How Marketing and Technology Trends are Shaping Signage

Signage has evolved rapidly since the 1990s in lockstep with advances in technology and business models. Newer business models and more companies entering the fray automatically call for more aggressive, unique and insightful marketing. Signage has evolved from a mere necessity around the premises, to an important component in the advertising story. Various influences from technology and marketing trends are shaping modern day signage..

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Marketing trends shaping signage

• Simple designs: Clunky signage with a lot of messages crammed into it is becoming extinct. Simple and short messages in unique, elegant and modern fonts are the rage. They stand out from the clutter and scream “class” from a distance. Backgrounds and borders are also more refined to help the text and imagery stand out.

• Vintage designs: Vintage designs from the world war era have an antique value and bring a smile on viewers’ faces. This is being exploited cleverly by advertisers in industries where the offerings are simple, and trust is important while buying. Hand-lettering, aged timber, the worn-out look and various other techniques help recreate the vintage look.

• Newer printing techniques: Wide-format printers, flatbed printers and UV-resistant ink have all made it easy to generate attractive and long-lasting signage, that can be used for outdoor advertising such as banners, hoardings, vehicle wraps and signage at event venues.

• 3D Printing: 3D Printing has come a long way from being merely used to create models for architects and medical institutions since the 70s. Today, it is revolutionizing signage with its ease of generating unique, odd-shaped and intricate designs that hugely differentiate advertisers from their competititors!

Technology trends shaping signage

• LEDs for Neon lighting:  Neon lighting which so far has been using gas tubes at its core, is now being replaced by LED lights. The LED lights give Neon signs more flexibility, making it easy to generate signage that is unique in their look and feel. LEDs are also less expensive and more energy-efficient compared to Neon-gas cores, thereby reducing the overall cost to advertisers.

• Digital signage: Digital signage maximizes the space available and capital invested in the signage space by allowing messages to change constantly. This alone is driving many advertisers to migrate to digital signage. Further, digital signage is evolving rapidly by incorporating newer technologies that makes it more effective. Some of them are interactive and self-service screens, touch screens, data analytics, 3D screens etc.

• Programmable DOOH: Digital Out of Home (DOOH) advertising which includes digital signage, radio and TV advertising has also evolved with time. Unlike traditional DOOH which requires a lot of human intervention and management, programmatic DOOH uses advances in wireless communication, data analytics, smart software and special screens to program the content to be displayed from time to time. This helps advertisers push messages with considerable insight while reducing the overall cost and hassle.

• Responsive and dynamic content: Interactivity is the buzzword everywhere. Touch screens which display actionable messages help consumers make bookings or download information such as brochures and data sheets. They can also choose to view more details on the screen, play a different video, or listen to a testimonial in the background. All of these help shorten the time to purchase.

Conclusion

Signage will keep evolving with time in order to stay relevant and reflect contemporary trends. This opens up a world of possibilities for advertisers and helps them maximize returns from their advertising spend. It helps achieve what marketing and advertising Guru Peter Drucker hinted at, when he said “The aim of marketing is to make selling superfluous”.

Signage Trends for 2019

The increasing migration towards digital signage

In the last decade or more, signage has evolved rapidly to incorporate advances in material science and printing technology to capture prospect’s eyes in interesting ways. However, the static nature of older forms of signage limit their utility. Business owners must upgrade their signage frequently to stay at par with current industry trends. Not only is this more expensive but also less efficient as many prospects are lost in the shuffle.

That is why, across businesses, more and more business owners are phasing out older forms of signage, in favor of digital signage. While the initial costs of are higher, the dynamic nature of digital signage, the ease of changing the message or its look-and-feel in real-time, offers exciting possibilities!

Improving communication outreach

1. Unlike older forms of signage that had a one-size-fits all approach to signage, digital signage recognizes the fact that no two prospects are alike. The needs and concerns of one prospect can be vastly different from another. Digital signage offers more personalization and interactivity which help address various categories of prospects meaningfully.

2. Data from previous visits of the prospect as well as his/her online behavior is stored and analyzed in order to generate highly personalized ads. These are then pushed in real time, using signage, when the prospect is in the vicinity. This is accomplished using technologies such as video monitoring and bluetooth. This tactic is being effectively used in industries such as retail and construction.

3. Prospects visiting a retail outlet or an architect’s office are presented with targeted ads on digital screens, relevant to their interest and then followed up with messages on whom to contact and where to locate the person. This way, signage is no longer merely that which combines the functions of business development as well as front office. This tactic is also popular with event management companies who steer hordes of visitors through the event venue.

Interplay with new (or existing) technologies

1. Internet of Things: .IOT sensors are taking interactivity and real-time data collection to a new level. This is changing the way advertisers can use signage to push targeted ads. For example, temperature sensors deployed in a retail outlet can sense temperature peaks in a day and work closely with an ad server, to display ads about coolers, air-conditioners and refreshing drinks, on a hot summer day. Similarly humidity sensors can sense humidity peaks and push ads about comfortable cotton-wear or health drinks. 

2. Artificial Intelligence: AI can help analyze and predict which category of buyers are more likely to buy what product and when. The information is then used to push discounts and offers around these products on digital screens which were static signage previously. This approach is popular with retail, hospitality, and travel and tourism businesses.

3. Video: While constantly changing messages are an excellent method to capture prospect’s eyes, videos can ensure a larger conversion rate. Explainer videos on the product,  testimonials and customer site, can pique the buyers’ interest while also answering some of his/her questions. This approach is popular with consumer electronics, technology products, machinery and tools, etc

Conclusion

In most part of the 20th century, business and buyer decision-making was simple, that signage merely played the role of directing or informing prospects. But in the 21st century, with both business and consumer’s choices becoming more complex, signage has stepped up its game and is combining roles of the front office, sales, marketing, personal relations and advertising functions. This opens a world of possibilities for business owners, while also increasing ROI from signage.

Easy Ways To Enhance Your Event Experience

When you are organizing an event or a part of it, you have a lot to think about it from a branding and signage point of view. Whether it is your banner, counter sign or kiosk, there are several ways to attract customers to your booth or event. One of the most important aspects to keep in mind, is the ease of finding signage and visual graphics that entice customers to your booth.

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Signage options to attract customers to your event:

Floor Graphics:

Floor graphics or Floor signs are an extremely effective way of catching customer attention. Whether it is a decal at the entrance or a set of arrows that lead them directly to you, these are often a first touch-point for customers and will leave a lasting impression. More importantly it makes things easier for the customers to find you.

Digital Signs:

Keep your audience informed with the help of digital directories or interactive displays.  Stand-alone kiosks or wall mounted screens can display multiple messages during your event. Giving regular and real-time updates on activities, event schedules, offers and other visitor information makes it much easier for a customer to come right to your kiosk, booth or event.  

Table Graphics:

Every office space, store space or facility has tables. These are great opportunities for you to showcase your brand and keep reinforcing your message. They also add life to otherwise dull tables and are wonderful differentiators. Watch, as you start seeing Instagram posts of your tables! They can also help identify areas of the office, and the use of those particular tables in a more personalised manner as required.

Structural Signs and Graphics:

Highlight the power of existing structures at the event venue. Whether it’s a wall, floor, staircase or elevator, these areas are often more crowded in any event. After all, everyone has to come through these to get to you. If you show people the way and direct them to your booth, you will surely see a tremendous improvement in leads generated at the event.

Wearables:

It is incredibly important that people should easily identify your event staff and security guards. Give your staff event-branded T-shirts, hats and badges so that attendees can easily find them, and know from whom to ask for help or directions if needed.

Window Graphics:

Window graphics can be used to extend branding to the exterior décor and can have a practical use in blocking the sun or areas that you don’t want outsiders to see. Displaying contact information and exhibiting products or service photographs in action can make your business find more reach.

Choosing the right mix of signage for your event:

Depending on whether your event is an outdoor or an indoor one, your options can vary. Weather also plays an important part if it is an outdoor event. Take care to thoroughly inspect the venue and identify the best options for signage placement. If the venue has multiple entry points, or if customers need to access the main area through staircases and elevators, then these areas are great vantage points. In the case of an outdoor event, you will have floor areas that can be emphasized with structural signs around the area, to maximize footfall.  

Conclusion:

Multiple options exist while choosing the right mix of signage to improve your event experience. Opting for the right one begins with a clear understanding of the layout of the venue. Identify key areas where you can feature path-bearing signs to direct traffic to your event, booth or kiosk.

Interior Signage To Improve Your Brand Image

When it comes to signage, a lot of emphasis is generally given to exterior signage and branding. A key aspect in extending this brand recall memory and imagery, is the use of interior signage. Interior signs are a great extension of your brand and can do wonders to further add value to your company’s products or services.

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Interior signage options to increase brand visibility:

Floor graphics

Adding floor graphics to your stairs and hallways can do wonders to spruce up dull areas and add life and color to your space. You can use them to reinforce key messages or simply just as directional signs. The power of high-quality floor graphics and creatives is under-rated.

Wall murals

In case you like to add a famous quote, inspirational words or even wish to communicate key messages about your brand, wall murals can be extremely engaging for customers who visit your space. Transform the area with soothing images to create a warm atmosphere within the office space.

Table graphics

Every office space and storage facility has tables. These are great opportunities for you to showcase your brand and keep reinforcing your message. They also add life to otherwise dull tables and uniquely differentiate them from the others. Watch, as you start seeing Instagram posts of your tables! They also help identify specific areas of the office with tables, which can be personalized as required.

Window graphics

Window graphics can be used, to extend branding to the exterior décor and can have a practical use in blocking the sun, or areas which you do not want to be visible to outsiders. Displaying contact information and exhibiting product or service photographs in action ,can make your business look more appealing.

Glass graphics

The use of graphics on the glasses within the office offers you a lot of area to work with. Most office spaces or facilities have a lot of glass partitions which can be covered with graphics to showcase the brand or messages. They not only offer privacy but also make the space lively in the process.

Which interior signage works best for you?

So how do you go about choosing the best interior graphics for your space? Well the answer to the simple question, “What does my space mostly consist of? ” will help you . If you have more of solid walls than glass partitions, then wall graphics or wall murals might look impressive. Do you have a lot of open floor space or staircases within your facility? If yes, then floor graphics definitely should be  considered to make the space look cheerful.

Conclusion

Several options exist for interior branding and you need to understand the space available, in order to decide which form of interior branding you want. Think a bit about what makes up most of your space and then work towards filling them with engaging and lively interior branding.

Improving Brand Visibility with Signage

The most pertinent question as an owner or marketing lead for a company is whether people can find your business easily. Simply putting up one sign on top of your doorway may not be enough. There are other creative ways to improve your brand visibility and keep your company name etched in people’s minds.

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Signage Options to Increase Brand Visibility

Monument Signs

These can be made from stone, metal or even wood. They look grand and will remain etched in a person’s memory once they pass it. They are built to last and can withstand the elements extremely well. They are generally stand-alone structures at the front of a building or driveway. A custom backlit graphic panel or digital display can be used to further enhance the impact of the sign and portray a brand’s personality.

Floor Graphics

The power of high-quality floor graphics and creatives is under-rated. If a business is located close to a main street or in the path of a lot of thoroughfare then floor graphics can greatly enhance brand visibility. They can grab attention very quickly and serve as a great medium to share key messages, or lead potential customers right to your front door where they could be greeted by you.

Window Graphics

Window graphics can be used to extend branding to the exterior décor and can additionally be of practical use by blocking the sun or areas that you don’t want outsiders to see. Putting contact information and showing product or service photos in action can make your business more easily discoverable.

Vehicle Graphics

Vehicle decals or graphics can serve as a great advertising mechanism and at a relatively low cost. If you have run a business that requires a fleet of cars or quite simply, makes you move around in your car a lot then this is a must-do. Take your branding on the road with vehicle graphics to spread your message and promote your business with every mile driven. When not on the road, park your wrapped vehicle in a high traffic area to get noticed.

Digital Signage

Using digital signage is a great way to get noticed because of the flexibility and creativity it offers. With digital signage, including LED screens, scrolling outdoor signs and interactive kiosks, you can customize and communicate multiple messages to people using colorful graphic, motion, and if desired, even sound.

Choosing the right option for your business

While several options exist as listed above, choosing what works for your business is key. Depending on where your business might be located coupled with the budget you may have in mind, a mix of a few options would be ideal. It is worth investing in quality branding as this lasts a long time and is generally a one-time cost if done right. Spend some time to evaluate the best mix for your business.

Conclusion

Multiple options exist to increase brand visibility. Based on location, type of business and budget, an owner or decision-maker can consider more than one option to best enhance their brand visibility.

Getting The Right Signage for Your Business

Whether you are an established business that has been around for decades or a new business that is just in the process of establishing itself, the first thing you would need to attract customers to your office is signage. This speaks volumes about your business at first glance. Bystanders and passers by will immediately take notice if you have catchy or elegant looking signage. Your prospective customers get a sense of pride walking into an office where the signage outside spells success. 

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Types of Signs

There are several ways to brand your business. The signage industry has gone through significant innovation in materials, offering options for all budgets. Depending on the type of business you run here are a few options to keep in mind:

Window Decals- If your business has a lot of windows to the outside world, then this is a must-have. Decals make good use of your windows by applying a simple sticker material. It makes for great visuals and will ensure your premise is not missed by any customer or passerby.

Digital Signage- While you can have a traditional board and poster signage printed on acrylic to highlight the space above the doorway of your business, you can add a digital signage below it. Digital signages allow you to share easy updates or unique messages on a real-time basis. This makes it interactive for visitors and prospective customers.

Banners- These can be used all year round and can hold up larger standing banners. Their weighted bases allow them to withstand wind and extreme changes in weather and are easy to move around if you want to rush them indoors.

Vehicular Graphics- These can be all year round, as a lot of bright and eye-catching wraps on vehicles. They are easy to get done, relatively moderate on the pocket, offer mobile branding and are certain to raise a few eyebrows.

Vinyl-Given the durability and ease of use of vinyl, it is always one of the best choices. It can withstand extreme heat, rain and cold and hence is ideal all year round as well. It is relatively easy on the pocket as well.

A-Frames- A-frames or pavement signs can adorn your patio, sidewalk or be kept at your door. Depending on your ad or campaign, you have multiple shapes and sizes to choose from.

Materials used in signage

There are several options that exists in the market today. Some of the more common materials are wood, metal, acrylic and glass. Wood and metal generally are more long term and maintenance free. With an all-weather quote of polish on wood, it will last a lifetime. Metal comes in various shapes and forms and with powder coating, color options exist to liven a space up. Acrylic and glass may require a little bit more care from a cleaning standpoint to keep them looking new.

Conclusion

Several signage options exist in the market today. Depending on the budget, type of business and location, a good mix of signage can be extremely beneficial.

Signage Tips to Maximize Brand Visibility

Even as the world braces itself to enter the third decade of the new millennium, which may bring more disruption in our lives, one of the things that has not changed much is the use of signage to promote brands and services. Sure enough, there have been several innovations in the signage industry but the basic premise for the use of signage has not changed. Whether it’s commercialspace in the CBD (central business district) or the downtown, or digital signage that keeps you updated on the latest happy-hour deals, there are some basic principles that must be followed to maximize your brand’s exposure and effectiveness.

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Must-have elements of good signage

As a marketer, brand visibility is key and a lot of thought and effort goes into every design and choice of medium. When it comes to signage, here are some important basics to bear in mind:

Keep it Simple- Yes, the KISS (Keep It Simple, Stupid) principle will always hold good. Think very carefully on the choice of words andkey messages and keep it relatively easy to read and process for the audience.

Good Design- While a variety of free online tools and software exist today to help most marketers create their own designs, the importance of a good designer should not be forgotten. It may well be worth hiring a designer to create a long-lasting impression.

Call to Action- Answer the question, ‘What would you like the audience to do after seeing your signage?’ That would be your call to action. Make sure to include the easiest ways for the audience to contact you or your brand.

Ideal location and placement- You may have found a perfect space for your signage but also make sure that it is visible from almost every angle. Watch out for trees, buildings, ducts etc. that may hamper complete visibility and leave you feeling short-changed.

Invest in quality- Signs speak volumes about your brand. In most cases, it is the first impression of your brand in the mind of the customer. Hence, investing in good quality signage, whether its indoor, outdoor or even simple directional signs, will make a world of difference.

Additional tips to enhance your signage

Now that the basics have been adhered to, give your signage that little extra zing to stand-out from the competition. Keep some of these thoughts in mind:

      

• Be Unique- Do your homework to learn of what the latest materials and options are for signages. Find the right blend for your brand to capture attention and set yourself apart from the rest.

• Refresh Content- Whether it is digital signage or outdoor traditional signage, make sure your content is fresh, and changes at regular intervals. While this may not always be easy to do with outdoor signs, it might be well worth the cost to change a sign if its been idling for more than a few months.

• Treat Print and Digital Differently- You may have an award-winning campaign and ensuing signage for your outdoor campaign, but that may not work well for your digital signage. Make sure to keep target audience and behavior patterns in mind when making the distinction.

Conclusion

The world of signages may have undergone innovation over the past few decades but the basic principles of their design will always remain the same. Capturing as many eyeballs as possible in the target audience is always the priority foranybrand; some basic principles however, must be followed to increase effectiveness.

Entice customers and boost business, with Window Graphics

Businesses, establishments or spaces that offer services or products require branding in order to attract visitors or potential customers. While there are several ways to brand your services or products to capture the attention of the target audience, you can be certain that the space will have a door and a minimum of one window in it. These doors and windows provide tremendous visibility from a brand perspective and are a powerful tool for marketers to consider.

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Types of Window Graphics and Lettering

According to research by Werremeyer, an award-winning creative communications agency, over 50% of customers learn about your business or services from in-store or on-premise branding or signage. And window graphics and lettering are an integral part of such on-premise branding.

Popular types of window graphics and lettering:

·   Vinyl: Cut-vinyl lettering are a good low-cost option for branding and offer multiple colours with white being the predominant color. Perforated vinyls have little holes to allow people on the inside to look out.

·    Frosted Effects: These offer an extremely elegant look with film or letters. They give an etched-glass look allowing light to enter but at the same time are not see-through.

·   Cling: Cling films come in white and clear and are most commonly used by car service or car washes to stick on the back of a car window. These are ideal for short-term needs.

·    Digital Prints: Digital prints give you the freedom to use graphics or images with relative ease. Coupled with cut-vinyl, these can be very striking in terms of imagery and boldness of letters and colors.

·   Window wraps and murals: Wraps can transform any window into a billboard with high-quality displays. Use these to make a statement with intricate designs and complement your text.

How to use window graphics to enhance your premises?

Depending on the type of window graphics being used, various materials are used to affix the graphics onto windows or doors.

In the signage industry, window stickers are referred to as window decals and are generally a one-time use material. Decals are more permanent and once fixed cannot be repositioned. Window decals have adhesive that is used to stick to the window or door surface. These adhesives are industrial-grade and resistant to water, heat and other elements making them long-lasting. Once you stick the decal onto the surface, you can make minor adjustments to position it immediately. However, once left for longer than 20 mins, they become extremely hard to move as the adhesive’s effect kicks in.

Clings, on the other hand, do not have adhesive to affix to the surface. They stick to a surface through a static charge between the cling film and the window. The advantage with this material is that it can be repositioned and moved as and when needed, giving room for change.

Conclusion

Window Graphics and Lettering offer a powerful way to attract visitors and customers to premises. These can be in various forms such as window decals of various types or cling films of various types. Depending on how often these need to be changed, marketers can determine their choice. While decals are more permanent, clings give you the freedom to change often, as they are stuck through static charge as opposed to an adhesive. Either way, window graphics are an essential tool for businesses to communicate and attract walk-incustomers. 

Channel Letter Signage enhances your Brand Recall

Signage is an indispensable component in a commercial enterprise. Done correctly, signage can entice customers even from far, and complement the Marketing efforts. Signage also helps in memory recall, which is an important parameter in branding. This is why there are various signage options available to business owners in the US today. Among these, Channel Letter Signage has emerged as the most popular option in recent times.

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What are Channel Letter Signs (CLS)?

Channel Letter Signs derive their name from the fact that aluminum channels are used to fabricate the letters, numbers or symbols (collectively called ‘letters’) that make up the signage. Further, each letter has its own source of light for illumination, and appears like a channel of light. These signs provide a 3–dimensional effect and are hence also called as Dimensional Letter Signs. Further, Channel Letter Signs are quite flexible by design, and so you can experiment with different fonts, colors and sizes.

Channel letters are primarily made up of:

·    Face: this is a translucent sheet of acrylic, if there is a desire to illuminate the letters. Else, the face is an aluminum plate which can be painted in the desired colors. 

·   Trim cap: This is a mechanism to clasp the face to the body of the letter, usually made of a durable plastic.

·     Return: The sides of the letters, made of aluminum which is bent using CNC machines.

·      Back: Usually closed with an aluminum plate if it is regular illumination of the letters; else, if a halo effect kind of illumination is desired, the back is a translucent sheet of acrylic.

·      Lighting: LED lamps fitted inside the letters are the most popular option.

Types of Channel Letter Signs

·    Front-lit:With a LED-lamp inside, and a colored acrylic face outside, light emanates towards the viewer, making the letters glow.

·    Open-face: Instead of an acrylic face, the front is covered with plain plastic to keep pests away. As a result the interiors of the letter as well as the lamp are visible.

·   Reverse-lit: The face is a dark-colored acrylic or an aluminum sheet painted in a dark color. The back is a colored, translucent acrylic sheet, so that the light emanates out towards the background creating a halo effect around the letters.

·   Front-Reverse combine: When the signage has many letters and is fairly large in size as used on the top of multi-storeyed buildings, a combination of front-lit and reverse lit is used. In this case, both the front face and back are made of translucent acrylic sheets. 

When to Use

·     As one can imagine, Open-face is the most inexpensive and is ideal for smaller shops or eateries which do not require too much advertizing.

·  Front-reverse combination is costlier and is ideal for large companies, with offices in multi-storeyed buildings. The signage is typically atop the building or on the face of the building at a good height.

·    Front or Reverse lit signs cost in-between the above 2 types and are ideal for every other type of commercial enterprise.

Conclusion

Channel Letter Signage is more sophisticated looking compared to older types of signage, and can be a game-changer for small businesses. Engage the right agency and you can have a neat job done within your budget and timelines. 

The Power of Digital Signage for Brands

In what is otherwise a relatively-low innovation industry, the signage or display advertising industry has seen a lot of innovation in recent years. The past few years have witnessed tremendous transformation and innovation in signage since the time they hit the mainstream market in the 1950s.

Digital signage goes a step further and has completely changed the way marketers and brands seek to promote their products or services. It has become an integral part of marketing strategy and as per Grand View Research, a market research and consulting company, the global digital signage market is expected to gross USD 20.03bn by 2020.

Types of Digital Signage

Whether it’s replacing your poster or hoarding with an LCD screen, utilizing a touch screen kiosk or ordering your food via a touch screen at a restaurant, digital signage is ubiquitous. They vary in size and are determined by their use.

·  Indoor signage: Theseuse HD screens which can be controlled by computers to choose the display content. These are prevalent in office buildings, malls, stores and restaurants.

·  Outdoor signage: Thesehave tougher and larger screens which can weather the elements and are far more eye-catching, given their use.

·  Then there are posters, wall-mounted displays or stand-alone displays which can be placed in almost any location,while also being durable.

Marketers can choose from these broadtypes of digital signage based on their need and budget.

Advantages of Digital Signage

·  Real-Time Content- One of the biggest advantages of digital signage is that you have complete control of your content on a daily basis. Marketers can push latest information to customers making their marketing efforts far more relevant, which in turn could lead to higher conversion rates.

· Low Creative Development Cost- It is far easier to get new ads or content created for digital signages than it is for posters. The turnaround time is faster for the designer, while the upload time is almost instant, making it a very simple process to keep pushingnew creatives.

·  Reduced ‘Perceived Wait Times’ - When customers are waiting in line or when you are trying to keep customers engaged, digital signage can be made dynamic and used to keep them fully engaged. Whether it’s pushing the latest offers at your store, or sharing information on upcoming products, your customer will not realize the time they have spent waiting for you to attend to them.

· Interactive Signages- Digital signage can be made interactive which further enhances customer experience. Customers will spend more quality time at your establishment through engaging interactive solutions. These would not only keep them enthralled but being extremely informational,would also address their needs.

Conclusion

As marketers across the globe find innovative ways to grab their customers’ attention, digital signage will continue to play an immense role in the marketing mix. The ease-of-use and the ability to target customers with good content in real-time, make Digital Signage a compelling solution inmarketing strategy.