Digital signage is a booming business. According to research firm Markets and Markets, the digital signage market was valued at $16.88 billion in 2015 and is expected to reach $27.34 billion in the U.S. by 2022 – an increase of 62 percent in just seven years! This strong growth can be attributed to digital signage's effectiveness in maximizing the consumer experience, particularly for shoppers who appreciate technology-driven interactions.
The key to success is to leverage that interaction to create a "micro-moment" of influence, an epiphany that helps consumers decide what they want. According to Think with Google, "micro-moments occur when people reflexively turn to a device - increasingly a smartphone - to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.
"In these moments, consumers' expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away."
It's up to today's modern marketer to be ready when those micro-moments occur with the right style, right content, right campaigns, right products and right type of engagement that is not only personalized, but also context-specific to that consumer's need at that moment in time. Digital signage delivers on that promise. For example, when pairing a digital sign with a beacon that talks to a mobile app, companies have a terrific opportunity to customize information based on what they know about the visitor.
Let's look at some more of today's more popular digital signage applications (such as the display and promotion of the most persuasive elements of the online experience) and their associated benefits.