Tag Archives: digital content

10 Digital Signage Marketing Trends In 2016

2016 is nearly here and promises to bring in lots of big changes to the ways we communicate.

In a recent Digital Signage Today article, Casey Dubbs offers 10 big marketing shifts to watch out for next year and how those of us in digital screen tech can utilize the trends:

1. Embracing the customer experience model

It’s no secret we’ve been moving away from the classic form of advertisement. Static advertisement strategies to merely attract customers are a thing of the past. With the onslaught of information, creating an engaging experience around the customer is today’s minimum ante. Now, it’s all about an integrated model to boost customer service and experience. Today’s sophisticated tools allow businesses to learn about their customers, predict their behavior and create tailored experiences designed to maximize revenue.

Interactive touchscreen digital signage technology can help not only provide an amazing customer experience but it also tracks and reports on that experience. Now you can identify buyer behavior, identify interests, measure loyalty and then fine-tune your program to capitalize on the data, increase engagement and boost conversion rates.

2. Ad-blockers and attention bias

Respect the personal space. In-your-face marketing can be a serious nuisance and, frankly, a little insulting. The bottom line is this: People do not care about or pay attention to things that are not important to them.

So how can you get an effective advertisement to a consumer when they are so invested in ignoring you?

Ultimately you need to make sure you keep it relevant to your customers. One way you can do this is by delivering a valuable, insightful experience and keeping it interactive and fun. By making it interactive, you can engage *with* them rather than advertising *at* them.

3. 3D Technology

In the future, you will see 3D technology becoming more and more mainstream. As this technology develops you will be able to merge it with your interactive experience to bring your products to “life” for your consumers with virtual tours, product demos, sales presentations and more. Whether using traditional screens for interaction, or a gesture-based approach, 3D technology mirrored with a level of interaction creates a virtual experience users can explore, educate and enjoy.

4. Social Media And Screens

In the past marketers have attempted to use social media as a marketing strategy. Social media is the seasoning not the dish. It’s a channel that you can use to accent your campaigns, not the campaign itself. It empowers users to share their experience, creating that coveted organic buzz marketers dream of.

Social media has been playing a role in interactive marketing strategies with several companies, including Macy’s with its Magic Mirror. Customers can share an outfit they like with friends on Facebook, get feedback and raise interest to check it out for themselves.

You can do something similar in any interactive strategy you adopt. Maybe if you are a home builder you have a kiosk that allows people to build their future home and then share the result on Facebook or Pinterest. This strategy can be applied to several different interactive experiences and businesses.

Read the full article at digitalsignagetoday.

 

Image credit: pixabay

How HR Pros ​Can Use Digital Signs To Better Communicate With Employees

Join us on Wednesday, April 15th at 1pm ET to discover new ways HR, Admin and leaders are using Digital Signage to motivate and communicate with employees and stakeholders.

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Historically, organizations have focused their technology investment around “systems of record,” such as ERP, BI, and CRM to handle foundational business requirements. Today, this investment is moving towards “systems of engagement” with customers, employees and partners.

Understand how your employer brand can grow with simple targeted screen messaging.

Digital screen technology helps organizations to attract, engage and interact with employees and customers. You will walk away with a concrete plan to begin to strengthen your company’s corporate communications right away!

1pm EDT, April 15

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This L Squared webinar is your opportunity to ensure that everyone at your company understands how digital signs, kiosks, wayfinding and posters are providing companies with powerful new ways to present content and drive results:

  • Engage and educate employees with real time, interactive digital displays
  • Improve corporate communications
  • Enhance employee morale
  • Promote health and safety initiatives
  • Provide an effective system for emergency messaging
  • Entertain clients waiting in your lobby

Helpful New Blog Posts From Around The Industry

We’re big fans of the Digital Signage industry’s flagship publication, Digital Signage Today, and always keen to help spread the word when the editorial team and their army of amazing bloggers (which a couple of our staff have just joined!) provide top content.

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Here’s a round up of some top Digital Signage blog posts:

 

  1. Best digital signage layouts: 3 designs for 3 types of viewers
  2. The 5 most common design mistakes in digital signage
  3. Chicago Blackhawks put projection tech on ice
  4. Which digital signage platform is best for your business?
  5. ‘Bill the Billboard’ cracks wise for Sprite
  6. 6 key design elements to drive digital signage engagement
  7. Just say no to dark screens, and yes to a digital signage friendly face
  8. 4 ways to make a great video for your digital signage
  9. Digital signage enabling the next generation of stadiums
  10. Digital signage the Rx for chronic boredom

Getting it Right: Digital Signage Content Best Practices and Tips

So your company has decided to get with the 21st century and adopt digital signage. Awesome! You’ve got your screens ready to go. Looking good! You’ve decided on the content management hosting. Phew! The boss is getting excited about ways the company will make more money by influencing customers at point of purchase and the HR team are stoked that they be able to get key announcements out to staff in an engaging way. Now can you make your content more effective! Good job!

But wait… how do we get the content right?

What the heck is the plan to produce and distribute a constant stream of targeted, engaging and FRESH content to your target segments? Oh.. and how on earth do you put processes in place to ensure it all sticks within brand guidelines?

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1) Place your most important messages first to captivate your audience.

Introduce the first item on the list at a slower speed, and leave enough time at the end for people to remember the last item. Big caveat: think about teh average amouint of time you get for your audience e.g. a client in a bank lining up to see a teller would be exposed to screens for minutes whereas a possible customer in a retail mall may only be with the area of screen influence for 10 seconds.

2) Chunking and coding

Group concepts,CTAs and key phrases together – batches of three work well. Repeat important words and phrases 2-3 times in a row for reinforcement.

3) Use alliteration, rhyme and catchy terms

People intuitively respond to language patterns which flow and and easy to understand.

4) Targeted messages and segmented content

Optimize for context and eliminate distractions. Use language, imagery and symbols that are relevant to the viewer and the context.

5) Crafting your copy and call-to-action

Keep your text simple and clear. When writing your call-to-action, start it with a verb, keep the verb and subject close together, and either leave the call-to-action on screen the whole time, or show it several times per spot.

6) Fonts, meta, sizes and styles

Use sans-serif fonts and large font sizes so that viewers can read your message at-a-glance. Don’t use too many fonts in a single piece of content, and don’t go overboard with colored text. Avoid writing in all caps.
Linking your digital signage campiagns to social media, blog posts and other online activities? Don’t forget to use the correct meta tags and headings.

7) Colors and branding

Choosing one color over another rarely has any impact on the success of your content. So, pick colors that meet wit your branding, campaign persona and stylistic goals, e.g. those that match the color schemes of your venues or advertisers.

8) Use contrast to your advantage

More contrast between foreground and background recommended. A minor change like increasing the contrast by 10% can make the content easier to read, and recognizable to a much larger audience.

9) Motion, silhouettes and animation

Use motion selectively: you don’t want to interfere with readability or comprehension. Give people enough time to read the text, and don’t move your text around abruptly. When you’re animating an element, try to pick something that has a strong and easily-identifiable silhouette. Consider keeping your logo and other important features on the screen at all times, without excess motion.
Or.. forget most of that and go with a cool segmented screen offering different forms of content in different blocks.

10) Composing shots and scenes

Match up your text and visuals, and treat each slide like it’s a stand-alone poster. Use visual transitions to link related slides within a larger piece of content.

11) Digital signage CMS options

Employing powerful Digital Signage content management tools is now as easy as setting up a website. Its all drag and drop, WYSIWYG, DIY widgets and cool metrics! The technology available for a standard licence fee gives communication pros the ability to link up with your other marketing and communication channels and segment as they require!

There’s a staggering amount of money flowing into digital signage because, as a comms channel, it offers uniquely attractive numbers. Eyeballs are on screen for much longer, revenues are higher when digital screens are influencing a purchase environment, branding is reinforces, conversations with employees and stakeholders is reinforced, new advertising fees can been generated and much more!

12) Create a content calendar

Once you’ve got all the technology and best practices in place its time to put it all together with an awesome content calendar. A calendar will help you organise timeing and nature of campaigns and it can then all be automatically uploaded and managed.

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Tailoring Content For Digital Signage

Content is probably the single most important part of any digital signage deployment.

We’d suggest that your company’s digital signage should be an extension of your culture, brand and environment. Tailoring your content and CTAs, therefore, sets you up for success and distinguishes your digital signage from just another screen on a wall.

Capture Attention and Engage

Successful digital signage captures the attention of your target segment.

The average amount of time of a ‘captive audience’ for digital signage is around 10 seconds. That is not a lot of time to get your ideas across (although considerably longer than, for example, the average website). Your messages, therefore, should be short, simple and instantly compelling.

Goals of Digital Signage Content

Each digital signage project should have specific goals: educate, drive business and serve as a resource for information.

Creating effective signage is all about how to organize your screen based on what sort of message you want to deliver. You will want to “zone” or organize the screen by the hierarchy of information. Signage should be easy to navigate: Content zones of information should be sized according to importance.

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Keep it Simple

 

Its important not to confuse the viewer with too much information. A cluttered screen will turn off viewers if they don’t know what to look at.

Digital Signage should be designed with a target demographic in mind, from Teens/Young Adults/Middle Aged to the Elderly.

Digital signage can make the most of modern advances in technology with QR Codes and MS Tags, which is something that appeals to the teen and adult age group. QR Codes and MS Tags allow vital information to be captured from the digital signage display to their mobile phone.

This could include meeting information, coupons, social media or a website link. Users then walk away from the display with your message or intended information in their hands.