Digimarc Powers New Consumer Engagement Capabilities and Insights - Seite 2

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, retailer exclusives, or in-market tests; the ability to extend contextual redirection of digital content beyond simply products to physical and digital promotional assets such as web display ads, social media posts, printed materials, and signage, while easily tying the performance of these promotional assets to the product itself; and support for shortened “smart” uniform resource locators (URLs) that redirect to a full web address, providing users with increased flexibility and control when activating digital assets where no physical product or printed QR code is involved.

Building on these revolutionary 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.

“Bridging the physical and digital realms is paramount to a company progressing on its digital transformation journey while addressing evolving consumer expectations. We deliver this functionality while providing the ease and simplicity of working with a single platform provider to ensure a seamless and secure omnichannel experience,” added Sickles.

A Future-proofed Solution

With GS1 Digital Link at its core, Digimarc Engage adds dynamic intelligence on top of this critical industry standard to create a direct communication channel between companies and consumers via the products they purchase and consume—a requirement of emerging regulatory efforts such as the Digital Product Passport (DPP) in Europe. As the co-chair of the GS1 Digital Link standard work group, Digimarc led the way for industry-wide adoption of GS1 Digital Link as the world prepares for Sunrise 2027 when 2D barcodes—like QR codes encoded with GS1 Digital Link—will be accepted at point-of-sale.