For many businesses, the question has long since ceased to be whether or not they need a digital screen and is now whether or not they are making the most effective use of digital screen technology. Here are four tips to making the most of your digital signage.
Understand your footfall and pick your screen to suit it
How many people visit your business premises and where, exactly, do they go? You want to place your digital displays where they are going to be most visible and, generally, that means in the area(s) where there is the most traffic. You also need your screen to be easily visible which means that size matters. Larger screens can be viewed over a wider area and hence can be seen by more people.
Think about environmental conditions
While size is probably the single biggest factor in ensuring screen visibility, environmental conditions also play a role. Ideally, you want to position your digital signage where it is protected from at least the worst of the elements and ensure that the ambient lighting is adequate but not overpowering.
Decide whether you need touch screen capability
Industrial touch screens are obviously more expensive than standard screens which are purely for display, but they can vastly increase your options when it comes to making use of your screen and, in particular, can create an element of interactivity which can really boost that all-important customer engagement.
Understand what makes good content
Once you have covered the practicalities with regard to your choice of digital display and its location, the rest is all down to the content you produce and it is, literally, impossible to overstate the importance of getting this right.
The first point to understand is that modern consumers have become extremely skilled at tuning out content they consider to be irrelevant and the second point to understand is that they will only give you, at most, a few seconds, to convince them that your content is worth their time. This means that you content not only has to be engaging, it has to get a person’s attention quickly and hold it all the way through.
Engaging content has to meet two criteria. First of all, it has to be relevant to the consumer and secondly it has to be entertaining, and/or inspirational and/or informative.
One of the biggest problems with social-media advertising is that the main platforms are still quite a way off being able to judge a particular consumer’s interest and intent well enough to guarantee that they will only ever display adverts which are relevant to that particular user. Influencers, by contrast, know their audience, which is why they are so useful to brands.
If, however, a consumer has chosen to visit your business then that means that they are interested in you, so the relevancy criterion is satisfied. Hopefully, you will already be keeping track of customer behavior so you understand what it is your customers want to see (and what to avoid). If not, then you will want to start as quickly as possible. Your content needs to be based on an understanding of your customers’ needs and wants so that you can offer them solutions which improve their lives as that, at the end of the day, is what all customers want.
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