,Italy
NFCConsumerEngagement
UsertapsonsmartpackagefeaturingNFCSpeedTap™
Mobiledevicelaunchescontentforconsumer
engagement
MobileCommerce WineryPhotoTour
Cloudsystemscollectanalyticsandfacilitate
reporting
ThinfilmDashboardTaptoConnect
1 2 3
EvolutionoftheConnectedConsumer
Consumerscrolling Search-directed DirectdialoguewithBrand
Offline-to-Online(O2O)• Brandsconnectdirectlywithconsumers
whentheytaponproducts
Consumerssearching“OliveOil”• Brandspayforlistingin“Sponsored”
sectionsabovethefold• Trafficdeterminedbysearchprovider
andinfluencedbySEO/SEMstrategies
Consumersresearching“OliveOil”• Consumerslookingforgood
dealsandhighlyreviewedandratedproducts
MobileMarketingToday Tappingw/NFCSmartphones
UsersPrefertheNFCExperience
Noviceuserscompletedanidenticaltask31%fasterusingNFCcomparedtoaQRcode(StrategyAnalytics)
Afterinitialuse:• QRcode 10-15sec• NFCtag1-2sec
UserspreferNFCbasedon:1. Speed2. Convenience3. Stayingincontrol
EngagementThroughouttheJourney
Discovery Purchase Post-sale/In-Use
Massmedia(TV,Radio,Newspaper)OnlineadsDirectmail(awareness,offers)SamplegiveawaysBluetoothbeacons
Shelfdisplays&kiosksOn-productpromotionsBrandambassadorinstore
Supportwebsite&forumsSupportphone/chatEmailsurveysDirectmail(consumables,warranties)
NFC– allviaonelabel
Brand-ow
ned
Touchp
oints
Discovery&Education
• Researchproducts• Makecomparisons• Readtrustedreviews• Socialproof
Purchase
• Customizedoffers• Cross-sellcomplementaryproducts
• Up-sellpremiumproducts
• Loyaltyintegration• Origin&traceability
Post-sale&Inuse
• E-commerceintegration(reorder,cross/upsell)
• Usetips&tricks• Productregistration&warranty
• Voiceofcustomer
WhatcanasingleNFClabeldo?
Push Pull
Userexperience Interruption(spam) Control(opt-in)
Userintent Nonetolow Veryhigh(in-hand)
Targeting Limited Surgical
Contextawareness Limited Technologydependent
Examples Mass mediaDirectmail
Onlineadvertising
NFCWeb(brand&3rd party)
Opt-inemail
Push&PullIntheConsumerJourney
Post-PurchaseE-Commerce
Instant,simple‘BuyButton’onevery product
Encouragesbrandloyalty
Retentioncost<<acquisitioncost
Post-purchasepromotions,cross-sell,up-sell
KoreanRedCross
NFCInUse:
• ‘WindmillofHope’replacingpaper-basedconfirmprocesswithThinfilm’sNFCsolution
• SpeedTap™tagswilldriveefficiencyandensuretransparencyduringdeliveryofreliefitems
• VolunteersussmartphonetoscandeliveryreceiptwithintegratedSpeedTap tagoncedeliveryand/ortransactioniscompleted
• CustomwebinterfacedevelopedbyKoreanRedCrossintegrateswithThinfilm’s NFCtechnology
Thinfilm’s NFCtechnologycouldreachmorethan20,000householdsinSouthKorea
Thinfilm’s‘SmartCoaster’
CoronadoBrewingCo.
• CoronadoBrewingCo.usingThinfilmNFCSolutionstopromoteCoastWise beer
• PromotionisinconjunctionwithEarthDaycelebrationrunbyCoronadoandtheSurfrider Foundation
• Significantconsumertappingactivitythroughfirsttwoweeksofthetrial
• ‘Smartcoasters’featuringSpeedTap tagscreatedtodriveconsumerengagement
NFCInUse:
Wine&Spirits– Barbadillo
• BarbadillousingOpenSense™toauthenticatebottlesofraresherry
• Solutionspecificallydesignedtothwartcounterfeiters,preventunauthorizedrefills,andfacilitateproductauthentication
“GiventherarityofthisreleaseanditssignificancetotheBarbadillofamily,wefeelcompelledtoprotectit.Thinfilm’stechnologydeliversthatprotection,forourbusinessandourvaluedconsumers.”
– ManuelBarbadillo,Chairman,Barbadillo
Diamonds– SarineTechnologies
• ThinfilmandSarineusingNFCtocreatedigitalidentitiesfordiamonds
• SpeedTap™integratedintoSarineProfile™salesandconsumersupportsystem
• Tagstelleachdiamond’sstoryinreal-time,supportsbuyingdecisionswithscientificaccuracy,andprovidesdigitalproofoflineageandownership.
“Sarineisleveragingworld-leadingNFCtechnologytoadvancetheperformanceofSarineProfile
injewelryretailsettingsinrealtime.”– UziLevami,CEO,SarineTechnologies.
Pharma&FoldedCartons– JonesPackaging
• Promotingusereducation,safety,andcomplianceinRx/OTCpackaging
• Establishedkeymanufacturingprocessesforhigh-speed/high-volumeproductionlines “Thinfilm’suniqueprintedNFCsolutionaddressesmultiple
needsandallowsourcustomerstoconnecttheworldofphysicalpackagingtovirtualanddynamiccontent–
it’saveryuniqueandcompellingproposition.”– ChrisJonesHarris,Principal,StrategicInitiativesandAlliances
Ypsomed– Single-UseMedicalDevices
• IncorporateThinfilm OpenSense™technologyintoYpsoMate®autoinjectortoimprovepatientself-carecompliance
• Patientsreceivecomplianceassistancesuchasadherencehistory,injectionreminders,usageguidelines,andrefillinstructions
• Extendsthedialoguebetweenpatients,doctors,andbrands
“WebelieveThinfilm’s NFCOpenSense™canbeofsignificantvaluetoYpsoMate®usersacrosstheglobe,andwelook
forwardtoleveragingthisnext-generationtechnologytohelpimprovepatientadherence.”– SimonMichel,CEO,Ypsomed
CraftBeer– Hopsy
• ThinfilmandHopsy delivering“smartbeer”tothecraftbrewmarket
• PartnershiptointegrateOpenSense™intolocallyproducedcraftbeersacrosstheUnitedStates
• Enablesmicrobreweriestoengagewithconsumers,educatecustomers,anddifferentiatetheirbrands
“WebelieveThinfilm’stechnologygivesourpartnerbreweriesapowerfultooltoconnectwiththeircustomersbeyondthebrewery.”
– SebastienTron,Co-Founder&CEO,Hopsy
VisualizingReal-WorldActivityintheCloud
• Dynamic,contextuallyrelevantexperiencemanagement
• Producttype&UniqueID• Productstate(open/sealed)• Location• Numberoftaps• Date/time
• Taphistoryanalyticsoffreshfirst-partydata
• DeviceID• Date&time• Locationattributes• Productattributes
Note:Product&supplychainInformationmustbesuppliedtoThinfilmforinputintothedatabase
NFCCampaignManagement
*ProductInformationmustbesuppliedtoThinfilmforinputintothedatabase
• Create,manageandupdatecampaignsbasedonreal-timefirst-partydata
• Makedecisionsbasedoncampaignattributiondatabyitemlevel,location,date&time
Analytics&InsightsEssentialInsights• Whereandwhendoconsumersengagewithproducts?• Whatdoconsumersconsider&whatleadstopurchase?• Whatproductsdoconsumersre-engageafterpurchase?• Howfrequentlydoconsumersengage?• Whatdrivesloyaltyandre-order/refill?
NowAvailable:NFCMobileMarketingForDummies®
• GuideforconsumerbrandsanddigitalagenciesthatwanttogetstartedinmobilemarketingusingNFCasacoretechnology
• ForewordbyNickJones,EVPGlobalBusinessDevelopment&Innovation,ArcWorldwide
• E-bookavailablefordownloadonhttp://thinfilm.no/mma
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BillVanOrsdelDirectorofBusinessDevelopment,
NorthAmericaThinFilmElectronicsInc.
