Proxoma and Smartrac aim to take NFC marketing to the next level
Proxama, a provider of NFC and mobile marketing technology solutions, has announced its partnership with Smartrac, a developer and manufacturer of RFID transponders and inlays. Through this partnership, the two companies aim to showcase the potential of NFC technology in the marketing sector. The technology has long held promise for advertising, but has seen limited use over the years. NFC is most often used in mobile commerce as a way to facilitate mobile payments from smart phones and tablets.
New NFC marketing services coming to brands in 2013
Through this partnership, Proxama aims to work with several popular brands and advertising agencies beginning in 2013. Proxama believes that these brands and agencies could benefit from the use of NFC technology, as it will provide them with a way to engage consumers in an interactive fashion. Smartrac has been experiencing increasing demand for NFC technology solutions from its customers and is eager to begin developing such solutions.
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Proxama leverages experience to provide new services
Proxama already has a wealth of experience in using NFC as a mobile marketing tool. The company is expected to leverage this experience to provide brands with powerful solutions that could produce promising engagement opportunities with consumers. Through its partnership with Smartrac, Proxoma aims to provide retailers, advertisers, and media owners with the tools they need to develop dynamic NFC-based marketing campaigns. While such campaigns have been used by major brands in the past, such as 20th Century Fox, NFC-based marketing can often be a hit-or-miss issue.
Lack of NFC-enabled devices may be problematic for some
In order for consumers to interact with NFC marketing campaigns, they must have an NFC-enabled mobile device. These devices are equipped with NFC chips that can decipher the information contained within NFC-based marketing materials. Currently, these phones are somewhat rare, but device manufacturers are working to remedy this issue. With the scarcity of NFC-enabled mobile devices, it is difficult to say for certain whether NFC marketing will be able to provide brands with the reach they need to connect with mobile consumers.