To better reach and engage consumers, products now need to stand out in both the physical and digital worlds. We explore how with connected packaging  

As the IoT era unfolds, the lines between the physical and digital worlds continue to blur. With more advanced, affordable and readily-available technology, we’re seeing a boom in the number of internet-enabled devices. In fact, according to research company Gartner, the number of connected products in use are set to double in the next two years, from 11.1 billion in 2018 to over 20.4 billion by 2020.

It’s not only products like smart watches and home appliances that are driving this boom; a major factor is the explosion in connected packaging. Traditionally, consumer packaging has been viewed in isolation and as an end-point in the customer journey. But with connected packs, brands can now turn physical products into more digital tools and experiences.

Creating relationships

With connected packaging, the initial consumer purchase of a product is just the start of a new and potentially valuable relationship – consumers can unlock a world of interactive, engaging and customised content, while brands can track consumer activity, collect insightful data and create even more personalised experiences.

Connected packaging is therefore being seen as a powerful marketing tool for brands and a rich multi-channel experience for consumers. Technologies like QR codes, NFC tags, RFID labels and other digital markers are gradually being integrated into products, and can easily be activated by a smartphone. And with over 2.5 billion smartphones now in use, connected packaging is becoming a smart and effective way to reach consumers in a growing digital marketplace.

The potential of packaging

To help SIG customers realise the potential of connected packaging, we offer a range of digital marketing solutions as part of our Connected Pack platform. These solutions help brands and producers better reach, understand and engage with their audiences, through interactive content, loyalty programmes, personalised promotions and much more.

To understand how these digital marketing solutions work and the benefits they offer, watch the film below…

Want to know more about digital marketing with SIG? Contact us now or read more about our Connected Pack solutions. And to ensure you stay ahead of the big issues shaping your business, subscribe to the SIGnals Update for a rundown of our latest news and stories. 

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