Digimarc powers new consumer engagement capabilities

Digimarc, the longstanding AIPIA member, which pioneers digital watermarking technologies, has announced Digimarc Engage, a product for direct-to-consumer digital communication, which has the potential to transform the way businesses, brands, and consumers interact through new and highly advanced consumer engagement capabilities, it says. It is the industry’s first consumer engagement offering to deliver contextual and differentiated experiences across both physical items and digital media, According to the company. With GS1 Digital Link at its core, the platform adds dynamic intelligence on top of this critical industry standard to create a direct communication channel between companies and consumers.

“Our latest version of Digimarc Engage provides a seamless experience between physical and digital domains that is not possible with other consumer engagement offering. Businesses can now build holistic, fully integrated marketing campaigns using a combination of the product and digital and physical promotional assets to engage, inform, and motivate consumers to action more quickly,” said Ken Sickles, Digimarc’s chief product officer. “With new analytics, companies can see which promotional materials perform best, based on consumers’ interactions.”

Consumer trends are reshaping the landscape of digital, hybrid, and physical sales channels, the company believes. A critical element of this hybrid landscape is omnichannel consumer engagement. Being omnichannel goes beyond being accessible at every touchpoint. Instead, it necessitates a seamless and unified experience; 74% of consumers use a combination of physical and digital to research and buy products, according to research undertaken by Deloitte and YouGov.

Mixed communications channels such as brand-owned direct-to-consumer, marketplaces, and social commerce have emerged and continue to evolve, making it increasingly difficult for companies to deliver consistent consumer experiences across all consumer touchpoints. Consumers do not think of themselves as digital or physical consumers and want consistent experiences across all channels. 

The company says it makes omnichannel marketing easy by activating products and physical and digital media to provide an interactive, fully client-owned, cross-media communications platform for consumer engagement. With unified QR codes and weblinks support, It allows companies to deliver specified content and consistent web experiences across both physical and digital assets.

Three new features of Digimarc Engage include ‘industry firsts’ in consumer engagement: support for consumer product variants enabling companies to deliver different digital content from variations of a product with the same Global Trade Item Number (GTIN), such as seasonal packaging and retailer exclusives; the ability to extend contextual redirection of digital content beyond simply products to physical and digital promotional assets such as social media posts, printed materials and signage, while tying the performance of these assets to the product itself; and support for shortened ‘smart’ uniform resource locators (URLs) that redirect to a full web address, for increased flexibility and control when activating digital assets where no physical product or printed QR code is involved.

Building on these innovative consumer engagement capabilities, Digimarc also helps companies uncover valuable data analytics about campaign performance by filtering data about consumer engagements by a range of factors, such as country or destination URL. As a result, companies now have a single dashboard view of consumer engagement for digital and physical items, enabling a seamless experience between the two domains and a full 360-degree view of consumer activity and campaign performance, it claims.

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