Since the coining of the term "digital signage" in 1992, much has changed to its effect on the average consumer. As digital signage advances, people respond differently to the content they see displayed on that constantly shifting rectangle of information. Well, these days it comes in all shapes and sizes but you get the point.
With an ever-changing perception by the consumer, we have quite a peculiar question on our hands which will need to be asked regularly only to regularly get a different answer. How do you engage and/or influence someone who sees your digital signage? For example, a decade ago, if you had a touchscreen display in your store, you’d be a front runner. Today, people might shrug and say “oh, cool,” if they see it, but they will hardly be enthralled. Thus, you need to do more!
For the time being, though, let’s answer that question as best as we can. Then when the time comes, in another few years, we’ll see in what new ways you can improve your digital signage content.
#1 Step up into the modern world already!
If you want to use a basic digital display to make minimal use of it, that's fine. However, if you want your business to experience the full potential of digital signage, you should leave old tech behind.
Let’s face it, components of digital signage are really not that expensive or rare as they used to be. Hardware, including commercial grade displays and digital signage players, is no longer difficult or costly to obtain. On top, you have software to save time and effort on managing your digital signage content. If you’re not using digital signage software already, you’re lagging behind the competition significantly! It’s time to move forward.
Digital signage software and to a lesser extent depending on your environment touchscreens are the basics at this point. Additional advanced tools to open up numerous content possibilities are plentiful available. Facial recognition, beacons, near field communication and further tools are worth looking into if you feel adventurous.
#2 Invest in touchscreens
Touchscreen displays are very common these days, and here are several reasons why. For a start, they greatly enhance the involvement and experience of the user. This is so true, that users increasingly expect interaction from digital displays they encounter in public. The demand for self-service is evidence, as people get more and more accustomed to having to handle things on their own.
Is the price an issue? Well, even the pros say that it's really not an issue anymore. Touchscreen digital signage isn't just for the big boys anymore. Small retailers have the option at an affordable price. They’re actually cheaper for smaller retailers as bigger ones tend to need massive investments to keep up with management demands across multiple locations.
Big or small, interactive displays are welcomed by users with open hands, and fingers. Plus, they’re extremely easy to set up, be it on a larger size display or an Android tablet!
#3 Understand the demand of the market
If your hardware and software are in check, you are sufficiently armed to proceed deeper into perfecting your digital signage content. And what better place to start than at the foundation.
To create a solid foundation for your content and any marketing strategies you want to launch, you need to gauge the status of the market in your specific niche. This applies not only to the visual style of the digital signage content you use, but also the offer you make.
Once a relatable, and more importantly reliable solution is spotted by a consumer, they are likely to explore your enterprise further. This is why businesses launch new products specifically designed to fit the running trend. In that context, their ads act as bait to draw people in, and push them to explore even more products on offer.
#4 Transform your ads into solutions
Avoid ads and focus on solutions. Take these words literally! It is a common understanding of any sales department. Recognize the consumers' needs or problems and provide a solution which solves them. This tip goes hand in hand with the previous one about analysing the need of the market, and it merely has to do with the tone of your message.
Once you established the need your consumer has, don't be foolish and simply slap an image or video of the product. Talk about the pain and then display yours as a solution, not just as a product image and its cost.
#5 Understand what bad design looks like
It is vital to understand how to create good looking content. However, it is even more vital to understand when you’ve created terrible looking content. This understanding can help you even beyond the field of digital signage. Take a look at some examples of good vs bad design and learn from them.
Great guidelines for enhancing the design of your content and marking the difference between stellar and chaotic content are the following:
- Preview the content to make sure it is understandable and visible in the way you want it to be.
- Use vibrant colors to attract attention but don't be excessive.
- Check if your displays show the colors as intended to avoid messy results.
- Don't always rely on text! Let images do the talking.
#6 Learn the main rules of engaging digital signage content
Technology and visual quality of your digital signage content are important. Now, how do you make it engaging? This is the core principle of good content; the attraction and the message it sends to the user.
From the consumer’s side of things, your campaign needs to be fun, yet clear enough that it communicates your message. As long as it’s fun or intriguing, people will be open to take a look or even approach and engage. Everyone knows that behind any campaign is an agenda. What this agenda is depends on you. Is it raising brand awareness? Foot traffic? Or perhaps, it’s simply getting people to buy more. Whatever the agenda is, it can be accomplished if the content is engaging enough. This is why it’s crucial for you to learn how to create an engaging campaign!
All these tips are a collection of nutshells you need to examine inside and out, and get the most valuable and beneficial parts out of them. We’ve incorporated several links above for you to read on further and establish a clear image of a good-looking digital signage campaign which does its job.