NFC: The Future of Marketing

Firebrand has declared NFC the "new transformative technology that will change marketing forever."

According to the firm, three applications will drive the transformation:

Tags. "This is where marketing can shine," Firebrand says. "You see a poster of the latest blockbuster Hollywood movie at a bus shelter. You then tap the NFC tag to view the movie trailer, download an app or game associated with the film, and buy the movie ticket instantly. Wow!"

Sharing. Users bumping their peers' smartphones "will be the way customers share branded information."

Payments. Bye, bye credit cards! You'll use your phone to pay for almost everything, "from purchasing a bus or train ticket, taxi fare, buying a Coke at a 7-11 or paying for your groceries at the checkout."

"NFC is going to make your advertising and marketing so much more effective, as it brings the digital world into the real world," the firm says.

Customers will walk into a retail store, tap an NFC tag on a product to open a price comparison Website, see real-time ratings and reviews of the product on social media, and buy it. 

"All marketing collateral will feature an NFC tag (replacing the cumbersome website URL or phone number) that prompts you to download more information," the firm predicts.

Data, Data Everywhere

We're on board with the recommendation of PCMA in its fascinating new white paper, Scenarios for the Future: Convention Exhibits & Tradeshows of 2016.

PCMA urges producers to act now to put in play systems for collecting and analyzing event data, and to find ways to turn that intelligence into new profits:

 

Data, about everything that goes on/in/at an event, will become increasingly more important as guides to the successful design and execution of an event for exhibitors, attendees and organizers. Therefore, a data collection system and protocol analysis will need to be undertaken now by an Event Team in order to determine what kind of system needs to be designed and implemented as part of the event production process in the future. Included in this analysis should be a look at how the collected data will be analyzed, utilized as part of the decision making process and how it can potentially be monetized.

Why Event Producers Should Stay on "Digital Alert"

PCMA asks event producers to flash forward in its intriguing new white paper, Scenarios for the Future: Convention Exhibits & Tradeshows of 2016.

Among the white paper's "major take-aways" is the warning (on Page 31), "Stay on digital alert and implement technology."

The paper states:

The rate of digital penetration in your industry will dictate how aggressive an event must be to incorporate new technology into its design and execution. The important point from this study is that the Event Team must be on "early-alert" to the changes taking place in its market-space and competitive environment, correctly assess those changes, and then implement an appropriate response to defend its event or even increase its competitive position in that market-space.

We couldn't agree more.

The potential price of ignoring or "dissing" new technology is too high to ponder.

Unless you plan to retire in the next 24 months.

Zippity Do Dah!

Disney goes NFC. 

Travel Weekly reports, "In what is being hailed as a game-changing technology for the theme park industry, the Walt Disney Co. last week announced a new MagicBand bracelet that will enable guests at Walt Disney World to enter the parks, purchase food and merchandise, unlock their hotel rooms and access certain rides with a wave of their wrists."

ITN is Trending

Trade Show Executive likes our new attendee app, My BCARD.

The magazine has included us in its New Product Roundup in the current issue. Read more.

Why NFC is the Next Big Thing

On Liz King Events' blog, our VP of marketing describes how NFC will transform your events. NFC "bridges the gap between the real and virtual worlds," allowing attendees to access content with just the touch of a smartphone.

The Future is Here

Science fiction writer William Gibson said, "The future is already here—it's just not very evenly distributed."

We think that situation is about to change.

Watch this space for big news from ITN.

And have a Happy New Year!