DIGITAL experiences studio Appetite Creative has released results from its first connected packaging survey, which revealed that 54% of respondents have already incorporated connected experiences into their marketing plans.
Furthermore, 85% said they were confident that they would become increasingly important to the packaging industry in the next 12 months and beyond.
59% are looking to increase overall investment in digital marketing spend in 2022, with 40% planning to increase this spend up to £15,000. 26% are looking to increase annual spend by as much as £30,000, while 53% admitted to having spent less than £15,000 on connected packaging experiences to date.
With 41% of respondents planning a new connected packaging campaign this year, 56% said they would consider a Christmas themed connected packaging experience as part of their Christmas marketing campaign. 80% said that connected packaging is an attractive way to help improve the sustainability credentials of their company.
The study showed that the value of connected packaging included the opportunity for GDPR compliant data collection, help inform product and/or marketing decisions, give brands an opportunity to have direct interaction with customers, help educate customers, share updates and information, and offer a sustainable way to connect with customers.
“It’s clear that connected packaging experiences have reached a tipping point and are becoming an increasingly important part of the marketing mix for brands and packaging producers,” said Jenny Stanley, MD at Appetite Creative. “As an efficient and cost-effective way to collect data, develop products and communicate directly with customers in real time, as well as a simple way to improve sustainability credentials, connected packaging has never been so valuable and in demand.”
