Koenig & Bauer Kyana has introduced Auraveo at a major digital marketing conference and exhibition in Cologne.
The DMExco event draws the major brands, advertisers and digital marketing agencies across Europe to see and learn about digital marketing, the application and impact of AI and other emerging technologies. But there is a print element to the event and that included a presence from the technology arm that Koenig & Bauer span off last year.
At the time Koenig & Bauer Kyana was an AI ethnology to help optimise the performance of printing presses and other Koenig & Bauer machinery. Now it has unveiled Auraveo as a tool to combine the physical world of print with personalised digital messaging.
The company claims that Auraveo “transforms packaging into interactive communication channels, provides valuable insights into consumer behaviour, increases the return on investment of marketing campaigns and allows for personalised brand experience through one to one communication”.
This it achieves through consumers scanning or otherwise interacting with printed packaging. By scanning a piece of packaging, the user connects to additional content online or in the cloud, while the brand can identify where and when the interaction is taking place. With permissions, the brand can begin a deeper conversation with the consumer than is possible with just a printed phone number or web address that needs to be typed into a browser.
The data gathered can be used for subsequent communication as well as a greater insight into consumer behaviour in general, giving rise to a measurable ROI for a marketing spend.
Koenig & Bauer Kyana will provide the tools that measure the interactions and data that can be collected. Koenig & Bauer CEO Sandra Wagner says: “With Auraveo we are defining a new era of consumer engagement, enabling brands to create powerful, direct connections and dynamic digital experiences.”
The event included presentations about the effective of out of home advertising, albeit using digital screens, and about the power of direct mail from Deutsche Post. Nor was the press manufacturer the only business from the world of print on the show floor. Kurz Digital is the foil company’s software arm promising to comply with EU regulations via a Digital Product Passport and to enhance consumer experience through its Membership Ecosystem, making products smart and interactive so promoting brand loyalty.
