by Alexis Karlin | Customer Think
Digital marketing is a constantly evolving landscape. New technologies and tools that can be used for marketing purposes are steadily being developed, creating a space that is always in flux and that offers infinite opportunities for digital marketers. While it may be difficult to stay on top of every new technology, there are certain digital marketing channels to watch for in 2012.
1. QR Codes
These days, QR codes can be found everywhere, from public transportation to magazines to food packaging to wedding invitations. When they first emerged, one of the hurdles to QR codes was that many consumers were simply unaware of their purpose.
In 2012, this channel has grown significantly; a recent post shows that marketing use of QR code and barcode scans grew to 68 percent of firms surveyed as part of a 2012 study, up 15 percent from 2011. The post also reflects that 24 percent of consumers use QR codes, a significant percentage in these early stages of adoption. As Millennials grow to represent a larger portion of the population, QR codes should continue to carry some momentum.
2. Nearfield Communications (NFC)
Consumers are always looking for convenience; better, faster, and newer seems to be the current state of mind. Nearfield communications (NFC) allow consumers to “tap and go,” linking bank cards through platforms like Google Wallet. From an Adage post regarding NFC expansion in Japan, “In one innovative use of the technology, two Gap stores in Tokyo this month started a ‘Like with a high-five’ Summer T Coordinates campaign in which a customer connects the app to her Facebook account, then gets a bracelet in-store to act as an identifier. When the customer sees a staff member wearing an outfit she likes, she “high-fives” to show approval by touching the bracelet to her smartphone. The phone makes a cheering sound and sends the outfit to her Facebook feed.” NFC will continue to offer convenience to consumers making payments in the U.S., but examples like those discussed in the Adage post may not be far behind.
