The customer experience is everything today. As a result, more companies are focusing their efforts and resources on delivering interactive, quality, and engaging experiences that attract customers attention.
However, improving the customer experience might not be as easy as it sounds. Companies are forced to get creative, and invest in other digital marketing channels and technology in order to reach customers in a way that not only helps them stand out from the competition, but that holds customers attention. Period. One such method for achieving this is digital signage.
Customers Have a Shorter Attention Span
It’s true… Since the dawn of the digital era, the attention span of a human being has decreased to eight seconds. A goldfish has an attention span of nine seconds. According to a report published by Time, a human being’s attention span has decreased since the year 2000, and technology is the main factor. Furthermore, a report published by Microsoft indicated that 77 percent of millennials between the ages of 18 to 24 reach for their phones when they are bored.
As a result, digital signage has a huge opportunity to reach the millennial audience and grab their attention with a digital display and attractive message. For example, a 30-second video showcasing your products might be better digested if it is broken up into smaller, shorter, and segmented video clips.
Is 4K Worth It?
When talking about digital display and screen technology, 4K resolution is the new HD. 4K is supposed to bigger, better, and brighter. However, before you run out and invest in upgrading all your HD digital display technology to 4K, it might be best to consider where your digital displays are placed, and how effective they will be for customers.
For example, if your digital displays are mounted in the center of a stadium or a theater, then customers likely won’t notice the difference between 4K and HD. However, if your digital displays are mounted right in customers’ faces in retail stores or restaurants, then customers are more likely to be impressed by 4K screens.
All in all, position is key.
So Much Content, So Little Time…
You can invest in digital signage technology all you want, however, it’s only going to be as effective as your content. For example, customers might be drawn to the videos playing on your digital displays as they enter your store or gas station, however, as we have discovered above, you have less than 8 seconds to hold their attention long enough to get your key message across.
The challenge is clear. When you look at your company’s content assets, it might be overwhelming to try and craft a message that is not only core to your business’ mission, but that is also a clear call-to-action. Therefore, your content needs to shine brighter than your displays. Keeping content fresh, relevant, and engaging is the goal.
The Future of Marketing is Here…
The truth is digital signage technology is the future of digital marketing. All in all, investing in shiny, new digital signage technology can involve a hefty upfront cost; however, it is possible to improve your marketing technology ROI by executing a solid strategy that involves fresh, engaging content to deliver your core message and effectively engage with your audience in only a few seconds.