The future of RFID: Making Print Marketing come alive October 18th, 2018

The future of RFID: Making Print Marketing come alive
In today’s world of Augmented Reality (AR) and Virtual Reality (VR) capabilities, interactivity is becoming very impactful in reaching audiences.

Utilizing RFID technology in print marketing can enhance the impact of a marketing message and offer the consumer a bridge from a print ad to a digital interaction. How can this be accomplished? RFID chips can be embedded into the various print medias. A user will then be able to tap their smart phone to the chip which will engage the phone to display additional content digitally. It’s capable of operating similarly to a QR code without the need to sacrifice design aesthetic by splashing a large barcode on materials. In this manner, you can relay a larger volume of marketing materials to companies and individuals while still keeping printed materials short and attractive.

Here are some applications where RFID could be implemented in the future:

Business Cards

Business cards are extremely valuable to those in the sales industry who rely on networking and personal connections to be successful. Many standard business cards wind up lost or in the trash. RFID chip enable cards would be a unique way of electronically capturing vital contact details, providing more information about expertises and capabilities than the small space on a business card can allow. 

Magazine ad

Opening up any magazine we will find it riddled with ads designed to catch attention and create a lasting image of a product. However, space is limited, forcing the message to be simple and concise. Imagine an RFID-enabled magazine ad that, when tapped with a reader’s phone, would activate a video or open a URL that would allow the user to make a discounted purchase straight from the ad. Utilizing RFID technology in this way will make it easier for potential customers to purchase the shown product or service, and provides a direct line from the ad straight to a checkout or transaction. 

Direct mail

When including RFID with coupon codes and promotional pieces often found amongst direct mail campaigns, recipients could utilize the chip technology access a URL. The call to action on the mailer drives traffic through the chip directly to a website, e-commerce platform, or other forms of marketing, and can even provide coupons and deals.While these applications are not yet widely implemented, businesses and their marketers are looking for more innovative and creative ways of reaching their target audience. RFID technology can help bridge the gap between print and digital messaging reaching more and more consumers in a dynamic way.

It is the marketing of the future.


Samantha is BlueStar's Digital Media Specialist, and the primary contributing writer for VartechNation. Previously, she has worked as a Public Relations Associate and a Social Media Manager.