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3 Tips For Making Digital Signage More Effective
Jun 30th
A chief concern among businesses which are considering the use of digital signage is that such a network will be ineffective. Indeed, much of what we’re witnessing in the industry suggests that many businesses don’t understand the potency of the technology nor how to harness it. This is likely due to digital signage being a new and innovative technology. Though many advertisers are experiencing success, standards of usage haven’t been firmly established.
For example, newspaper or television advertising follows proven models of successful. The strategies that are deployed in those media are based upon what has proven effective in the past. Digital signage is new and therefore lacks a benchmark approach. That being said, traditional advertising yields helpful clues regarding what works.
Why The Customer Matters
As advertising has evolved, so too has the consumer’s receptivity to marketing. No longer is the typical consumer content to be bombarded with a litany of marketing messages. Today, they focus on what is relevant to them and quickly discard – or ignore – the rest. Whether you’re deploying a digital signage network in a movie theater, casino, shopping mall, or a small chain of kiosks, the messages you broadcast across the system must address the concerns of the customer in a compelling manner. The experience must be engaging for the customer. Below, you’ll find 3 tips for making your digital signage efforts more effective by focusing on the customer.
Tip #1: Encourage Participation
It’s easy said than done. But, it is possible to create a broadcast that encourages your audience to interact with your message. This can be as simple as leading them through a tree of choices. Or, you can design a complex series of messages that builds your audience’s expectations about your products while allowing them to creatively select their own path through your inventory. There are many ways to encourage participation. You need to identify your customer’s concerns and then engage them.
Tip #2: Use The Data
The digital signage networks that are available today can yield valuable data regarding customer choices. This is one of the reasons why encouraging their participation is critical. When customers interact with your displays and proactively make selections, they do so based upon their interests and the effectiveness of your message and presentation. By reviewing customers’ choices, you can identify parts of your message that are ineffective. That provides the opportunity to modify or eliminate them.
Tip #3: Make The Experience Personal
Whether the experience that a customer has while interacting with a digital screen will be positive or negative is largely dependent upon how personal that experience is. For example, assume that a customer is looking through an inventory of shoes. Each selection will further identify that customer’s concerns. This can provide a framework around which you can tailor your message to address specific concerns based upon gender, age, vocation and other factors. Each selection builds upon the element of personalization. And the more personal your digital signage broadcast is, the more engaged the customer will feel.
Making Digital Signage Effective
Most fundamental principles of marketing address an audience’s interests, concerns and passions. Digital signage is no different. To leverage its effectiveness, you need to engage your customers with messages that are compelling to them. By reviewing the data that your network yields, you can create an experience for your customer that feels personal and encourages them to interact.
Four Winds Interactive is a leading provider of digital signage networks and software.
Digital Retail Signage – A Study in Effective Design
Jun 26th
To be successful, digital retail signage content needs to be planned and executed with certain goals in mind. It must:
Â? Speak directly to the target audience
Â? Meet the expectations of that audience
Â? Suit the retail environment, i.e. be of the right format and length
Â? Meet the retailer’s goals for entertaining viewers, informing them, marketing to them etc.
If digital retail signage can meet all of those goals, it will help the retailer build its brand and market its products. If it can go one step further and deliver messages in an innovative and creative manner, it will establish the retailer as an industry leader and draw attention far beyond its targeted audience.
Wal-Mart Canada is an example of a retailer that did its homework and came up with a fun and novel idea for its digital retail signage. Here’s a brief study of how and why their digital signage works so well.
Getting to Know Their Audience
Before creating their content, Wal-Mart took the time to learn who their core shoppers are. Their demographic studies told them that the average shopper is a 44-year-old woman with one or more children who visits their stores twice as often and spends about 11 times more than other shopper segments.
Knowing their core shopper so well, Wal-Mart set out to create a character for its digital retail signage that would get her attention, entertain her and keep her informed of what the store has to offer. Enter “Lisa”, an animated character who is married with two children and a dog.
Lisa speaks directly to the core shopper in entertaining 30-second segments. There is a progression planned for Lisa’s appearances. At first she will talk in general terms about how shopping at Wal-Mart can make life easier. Shoppers will become familiar with Lisa and accustomed to paying attention to her. Eventually, third-party ads will be incorporated to promote specific items sold at Wal-Mart. The other members of Lisa’s family will also start appearing to broaden the connection with other shopper segments.
So how does Lisa help Wal-Mart reach the goals for digital retail signage content that we outlined above?
Â? She is a mirror image of the target audience. Even though she is animated, she demonstrates a real understanding of what the core shopper needs.
Â? She meets the expectations of the core shopper that the store is aiming to reach. Wal-Mart shoppers expect digital retail signage with a simple message that gets to the point. Lisa fits the bill perfectly.
Â? Lisa’s segments also suit the retail environment. The message is direct, fun, and,at only thirty seconds long, the segments are the right length for shoppers who have limited time.
Â? By gradually evolving the star of their digital retail signage from entertainer to spokesperson, Wal-Mart seems to have the right balance between a fun diversion that boosts their brand and a direct marketing tool that sells their products.
Above all, Lisa is innovative. She is a character that shoppers can relate to and be comfortable with. Her ads will seem less like advertising and more like a conversation, ensuring that Wal-Mart’s digital retail signage communicates effectively with its target audience, makes those shoppers feel at home and gives them a highly positive shopping experience.
For more information on digital signage, contact a narrowcasting expert at http://www.ek3.com/digital-merchandising-products/digital-signage.htm
Powerful Digital Marketing Strategies for Effective Business
Jun 15th
This is the Digital Era that we live in. Our communications have become digital, our entertainment has gone digital, and the way we conduct our marketing and business operations has also undergone a sea-change. The Internet has become globally pervasive, touching virtually every possible aspect of our life. This new digital medium is where all the action is, be it entertainment, or information, or business and commerce. It’s no wonder that the need for suitable marketing methods has become unavoidable.
Speaking of suitable marketing methods apt for this new digital medium, the choice is clear – digital marketing. Digital marketing seems like the only sensible choice when one is faced with the challenge of reaching out on a global scale within the shortest possible time and also in a cost-effective manner. Digital marketing also enables one to have a very clear idea about how his marketing efforts are paying off. Thanks to the availability of a host of excellent and very flexible tools, digital marketing today is more powerful than ever. It is being implemented widely across all mediums, especially the Internet, to great effect, yet at a cost noticeable less than conventional marketing efforts.
Today there are many other companies or professional service-providers who are offering similar solutions through an impressive portfolio of digital marketing services. A truly effective digital marketing strategy takes advantage of all the unique qualities of the new medium and uses them intelligently to formulate a game plan to market a product or service to its customers.
Let’s look at a common scenario – where you have set up an online business in order to sell a product on the Internet. You need to reach out to the millions of online users out there, market your product, tell tem about all its great features and ultimately, convert them into your customers. Rather than using the conventional marketing method (such as placing an advertisement in the paper), you can launch an email campaign that would let you reach out to thousands of potential customers in a matter of seconds. Moreover, it’s a cinch to use suitable tracking methods to measure the effectiveness of your campaign.
Along with other popular methods such as search engine optimization, social media marketing, blog marketing and so on, digital marketing has truly come of age. Indeed, this is what ‘impact marketing’ is all about!
Myself webmaster of http://www.marketingimpactzone.com dealing in all types of digital marketing services that provide you with Digital marketing strategy ,Digital Marketing Plan, Digital Marketing , and digital consultancy services to give better results.
Digital Consultancy – Your Guide Towards Effective marketing
May 29th
In this age of Internet, the gains to be had from a 24/7 open online storefront are too plenty to ignore. Evidently, having a websites has become an indispensable part of any business. Add to it the growing presence, and subsequent development, in other digital media channels. Be it via mobile phones, Digital TV, or other innovative out-of-home advertisement measures – conventional media channels have been outshined by the effectiveness of a much more affordable medium of advertisement.
Welcome to digital marketing – the ‘avant-garde’ marketing concept!
Role of Internet and digital consultants in ensuring impactful digital marketing
Effective e-mail marketing, incisive blogging, and result-oriented SMOs; all in addition to intuitive search marketing steps – the Internet today is synonymous with an abundance of efficient marketing opportunities. And websites have transformed to become THE interactive interfaces through which business is done.
Similarly, experts in Internet-based digital consultancy are gaining in popularity. Working closely with clients and agencies, a digital consultant helps the business owners to fine-tune their digital marketing strategies and achieve business goals faster.
So, be it about web project management, website consolidation, content management, creative and interactive development, digital marketing advice, strategy definition, or channels of supplier procurement – a professional digital consultancy service provider would extend supports via training and skill enhancements sessions and ensure that you benefit most from intuitive digital marketing strategies.
Many a time, a digital consultant, an expert in the domain of Internet, would embed him/her in the business concerned on a part-time basis and offer an outsider’s perspective on how to increase profit by altering a digital marketing strategy.
Whatever may be the way, the experience and subject matter expertise of a digital consultancy service provider helps the clients to have access to greater levels of expertise via continuous and strategic developments. Better ROIs becomes all too easy then!
Myself webmaster of http://www.marketingimpactzone.com dealing in all types of digital marketing services that provide you with Digital marketing strategy ,Digital Marketing Plan and digital consultancy services to give better results.