The benefits of digital signage aren’t unfamiliar to marketers. You’re probably aware that the medium raises brand awareness and generates interest. Consider the oft-cited survey in which 55 percent of travelers could remember the messaging on digital billboards every time or almost every time. More than 70 percent of consumers also felt that digital billboard ads stood out more than online ads, and 46 percent said they were more memorable than ads on television.
While traditional digital signage sparks interest, it stops there. In today’s saturated marketplace, consumers need more than just scrolling messaging and pretty pictures.
The Self-Serve Nation
These days, consumers are familiar with being in control of their transactions. They expect to get the information important to them immediately without sitting through content that is not applicable to them. They want to drill in to get the answers they are looking for quickly and autonomously. While digital signage has certainly made an impact over the past decade, today’s consumers demand more personalized experiences.
In 2015, Forrester Research published Death Of A (B2B) Salesman, which showed that B2B customers prefer to self-educate rather than talk to sales reps to learn about products and services by a factor of three to one. According to a 2016 Forrester blog post, respondents reported using web or mobile self-service more than speaking with agents over the phone for the second year in a row. Similarly, web self-service usage jumped from 67 percent in 2012 to 76 percent in 2014.
As these statistics illustrate, consumers have grown accustomed to technology reducing human-powered service and interaction. To drive it home, in 2017, a Forrester trend report predicted that customers of all ages will move toward self-service as a first point of contact. The report states that customer service must become smarter by delivering the right experience to the right user at the right time—and that many times, this means providing the option of self-service.
Think of the last time you went to a fast-food restaurant. Rather than asking in-store employees about their latest Dollar Menu or 4-for-$4 items, you can simply walk to the touchscreen kiosks, search by deals, and order. No longer do you have to wait patiently to speak with a person or even for static display screens to rotate. In today’s day and age, interactive digital signage provides consumers with self-service options that enable them to get in, and out, efficiently.
Interactive software was specifically designed for marketers to reach the modern consumer.
Traditional signage has paved the way for interactive touchscreens to provide that extra layer of engagement that today’s consumers are expecting. Today’s interactive tools allow brands to capture attention and provide a way for consumers to get targeted information. This allows marketers to position the user at the center of his or her own interactive experience and buying process.
For tech-savvy marketers who have utilized digital signage in the past, interactive touchscreen displays make complete sense. However, while many brands are aware of the benefits of interactive digital tools, they are uncertain about the return on investment (ROI) or how to measure it.
Knowing What to Measure
As with all marketing efforts, tracking ROI is contingent on knowing what and how to measure. The user interface, messaging, and content dramatically influence effectiveness and user engagement of a display. A major benefit to turning your digital experience into an interactive one is that you can gather analytics from your touchscreen experience that can tell you what information users find valuable and what information they don’t.
Interactive technology makes it exponentially easier to measure ROI. Robust touchscreen software will allow businesses to track use and overall success of the display. In lieu of traditional surveys and interviews to gain insight, interactive software can track an audience’s immediate responses to their interactive experience. Software reports enable marketers to adjust their interactive content based on user feedback, in real time, making it easy to produce experiences that put the user at the center—and help increase sales.