•Digital Retail Signage – A Study in Effective Design
To be successful, digital retail signage content needs to be planned and executed with certain goals in mind. It must:
• Speak directly to the target audience
• Meet the expectations of that audience
• Suit the retail environment, i.e. be of the right format and length
• Meet the retailer’s goals for entertaining viewers, informing them, marketing to them etc.
If digital retail signage can meet all of those goals, it will help the retailer build its brand and market its products. If it can...
•Digital Retail Signage – Color it Green
A lot has been written about the “cool” factor of digital retail signage. With their use of static images, video and animation, the eye-catching effects of digital signs have been proven time and again in a wide range of marketing studies.
The many possible uses of digital retail signage are also well documented. From advertising to wayfinding to entertaining, retailers have found countless ways to use this highly effective communication tool.
What is not so well known is the “green” factor...
•Digital Signage Networks and Higher Learning
Why are digital signage networks popping up on campuses across North America? Because they are one of the few media still being heeded by people 18 to 24 years of age.
While digital signage networks are novel enough to generate “oohs” and “aahs” among audiences of all ages, it is the university and college-aged crowd that is the most responsive. Conversant with technology from a very young age, they are highly receptive to messaging delivered via digital signs. And with the potential for...
•Digital Signage – How To Do It Well
A few recent experiences with digital signage offer some insight into best practices for the content the signs contain.
Let’s start with the commuter train I recently took into the city. Small screens were distributed throughout the train car. They appeared above the seats on either side of the car, with perhaps four or five screens per side. The main focus was a news feed from a national TV network, so I assumed the goal was to keep people occupied while they rode. The screens were visible,...
•Digital Signs and the Weary Mall Shopper
Digital signs are a perfect fit for the local shopping mall. Not only do they go a long way toward improving the shopping experience, they can also generate revenue for the mall’s owner.
Enhancing the Mall Experience
Anyone who has spent time shopping in a mall knows the food court experience well. People arrive there, tired from a day of shopping, laden with bags and perhaps with hungry children in tow. They are met with crowds, noise, and an array of harsh colored lights from the neon signs...
•Dynamic Digital Signage Industry Keeps Growing and Innovating
Dynamic digital signage is a phrase often used as a synonym for digital signage, electronic billboards and narrowcasting. It is an appropriate term as well, when you consider how dynamic digital signage really is.
In North America, growth in digital out-of-home advertising has been in the high double digits over the past few years. Businesses in Western Europe have also jumped on the bandwagon. A recent report by Research and Markets showed trends similar to those in North America – revenues...
•Google's Internet Search Guru Breaks Cover
The man who oversees Google’s fabled search algorithms that determine the all-important page rank and search results on the world’s most powerful search engine – a business asset as closely guarded as Coca-Cola’s “secret formula” or Colonel Saunders’ “secret recipe of 21 different herbs and spices” – has emerged from the relative seclusion of Google’s Mountainview, California headquarters to give some unheralded yet noteworthy insights into how Google’s search function operates.
The secrecy...
•Make The Point Of Purchase A Point Of Information
Point of purchase merchandising is not what it used to be. Case in point – the computer mouse.
There was a time when the mouse that came with your desktop computer was as good as it got. You never even thought twice about the mouse. But then came concerns over ergonomics, laptops with annoying little touchpads that almost forced the use of an external mouse, and the business traveler who demanded everything in a smaller format.
These market forces combined to turn the computer mouse into an...
•Minneapolis Computer Rentals Market Gearing Up For a Digital RNC
Those heading to Minneapolis-St. Paul to participate in or report on the gathering of the G.O.P. faithful at the end of the summer may want to get in touch with a provider of Minneapolis computer rentals to ensure that they will have the computer resources and support to fully cover and participate in what is emerging as a digital media extravaganza. The beefing up of the digital infrastructure that will support the demands of media, political operatives, conventioneers and bloggers who will...
•Mobile Search: How the Convergence of Local Search, Smart Phones and Consumer Behaviour Has Made Online Marketing a Small Business Priority
This may be the year when the convergence of hardware, software and consumer behaviour makes a business’ ability to be found through local search an online marketing necessity. The importance of having a business web page that ranks for local search terms on Google, Yahoo!, MSN and the plethora of other search engines that drive Internet commerce is particularly pronounced for small, local businesses that compete for the foot traffic that pass their storefronts in competitive marketplaces.
The...
•“Cloud Computing” Will Enable Anytime/Anywhere Local Search
The latest word and latest product from two of the IT industry’s blue-chip leaders – Google and Apple – are showing (and shaping) the way that consumers’ online experience and behaviour, and consequently the local search market, will evolve.
In San Francisco on June 9th, in what was perhaps the year-to-date’s most eagerly awaited product roll out, at least for technology buffs, Apple Computer CEO, Steve Jobs, introduced the new Apple iPhone 2.0. The iPhone 2.0 is cheaper, with much faster...
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