Increasing Brand Awareness with NFC Technology and Social Media
I came across an article, which was featured on SocialMediaToday, “Three Ways NFC Technology Will Create a Brand New Form of Social Media Engagement” which prompted me to write this piece (thanks George). It conjectured the use of NFC (Near Field Communication) and how it could benefit brands, their awareness and message all through social media. The hypothesis that brands can utilise NFC technology within their stores, which may further enhance their brand message with brand awareness, along with social media tie-ins with NFC technology should be taken seriously.
There’s already an associated cost with print labels, which uniquely identify a product, so the respective costs associated with reproducing the same product with an NFC tag should be negligible, right? I mean, the rumoured cost is to be less than .03c USD for a tag, so I really don’t see this breaking the bank, so to speak. Yes, each tag has to be programmed, but surely too, each label has to be printed uniquely – it’s a case of ‘six of one, half-a-dozen of the other’ situation!
A tag is a mechanism from which information can be wirelessly shared; in the same way a QR code can be read by a scanner (NFC reader). In some stores there will be a combination of tags and tag readers – the Smartphone will contain a tag/reader combination, as it is capable of sharing information, so that a store can retrieve your name, contact information and so on (with your permission) and likewise you can read information from a tag. At the backend of the NFC application, there may be several other applications supported by a web-portal or, in fact, a link through to a social media platform – ‘Likes’ a ‘retweet’; ‘+1’ and so on. Of course, adoption will be slow at first and there will also be the early adopters which, in turn, will fuel the greater purchasing community.
The brand tie-ins are potentially large. The majority of consumers who were once brand loyalists, are nowadays, in an unprecedented competitive market; the consumers have become spoilt for choice in terms of affordability. With social media alone, brands can (and should) develop a dialogue with their consumers, which could well be further compounded by NFC supporting an ecosystem where consumers can begin to resurrect that loyalty spirit. It empowers both the consumer and the brand with some powerful tools – nowadays, it’s a two-way process and no longer can brands rely on shouting out their brand message with a megaphone – ‘buy this product now’!
NFC has the potential of creating a lively and dynamic market community sharing experiences and purchases with the wider community all enjoyed through social media.
Dr Dean Anthony Gratton is a bestselling author and columnist. Dean has worked extensively within the wireless telecommunications R&D industry and has an accomplished career in software engineering. He has enjoyed a variety of roles and responsibilities in addition to being an Editor of the Specification of the Bluetooth System: Profiles, v1.1 (the original specification). He has participated ...
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