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As the number of devices with NFC (near field communication) technology continues to grow, we are seeing a handful of UK brands using NFC in their marketing campaigns to help drive sales and raise brand awareness, all through the use of mobile.
Is this something marketers should be considering for their campaigns?
I recently wrote about mobile NFC being dead in the water. Since then a few dissenting voices have piped up. Understandably, some working in this area.
One of the voices was Proxama’s. It runs TapPoint, which is a cloud-based SAAS. I spoke to the MD, Miles Quitmann, and he was refreshingly honest enough to turn my oil tanker of beef around and leave me excited about the possibilities of loyalty ‘on tap’.
So here’s a summary of emerging possibilities for marketers, using the growing number of NFC enabled smartphones in the market.
Alternative payment methods are pretty much the hottest topic around, and last week EE previewed its new NFC smartphone wallet. Retailers, however, are pretty adamant NFC wallets are not worth their time.
At the same time, marketers are still plugging away with new advertising campaigns using NFC technology to deliver content. Is this anything other than a fad?
In this post I look at the uses of NFC, assess some recent campaigns, and ponder what the future holds. (Major hat tip to NFC World, where I found a bunch of the campaign info).
Only 13% of consumers would be happy to store their credit card details on their smartphone, according to a new survey from The Logic Group.
The report again highlights the consumer mistrust of mobile technology, as only 30% of consumers trust major retailers to keep their personal information safe.
This is potentially a huge problem for online retailers as offering to store card details is seen as a way of improving the mobile checkout process and encouraging repeat purchases.
Furthermore, only a third of consumers said that they would be happy for their mobile to house their loyalty cards.
Much was written about the predicted boom in mobile payments last year, but it still seems to be some way from becoming an every day payment method.
NFC and mobile wallets were all set to become commonplace following a successful trial at the Olympics, but despite the increasing use of contactless bank cards I’m yet to see anyone pay for anything using their mobile phone.
However new research into consumer attitudes suggests that people are slowly edging towards accepting the technology.
A survey of 2,006 consumers by eDigitalResearch found that 39% of respondents had seen a contactless payment point, up from just 15% in May 2012.
Just 11% of European consumers have scanned a QR code in an outdoor advert, according to a new a survey by CBS Outdoor.
This is despite the fact that the study showed that more than half (54%) of respondents are aware of what QR codes are for.
It does need to be taken into account that outdoor advertising refers exclusively to billboards and posters, with press ads not included in the survey.
The Interactive Europe 2013 report also found that 75% of urban audiences now own a smartphone, up from 56% last year, so the opportunity for targeting them with mobile and interactive ads is huge.
Overall though, the report found that awareness of interactive advertising technology remains quite low.
The digital scene across the Asia-Pacific region is already booming, but industry experts are also predicting that APAC businesses will begin to rethink their current digital plans this year, finding alternative ways to enhance their online offerings to better appeal to consumers.
But what else is expected to happen across the region this year?
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include how retailers are smartphone privacy, B2B websites, Super Bowl ads, NFC in Australia, Facebook driving B2B traffic, Product Listing Ads and dual screening.
For more digital marketing stats, check out our Internet Statistics Compendium.
The number of NFC-enabled smartphones available in Australia is expected to rise dramatically, growing from 375,000 in Q1 2012 to 2.125 million in Q1 2013 - a growth of 467% year-on-year - according to Tapit.
It has also been forecast that by Q4, the number of NFC handsets in Australia will reach some 4 million - or 30% of all smartphones on the market.
Son of the late and venerable historian Eric Hobsbawm, Andy Hobsbawm may make history, not write it. That’s because he, along with technologist and serial entrepreneur Niall Murphy, as well as computer scientists Dom Guinard and Vlad Trifa, are making great strides with EVRYTHNG, a software company bent on connecting objects to the Internet — making them “smart,” as it were.
Powered by the EVRYTHNG Engine, the technology makes real the “Internet of Things,” a concept first named in 1999. In that schema, objects are given virtual identities (perhaps through RFID tags, maybe through a barcode or QR code) and connected in a Web-like structure.
The electronics industry just wrapped another CES, where the latest innovations in televisions, wearable tech, and mobile computing were out in full force.
What can digital marketers infer about the future media landscape from the hardware giants and new startup entrants in consumer hardware manufacturing?
Here are five trends and thoughts on why they are worth following.
When mobile industry body MEF made its predictions for 2012 it suggested that there would be some spectacular trials using NFC, but that mobile payments would fail to have a significant commercial impact.
And as the months passed the prediction seemed to be coming true – Visa was planning to use the Olympics as a showcase for NFC mobile payments, Starbucks upgraded its app to allow users to pay with it at the till, and PayPal launched a number of mobile payment trials with US and UK retailers.
Yet in spite of these newsworthy trials, a new survey from eDigitalResearch seems to confirm that consumers still haven’t got on board with mobile payments.