‘Connected Packaging: The Game-Changing Marketing Tool’ offers in-depth insights into the future of brand-consumer interactions

London – Creative technology studio Appetite Creative today announced the launch of a brand-new book, ‘Connected Packaging: The Game-Changing Marketing Tool’ authored by its Managing Director, Jenny Stanley. A pioneer in the connected packaging industry, Stanley’s comprehensive guide offers fresh perspectives on this rapidly evolving field.

The book provides an extensive exploration of connected packaging that bridges the gap between physical products and digital experiences. Spanning nine chapters, the book covers everything from the historical evolution of connected packaging and future trends to regulatory and ethical considerations. Packaging legislation, especially in the European Union, has been reformed substantially since 2018, and this is the first comprehensive book on the topic to include insights and advice for those navigating this recent wave of change.

“Connected Packaging is not just a trend; it's the future of brand-consumer relationships,” said author Jenny Stanley. “This book aims to demystify the technology and showcase its immense potential for marketers and brands alike.”

Drawing from her extensive experience and Appetite Creative's position as a global leader in the sector, Stanley offers readers a unique blend of practical insights, case studies, and future projections. The book also includes a glossary of terms and a comprehensive list of resources for further reading, making it an essential reference for professionals in marketing, packaging, and brand management.

The book features contributions from industry leaders, including executives from AIPIA, Domino, GS1, Digimarc, PolyTag, Avery Dennison, Koenig & Bauer, Laava, Amazon and Packaging Europe providing a comprehensive view of the Connected Packaging landscape. These expert insights offer readers a well-rounded understanding of the technology's applications across various sectors.

“Jenny Stanley's book is a must-read for anyone in marketing or packaging innovation,” said Ali Azar, Global Product Manager at Tetra Pak. “It offers a clear roadmap for brands looking to stay ahead in the digital age.”

“Jenny is a powerhouse in the world of connected packaging – super knowledgeable, always curious and a keen collaborator. Her energy is infectious and she has regularly brought the industry together to extend the limits of what can be achieved with next generation solutions,” said Alice Rackley, CEO and co-founder at Polytag Limited.

“This book is a game-changer for the packaging industry. It provides invaluable insights into how connected packaging can revolutionise supply chain management and enhance consumer engagement,” said Rachel Sheldon, Sustainability and Innovation Manager at Greiner Packaging.

Key topics covered in the book include:

1. The Evolution of Connected Packaging: A chronological journey from barcodes to advanced technologies like NFC and AR.
2. Technology Behind Connected Packaging: In-depth explanations of QR codes, NFC, Bluetooth beacons, and digital watermarking.
3. Business Case for Connected Packaging: Insights into marketing, supply chain management, and sustainability benefits.
4. Case Studies and Industry Examples: Analysis of successful campaigns and lessons learned.
5. Consumer Experience: Understanding interactive engagement and leveraging behavioural insights.
6. Designing and Implementing Connected Packaging: Strategic planning and implementation strategies.
7. Future Trends: Emerging technologies, market predictions, and potential challenges.
8. Regulatory and Ethical Considerations: Compliance, privacy, and ethical marketing practices.
9. Conclusions and final summary.

‘Connected Packaging: The Game-Changing Marketing Tool’ is now available to buy from Amazon.