63% SAY THAT DIGITAL SIGNAGE CATCHES THEIR ATTENTION

20 Feb 63% SAY THAT DIGITAL SIGNAGE CATCHES THEIR ATTENTION

Experience-enhancing content!  The statistics say it all – with almost two thirds of people saying that digital signage catches their attention reinforcing the need for excellence in content creation and management.

So we know that mastering digital signage content, either with touchscreens or large format billboards, will attract your customer’s attention.  But, is there a science to maximising the potential of content?

When discussing interactive digital content strategies with clients we’re often asked:

“how can I take my content to the next level?”

What we’ve found is that it’s not enough to simply have content with a strong call to action — many other variables come into play.

Audience: To help clients grasp the importance of developing engaging content, we often ask them to think like a TV producer, creating their own private TV network. Just as producers must understand what target audiences in order to drive ratings, brands must also be aware of the preferences of their audiences. Having this knowledge will not only help drive sales but will also help attract and retain key customers.

Balance: Don’t over focus on the SELL message. Too much promotional content can negatively impact customer engagement. Create interest by incorporating local news and weather, community messages or branded content that has a local feel that your customers can relate to.

Placement and Programming: This refers to the format, relevance and presentation of digital content. For example, in retail in particular, content personalization has quickly become well established with technical advancements are making it easier than ever to deliver personalized, effective marketing content into the hands of the consumer directly in-store. Data is now being integrated with digital signage and used by retailers at the checkout process to present a range of product and event information based on this data. They are also using beacons to push personalized messages and manipulate the digital environment to suit the customer

Agile: Content that is dynamic and interesting requires a content strategy that is responsive and relevant. To generate maximum value from digital signage, businesses need to implement effective content strategies that fully capitalize on the potential of the medium.   It can take time to build a solid foundation and requires expertise from content creation and content management specialists.

Speak to someone at Yap!create about how your digital signage content can create greater customer demand while helping to inform, entertain and ultimately grow a loyal customer base – contact us today on +61 8 9274 5151 or email tim@yapdigital.com.au.