New technologies are altering the way consumers engage with advertising and the purchasing process through their mobile devices.
Quick Response (QR) Codes
QR codes are highly interactive. They are relatively easy to set up, free, are able to reach a wide target demographic and effectively bring a brand to life. They are now found everywhere, from bus stops and subway stations, to magazine and direct mail pieces. And while their effectiveness is in question, it’s a very simple process for marketers to track how well they are working.
Augmented Reality (AR)
Simply put, augmented reality (AR) is the part art part technology of combining real world images and video with computer generated information and imagery. It shouldn’t be confused with Virtual Reality though; the glaring difference between the two is that AR is centered on the idea of superimposing computer generated content over a live view of the world, while virtual reality merely simulates these environments. AR acts as an added feature, creating experiences around real world environments.
Thanks to the increase in smartphones and tablet sales, we will be seeing a surge in mobile marketing campaigns aiming at incorporating augmented reality. Already, a few early adopter brands have taken the leap and launched successful campaigns featuring this new technology. As time goes by, it will be important for a single AR mobile marketing app to emerge in order to hold the attention of consumers.
Mobile Wallets, Near Field Communication (NFC)
Near Field Communication is the technology that allows two devices embedded with microchips to be able to transmit data between one another, within close proximity. It sounds pretty similar to Bluetooth but NFC is transmitted at a much faster speed and can’t be transmitted at a far range. With this technology, consumers are able to transfer all sorts of data between one another such as coupons, tickets and even credit card information.
As awareness grows and technology is enhanced, NFC chips will become standard in mobile phones. The big change will come in consumer education and point of sale purchasing. Consumers everywhere will be able to walk around the mall or grocery stores and automatically receive coupons and discounts at the tap or wave of a smartphone. Marketers will need to understand how consumers want to engage with this technology before they begin to execute on specific marketing tactics for NFC users.