Traditional advertising is more and more a nuisance for customers. NFC can bring value to your brand and product through a new paradigm for proximity marketing. See how something as simple as a tap can unlock your access to your customer.

1. The NFC revolution is just a tap away
Giancarlo Cutrignelli
Global Marketing Manager
giancarlo.cutrignelli@nxp.com

2. First of all
Why should you
attend this
presentation?

3. Summary
1) The evolution of product marketing and brand promotion
2) What is Digital Marketing 2.0 ?
3) How NFC is going to change our lives (and our business)
4) Success stories

4. “ The purpose of
a business is to
create a customer
”
– Peter Drucker 5

5. Marketing in the good ol' days

6. What was Digital Marketing 1.0 like?
Dialup
SPAM
adware
Telemarketing vortals
SPAM
SPAM
DM TV ethis ithat
What’s New!
WEB eMail Flash Animations
dot.com Radio
portals hortals
SPAM
SPAM
SPAM About Us
PORN
Blinking Banners
Popups Contact Us
dot.gone links
Directories
spyware
SPAM
What’s
Hot
SPAM
SPAM
Brochureware SPAM Press

8. Consumer habits have changed
Traditional marketing is over: 2% to 9% penetration
WHAT I WANT
WHERE I WANT
WHEN I WANT
HOW I WANT
AND IF IT’S NOT MY WAY
TAKE THE HIGHWAY!
9

9. You will not get to them with a TV ad
Only 25% of consumers believe advertising
is a credible source of product information
90% trust the opinions of friends who have
used the product
70% trust opinions posted online

10. “ The purpose of
a business is to
create a customer
who creates customers
”
@shivsingh http://goingsocialnow.com

11. Yeah, right, but
what has all this to
do with NFC?

12. NFC Proximity Marketing
Uses a pull strategy
Far less intrusive
Delivers your marketing
message on request
Gives you detailed usage
analytics

13. NFC connects old and new promotional channels
Leaflets Social Media
Brochures Product pages
TV, magazine ads Deals & Offers
Billboards Search engines
Sponsored events Product reviews

14. The time of NFC is now
130+ handsets and tablets up to date

15. NFC phone installed base
Source: ABI research, Oct 2011

16. Wait a minute, but
wasn't NFC all
about payment?

17. A day with NFC

19. Blue Bite and partner Pearl Media launched
the first-ever NFC-enabled storefront in the
U.S to promote TNT’s top-rated drama series
Rizzoli & Isles
Starbucks China adds NFC to festive check-in
campaign. A voucher for a free drink upgrade
is earned via social network Jiepang

20. Passengers on Frankfurt's U-Bahn commuter
services will be able to access a range of
travel information services via smart posters
(Info-Moduls) located in each carriage
Museum of London, Nokia and Bolser allow
visitors to find out more about particular
exhibits, access vouchers, book tickets and
connect via social media

21. Nearly 20,000 NFC tags from UPM RFID will
be embedded in smart posters and stickers
used to promote Helsinki's year as the World
Design Capital.
Deep Springs International provides Haitians
with clean drinking water using NFC
technology

22. Blue Bite and RMG launched their mTag
services in San Francisco, delivering location-
specific information, coupons and offers to
consumers
UPM RFID tags connect French magazine
Amusement to online content, bridge the
divide between traditional print and online
magazines

23. Jiepang, China’s location-based services
leader, trials NFC-enabled mobile marketing
and payment services
Marketing of the new series of TV network
VH1's Basketball Wives includes a series of
NFC smart posters around New York and Los
Angeles.

24. Proxama showed a hi-tech version of a
traditional murder mystery game uses NFC
phones and tags to allow participants to
discover clues hidden around a venue and to
accuse their choice of suspect
Smart posters distributed around central
London to promote the latest X-Men film,
enabling NFC phone users to download an
exclusive trailer and connect with the movie's
Facebook page.

25. JCDecaux Australia has signed a two year
agreement which will see Tapit equip 240
advertising panels with NFC tags to create
Australiaʼs first NFC-enabled outdoor
advertising network
Clear Channel Singapore enters NFC
advertising market in 300 of the most
influential out-of-home advertising sites in
Singapore

26. Clear Channel brings NFC to London’s Oxford
Street. 100 locations are equipped with
digital advertising displays that include 72-
inch HD screens and NFC
Coca-Cola launches an NFC out-of-home
advertising campaign in Singapore, using the
NFC-enabled Mobile Life! network
introduced by Clear Channel

27. NFC means
Connecting the physical world
with the virtual world

28. Inventor of NFC
Provider of complete and
trusted NFC solutions
Visit us at M-Days, booth B10
http://www.nearfieldcommunication.com

29. References
G2, "Engaging and Activating Digitally Enabled Shoppers Along the Purchase
Decision Journey", Jun 2010
ReachLocal, "Rethinking the Consumer Buying Process", Oct 2011
Bates141, "The Present & Future of Digital Marketing", 2008
www.nfctags.com