Qfuse Blog - QR Code, NFC, and Mobile Marketing News

Near Field Communications Technology – Connecting Everything Around Us

Posted on May 16th, 2018 by

Near field communications technology (NFC) is short-range wireless connectivity technology. Its in nearly every smartphone today and makes it easy and convenient to conduct transactions, exchange content, and link electronic devices. NFC enables technology in close proximity to communicate without the need for an internet connection. The technology is currently used in applications like Android Pay and Apple Pay, and has been adopted in some cities for transit use – just tap your transit card to a reader and go. Note that while NFC isn’t yet integrated into iPhone in a way that will work seamlessly for most users (outside of  this Apple Pay functionality), we impatiently await until it’s built right in (much like with Android devices).

In the future, it is possible that NFC use might replace the cards – credit and loyalty cards alike – in our wallets. Despite the success of NFC so far, there are still other applications of the technology.

For example, passive NFC “tags” are being put into posters and information kiosks to provide people more information, similar to how QR codes provide information by opening a website on the scanner’s phone. Google’s Daydream View VR headset uses the technology. Placing your smartphone into the headset triggers nearby tags to automatically download or launch the app.

An interesting possibility for NFC is the potential to revitalize brick-and-mortar retail stores. According to NextWeb, 90 percent of smartphone owners use their devices while in stores. “[B]rick-and-mortar stores are increasingly experimenting with omnichannel strategies that connect the dots between digital and physical experiences. They’re trying to meet consumers where they’re at, on their smartphones or on-the-go. And brands are increasingly coming up with creative ways to design memorable experiences to attract demographics like millennials within brick-and-mortar spaces.” Retail store, grocery stores, sporting goods stores – any store carrying consumer goods can see those goods become “smart” with the help of NFC tags.

Now, if you’re like us, you may have thought about security, especially because NFC occurs in the open air without the need of a protected internet connection. It might be of some comfort to consider that NFC chips can only be skimmed if someone puts a device within centimeters of your smartphone. However, apps like Apple Pay and Android Pay have developed security features to protect your information.

As TechRadar points out, “[t]he list of compatible devices is staggering and growing with time. It’s safe to say, if you’ve purchased a smartphone [or tablet] in the last few years, you should be ready to go.”

For more on NFC tags, click HERE or check out the sites below and do not hesitate to contact the team at QFuse with any questions, comments, or concerns!

https://www.techradar.com/news/what-is-nfc
https://thenextweb.com/contributors/2018/04/07/nfc-underdog-tech-set-explode-next-five-years/

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4 NFC Best Practices

Posted on August 28th, 2013 by

NFC ad1If you plan on using Near Field Communication (NFC) anytime in the near future, before you do so it would be wise to read up on NFC best practices.  Below are the four most important things you must ensure are done to perfection if you want to have a successful NFC campaign.

Have a Clear Call-to-Action

The call-to-action (or CTA) is arguably the most important concept for your entire NFC marketing and advertising campaign.  If you plan on using NFC tags then you are clearly expecting that your target consumer will engage with your marketing and advertising material using their smartphone.  In order to make sure this engagement occurs you must convince the consumer to tap their phone to said NFC enabled advert.  This means making sure the poster or magazine ad tells the consumer exactly what they will get upon doing using the NFC tag on your piece of mobile marketing material.   Creating an enticing visual image, writing out a short explanation or some other creative way of getting your message across are all good calls to action.  Always ask yourself if you would take the time to tap the NFC tag in your own advert if you saw it in public.

Mobile Landing Page

It is infuriating when I tap an NFC tag and am taken to a lousy desktop website, they are hard to navigate on a smartphone and usually I end up quickly exiting.  If you are going to use NFC technology you should also know that anyone who has access to NFC capabilities while on the gos MUST have a smartphone, so why wouldn’t you create a mobile website that is compatible with this NFC technology?  A mobile website will ensure less people leave your page and will likely increase the performance of your site.  The only other option besides a mobile landing page would be if you are trying to get people to download your app, song or video, in which case they should be directed straight to your app download page, iTunes, or YouTube etc.

NFC Analytics

Tracking the data of your NFC tags is vitally important and can greatly enhance your overall campaign productivity if you are using an NFC marketing platform that allows you to track performance down to the individual tag.  The sort of analytics data that should be collected is how many people are taping the tags, what they are doing after they reached your page, what type of person is taping the tag, and which NFC tags are being tapped the most.  This data allows you to first tell if people are actually taping your tags overall, but second, assuming you have a NFC-enabled mobile marketing platform that allows this, you can then see which tags are being tapped the most and learn why this might be so and either make changes to your campaign on the fly, or use the information for future campaigns.

Content Visitors Care About

If the content of your tag is boring then why bother using an NFC tag?  The consumer will simply exit your mobile landing page and probably never tap an NFC tag again.  So make sure you provide your visitors with relevant or interesting content.  This might mean a contest to win a prize, free music download, a fun game, coupons or special deals, or really anything that you yourself would find useful, enjoyable or fun.  Ask yourself if you would use the content you are considering providing.  DON’T simply connect to your desktop (or mobile) website.  That is bound to get a lot of page exits.

Do these four things and your NFC marketing campaign cannot fail.

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