The Rise of Connected Packaging as a Marketing Channel

ClickZ – July 2, 2018


Connected packaging is becoming an increasingly effective marketing channel, bridging physical products to the digital world and influencing consumers where and when they’re making their purchasing decisions. This boom in adoption is, in part, being driven by improvements in technologies like NFC (near field communication), RFID (radio frequency identification) and digital watermarks.

We are on the brink of an explosion in the number of available, internet-capable products that will connect our world like never before. In fact, Gartner predicts the number of connected products will nearly quadruple in the next two to three years, from 5.2 billion today to 20.4 billion by as soon as 2020.

One significant player in this forecasted meteoric rise is packaging. Connected packaging, otherwise known as intelligent or smart packaging, is seeing renewed attention as of late with recent advancements in technology. Today, most smartphones are capable of interacting with intelligent packaging, typically through NFC tags, QR codes, or other graphic markers. At the same time, powerful cloud-based software platforms that fully integrate with these trigger points enable brands and agencies to track consumer activity in real-time, collect valuable data, and uncover actionable insights that can help enhance campaign performance and drive business results.

With this functionality, connected packaging is gaining recognition as a powerful marketing tool, featuring form factors such as formal labels, hang tags, adhesive calls-to-action, and even shelf-talkers. NFC, Bluetooth, RFID, and other digital markers (e.g., Snapchat’s Snapcodes, Amazon’s SmileCodes, Coca-Cola’s Sip & Scan marks, and Spotify Codes) are just a few of the technologies being incorporated into product packaging to build omnichannel experiences for consumers.

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