by Robert Sabella
In planning our 2013 training schedule, I had the opportunity to sit down with one of our premier sponsors, Mikhail Damiani of Blue Bite, LLC. Headquartered in New York City, Blue Bite provides mobile marketing services and specializes in location-based campaigns. One of Mikhail’s recent campaigns was Rock the Vote, which allowed users to deliver relevant media messages that resonated with younger voters. Its mTAG platform enabled smartphone users to connect with the interactive campaigns by tapping or scanning the mTAG-enabled posters to register for voting, without having to download external applications.
RS: Mikhail, you founded Blue Bite in 2006 and have a wealth of experience in mobile marketing. How would you characterize what you do? An advertising agency? A technology or software platform company? A marketing and business analytics provider?
MD: At Blue Bite, we play a unique role in that we handle the entire process of the mobile advertising experience from concept through analytics. We leverage a variety of technologies, including QR codes, Wi-Fi, Bluetooth and SMS, with near field communication (NFC) being one of the newest tools in our toolbox. That said, we’re excited about NFC’s potential to revolutionize advertising by turning an opportunity to deliver an impression into a chance to truly engage consumers. We’re proud to be a leader in the NFC space.
RS: I, too, am excited about the potential that NFC poses in the marketplace. In some of my recent blogs on NFC Bootcamp I’ve talked about education and adoption, as well as the increasing availability of NFC-enabled smart devices to consumers. I’m seeing advertising campaigns from the mobile companies like Samsung touting the ability to simply tap to exchange information, data, videos, playlists and more. But as compelling and memorable as those ads are, is the “cool factor” really enough to drive adoption of NFC technology?
MD: I believe the major hurdles in NFC’s adoption are market penetration and education. It’s terrific that we’ve achieved 12% penetration in less than two years, but we need higher penetration rates before NFC can begin to reach its full potential. Education is needed on both the consumer and brand/advertiser fronts. Consumers need to understand how the technology works and what they can get by using it; and brands and agencies need to understand that delivering value is the key to fully maximizing the technology’s potential.
RS: Yes, delivering value is key. For any company, it is the customer experience that drives awareness, loyalty and referrals. How do you see NFC contributing to this?
MD: I think NFC has the potential to be a true game-changer. It’s a major evolution in advertising because it goes beyond just delivering brand impressions and provides an opportunity for direct consumer engagement. The challenge for brands is to use the opportunity NFC provides to deliver something of real value to consumers. Brands that do that effectively can use NFC to bring advertising to a whole new level.
Mikhail Damiani is NFC Bootcamp’s featured speaker next week for the next installment of our webinars series on January 29, at 2:00 pm Eastern (US). Register now for Home Signage with Mobile: The NFC Experience and learn more about creative ways to reach your target audience while they are on the go. Registration is free.
Mikhail will also be a featured speaker at our next NFC Bootcamp in Irvine, California, February 20-21. Register now for the event with Promo Code “game changer” and you’ll receive an additional 10% off the price of the event.
About the Author:
Robert P. Sabella is founder and CEO of OTA Training, LLC. OTA is a global leader in RFID and NFC training and certification. OTA Training is the creator and producer of the NFC Bootcamp™ series, the first globally standardized NFC training program. Robert brings more than 20 years of entrepreneurial experience to OTA and is considered one of the most innovative leaders in developing and bringing new technologies to market.