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In today’s world of AR and VR capabilities, interactivity is becoming very impactful in reaching audiences. Utilizing RFID (radio frequency identification) technology in print marketing can enhance the impact of a marketing message and offer the consumer a bridge from a print ad to a digital interaction. How can this be accomplished? Embed RFID chips into the various print medias you develop. In doing so, a user will then be able to tap their smart phone to the chip which will engage the phone to display additional content digitally. It’s capable of operating similarly to a QR code without the need to sacrifice design aesthetic by splashing a large barcode on materials. In this manner, you can relay a larger volume of marketing materials to companies and individuals while still keeping printed materials short, sweet, and attractive.
Here are some applications where RFID could be implemented in the future:
Business cards are extremely valuable to those in the sales industry who rely on networking and personal connections to be successful. Let’s face it, many standard business cards wind up lost or in the trash. RFID chip enable cards would be a unique way of electronically capturing your vital contact details, providing more information about your expertise and capabilities than the small space on a business card can allow.
Open up any magazine and you will find it riddled with ads designed to catch your attention and create a lasting image of your product. However, space is limited, forcing the message to be simple and concise. Imagine an RFID-enabled magazine ad that, when tapped with a reader’s phone, would activate a video or open a URL that would allow the user to make a discounted purchase straight from the ad. Utilizing RFID technology in this way will make it easier for potential customers to purchase your product or service, and provides a direct line from the ad straight to a checkout or transaction.
When including RFID with coupon codes and promotional pieces often found amongst direct mail campaigns, recipients could utilize the chip technology access a URL. The call to action on the mailer drives traffic through the chip directly to a website, e-commerce platform, or other forms of marketing, and can even provide coupons and deals.
While these applications are not yet widely implemented, businesses and their marketers are looking for more innovative and creative ways of reaching their target audience. RFID technology can help bridge the gap between print and digital messaging reaching more and more consumers in a dynamic way. It is the marketing of the future.