Tuesday, 28 February 2012

RFID technology – combine online with offline

Combining online with offline has been challenging for marketers. For some it still is. In fact, most marketers still see digital marketing and traditional marketing as two separate entities with their own teams, strategies and budgets. What I've wrote before and still emphasises, is that this kind of old-fashioned thinking needs to be get rid off. 

The online environment is constantly changing and so are the opportunities, methods and channels of utilising it. What is still quite new in this environment, is seamless utilisation of online in an offline environment. One way to solve this problem can be answered with RFID technology.

The first time I heard about RFID technology was in the 2010. www.digitalbuzzblog.com featured an article with a video about a hotel in Ibiza that used RFID technology:

Even though the concept presented some difficulties and issues, what I found really impressive was that the online an offline environments were very well connected.
So what is RFID technology? Quoting to Wikipedia: «Radio-frequency identification (RFID) is the use of a wireless non-contact system that uses radio-frequency electromagnetic fields to transfer data from a tag attached to an object, for the purposes of automatic identification and tracking. Some tags require no battery and are powered by the electromagnetic fields used to read them.» (Read here)  All in all we can find it in our everyday life for instance when use pass to get in office or at factories to check production stage of the product.
In my opinion RFID is a great opportunity for advertising,  promoting and really attracting people to brands in new and innovative ways.
So how does it really work?

(Case by Red Keds Creative Agency)

Range Rover Evoque RFID Eng from Red Keds Creative Agency on Vimeo.

So these are great examples on how to use RFID technology to really maximise your promotion and exposure during single events, but what about using it as a long-term tool? In this next example it is service that is provided the whole season and brings the whole new experience to skiing and snowboarding.

These are not the only cases where RFID technology has been used and I am pretty sure that in near future companies will apply it in a wider range. To get the best return on a digital marketing strategy requires traditional offline methods, and RFID technology for sure offers a great way of combining the two. 

1 comment:

  1. Corporate Training | 21cssindia
    Corporate Training 21st Century Software Solutions has been a Leading Training Partner to its Clients across the industry verticals over multi nations.