Digital Signage: Interactivity Transforms Consumers
by: DavidLittle |
Total views: 2 |
Word Count: 589 |
View PDF | Print View
Share This Article
Control tower, control grid, taking control, controlling interest, command and control, and even control freak. Nearly everywhere you look and everywhere you go, the name of the game is control. Whos in charge here, anyway? Perhaps you have a friend like mine who wants more control over his own destiny. The good news is that this new technology can give everyone more control.
When I question him about why the set is on, he never has a very definitive answer, just some nebulous comment about background noise. Without question, my friend and millions upon millions of other Americans- have found a way to tune out the endless stream of information, commercials and promotions and selectively focus in long enough if something arises to pique his interest.
I've often compared and contrasted television and digital signage in this space, usually pointing out the benefits of the latter, such as its ability to reach audiences at the point of purchase when they're actually looking to spend money. Sadly, however, digital signage has the potential to suffer from the same tune out factor my friend integrates into his normal TV viewing. Without the right messaging, its possible that digital signage will blend into the background and fail to connect with its audience at the most opportune moment.
According to market research firm iSuppli, worldwide shipments of touch-screen modules will reach 341 million units in 2008, or about $3.4 billion in value. However, five short years from now, the research organization forecasts global shipments of touch-screen display modules will more than double to 833 million units.
When coupled with digital signage technology, such touch-screen sensors can transform ordinary linear digital signage content (in other words, a succession on visual and audio elements presented one after another) into dynamic, interactive content that lets the public seek out the information about a product they desire. Interactive digital signage combines the best of the kiosk world namely touch-screen interactivity- with the power of consistent messaging delivered when the sign operates in a traditional linear mode.
The significance of the iSuppli data is that it quantifies something we all intuitively know. People like to touch screens, interact with technology and get what they want. Look at the incredible success Apple Computers has had with the iPod, the iPhone and the iPod Touch. Those products have hit a nerve with the public. Simply touch a screen, interact with the interface and satisfy a desire.
Even the monolith of linear program presentation the television industry- has been forced by technology to re-evaluate its business model and begin making the transition from so-called appointment TV to the anything, anytime model of video-on-demand. Spurred by DVRs, VOD, pay-per-view, IPTV, and cable television, those whose business it is to generate revenue from commercial television sales are working hard to develop a business model that makes the most sense. While all of the details are being hammered out on a daily basis with each new media sale, its safe to say the future of TV will be built on interactivity.
Consider the ramifications from digital signage content. Marketers who rely on the presentation of endless linear digital signage content are likely to find their messaging becoming less effective as their audience increasingly finds their experiences with consumer devices, like an iTouch, and their television, to be more interactive.
To do otherwise is out of step with consumer expectations nurtured through a succession of technologies, including iPods, Blackberry devices, and GPS navigation units to name only a few, that put them in charge and promise that control is just a touch away.
Share This Article
Rating: Not yet rated Next Article - How to Increase Visitors and Make the Most of your Exhibition Trade Show Stand and Previous Article - p.e.t.s. für den Getränkehandel
About the Author
David Little is a digital sign enthusiast with 20 years of experience helping communicators use technology to effectively communicate their unique marketing messages. For further digital sign insight from Keywest Technology, visit our website for many helpful tips and examples.
Comments
No comments posted.Add Comment
Popular Articles about: Marketing
1: Trojan Condoms: A Taste of Marketing Creativity2: All about Email Marketing
3: The Impact An Autoresponder Can Have On Your Internet Business
4: Email Marketing
5: Free Traffic For Your Website
6: Why Publish an EZine and Churning out Ezine Content
7: Do I Need to be Computer Savvy to Use Google Adsense?
8: Why Do People Fail In Affiliate Marketing?
9: Wooden Furniture: Things to Know
10: Article Marketing: Just Some Few Things You Should Know
11: Conversational Hypnosis is Helpful In Marketing
12: Marketing your Business the Affiliate way
13: Passport To Wealth’s Compensation Plan
14: 5 Ways To Promote Your Website Using Web 2.0 Techniques
15: Scan and Sort it Lite v8.4 - Business::Databases & Tools Software
16: FREE Home Business Based Opportunity Korea Free Korean GDI Online
17: Weakness in Safe List and using Free Reports
18: Marketing to Marketers
19: 10 Killer Ways To Multiply Your Sales
20: review of adsense big - average joe turns it around
21: Wholesale Promotional Bags
22: Marketing To Women: Why Girlfriend Getaway Packages Are Big – And Growing
23: Profitable Ways To Use Autoresponders
24: Selecting The Network Marketing Sponsor That Suits You.
25: The Power Of Ebook Marketing
26: Lead Generation Information
27: Find What You Need Online With Free Classifieds
28: Want To Cut Your Advertising Bills? Here's How
29: Outsourcing Lead Generation
30: How to make Internet Marketing a career