According to Grant Kruger, Business Lead ID/IT at LG Electronics South Africa, digital signage displays can be used to show text, images and videos, but they can also be used to create interactive experiences with the viewer.

Digital signage is redefining in-store advertising and marketing experiences. In fact, research has found that digital signage has the ability to increase brand awareness by 47.7%. This is largely due to the fact that it’s a form of marketing that can reach a wider audience due to its versatility and because it is set up exactly where consumers are.

This technology can help businesses build relationships with other organisations in their industry and can quickly and effectively communicate their value propositions to consumers. This makes digital signage an important element that businesses should consider when working on their marketing mix. If your company is looking to reach a wider audience in an engaging way, these are the digital signage trends you should be paying attention to.

LED displays are leading the way

The quality of digital displays has continued to improve and evolve over the years. The hardware behind some of these state-of-the-art digital signage devices is impressive. Screen quality has been improved to offer a fully immersive experience. 

Improved technology has allowed manufactures to lower their costs when it comes to producing LED displays. This has allowed more businesses to access this form of marketing, and the customisable nature of the displays makes it easy for businesses to quickly change their creative without the added cost of design, printing and labour. 

Improved in-store experience

Interactive signage options can add to the customer experience. From touch-screen selections to slide-show product offerings and even self-service kiosks, digital displays mean that customers can explore product options, in-store specials, browse menus, and make selections based on what they are viewing. These devices can decrease pressure on in-store staff by making it easier for customers to make decisions and reduce waiting periods when queuing.

Artificial intelligence comes into play

When combined with artificial intelligence, digital signage has the power to really provide customers with personalised and engaging experiences. The customisable displays mean that AI can be used to automatically show more relevant content on the screens. Displays can be programmed to show changing content depending on factors like the weather, the number of people in a shopping centre, or the time of day. Directing people to food outlets at lunch time or stores that sell umbrellas when it is raining is made possible by AI.

Enables interactivity

A personalised approach to marketing goes a long way, and there is increasing focus on creating engaging experiences to stand out from other advertising messages. By providing an interactive experience, customers will engage with your brand’s content, creating a lasting connection. The fact that users can actually touch and change content on displays means that they will automatically have a more memorable experience with them. Because quick, seamless changes can take place based on the customer’s selection and feedback, they feel like they are in control of the messaging. This, when paired with the impressive image quality and vibrant colour of displays, makes them a powerful tool in a marketer’s arsenal.

Digital signage and its effectiveness are something that businesses and their marketing executives cannot afford to ignore. It is a cost-effective option when it comes to in-store marketing that can improve the quality of advertising material on display.