August 4, 2015
The use of digital media signage is becoming more and more popular among businesses today. It’s a more effective and economical means of marketing because it is more practical than traditional printed signage.
Digital versus Printed Signage
Traditionally, businesses used printed media in order to communicate with their customers. They gave out flyers and put up tarpaulins in order to get their messages across.
With today’s increasing accessibility of digital media, signage has become transformed more and more into a paper-less means. Before the age of the internet, these were primarily in the forms of radio and television advertisements. Today, however, there are also ads on various websites, on LED displays in subways and streets, and even malls and churches.
Digital signages have a bigger advantage over printed signages because these elicit a more dynamic interaction with the viewers. Due to their digital nature, these ads are often actively moving around and changing. Viewers are increasingly more expectant of the ability of ads to captivate them, and many providers are ready to comply. There are several means of being able to do so.
Perhaps the best way of engaging potential customers is to encourage some sort of interaction with them. This way, you are sure that they’re captivated enough since they’re part of a process.
Audience interaction could be done in many ways. You could create interactive surfaces, where they could access the content they wish to view by clicking or tapping on your signs. You could introduce certain fun activities that reward them with a free sample of your product. You could also create games where the characters use your products in the virtual world, sending them a subliminal message that they may just need it in the real world as well.
Digital media is better than print media in this aspect because a lot of people tend to be shy when another human being is involved in the process. Having a fully automated system, such as digital media signage may just coax them out of their shell through a semblance of anonymity and lack of judgmental figures around them.
You could program your media signage to provide their content to the right people at the right time. This involves scheduling of content so that it would only appear at certain dates and times. This allows you to send your messages more effectively to specific target audiences for maximum impact.
Content delivery could also be optimized per location. This is extremely useful for instances wherein content and design are similar, but certain promos are only applicable in selected areas. This can be done by inputting certain functions into your program and players, then tagging your messages. Your players would only play the messages whose tags are applicable for them!
Furthermore, there is a recent trend of showing ads only when the item in question is available. After all, why would you keep running loops of video to advertise something that is out of stock? Not only is this a waste of time and electricity which could have been better used elsewhere. This can be frustrating for some customers who were expecting to purchase something only to find out it’s no longer on hand. This is done by combining your inventory system with your media signage software. These programs can conduct regular scans of your inventory to see if their message tags are still relevant. If not, they will skip those messages on go to the next relevant one.
Dynamism is an important aspect to consider when creating your marketing strategies. People need to be enthralled and captivated before they show interest in something. In this aspect, digital media signage has an advantage because of the many possibilities you could explore within it. You could interact with your viewers and you could customize content in various ways.