5 Simplest Guidelines To Understand How Your Customers Think!

It takes more than a low price and a good product to attract customers these days, unfortunately. Today, the market sizes of every industry are enormous. To stand out and achieve relative success, methods of customer influence must be used.

Digital signage is an excellent outlet to influence your audience, but only by understanding your customers' way of thinking will your content have the deciding effect. Let’s take a look at only a few of the principal elements which drive your customer to approach your business over another and make that purchase.

1. Understand the customer identity, and appeal to it

This guideline essentially means “know who you talk to”. Besides broad demographics there is a deeper level which makes up identity. Why does identity matter? Because today the vast majority chooses products which fit their identity. How does your service or product bring them closer to being the person who they wish to be and goals they wish to achieve?

Understanding your customers' identity can sound like a heavy psychological brainstorm, but it certainly works. Take teenagers for example. If a teenager believes they’ll be the coolest kid on the block if they get your product, be it a particular shirt, backpack or drink, they’ll buy it. Essentially, understand and show what your audience ultimately wants.

2. Understand your customers’ values

Values vary from person to person, almost as much as tastes. Target audiences, however, typically share similar values. One example are costly watches people buy. There is hardly any technological innovation in this segment. The values for the most part is not on functionality. Instead, materials, brand names and long lasting worth are used as signs and preservation of status and wealth. Thus, advertising the function, in this case, won’t have a strong effect.

Understanding your customers' identity

Understanding customers’ values obviously allows you to better talk to them. If their values are recognized, they are motivated to approach the source of that value. For example, you can see one particular example of value in many industries of today’s time. Customer service is an important tie-breaker between competition these days. Instead of highlighting technical advantages, businesses draw in more people by showcasing superior customer service, and proof of it. This is where the next guideline ties in.

3. Don’t neglect reviews and feedback

As you may be aware, a dominating majority of consumers relies on reviews before making a purchase decision. Typically, people gather information online, but despite reviews being a democratic field beyond your individual reach, you can certainly influence it. For instance, you can add an RSS feed from your social media. Encouraging people to leave reviews through social media can be a great way to show what they think about your business.

Note, also, that negativity shouldn’t be fully filtered. If there are both pros and cons out there, the review seems more genuine and believable.

4. Awaking emotions

Human beings, as hard as some try to be, are not objective by nature. Their daily decisions and thoughts are very much subjective. If this weren’t true, all ads you’d see would simply state the product, price and location where it can be bought. There wouldn’t be a place for spokespeople, models, colours or music in them. Sounds quite dull.

The most influential ads are the ones which evoke an emotional response in a person. When have an emotional connection with a purchasing decision, it’s very difficult to break it off. This is why personalized content like ads or special offers based on previous customer behaviour work so well.

The amazing thing about emotional connections is that people tend to rationalize them with objective facts. In a way, they’re attempting to mask the fact that the decision was an emotional one. Emotional decisions are like a crack in the customer’s armor. If exposed to the right content, consumers create an emotional connection which you can appeal to as the person behind the screen is seen.

5. Listen to what the customers are saying

The simplest way to listen to your customers is through your own brand channels, such as emails or phone calls. This direct communication provides the easiest way to understand what your customers want, and improve upon it.

Social media channels, on the other hand, is a much richer way to listen in on what drives your audience. People share their preferences on trends, brands and many other things which appeal to them. Paying attention to these channels of communication can provide you with great insight into how your customer thinks.

Speaking of trends, this is a particular field where you’d want to listen really closely if you want to stay on top of which trends are dominating at the moment, especially in the field of digital signage.

Understanding your customers can be a challenge

Hopefully now you have an idea on which steps to take to understand your customer base better. The identity, values and preferences of your target audience is always gradually shifting, especially when new trends emerge. Trends are a clear example why it’s important to always be aware of what speaks to people. Use that knowledge to take the power of influence into your owns hands.

7 Rules to Create an Engaging Digital Signage Campaign

For some time now, the purpose of digital signage has been a lot more than merely informing people about pricing or the advantages of the latest product. Rather, one of the most important uses for digital displays is engagement. With its importance, the challenges of engaging new consumers, too, grow each day. Today, digital signage campaigns must be well thought-out and designed to attract a specific audience and push them to take action.

It sounds like a major challenge, but we have your back with some handy guidelines you can use to successfully engage new and existing customers alike.  

1. Set goals for your campaign

This first and prime step ensures each following digital signage campaign becomes more effective and engaging than the last, and here’s why.

Before you even start conceptioning, fine tuning and implementing the ways your campaign will influence the audience, you need to establish what you want to achieve with the customer being engaged. You should specify and track the progression of your goals as the campaign unfolds.

Not only does this help creating more effective campaigns, you can strategize better. You can see what works well, what has no impact, and adjust your future campaigns accordingly. If your goal is to engage customers in hopes of raising brand awareness, understanding what makes people talk about your brand is essential.

2. Identify the audience

Albeit an obvious part of any business strategy, it’s doesn’t hurt to be reminded of the importance of knowing one’s audience. Every step you take towards engaging your potential customer is affected by how well you know who they are. Not knowing who your audience, if ignored, indicates the demise of every campaign. It’s not even a gamble, it’s plainly wrong.

If you wish to engage people who use social media, use hashtags, for instance. If you want to engage millennials, use queues and trends which appeal to their generation. What’s better, having a hundred people think your ad is okay, or having ten who love it? Find out who your customer is and create content which draws your ideal customer to you.

3. Ensure interaction with your audience

Now that you have solid ground under your feet and know what you want to achieve, let’s take a look at what physically makes a customer engage with your digital signage campaign.

Interaction isn’t a must in order to engage with your audience, but having it can boost your campaigns. The obvious choice for this is touch screen interactivity. However, your customers could also interact with the display through different methods. Setting up a network where a user can send a message, connect through Wi-Fi or create social media posts directly on the display are all highly engaging options.

One example of such engagement can be seen in Singapore where JCDecaux Singapore recently used a live social feed at Changi Airport. It allowed users to upload selfies along with their personalized travel tips. The campaign featured the photos on 57 displays at the airport. These massive displays gave viewers the ability to share their recommendations for drinking, eating and staying in the city.

4. Make your campaign fun, yet clear

There are many things in this world that nudge people to act. Provoking a strong emotion promises a response, and although you are free to experiment with the entire spectrum of emotions, the safest bet you can go for is happiness.

If you can make a customer smile, you can rest assured your digital signage campaign is on its way to succeed. It’s rather simple. People feel happy, and they want to maintain this emotion. Whether a discount, special offer or even a joke makes them happy, it matters not. If you open the doors to a simple call to action, people are that much more likely to respond if they’re happy when they see it.

The feeling of happiness and fun is not going to raise your sales by itself, though. You have to communicate your message clearly during this emotional state. Without a call to action, people won’t know how to act. Easy access to perform an action is a big plus. Games and interactive selfie displays are among the most effective at engaging customers through fun, but there are plenty more you should check out.

5. Stay current and relevant

Trends are shifting frighteningly fast in this day and age. It’s important to stay on top of them. A few years ago, public touch screen displays made minds explode across the globe. Today, they must have fun, intriguing and never-before-seen content to have the same effect. Audiences are growing spoiled and it’s important to keep up with their tastes and preferences if there is any hope to influence them.

If you’re aiming to engage customers in hopes of raising their satisfaction, you can do so by using software and tools they will want to interact with. Allowing your customer to browse through all available products or even make pre-orders is a sure way of engaging existing as well as new customers.

6. Choose your tools wisely

The type of digital signage campaign you wish to create certainly influences the tools required. Want to let people take selfies with your interactive display and share it on social media? You won’t choose a video wall for that purpose. If you want to increase foot traffic and get people to talk about your brand, then you might go for a larger color-packed display. Outdoor displays can be highly engaging if they’re easy to see, thus high brightness matters a lot. The hardware side isn’t too complex to figure out, yet it can significantly sway the success of your campaign in engaging customers.

On the software side of things, adjusting the content to the environment can make a strong impact. Choosing the right software and adjusting campaigns to fit a certain location, for instance, is a sure way to make the content more relatable.

7. Analyze your success; rinse and repeat

As we have already mentioned, establishing your goals is the most important step of any digital signage campaign. Once your campaign has been adjusted to fit all of the guidelines we’ve mentioned so far, it can be deployed, and your analysis can begin.

You will be far wiser at the end of the digital signage campaign than at its beginning. You will be able to see which parts of the campaign yield the best results, which need adjustment, and which are completely without effect. This helps you learn more about your audience and what provokes a response from them. Learning about the motivation of your customer is the most important component in any business. Possessing that knowledge promises that each campaign in the future is better, more effective and engaging than the last.

Digital Signage News: Robotic Kitchen, OOH growth worldwide, and more!

We’ve almost reached the halfway point of 2018. As usual, there have been many interesting news to report this month. Starting from some new fascinating uses for digital signage in restaurants, all the way to head on nail stats how brands value media.

This set of news promises to inform you about fresh and exciting occurrences in the digital signage world. Also, you will gain new insights which can shape the way you make business decisions.

Spyce spices up the restaurant digital signage game

Located in the heart of Boston, Spyce is a restaurant which recently has been the talk of the town. Its robotic kitchen represents the peak of digital signage applications in restaurants. Spyce's robotic kitchen serves a customer without any interaction of any staff members at all. Food is ordered via touchscreen, sent to a robotic kitchen, and in an approximate time of three minutes, the food is ready. The system includes displays dedicated to each individual meal which welcomes, engages and entices eaters.

If you’re interested in how the system came to be, as well as the details behind its use, read more about an awesomely innovative restaurant concept.

OOH keeps growing all around the world

We've recently seen the stats of Q1 2018 in the digital signage industry. As we move forward, however, even more information is emerging all around the world about the of Out of Home advertising world in general, as well as the digital aspect of it.

In fact, the total Out of Home market in the UK in Q1 2018 has grown by 5.3% compared to Q1 2017. Digital and classic Out of Home advertising audiences in the last 12 months have grown steadily. Total impacts on audience have increased by 23% from digital screens, and 7% from posters.

Digital signage is rising in other parts of the world as well. In South Africa, Digital Out of Home advertising is used almost as much as static formats. On top, uses are also becoming more complex and intelligent. They are surpassing copy-paste jobs and instead focusing on tailored-made content specific to the environment.

Ads in airports work amazingly well, study shows

A recent Nielsen study highlighted just how much power there is in advertising at airports. Sales for both national and local brands have increased as a result, as have foot and internet traffic.

According to the study, frequent fliers are particularly responsive to ads of all kinds. 80% notice the media, and 42% take some form of action. Overall, 19% of frequent fliers tend to make a purchase advertised at the airport. The reason behind these rates is the colossal amount of time people spend waiting at the airport. This is particularly evident as one of the key survey findings indicates that 90% of frequent fliers shop, dine or visit businesses and locations nearby. There is just nowhere else to go after having passed security.

For more numbers, details and survey data, read closely about the study and all findings of the power of OOH advertising at airports.

Three must-know lessons in digital signage advertising

Digital Signage Today recently published an article pointing out the three main digital signage advertising lessons. These are points you should know by now, but in case you don't, or you simply need a quick refresher course, take a look.

  • Knowing your audience is a defining factor for any campaign. If you don't know your audience, you can't customize content for them. If the content doesn't suit them, they won't care about it.
  • Knowing your engagement goals serves as a compass. Each campaign and ad must have a clearly designated goal it is seeking to achieve.
  • Knowing your platform enables you to use all the tools and opportunities at your disposal. And if there's anything to fear in the world of advertising, it's a wasted opportunity.

For more details on these elementary points, make sure to read the full article.

The thoughts behind brand investments in advertising

An enterprise on marketing analytics for brands worldwide, Ebiquity, has recently conducted a study about the way brand advertisers value media. The study unveiled current perceptions of the media and showed how and why brands are under-investing in traditional media.

The study showed the most important attributes of each advertising medium, measured and compared them. Among the top attributes were targeting the right people in the right place at the right time, the potential for a higher ROI, provoking emotional responses, and more.

Understanding how brands invest. Also, learn which attributes of each advertising medium they hold above others can greatly impact your own investments.

Good news are still pouring in about how well Q1 2018 was for the digital signage industry. Meanwhile, Q2 is almost over and it’s fairly safe to expect equally good news coming from it as well. All analytics and numbers aside, we can see the digital signage industry isn’t only succeeding on paper. It is also growing richer with innovation, ideas and applications for digital technology across all businesses. There is plenty of 2018 left for us to explore, and rest assured there will be fascinating discoveries to find.

5 Obvious Reasons for Car Dealerships to Use Digital Signage

For car dealerships it is clear that giant inflatables, jingles and funny ads no longer suffice to make an impression. Marketing methods and audience preferences have moved in a new direction a long time ago. These days, one of your strongest bets for marketing success lies in digital signage. Leave those archaic methods behind as they won't do you much good anymore, and come join us in the present!

Digital signage is the gateway to success by providing you with several new ways to attract customers and keep them happy. Not only is it a cutting edge tool, it is also a must-have for a polished presentation towards customers. We'll discuss its indisputable value in detail later. For now, let’s take a look at some of the obvious reasons why you need to set up digital signage in your car dealership.

1. Attracting people and establishing your brand

Car dealerships are a lot more than just a bunch of cars lined up for sale. Yes, a great deal of success lies in the product quality but also in the branding and customer experience. The former has your customers attach meaning to your product, while the latter gives the customer a feeling of joy. The overall atmosphere will determine how product in brand is viewed. For a product which is in part a status symbol, this cannot be stated enough.

First, outdoor displays with special offers, ads and product highlights draw people in. And second, an indoor network of digital displays makes sure those through your door are entertained and informed. After all people don’t typically go to a car dealership just because they have a bit of spare time or they are out of milk.

You must keep in mind that buying a car is no small feat. People who buy a new car nearly every year are seasoned buyers and take pride in having the best model out there at all times. For others who buy a new car only about once every decade, the sense of a special occasion is even more prominent.

People like to talk and share their experiences when they buy a new car. If they have enjoyed the experience in your dealership, you can rest assured they will talk about you. The opposite is also the case, which can be to your detriment. This holds true even if they don’t make a purchase. Being entertained and informed well can be a positive experience people will share. Word of mouth is a powerful tool even in this day and age, social media is evidence of this, and it should not be neglected.

2. Communication with customers who dread salespeople

Salespeople have always been a subject of discomfort for some. As new technologies develop, people realize they don’t have to tolerate them anymore. Many of us swiftly change direction when we see a salesperson about to give their next pitch. The only issue is, they’re not as easy to avoid in a car dealership.

Some people don’t mind salespeople, but some do. With digital displays throughout your dealership, you can please both those who adore chatting with salespeople, and those who dread them. And then there are some. in particular millennials, who show an aversion to environments lacking in technology, especially car dealerships.

3. Providing clarity leads to more purchases

Not everyone is a car fanatic, and many people simply want to make the best choice they can in as few steps as possible. It can be overwhelming to be presented with a plethora of information regarding something one is unfamiliar with. A well designed digital signage interactive presentation can help customers learn all the details about the car they’re interested in.

Digital signage car dealerships

Pricing information is another vital component, especially with car dealerships offering customization, different payment methods, discounts, promotions, etc. All of this can be neatly presented to the customer through digital signage to ensure they are as informed as they can be. Not only does this provide clarity, it also greatly influences purchasing decisions. The more the customer knows about a product, the more they are confident about buying it.

4. Encouraging customers to take a ride

Now that we’ve covered some of the more important factual and technical advantages, let’s dive into the fun ones. Those archaic methods we mentioned, funny jingles, flamboyant salespeople or amusing ads worked because of how they made the customer feel. They gradually became a cheesy and uninspiring approach, but digital signage can refresh those aspects.

Use your displays for ads which show the car in motion, driving down a beautiful countryside, or even ads which show how wild the car can drive and still maintain control. People love seeing cars in action and this can influence the customers to actually try the car out and get further involved with the product they’re interested in. If you increase their appreciation of one specific car, they’re that much more likely to buy it.

Additionally, not only does digital signage engage the customers, they also get a memorable experience.

5. Keeping your business in the present

The bottom line for car dealerships is that interactive and visual experiences are no longer optional. We've talked about the amazing benefits of digital signage, and hopefully this fact is very clear to you. Seeing these uses, you can understand that digital signage is a must in any modern business, also car dealerships.

Digital signage keeps your business current through outdoor LEDs which provide a high impact, drawing in customers through efficiently designed messages. Additionally, digital screens allow easier deployment of marketing strategies in this field through entertainment and ads. Interactive screens are great for these purposes but they also generally grant more access to customers. More access equals more customer satisfaction.

Even major brands like General Motors recognized the value of digital signage in car dealerships, viewing digital signage as a very important part of dealership facility requirements.

If you want to stay ahead of the game, digital signage technology is the way to go. As we know, car dealerships are places where important purchases take place, and their appearance and features within the dealership should reflect that. Digital signage is one of the major components to use if you want to keep your business current, engaging, and eye-catching for anyone who sees it.

Q1 2018 In Digital Signage: Here is the Verdict

The first quarter of 2018 is well over and after gathering all data, here is the current overview of the digital signage industry. Coming from there, the predictions regarding the remainder of the year are being made. That digital signage moved forward is hardly a surprise by now. There currently is no end in sight for this positive trend. Digital signage will move ahead in the future as well.

Take a look at what some of the detailed reports on the digital signage industry are saying. Specifically, what is it the leaders are focusing on the most, how will the growth of the industry proceed in the remainder of 2018 and onwards. These reports also feature a detailed look into various segments of the industry. Digging into the reports may provide you with a very clear image of the trajectory of the out-of-home advertising, which may or may not influence your own business decisions in the upcoming months.

Merkle releases digital marketing report

The marketing agency Merkle announced the release of the Q1 2018 Digital Marketing Report (DMR). The report goes in-depth on trends in social media, organic searches and other fields relevant to digital marketing. Furthermore, the primary goal is to provide insight into performance of major industry leaders. This helps to understand the flow of the digital marketing in the first quarter of 2018.

Included in the report, is the growth and development of Facebook, Instagram and Amazon. In addition, the two leading social media platforms are regarded in particular. With brands advertising on both Facebook and Instagram, it was clear that the investment kept growing on Instagram faster than on Facebook. The gap will most likely be smaller in the upcoming months, though, as influencer marketing has been facing increased scrutiny recently.

Obtaining a clearer view into the movements of digital marketing giants can be a great way to see which places are better suited to advertise in than others. This may well influence the way digital signage users build campaigns around social media. Learn more about the growth rates, ad spending, and how headlines fared in social media ads in Merkle’s Q1 2018 report.

What are IT leaders looking for in the first quarter of 2018

Chief Information Officers (CIO) is the highest rank in the company’s IT department. In this year's first quarter, they are directing their attention on data and corporate security. These fields have had continued failing measures in the past. The industry keeps growing and thus security is becoming particularly important.

The most important areas are infrastructure, operating systems/support software and custom software. The issues of the security of these components are self-evidently of high importance. Their failure can spell disaster for any business. Thus, a prime focus in the digital signage and digital marketing world overall is placed on them.

Additionally, as computer resources become more easily available, the challenges in data and corporate security grow larger. One of the suggestions for IT leaders to enhance security is to attend and participate in industry activities such as conferences, contribute to relevant reports, studies and to seek out talent which will bring innovation regarding combating security issues.

Metrics and transparency have never been more important.

In recent months, oOh!media and JCDecaux are only some of the major companies putting a strong focus on complete and standardized reporting across OOH media. One clear indicator of this focus is the injection of $10 million into building up industry metrics.

Seedooh has been the choice of many major companies for partnership. This independent technology platform provides standardized reporting for the OOH advertising industry. Launched in July 2017, this is a secure compliance-as-a-service platform specific to Out-of-Home advertising. It focuses on providing critical, real-time information for OOH companies which they can use to have a clear and concise measurement of the industry, ensuring calculated and accurate decisions.

“The digital expansion OOH has been rapid and significant and now sits at almost half the total industry’s media revenue, but measurement has not kept up,” JCDecaux Australia CEO, Steve O’Connor, says.

ISA quarterly economic report shows plenty of positives

The International Sign Association (ISA), devoted to improving the sign communication industry, has recently released their quarterly economic report. The report assesses supplier and end markets and also provides forecasts for commodities. Some of the highlights include:

  • 2018 holding solid ground for almost all industry segments.
  • Digital and electric signage will overrun static signage through 2019.
  • The printing industry looking positive well into 2019, a result of an extremely promising second half of 2018.

The report includes more details in these fields, ranging from the predictions of the digital signage market in 2019, to analyses of steel and aluminium tariffs and their impact on the flow of all industry segments.

In conclusion, 2018 and coming years hold a bright and strong future for digital signage. Based on the information we observed in Q1, the focus of the industry is shifting more towards security and data. The highlight is on the need for metrics and information. Most of all, the industry expands and grows, so do the challenges, and the focus on management measures will only continue to grow, as it should.