By Alex Mardikian

Success with digital signage hinges on your ability to provide the viewer with an emotionally and psychologically satisfying experience. This is key to attracting customers and a quicker ROI. There are five things to keep in mind if you want to offer a unique and arresting experience to customers that are exposed to information and messaging all the time. Hardware and software are tools that are available to all. Yet, some digital signage projects and campaigns do better than others. Why? It’s because these campaigns succeed in bringing together elements that are critical for the success of digital signage campaigns.

1.Visual consistency– This is important to ensure quick customer recall and enable them to connect with your brand regardless of the type of signage technology used. To facilitate this, ensure that you don’t spread yourself too thin with all the technologies available. Maintain cohesiveness in terms of technology used. This will help you exercise control on how you display the message and take the narrative forward. Monitoring a digital signage network with fewer components is easier and costs less.

2.Choose location wisely – While placing digital signage where there are footfalls is common sense, you need toput more thought into it. For instance, a location where the signage can be seen 24 x 7 may provide a better experience for users as compared to your shop where you’ll down shutters in the evening. The idea is to enhance the customer’s experience and to this end, adding a touchscreen for interactivity improves the nature of communication by making it two way. This helps to raise brand awareness and generates more revenue.

3.Incorporate social media – 7 out of 10 buyers turn to social media before making a purchase decision. You must connect digital signage to social media to get the most out of the audience available to you. It is opportunity to give the observer an assurance that you have a presence on more than one platform. Presence on social media serves to carry forward the message presented via digital signage. Social media magnifies the message.

4.Don’t just advertise – Use digital signage to make things easier for the customer. Self-serving kiosks at banks and restaurants have proven to be a success. Digital signage can be used for payments at such venues, and for selecting items for purchase and consumption. DOOH can be used to disperse information interactively. It can answer questions. Customers don’t have to stand in a queue and the overall customer experience is superior. Such use of digital signage eases the strain on staff and enables businesses to work with fewer employees.

5.Know the audience – Success with digital signage can be achieved only if the audience engages. Such a marketing campaign has to customer centric. Be aware of changes in customer tastes and their needs. Provide them relevant information and service. Keep things simple. Don’t complicate things for the customer and for the team managing the campaign.