Although NFC technology is becoming more widely used in the B2C world for payments, loyalty cards and discount vouchers there is a debate as to whether the technology has a place in the B2B marketing tool kit.
The NFC tag could offer new opportunities for the usage of this technology within B2B. The tag contains a little microchip encoded with data that is embedded into a sticker or paper.
How could this be utilised?
NFC, or near field communication, is an emerging technology that allows two electronic devices to exchange information if they are close to each other. Much of the interest in the technology at present relates to mobile payment systems. You may already have a contactless credit card. At the end of 2012 it was estimated that there were 31 million such cards on issue in the UK.
Stagecoach and London Buses have already installed equipment that enables ticket payment by contactless credit cards. Smartphones that can mimic contactless cards should also work with the equipment. It is anticipated that London tube users will be able to pay for tickets using contactless cards by the end of the year.
An NFC tag can be embedded in a business card so that you only have to carry one card around with you. On contact with an NFC enabled phone, all your contact data will be transferred into the phones contact book. So your details will not be lost or mislaid.
Conference badges could include a NFC tag enabling exhibitors to capture leads for follow-up on return to the office.
NFC tags could replace QR Codes in advertising enabling additional information about the service, including video content to be transferred to a phone. The tag could also be programmed to instigate an action such as sending a message through to the service provider.
NFC stickers could be added to direct mail pieces in order to share more in-depth, interactive content that is targeted specifically to them.
Instead of taking lots of leaflets to an exhibition or seminar, the information can be held on an NFC tag which the attendee then transfers to their phone.