When interactive digital signage is done right, it’s dynamic, eye-catching and memorable. But when it’s done wrong, it can fall flat on its face and ruin even the best-laid marketing campaigns.
Touch is perhaps the most natural and instinctive way that humans interact with the environment around them. So if the expectation is to deliver information, data and a unique end-user experience, all of the interactive elements of a digital signage deployment must be delivered in an inviting and seamless manner.
Meeting your customer’s expectations for a truly interactive and successful digital signage experience requires planning, expertise and a solid thought process. Do you have a firm grasp as to who your end user is and what technology they feel most comfortable interacting with? Do they prefer to physically press a button or a virtual press on a touchscreen? These are just a few considerations to keep in mind when deploying interactive digital signage. There are others of course, but start with some of the do’s and don’ts outlined below:
- Rotate content periodically as needed. Depending on how long the installation stays up, it’s important to present content strategically for best impact. For example, installations at trade shows should have key content delivered during show times and other content displayed during breaks. Permanent installations should follow similar patterns of timing when end-user traffic is at its peak, etc.
- Create content with the right physical elements. The best way to draw a viewer to interact with your signage is to create crisp text, high-quality images and video and a compelling reason to want to interact with the installation, such as a gaming strategy.
- Selecting interactive digital signage that doesn’t fit into your goals and expectations can be a huge mistake, because with signage technology, there is no one-size-fits-all. You may find yourself stuck with a bunch of expensive hardware that may work but not provide the expected results.
- Going it alone without the right technological background will probably result in money going down the drain. Interactive digital signage deployments can be complicated, depending on the vertical and other factors like content and scope of project. When in doubt, hire an expert to guide you, especially if it’s your first foray into unknown digital signage territory.
- Forgetting a call to action (CTA) is a major error, because a CTA is the essence of what digital signage is all about. No matter how your interactive digital signage content is configured, there must be something that prompts your end user to do something, whether now or sometime in the near future.
The main takeaway here is to know what types of interactive communication your end user prefers, because people will only interact if there’s something to gain from it and if it’s fun and entertaining. Likewise, it’s important to design a well-conceived project with the right content and hardware that prompts your end users to take action in a way through which ROI is optimized.