Have you considered using digital signage as part of your marketing strategy? You’re probably using some combination of print advertising, direct mail marketing, and digital marketing. You might even have some digital billboard ads across the highway.
All of these marketing channels are important, but if you’re not using interactive digital signage, your marketing strategy is incomplete.
What is interactive digital signage?
Digital signage is a marketing channel that utilizes digital displays to present dynamic messages to consumers. Digital displays can include billboards you see on the highway, wayfinding kiosks, and digital monitors mounted on the wall in lobbies and offices.
Interactive digital signage adds a layer of interaction with the customer. This involves using a touchscreen rather than a regular flat-screen display.
Although all digital signage will support your business, each type of signage will help in a different way. Which method you choose will depend on your budget and your specific needs.
Here are three common ways to use digital signage and how each method can help your business.
1. Digital wayfinding kiosks help retain customers
Have you ever used one of those interactive kiosks at the mall that helps you find a particular store? These kiosks are designed to help mall customers, but they ultimately benefit every business in the mall.
When people can’t find the store they’re looking for, they often leave without making a purchase. Static maps used to be sufficient, but today’s consumers expect the ease of self-service digital wayfinding. Some people won’t even bother using a static map.
When consumers use a digital wayfinding kiosk, they’re more likely to make a purchase because they’re more likely to find the store.
You might be surprised to know how many people have a poor sense of direction. Although these people might struggle with digital directions, a visual map can help them remember the path as a pattern rather than instructions regarding where to turn.
Another advantage is that digital maps can use GPS to determine where a consumer is located and can calculate a route based on their location. This means each kiosk can be relocated without having to be reprogrammed.
The consumer can also request the most disability-friendly route to their destination, bypassing areas with large numbers of people like food courts, when possible.
2. Digital billboards can raise brand awareness
Studies have shown that digital billboards work. The 2015 Nielson study on digital billboards concluded that 75% of travelers noticed a digital billboard within the past month, and 42% recalled the specific ad.
According to the same 2015 Nielson study, the ads people remember most are ads for gaming, sports, recreation, QSR, legal services, and internet companies. However, that doesn’t mean your ads can’t be effective if you work in a different industry.
Although digital billboards aren’t directly interactive, you can use digital billboards to advertise for specific products, or you can use them to raise brand awareness.
Considering a large percentage of people remember seeing specific ads, digital billboards are great for raising brand awareness.
If you want to make a digital billboard somewhat interactive, advertise a code for people to test for a discount. SMS marketing is an effective way to raise brand awareness and acquire new customers.
3. Digital displays can help you manage wait times
Managing wait times is perhaps the most customer-friendly use for interactive digital signage. Customers can tap a few buttons on the screen and have their needs prioritized or even talk to a live person through the screen.
Nobody likes waiting in line, although some people tolerate long lines better than others. The good news is that interactive displays can be used to manage wait times and improve the customer experience.
Perception trumps reality
A customer’s perception of their wait time impacts their experience more than their actual wait time. This can go in either direction. For instance, a customer waiting in a familiar line that takes longer than usual might perceive their wait time as longer than their actual wait time.
On the contrary, when customers are waiting in a long line and someone interacts with them, their perceived wait time might be shorter than their actual wait time.
When customers feel like they’re being taken care of before they get to the counter, their perceived wait time is less.
Interactive digital signage is the future of marketing
If you’re looking for ways to improve your customer experience and increase sales, start using interactive digital signage. It’s not only effective today, but it’s the future of digital marketing.