Digital Signage has been around for quite some time, but only recently have people begun to see its’ true retailing abilities. Technology keeps evolving and therefore, so does the process of your buyer.Digital Signage started when companies began replacing print posters with digital media. This then evolved into stand- alone DS, where you would use a VCR player, DVD player or USB to play a constant loop of content. When this became easier to manage and distribute, Interactive DS was introduced. With Interactive DS, different sections of content can be triggered based on the user’s actions.
Intelligent Digital Signage responds to all of the conditions around it. It can incorporate call- to- actions or a QR code to take your viewer to a corresponding web page. It also has the ability to tie your DS to your personal audience. This can be done with a Digital Signage content strategy.
A content strategy will enhance your user’s experience. When developing a content strategy, take a look at stakeholders, who are also the retailers. This could be the marketing team, the IT team or management. Once you know who your signage will be targeting, you can then find the answers to questions like:
- What are they thinking?
- What environment are they in?
- What are their habits?
- What are their demographics?
- What are the problems or challenges they want to overcome?
- How can all of this help you in providing value with your services being offered?
When figuring out your audience, you must also consider the stages of the buying process they are currently in. This allows you to map the content created, to what experience the buyer requires. When a person is in this process, there first is a stimulus. A stimulus can be a brochure, flyer, business card, website page or more. This stage is where the person may realize they are interested in your product. Next, they enter into what Google calls, the “Zero Moment of Truth”. This is where the customer is conducting their own research on the product. They research on the web, mostly looking for reviews. The “First Moment of Truth” is when they make the decision to make the purchase.
Digital Signage speaks directly to consumers, but should also access other channels to deliver messages and content, where their consumers will be conducting this very research. Understanding your audience, allows you to know exactly what websites to utilize. If your customer is using Twitter for product feedback, so should you.
Today, it’s no longer broadcasting your message to the consumer, it’s how the consumer can connect with your technology to make that buyer’s decision, after conducting their own research. Understanding who you will be selling to, allows your customer experience to positively grow and succeed.