Although digital signage used to be something only businesses with extensive resources could afford, the technology has become much more affordable in recent years. That puts digital signage well within the reach of many small businesses, and that’s great news. Businesses of any size that are looking for a way to differentiate themselves from the rest of the pack should know how valuable digital signage can be for them. In a landscape that is increasingly crowded with messaging, digital signage can help businesses cut through the noise and get their message out in front of their target audiences.
In fact, compared to other types of modern digital media, digital signage screens can have much more impact on consumers. According to research, digital media in public spaces reaches 70 percent of Americans, as opposed to about 40 percent for Facebook ads. Plus, with recent advances in digital signage technology, those ads could have an even greater impact in the near future. Businesses that wish to capitalize on the value that digital signage can bring to their marketing campaigns need to be aware of some of the most recent developments and trends that will shape digital signage. With that in mind, here are a few of the trends to look for over the next year or two.
One of the biggest advantages digital signage has over traditional forms of marketing is that consumers can interact with it. Consumers today are attracted to wall or window displays of which they can control — whether it’s to browse a catalog, watch video content or connect with their social media channels. By putting options at their fingertips, digital signage engages with consumers like nothing else before. For example, LEGO Stores feature kiosks that scan the front of a box and “build” the set virtually right in front of the customer, allowing the customer to see how the set looks when it’s assembled.
Along with interactivity comes the capacity for digital signage to reflect the consumer’s individual tastes and interests. When consumers have the option to control what they see and learn more about the areas they are interested in, their connection to the brand grows stronger.
Social Media Integration
Consumers respond to digital signage that interfaces with their social media profiles, and that trend is expected to continue growing. Digital signs that allow consumers to share unique content on their Facebook, Instagram or Twitter feeds are eye-catching and create a personal connection to brands in ways that aren’t possible with other types of marketing. Whether digital signage promotes hashtags, features QR codes or connects directly to a consumer’s social media feed, it has the potential to go viral in unique ways.
This is an area where digital signage’s potential is just beginning to be explored. Fast-food chains already have integrated self-service kiosks in many locations where customers can place their orders with touchscreens. As they place their orders, the interactive menus and signage give them options they may not have considered otherwise, enhancing their experience and boosting sales. It’s not hard to see this trend having an impact in other sectors and becoming a major driver of sales.
Now that digital signage is within reach of more businesses than ever, it’s time to consider their value as a marketing tool to reach out to potential customers. Spotting and reacting to the latest emerging trends in digital signage can help businesses of any size take the fullest advantage of this exciting technology and set themselves apart from the competition.
You may also like: National Neon Sign Company in Calgary Alberta
About the Author
Steve A. Parker is Director of Communications at Raider Signage, a California-based commercial signage company. It is committed to installing quality signs, including monument signs, LED digital signage and custom signs.