Signage Trends for 2019 The increasing migration towards digital signage In the last decade or more, signage has evolved rapidly to incorporate advances in material science and printing technology to capture prospect’s eyes in interesting ways. However, the static nature of older forms of signage limits their utility. Business owners must upgrade their signage frequently to stay at par with current industry trends. Not only is this more expensive but also less efficient as many prospects are lost in the shuffle. That is why, across businesses, more and more business owners are phasing out older forms of signage, in favor of digital signage. While the initial costs of are higher, the dynamic nature of digital signage, and the ease of changing the message or its look-and-feel in real-time, offers exciting possibilities!
Improving communication outreach Unlike older forms of signage that had a one-size-fits all approach to signage, digital signage recognizes the fact that no two prospects are alike. The needs and concerns of one prospect can be vastly different from another. Digital signage offers more personalization and interactivity which help address various categories of prospects meaningfully. Data from previous visits of the prospect as well as his/her online behavior is stored and analyzed in order to generate highly personalized ads. These are then pushed in real time, using signage, when the prospect is in the vicinity. This is accomplished using technologies such as video monitoring and Bluetooth. This tactic is being effectively used in industries such as retail and construction.
Prospects visiting a retail outlet or an architect’s office are presented with targeted ads on digital screens, relevant to their interest and then followed up with messages on whom to contact and where to locate the person. This way, signage is no longer merely that which combines the functions of business development as well as front office. This tactic is also popular with event management companies who steer hordes of visitors through the event venue. Interplay with new (or existing) technologies
Internet of Things: IOT sensors are taking interactivity and real-time data collection to a new level. This is changing the way advertisers can use signage to push targeted ads. For example, temperature sensors deployed in a retail outlet can sense temperature peaks in a day and work closely with an ad server, to display ads about coolers, air-conditioners and refreshing drinks, on a hot summer day. Similarly humidity sensors can sense humidity peaks and push ads about comfortable cotton-wear or health drinks. Artificial Intelligence: AI can help analyze and predict which category of buyers are more likely to buy what product and when. The information is then used to push discounts and offers around these products on digital screens which were static signage previously. This approach is popular with retail, hospitality, and travel and tourism businesses. Video: While constantly changing messages are an excellent method to capture prospect’s eyes, videos can ensure a larger conversion rate. Explainer videos on the product, testimonials and customer site, can pique the buyers’ interest while also answering some of his/her questions. This approach is popular with consumer electronics, technology products, machinery and tools, etc.
Conclusion In most part of the 20th century, business and buyer decision-making was simple, that signage merely played the role of directing or informing prospects. But in the 21st century, with both business and consumer’s choices becoming more complex, signage has stepped up its game and is combining roles of the front office, sales, marketing, personal relations and advertising functions. This opens a world of possibilities for business owners, while also increasing ROI from signage.
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