Sklepowe newsletters, posters, billboards hold on tight. The future of marketing communications are, however, large screens
Going into the supermarket, roughly know what we want to buy: some cheese, olives, butter, tea and coffee. as well as washing powder, because just ended. Then we stand in front of shelves that sag under the weight of all sorts of goods, and we have a problem with the choice of specific brands. The more opportunities, the worse. With the paralysis of decision-making is faced with such situations from 5 to 80 percent. people depending on the product category – according to a survey Pentor. In the case of shampoos is 50 per cent., And when it comes to sweets – 80 percent.
– There is a place where you can effectively compete for client portfolio, especially one who hesitates and needs fine Tips, suggestions, hints. According to our analyzes more than two-thirds of purchasing decisions we make at points of sale and services – says Alexander Potrykus-Wincza, regional director of the company Mood for Poland and the Baltic countries.
How to draw consumers’ attention to specific offer? With the help comes Digital Signage (DS), which is advertising on multimedia carriers as an alternative for issued by retail chains newspapers and traditional billboards, which every day we pass on the streets.
– Digital Signage is a kind of digital Poster: dynamic shift of advertising, information for conference participants, guidelines for employees, important advice for tourists – explains David Manuszak, product manager at Veracomp.
Interaction forms of content
Of course, this poster must make impression on people.
– Showing on the monitors information is usually attractive form, change and adapt to the audience. There are a negation of static traditional marketing message. Not surprisingly, the fastest and most accurate content they receive people accustomed to digital innovations, ie between 15 and 40 years of age – explains Alexander Potrykus-Wincza.
There is no doubt that plugged into a network multimedia screens will be gradually replaced “analog” shop windows and posters. It is called for, among others, financial and ecological factors – the production of paper materials is not enough, there is a way, it’s still bad for the environment, and the companies claim to be socially responsible. The main reason deployments DS, however, is the desire to obtain a market advantage.
– Digital Signage is an effective medium that can be used to build a positive brand image, strengthen customer loyalty and increase sales of products or services – indicates a representative of the company’s Mood.
The confirmation test may be conducted in one of the branches of the bank. The percentage of customers who paid attention to at least one screen, amounted to nearly 60 percent. Every fifth person asked employees about the advertised product. Four out of ten said they visit the ward had a significant impact on the final purchase decisions.
Midget also benefit
It is estimated that 80-90 per cent. DS goes solutions to the retail sector. About 10 per cent. orders come from the transport sector – it is about the supply of digital media airports, train stations and bus stops.
– Advantages of Digital Signage systems saw as decision-makers in public administration institutions, hospitals, galleries, museums and buildings of the HoReCa market. by which we mean hotels, restaurants and catering establishments. Today more and more difficult for industries and businesses that would benefit from the installation of modern monitors – says Alexander Potrykus-Wincza.
And David Manuszak adds that the technology DS also improves communication within companies and helps them build the company’s image-friendly employees.
– Digital Signage often found in corporations as an information system for employees and booking conference rooms – emphasizes the manager of Veracompu.
Equally important installations of the DS are far domain of large concerns, but their prices are falling, so mass emergence of large format screens in the smallest centers – like a housing estate shop, a hair salon and a car repair shop – it is only a matter of time. © Ⓟ
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