What is digital signage?
Digital signage is the use of screens in stores to deliver marketing messages and improved shopping experiences to customers. Augmented reality apps can be used in conjunction with this technology to unlock extra content in catalogues and magazines, for example. This extra content can include audio or video types.
This move towards more digital forms of advertising and better connections with consumers is a trend that big and small businesses are adopting.
“At one level we work with companies who understood the need for digital signage to create a more engaging experience from day one. We are also getting a lot of briefs for digital activations form companies that want to be first to market with unique activations like augmented reality or projection mapping,” Tanya Williams business development manager at Prendi said.
Endless possibilities
Digital possibilities are multiplying as technology becomes cheaper and more readily available. Prendi have introduced a digital wardrobe feature that allows consumers to mix and match outfits from a variety of retailers in a singular shopping experience. Prendi have also applied digital marketing tricks to paper-based print publications. The company worked with Brisbane’s Style Magazine and transformed its cover from a static analogue image into a video showcasing Audi, and they did all of this through an app.
Flashy technology
But it’s not the medium that will convey the message; instead it is worth remembering that flashy technology is secondary.
“The thing that most companies, including the ones that already have digital screens, fail to understand is that the most important element is the content showing on those screens. They fail to budget for or implement it, which often means the solutions are much less effective,” Williams said.
Williams has some tips for businesses looking to invest in digital signage in 2014.
Work with a reputable company that can offer an end-to-end solution
There are many companies that have jumped on the digital signage bandwagon; however, a lot of those are simply in it for the quick win on the digital screen. Often, these businesses don’t fully understand the technology that they are using, they don’t consider the varied options, and they fail to create custom solutions. These companies are not looking out for your best interests and instead they’re trying to sell you one particular brand or product.
Find a solution that fits your purpose
An out-of-the-box solution is not always the one that will work best. Think about your environment, your target audience, the flow of traffic, and the type of marketing messages that you want to convey. Any digital signage solution should be contextualised by these considerations and it should be fit for all of the purposes mentioned.
Take a phased approach
It’s never possible to do everything at once and it’s worth remembering that you don’t have to. If you’re investing in digital signage, start small, perhaps with only one or two screens. If you craft some expert content and consider the other digital elements, like video and audio, you can incorporate them as you grow.
Most businesses have small or limited budgets, so it’s advisable to test out options before you invest. A phased approach is a good way to begin experimenting with digital signage.
Digital signage and augmented reality can be defined in simple terms as the enhancement of reality. This is often through the digital presentation of information and it can be used on kiosks. It effectively defines the link between 3D and real images and it uses advanced digital imaging techniques.
Here are some clear advantages that digital signage and augmented reality systems can bring to your business.
Intensive and interactive confrontation with product information
This is obviously a help to any business, making customers aware of a given product. The use of signage allows the customer to feel a sense of autonomy as they discover information about a potential product. This approach may make the customer feel less pressured, less advertised to and more inclined to purchase the product in question.
Fascinating technology as an eye-catcher
If your business is using products that seem futuristic and innovative, it works well as a self-reflexive advert. It shows that your business is investing in the future and considering new and novel approaches to engaging with your customers. Digital signage adoption is effective for your business as it clearly displays a given product and it’s a clear statement about your business model – ‘we are forward thinking and future proof’.
Almost any product can be combined with 3D data
This is a clear advantage as it can give the customer much more depth and detailed information on a given product. By controlling a digital signage system, you control and generate the information displayed. This means that you can tweak whatever you want to say to a specific customer base. The brilliance of digital solutions is that you can advertise any product you want, pulling on any data or research you want, and you can present it all clearly to the customer.
Reduces the risk of torn packaging
This one is pretty self-explanatory. By allowing your customers a hands-on experience in a controlled situation, you limit the risk of inquisitive customers opening a box that contains your product. It saves money and it keeps you in control of the conversation.
Flexibly configurable and usable
Your new digital signage solution is one that you can constantly change, adapt, and update. Unlike traditional signage options, the digital alternative is a transient one. This allows a business to tweak the information provided on a product and keep the product, and what customers see of it, relevant.
Digital signage and augmented reality systems are where a lot of information sharing by businesses is headed. By embracing this trend you can connect with customers better, allow them a better understanding of your products, and show the world that your business is moving forwards and fully taking advantage of new technologies.