Whilst over half of respondents to a recent survey have already incorporated connected experiences into their marketing plans, 85% are confident that they will become increasingly important to the packaging industry in the next 12 months and beyond.

This is according to a new survey conducted by digital experiences studio Appetite Creative, which works with brands to connect them with consumers, using innovative technology to deliver connected experiences. Operating across the EMEA, Americas and MENA regions, Appetite Creative supports brands in realising the potential of, ‘their most powerful marketing asset already found in the hands of their customers, by turning product packaging into a media channel.’ As an example, last year it collaborated with Tetra Pak for the launch of a ‘universal’ connected experience accessed via smart packaging and available to all brands.

To support this work, Appetite Creative has conducted a survey into the current and future role of connected packaging. This surveyed 257 executives based in the UK and Spain, working across the marketing, media, automotive, retail, construction, hospitality, FMCG, retail and finance industries about their appetite for, perceived value of, and understanding about connected packaging.

With 54% of respondents having already incorporated connected experiences into their marketing plans, almost nine out of 10 responding to the survey see connected experiences becoming increasingly important to the packaging industry in the next 12 months and beyond.

Almost two-thirds of respondents are looking to increase overall investment in digital marketing spend in 2022, with 40% planning to increase this spend up to £15k, although around a quarter are looking to increase annual spend by as much as £30k. Despite these plans, over half – 53% – have spent less than £15k on connected packaging experiences to date.

With 41% of respondents planning a new connected packaging campaign this year, 56% would consider a Christmas themed connected packaging experience as part of their seasonal marketing campaign.

Some 80% stated that connected packaging is an attractive way to help improve the sustainability credentials of their company, with 49% saying it offers a sustainable way to connect with and educate customers. Other benefits noted are: GDPR compliant data collection (30%); informing product and/or marketing decisions (41%); direct interaction with customers (47%); education and information dissemination (44%).

The reasons cited by respondents for their confidence in the increasing importance of connected packaging to the industry included the valuable data and insights available (42%), increased customer loyalty (25%), and it bring a sustainable way to connect with and educate customers (56%).

Some 58% respondents predict it will become the main route to communicating directly with customers.

Jenny Stanley, managing director at Appetite Creative, commented, ‘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. 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.’

Mr Stanley will take to the stage at the Digital Print for Brand Success 2022 conference to demonstrate some of the connected and smart packaging experiences her company has created for brands big and small, as well as go into the findings of this survey in more detail; reserve your seat at Digital Print for Brand Success 2022 by visiting www.digitalbrandconf.com