In your article ’Hitting the road builds positive relationships’ (MW last week), Claire Holliday of Sanex UK advises that for brands carrying out experiential marketing “…the first step is to work with an agency that values measurement of activity and is experienced in helping brands to create key assumptions around the activity, which can be linked back through to sales”.
We wholeheartedly agree and with near field communications (NFC) the measurement solution is just around the corner for brands using proximity marketing.
NFC technology will enable brands to provide consumers with instant media-rich brand experiences such as vouchers, coupons or even video. Then, because the NFC app in the phone links to a campaign management server, brands will be able to record and analyse customers’ subsequent behaviour, especially when they use their mobiles to make contactless payments.
The return on investment for ’hyper-local’ marketing is about to experience a step change in accountability that will be welcomed by brands undertaking outdoor promotional work first because NFC will give consumers are more rewarding experience, second because brands will be able to measure who is doing what.
Managing director, Hypertag