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What makes this interesting is that by using your phone and hooking up your CloudTags Preference Profile, brands can advertise directly and creatively to you. What this means is that instead of getting a random coupon, brands I give permission to use my preference profile, can create interactions and offers specific to me. When I tap the NFC symbol, using tactics similar to dynamic ads in display, brands know that I am actively receiving information and they know my location. In my case, off of Old Street. My tap was done at 2:30pm on a Saturday. By accessing my preference profile, they know that I’m into small boutique clothes shops. I could get a 10% off coupon to START which is a short walk away if I go today.
This is today. Now we just need the creative mix of content and interactions to get people tapping.
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