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Packaging — an effective tool in online marketing.
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Packaging — an effective tool in online marketing.
Packaging, in addition to being a key element for product recognition and helping its strategic positioning, is today capable of offering consumers multimedia resources that enrich their relationship with the brand and improve the consumer experience. Digital packaging takes advantage of hyperconnectivity and the widespread use of our mobile phones to offer content and a long list of resources that bring the consumer closer to the brand and make them an accomplice in its marketing actions.
What is digital packaging and why use it?
Digital packaging is one that uses digital technology, three-dimensional software and electronic printing. It refers to any packaging that features connectivity-based technology, including QR code, augmented reality, mobile phone scanning, etc.
This type of packaging promotes and enhances interaction with consumers through physical, psychological and creative experiences that attract consumers and generate a more dynamic relationship between consumers, brands, products and companies. The use of digital packaging increases the chances that a consumer will opt for the product thanks in part to the feeling of wonder and excitement that it generates during the 'customer journey'.
The options offered are multiple: nutritional information, recipes, educational experiences, discounts, games, information on the production chain, environmental commitment, the production process or the company's CSR policy.
Gamification is a rising option in the use of digital packaging. This was determined by Kellogg's. He inserted a code into his cereal boxes that, thanks to augmented reality, allows the user, especially children and young people, to enjoy an educational experience in which an exotic island offers educational mini-games.
Technological advances and their lower prices have made the use of QR codes expand and are the gateway to an endless type of interaction between the brand or the product or service and the buyer. It is a simple form, increasingly widespread, that can provide a large amount of interesting content. It is a perfect complement to product labels, where information of interest to the consumer that does not fit on the packaging itself can be expanded.
March 16 2023|Emilia Piedra Donoso.