Successful users “focus on content and interaction”
Successful companies are more likely to take a strong role in managing digital-signage content than their less flourishing counterparts, and also employ technologies for interacting with consumers significantly more often, according to new research.
Aberdeen Research in the U.S. says that “top-performing companies” are 73 percent more likely than “average companies” to use a content-management system (CMS) for digital signage.
They are also twice as likely as average companies to use performance-reporting tools, and around 30-40 percent more likely to dedicate resources to content creation and content management.
“The ability to manage content is a true differentiator among digital-signage initiatives,” the researcher concludes.
The difference between the most and the less successful companies is even more pronounced when it comes to interaction, according to Aberdeen.
“Best-in-class” firms, it says, are 280 percent more likely than others “to adopt highly interactive content that responds to active customer input via touchpads and cellphones”.
Their digital-signage installations also rely heavily on other ways of reacting to consumers’ presence and behaviour. The best-in-class firms are more than 400 percent likelier than others to “use content that reacts to passive input, such as mobile device proximity and optical sensors”, Aberdeen found.
Unsurprisingly, all this comes at a cost: the best-in-class firms are increasing their digital-signage budgets this year by 360 percent more than less illustrious users.
Firms “turn to digital signage to combat the decline in effectiveness of traditional marketing and to meet the changing expectations of their target audience”, says Aberdeen in a report entitled Digital Signage: A Path to Customer Loyalty, Brand Awareness, and Marketing Performance.
www.aberdeen.com
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