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Dr Dean Anthony Gratton is a bestselling author and columnist.
Dean has worked extensively within the wireless communications/telecoms R&D industry and has an accomplished career in software engineering, software/solution architecting and technical project management. He has developed real-time embedded and Windows device driver software, architected and has managed teams across several new product developments for the IoT/M2M; the Smart Grid/Metering/M2M energy industry: SMETS1/2, DECC; infotainment, transportation/automotive; mobile (cellular) phones; VoIP, IPTV, DigitalTV, broadband; Femtocells; Bluetooth wireless technology, Wi-Fi; ZigBee/Z-Wave technology and NFC. His wireless research work has been patented.
Dean is also a technology author and a popular columnist for several prominent publications. He continues to provide an authoritative published and vocal presence within the wireless communications industry.
'Daguyoverhere' to be honest, I have no idea to what you're referring to - your rhetoric baffles me.
I simply used an analogy; a conceptualisation of how we (consumers) have become so reliant on the need to remain permanently connected (to the Internet). As such, I created the term, the Lawnmower Man Effect to explain how this need is perceived.
In my article here on SocialMediaToday.com "A Consistent Brand Message Using Cross Platform Promotion (CPP)" I also duscuss the virtues of cross platform promotion. It's about consistency with your brand message across all social media platforms. Many of us today are unable to afford the time needed to send unique messages individually and CPP solidifies your one-voice and brand effectively through social media.
A wonderful article and very poignant.
I have worked with NFC technology since 2004; I have also served as a member on both the NFC’s marketing and technical committees. You can read more about me and my publications here: deananthonygratton.com
I agree with your hypothesis that brands can utilise the technology within their stores and to farther enhance their brand message with brand awareness through effective utilisation of social media and NFC technology.
I’m afraid I disagree with Erik’s view regarding the associated costs in deploying NFC into such stores; after all, a product already has a label and to extend this with a tag at a cost rumoured to be less than .03c USD, I really don’t see this breaking the bank, so to speak. As for each tag to be programmed, surely each label on a product has to be printed uniquely – surely it’s a ‘six of one, half-a-dozen of the other’ situation!
A tag is a mechanism in which information can be wirelessly shared; in the same way a QR code can be read by a scanner (barcode reader). In some stores there will be a combination of tags and tag readers – the Smartphone will contain a tag/reader combination, as it is capable of sharing information, so that a store can retrieve your name, contact information and so on (with your permission) and likewise you can read information from a tag. At the backend of the NFC application, there may be several other applications supported by a web-portal or, in fact, as George intimates, a link through to a social media platform – ‘Likes’ a ‘retweet’; ‘+1’ and so on. Of course, adoption will be slow at first and there will also be the early adopters which, in turn, will fuel the greater purchasing community.
The brand tie-ins are potentially large. The majority of consumers were once brand loyalists, but nowadays, in an unprecedented competitive market, the consumers have become spoilt for choice in terms of affordability. With social media alone, brands can (and should) develop a dialogue with their consumers, which could well be further compounded by NFC supporting an ecosystem where consumers can begin to resurrect that loyalty spirit. It empowers both the consumer and the brand with some powerful tools – nowadays, it’s a two-way process and no longer can brands rely on shouting out their brand message with a megaphone – ‘buy this product now’!
NFC has the potential of creating a lively and dynamic market community sharing experiences and purchases with the wider community all enjoyed through social media.