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Beyond the Touchscreen: How Interactive Digital Signage Drives Engagement

Author: IV DIckson, Director, Digital Signage /Tuesday, November 06, 2018/Categories: Professional Services for your Network

By replacing static banners, posters, menus and other displays with digital signage, organizations have been able to keep customers engaged and entertained while sharing promotional offers. More recently, organizations have been deploying interactive digital signage solutions that take engagement and personalization to a whole new level.

With interactive digital signage, customers can focus on the information, entertainment and offers that are most relevant to them. The interactive element also makes it easier for customers to reach a buying decision. Like traditional digital signage, an interactive solution allows you to track performance. However, interactive digital signage can also provide valuable data about user activity and responsiveness, so you can customize new content. 

Touchscreen kiosks are an obvious application for interactive digital signage, but new technologies have created new ways to engage customers. Think about how you interact with your smartphone or tablet. In addition to touching the screen, people can use voice and movement to manipulate the content, whether it’s a relatively small display mounted on a wall in an office, or a large billboard in a shopping mall. 

Motion sensors can be used to launch certain content when someone waves at or walks by a digital sign. Facial recognition technology makes it possible to change content based on age, gender and various physical characteristics. Wayfinding systems can be used to guide customers through a facility and enhance the experience. Some interactive digital signage technologies are capable of adapting to environmental conditions, such as rain, wind and changes in temperature, without human intervention. Customers can also interact with digital signage using text messaging, QR codes, radiofrequency identification (RFID) and social media.

Of course, content is critical and must be developed specifically for an interactive application. When content can be dynamically activated and controlled by touch, voice, motion, user appearance or even the weather, it needs to be designed very differently from content that would appear in traditional digital signage. You need the right combination of bright graphics, crisp video and audio, and text with legible fonts to make an interactive solution work in a responsive environment. Types of interactive content include searchable directories and product catalogs, menus, 2-D and 3-D maps, calculators, contests and games, job boards, interactive eBooks and infographics, social media posting, and even photo booths.

In addition to content, the placement of interactive digital signage is important. In fact, you need to get placement squared away before you can choose the hardware. Otherwise, you could end up with the wrong hardware for your specific use case. Proper placement accounts for factors such as position, angle, traffic flow, enclosures, installation, and end-user behavior.

SageNet has been designing, installing, deploying, monitoring and maintaining digital signage solutions for decades. More recently, we’ve been helping organizations take full advantage of interactive digital signage by developing strategic plans based on business goals and customer needs. Let us show you how interactive digital signage can help you engage your audience on a more personal level.

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