Digital Signage: Interactive Digital Signs Demand New Marketing Attitudes and Attributes

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Digital Signage: Interactive Digital Signs Demand New Marketing Attitudes and Attributes
By David Little

Fewer than 25 percent of respondents to a recent study of marketers, agencies and media companies said their organizations were “digitally savvy,” while more than 90 percent reported they plan to increase what they spend on their digital marketing efforts.

That’s an intriguing disparity and probably indicates a general recognition that the old methods of marketing must change to accommodate the potential digital media offer and at the same time an acknowledgement that new skills, tools and approaches must be acquired and adopted.

According to the study, “Marketing & Media Ecosystem 2010,” a joint effort by the Association of National Advertisers, the Interactive Advertising Bureau, the American Association of Advertising Agencies and management consulting firm Booz, Allen, Hamilton, 51 percent of respondents identified limited experience with digital media as a significant as trouble spots on the horizon.

As Bob Liodice, president and CEO or the Association of National Advertisers put it: “The impact of new media is changing the way marketers interact, target and distribute their marketing message. As the marketplace shifts to a digital interactive environment, marketing organizations, agencies and media companies need to transform existing marketing agendas and capabilities to succeed.”

While marketers retool for the new demands of the digital interactive, the natural tendency would be to focus entirely on the darling of the new media stage -the Internet. However, they shouldn’t ignore other, new important members of the cast, including interactive digital signage.

To that end, marketers looking to retool for interactive digital signage should consider these five points:

* Repurpose expertise: Many of the creative skills, such as video editing and creation of graphics and animation, as well as strategic planning skills, like message development and demographic identification and targeting may already exist internally or as services from trusted vendors. Often, those skills can be redirected to exploit new opportunities presented in an interactive digital signage setting.

* Acquire new skill sets: Building interactive digital signage presentations may be new to you or your company, but the skills needed to do so have been around for at least 20 years. If your organization can’t afford to take the time to learn these new skills, there is a sizable community of service providers who have been developing branching, interactive presentations for at least 20 years.
* Re-orient thinking about metrics: Interactive digital signage offers marketers instant access to consumer preferences and interests. Polling consumer interaction can provide valuable insight about which messages work, which don’t and where to go next. Taking account of those statistics not only can help with tactical tweaking of an existing interactive digital signage presentation, it can also provide valuable audience metrics that can be used to build future strategic plans.

* Exploit opportunity for customer dialog: The thing that makes interactive digital signage interesting is the fact that it’s interactive. Depending on the application, it may be entirely appropriate to collect user information and establish an ongoing dialog that extends beyond the first point of customer contact at the store. For example, one gardening center that’s employed interactive digital signage collects user information that ultimately gets used to remind customers about fertilizer applications and other regular lawn and garden maintenance via mail as seasons and requirements change.

* Recognize and remember consumer behavior: The fact interactive digital signage is interactive means it’s easier to keep track of consumer interest and respond with the right messages as needed.

Interactive digital signage presents marketers with many opportunities to advance their goals. But before they can be effective integrating interactive digital signage into their marketing mix, these professionals must absorb new skills and recognize the opportunities digital communications presents.

David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to expand their marketing messages with alternative media. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons.

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The Journey of Mobile Phones Till Today in UK

The mobile phone industry around UK and the world has witnessed an unprecedented success in the recent years. It is because mobile phones have come down to become more of a necessity than a luxury and these little instruments can be seen in all sizes and shapes, displayed at every mobile phone shop.

The journey of mobile phones can be traced back to 1940 when the idea of a communication device was conceived that would later become a mobile phone. This concept of mobile phones was made for the emergency, like in police cars, taxis and such vehicles for the idea to stay in touch with the headquarters. However, they could have never imagined that these mobile phones will later become an integral part of our lives. The mobile phone as a concept was started in 1983 which is better known as the first generation cellular phones, which was started by Motorola. These mobile phones worked on analog technology weren’t as advanced as the mobile phones that we see today. The example of these first generation analogue phones can be better known as car phones. These mobiles were fairly heavy in comparison to today, some were as heavy as a brick and as bulky as a briefcase.

The mobile phones bore a tag of luxury with the arrival of the second generation phones that were introduced in 1990’s and were much better and modified in comparison to the first generation analogue phones. These 2G mobile phones became much popular and it became a tool of the elite. By the end of the 90’s, the concept of mobile phones has become a widespread phenomenon around the world.

But the definition of mobile phones was changed completely with the advent of 3G technology which was followed by the petite, good looking and light weight mobile phones. 3G technology not only facilitated phone calls through mobile phones but also allowed the usage of Internet, e-mailing, instant messaging and a lot of such functions that made it so popular with the mass market. And thanks to the competition, the mobile phones also became affordable and cheaper. This trend was further mounted by the offers as pay as you go phones and contract deals. The service providers in collaboration with the manufacturers have brought about this trend that got better with contract mobile phone deals and pay as you go phones which completely changed the way we look at these mobile phones.

Thus the journey of mobile phones has been smooth and steadfast so far. There are rumours about 4G technology that is still being conceived by the scientists and we are hoping to witness it being introduced in the coming years.