When Diageo and ThinFilm introduced a smart bottle with sensor tags at the 2015 Mobile Congress in Barcelona, many retail marketers had mixed feelings. Do consumers really want their whiskey bottle to be “connected”? How are printed sensor tags going to impact the overall cost of a bottle?
Today, smart tags are the new “normal,” as brands like Johnnie Walker, Hopsy, and Ferngrove Wines are leading the “smart bottle” movement to thwart counterfeits and gather data about consumer preferences and habits. Near Field Communication (NFC) enables retailers to track the bottle’s movement across a supply chain and lets marketers connect the bottle to a user’s NFC-capable smartphone for timely and relevant promotions at the point of purchase.
This is just one example of digital innovation that is changing the face of consumer engagement. As more IoT data present a challenge for marketing attribution and AR bridges online and offline shopping experiences, there are many more innovations that marketers should be tracking. This new white paper from Selligent will help you make sense of some of the biggest ones.
Download a free copy to learn:
- Why mobile commerce will become the driver of customer loyalty
- How micro-moments are tearing the conversion funnel apart
- Whether brands should integrate augmented and virtual reality into their consumer experiences
- What marketers should know about the Internet of Things and a new breed of immersive customer journeys
- How messaging apps are reshaping consumer engagement
Five Digital Innovation Trends Influencing Marketing’s Future
Digital marketing is in constant ebb and flow. As a marketing leader, how do you distinguish trends from fads and stay ahead of the curve? In this white paper, we’ll explore five digital innovation trends that every marketer should watch in 2017.