How you can drive brand engagement using NFC technology
Customer interaction can sometimes be difficult to measure, especially in fast moving, retail spaces. As consumers are targeted with more information than ever before, it is challenging for brands to connect with their audiences, get the best ROI and achieve this in a manner that resonates with these audiences.
We have developed technology that can help us to connect on many levels, and brands are beginning to use these to understand and reach their audiences on a personal level. Proximity marketing utilises this ever-growing and expanding IoT to reach audiences in a profoundly effective way. An example of how brands can harness the power of this increasingly connected world can be found by looking at AT&T, and their recent use of proximity technology in their film for all Friday campaign.
AT&T benefited from the ability to connect the physical and digital worlds by using NFC tags. These small devices don’t require power – they in fact work using electromagnetic induction, that means they can reside in anything from an OOH advert to a beer mat. They allow for the physical advertising space to communicate with digital material, and deliver insights by allowing a user access to specific content once a device is placed close to the tag. They add an interactive element for the consumer.
The main aims of this project were for AT&T to drive footfall to their retail stores in New York City and drive digital brand engagement. Many retail brands have similar aims, and understanding the power of proximity networks in achieving this has provided AT&T with a powerful digital channel to communicate with customers effectively.
The real benefits of NFC technology are realised in the wider environment of a proximity network. The technology was simple to use and readily available to potential new customers – new audiences could be educated quickly and encouraged to use it in store by retail assistants. This decision helped to ensure that AT&T get the most value for their marketing budgets.
The campaign was a resounding success – every single cinema ticket was distributed within four days, demonstrating the power and ease of NFC as a loyalty solution. In total the campaign produced 8,232 new interactions in 62 stores in New York City, creating a dedicated engagement with the AT&T brand. The most effective store was on East 17th street with 517 customer interactions. With this kind of campaign information brands can use proximity networks to understand how to best use campaign data to dynamically drive footfall and raise brand awareness.
To drive brand engagement brands must understand their audience and interact with the user in a way which is simple to use and yet simultaneously increases user experience. Besides the instantaneous success of the campaign in generating engagement, AT&T now possess valuable data which can provide insights and inform them on how to perform future campaigns productively. This can allow them to deliver impressive ROI for their marketing campaigns which can’t be reached though other channels.
For example, the knowledge that their retail store on East Street yielded the most interactions suggests that AT&T would be better suited to increase their budget on targeting in this store for this kind of campaign. They would be able to look at the most effective time of day in terms of interactions and use this data to inform future activity.
They are now beginning to understand the trends of their audience in New York City and making sense of this data can be used to effectively drive footfall to their stores. The insights gained during this campaign have helped to educate AT&T of the most productive times of day for in-store interaction – they now know that the best time to reach their audience in-store is between 12pm-2pm, and the absolute peak for customer engagement is 1pm – this is now backed up with extensive user data. They can even see their most productive stores and identify the ones that didn’t perform as well, investigate the reasons to why this may be, and adapt their retail strategy.
All of these insights are accessible through the power of a proximity network. In this case, Tamoco’s platform informed AT&T of their campaign statistics and provided valuable insights that will help them to increase brand engagement each time they run a proximity campaign.
The power of these new technologies and the advancement of the IoT is developing quickly. As entire cities become smart cities, AT&T provide a pertinent example of how important it will be for brands to stay relevant by using the latest technology. They will need to use technology such as proximity networks to inform and develop their methods of driving new custom and interacting with their current audiences.
Tamoco is the leading proximity solution for brands, advertisers, network owners and apps. To speak to us about our service, or to find out more information on the power of proximity contact us here or reach us on LinkedIn, Facebook and Twitter.