In a compelling piece titled ‘Driving digital engagement: Data, adaptation and investment take center stage,’ Louis Gore-Langton, from Packaging Insights, takes us on a deep dive into the current dynamics of the packaging industry. As brands leverage digital technologies to enhance engagement, innovations like QR codes, near-field communication (NFC), and augmented reality are becoming the new norm, a trend accelerated by the COVID-19 pandemic. Despite the growth, challenges persist, such as navigating data regulations, conforming to sustainability legislation, and securing necessary investments. Please note that our team did not write this insightful article, but we are sharing it due to its relevance and rich, detailed examination of the subject matter.
Louis Gore-Langton included our insights and Jenny’s thoughts, which are as follows:
“According to Jenny Stanley, managing director at Appetite Creative, there is a misconception that consumers do not bother to scan QR codes and NFC on packaging.
“We see a 14% scan and click-through rate (CTR), which is much higher than a digital advertising campaign that’s usually around 0.01% CTR.”
“No other direct-to-customer marketing channel delivers this level of customer engagement,” says Stanley.
Data barriers and opportunities
As consumers increasingly see QR codes as a normal way to access branded content, they are happy to share their personal data in exchange, Stanley says.
“Mobile-based connected experiences give brands continual access to General Data Protection Regulation (GDPR) compliant first party, making it a good alternative to using third-party data,“ she asserts.
“Brands now have direct access to consumers and an ability to collect data across a raft of topics and personal information which is entirely transparent, freely shared by the consumer and GDPR compliant.”
Find the full article here: https://www.packaginginsights.com/news/driving-digital-engagement-data-adaptation-and-investment-take-center-stage.html