Connected packaging has emerged as an important tool in modern marketing, bridging the gap between physical products and digital experiences. However, as with any evolving technology, it faces standardization challenges that can hinder its smooth integration with broader marketing strategies. In this post, we explore the steps needed to overcome these hurdles and ensure connected packaging becomes a harmonious tool for your marketing efforts.
Understanding the Standardization Challenge
The primary standardization issues in connected packaging come from:
- Diverse technologies (QR codes, NFC tags, …)
- Varying consumer device capabilities
- Inconsistent data formats and tracking methods
- Regulatory differences across markets
These challenges can lead to fragmented experiences and difficulties internationalizing campaigns across regions.
Strategies for Overcoming Standardization Issues
- Adopt flexible technologies: invest in packaging solutions that support multiple connection methods. In other words, incorporate for example, both QR codes and NFC tags to respond to a wider range of consumers. This approach ensures wider accessibility and future-proofs the packaging against evolving technologies.
- Develop a unified data strategy: create a centralized data management system that can handle information from various connected packaging technologies. This makes tracking, analysis, and reporting across all your connected packaging initiatives possible, regardless of the specific technology used.
- Focus on platform compatibility: design digital experiences that work seamlessly across different devices and operating systems. Responsive web design and progressive web apps can help ensure a consistent user experience, whether consumers use a smartphone, tablet, or desktop computer.
- Collaborate with industry partners: participate in industry associations and groups focused on developing standards for connected packaging. By contributing to these efforts, you can help shape standards that align with your needs and stay ahead of regulatory changes.
Integrating with General Marketing Efforts
To ensure connected packaging complements your overall marketing strategy:
- Align messaging and branding: check that the connected packaging experiences reinforce your brand identity and messaging. Maintain consistency in visual design, tone of voice, and call-to-actions across all touchpoints.
- Integrate with marketing automation: connect your packaging data with your marketing automation platforms. This allows you to trigger personalized follow-up communications based on how consumers interact with your packaging, creating a more cohesive customer journey.
- Data insights: use the gathered data from connected packaging interactions to complete your marketing strategy. Analyze engagement patterns, preferences, and behaviors to refine your targeting and messaging across all channels.
- Create multichannel campaigns: design marketing campaigns that harmoniously blend connected packaging with other channels. For example, use social media to drive awareness of packaging features, or use packaging interactions to encourage social sharing.
- Educate your team: ensure your entire marketing team understands the potential and benefits of connected packaging. This knowledge will help them incorporate it more effectively into campaign planning and execution.
Conclusion
While connected packaging standardization challenges can seem daunting, they are far from unsolvable. By adopting flexible technologies, focusing on data integration, and aligning with broader marketing efforts, one can make connected packaging a powerful tool in their marketing strategy. The key to achieving success in the future will be to stay adaptable and collaborative.
Remember, the goal is to create harmonious, engaging experiences for customers. When made properly, connected packaging is the bridge that brings your physical products and digital marketing efforts together. A connected packaging campaign creates a valuable and integrated brand experience.