Digital signage is a revolutionary and effective tool utilized to get themost out of physical shopping spaces and increase sales. It iscommon for them to appear in retail areas, stores, shopping malls, bus stops or airports among many others.

Digital signage is an intelligent and cost-effective digitalizationsolution for retail spaces that want to offer customized messages to audiences in real time, improving user experience and interaction.

Do you want to master digital signage? We invite you to keep reading our article, in which we will explain everything you need to know about digital signage and its amazing future potential as a marketing strategy.

What is digital signage?

We use it to refer to digital screens or content players like interactive shop windows, advertising led screens, digital information panels, virtual catalogs, etc. We use it to playback digital content on one or many displays at the same time, for purposes like: commercial, information, advisor, promotion, etc.

Digital signage technology is located at sale points with a high number of visitors, where we can capture their attention using content that we playback on digital screens.

The combination of traditional signage with digital signage.

Digital signage technology works in the same way as traditional signage; an advertising space where we show off different messages to the public. However, the digital revolution has reached every aspect of our daily lives, and more and more traditional signage such as billboards (canvas, paper or any other material) are being replaced by more dynamic and eye-catching content - digital advertising.

Media player support offers an excellent display solution with higher definition, contrast, colors and resolution, helping to improve the user experience.

Compared with the traditional signage, which is static and very expensive, digital signage is much more dynamic, adaptable and more efficient depending on the needs of each moment.

Do your ads have to be the same at all times? At Ladorian, we think not; your ads must be the most effective and therefore should be customized depending on the profile of the visitors while also considering the time and shopping environment.

How do we create customized ads that improve our brand and our sales? By developing smart content.

Smart content, the true king

The digital platform is a very important element but we must not forget that the content is the most important part. What makes digital signage effective is the data analysis or big data, which we gather that allows us to set up an effective marketing strategy and digital content that will reach the right personas.

Big data analytics helps organizations to identify new opportunities leading to smarter business moves, more efficient operations, higher profits and happier customers.

How do we design smart advertising?

Smart and customized, data-driven communication at sales points offers the best customer experience with cost-effective digitalization at the retail point, through personalized messages. To achieve it we must know our customer profile by gender, age and other social data, in different time slots and days.

Through AI and big data analytics we will identify the áreas visited most frequently, as well as the customer journey and its customer traffic in the store.

Using our unique software we get a map of your in-store customer traffic, with the aim of creating predictive models to anticipate and develop a smart content marketing strategy to be reproduced on your digital screens in real time.

Smart content in digital signage

The content that we will offer through our intelligent signage system is based on a content marketing strategy that we have previously created.

This strategy is developed based on historical data that learns and adapts thanks to machine learning.

The messages will be designed based on the business objectives and the data we have extracted and analyzed to define the value proposition and the actions we want to offer to our customers.

These actions can range from specific product promotions, to brand recognition content, informative content or to encourage interaction on social networks, among many others.

Once we know what your goals are, we shape and design the visual and auditory message through images, gifs, videos and other types of digital content that we consider most appropriate.

What does digital signage offer to your business?

  • Spectacularity: digital signage is amazing yet familiar. It effectively and reliably captures attention with the formats offered by electronic devices such as smartphones, tablets or laptops.
  • Interaction: it builds interest and interaction with audiences through personalized communication methods. It can also be synchronized with phones and applications!
  • Experience: improves branding and helps to capture attention with highly adapted and specified value propositions.
  • Growth: we influence the consumer’s decision by taking advantage of the synergy that is generated, helping to generate additional revenue.
  • Comfort: once you have set up the device you only have to modify the contents.
  • Efficiency: the contents are modified in real time based on message efficiency.

Digital Signage Trends in 2021

Digital advertising strategies have increased significantly since the emergence of Covid-19 when mobile devices began to play a key role in our daily lives. The goal of digital signage is to create interaction with audiences via personal or professional digital devices. The most common are mirroring systems or QR codes.

Due to the growth of the digital world and the need to adapt to this climate, businesses are seeking new ways to market and create interaction between the brand and its target audience. We build that interaction through our audio-visual channels in a much closer, attractive and direct way.

Consumers are bombarded with constant advertising everywhere and thus capturing their attention is becoming more and more difficult.

Businesses must do what they can to stand out. Not just any type of advertising will do, it is essential to take advantage of digital platforms and offer as much customized messaging as possible. As you have seen, Smart Signage technology is one of the most innovative and effective marketing strategies to build brand awareness and increase sales.

We hope you found our article useful. Please, leave us your comments and opinions.

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