The Digital Moment of Truth – Define The Objective
Define the Objective
Return on investment (ROI) is extremely important in digital signage deployments, but as a content designer, return on objective (ROO) is just as important, and may have a greater impact on the consumer experience. By delivering the best consumer experiences and brand messaging, you will leave an impression on each consumer, either negative or positive. This impression is directly impacted by the content created and will impact the ROO and ultimately the business.
By enhancing the experience, consumers will be more receptive and more easily motivated to engage with the brand. A consumer should be informed and entertained after viewing the content. Each experience has an impact, and could change the consumer’s attitude towards the brand. By creating quality content that connects with the consumer, customer loyalty will push sales and positively impact the relationship between the brand and the consumer.
Relevancy is a key function to creating great content. If the content is not relevant to the product, to the demographic or even to the environment that it is in, the content can become lost, or even worse, obtrusive. Understanding that many types of viewers can be affected emotionally by content is also important. “Eight positive emotions: self-creation, mastery, dreaming, security, playtime, sport, sanctuary, and connection.”
Engagement is critical. Attracting and informing the consumer without being obtrusive, boring or annoying is the name of the game. Know when to use passive or interactive content. Each has their advantages. Some digital displays may not be suitable for interactive use depending on the type of hardware, venue type and proximity to viewers. Be sure to understand the objective of the messaging, hardware capabilities and venue characteristics before moving forward.
Determine whether to use touch or not. Interaction can provide a whole other level of connecting the consumer to the experience. By interacting with a display, a consumer can retain more of the content and derive more benefit, but the content needs to be relevant to their needs. Create the right type of messaging to attract the consumer’s attention, and to let them know they can interact with the display. Determine when to use sound or not, when it is appropriate for the content and whether it works for the physical environment. Sound helps engage the viewer through another sense: hearing. Present one thing at a time. Offer choices. Determine whether to use mobile device integration such as text messaging offers to enhance the experience and to create opportunities for further engagement.
Loyalty and engagement are created by positive personal experiences and by fellow consumers. Thoughts about a brand are evaluated and communicated to other consumers. These moods and feelings are greatly impacted by first impressions. With digital signage, as opposed to some other traditional forms of promotions and messaging, the content created has the opportunity to be fresh and updated often. Take advantage of this by creating relevant, timely content that connects with consumers.
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