Signage has been a medium for marketing since the 1950's. And when signage went digital, it forever changed the way companies communicated with customers. Naturally, interactive displays were next on the list of signage evolution. Consumers could guide their experience with touchscreen technology and familiarize themselves with the brand on their own time. Today, mobile digital signage is at the forefront of the signage evolution.
Mobility is quickly becoming an integral part of our lifestyle. Most people have a device (or two, or three) on them wherever they go. Thus, mobile integration with digital signage is an increasingly popular way to enhance engagement on marketing campaigns and even internal company communications. From brand awareness to proximity marketing, there are several ways in which companies are strategizing and including mobile solutions to increase their content’s reach.
Although it's simple enough to get the public to pay attention to an eye-catching sign, you have to give them a call-to-action to get the ball rolling. One way to do this is with hashtags.
This marriage of mobile and digital signage technologies is easier than you might think.
Combining mobile and digital signage technologies is easier than you might think and helps organizations balance their mix of static and dynamic content. While it's simple enough to get the public to pay attention to an eye-catching sign, you have to give them a call-to-action to get the ball rolling. And one way to promote engagement is to ask a question and then enable your audience to answer by using a hashtag.
You can integrate popular social media platforms like Twitter into your signage and then, using specific hashtags, automatically display real-time customer posts on your screens. It’s a highly effective way to pull your audience into the conversation. Don’t worry—those posts can all be moderated, so there’s no need to worry about the wrong message displaying on your screens. This type of immediate interaction creates what is known as your "social proof," or rather, proof that you have a digital footprint. It allows customers to connect your brand to a digital space and gives them the opportunity to engage with you on a variety of online channels and social networks. Ultimately, campaigns that are shared over social media are seen and heard by more people than those shared anywhere else.
QR (Quick Response) codes are another way in which mobility is changing how people interact with digital signage. QR codes are small, square barcodes that can be read by a mobile device. When originally developed, they were only printed on in-store media but as digital signage solutions have expanded, you will now find them included in all sorts of digital marketing campaigns.
When scanned from the digital display, QR codes can do things like e-mail coupons, download maps and even update your calendar with an event. It's a simple way for consumers to store and research data on your brand—without having to write anything down.
An interactive medium, proximity marketing seeks to target the demographic that's already optimized. In other words, the people that are closest to the action you want to take. This is usually centered around the point-of-sale. Delivered in a specific location, the idea is that consumers are already positioned and in the right mindset to then immediately take action. Proximity marketing is done by beacon technology integrated into digital signage. Digital displays can determine who is nearby and send them customized information directly to their mobile device.
Besides texting and taking pictures, mobile wayfinding is probably one of the top reasons why consumers reach for their mobile devices. So much so, that people often don't know where they're going without it. By incorporating maps into your digital signage solutions, you can raise brand awareness, while also taking the opportunity to promote a product or service.
Wayfinding is the perfect way to host mobile digital signage because the sign never leaves the customer; it simply transfers to their smartphone. Additionally, wayfinding can be used to funnel your customers directly into your store locations.
As you can see, mobility is changing the way companies leverage digital signage. By bridging the gap between the virtual and real world, you are giving consumers a greater opportunity to engage with your brand.