Digital signage is a communication game changer from yesterday and still until today.
For over 15 years, I have taught at expos about consumer engagement, digital signage, content intelligence, and how to create engagement with technology. In the late 90s, digital signage became strong in all industries to communicate and promote products and services. Today, we have thousands of digital signage providers, software, and different technologies to interact with the consumer. So, what’s the ideal product for businesses to promote their services? Well, it depends. Today, small to large companies have plenty of options to reach customers. The secret weapon is not the technology they use but the message they are trying to convey. It is the same principle from the old days, using the available technology to reach the objective.

Advertising overview
From print to digital, the world of advertising has changed. Today we enjoy the electronic paper, large screens, multi-touch technology, flexible screens, LED signage, holograms, mobile devices, virtual reality, smart glasses, etc., to promote products and services. Mobile technology is the preference over traditional digital signage today, and people, as influencers, are becoming the most valuable element for promotion.

The adaptation of digital signage today
Digital signage is constantly redefined as businesses must adapt their message to new technologies changing consumer engagement. Culture, emotional connections, and influencers dictate how to promote a product or service today. Defining the technology and mediums to reach out and maximize the message is essential.

As consumers
As consumers in all industries, people want free items, better prices, rewards, and easy access to the products they want to buy. People shop online to save time and money. The expectations are constantly increasing for the entire supply chain to be reinvented to meet the consumers’ demands.

A brief perspective of the future of Digital Signage and the shopping experience.
Digital signage must properly engage consumers as their shopping experiences are rapidly changing. Online shopping will be the consumer’s predominant choice, and digital signage will need to support the e-commerce world to serve the end consumer better and stay alive in the advertising game.

Smart stores will replace the traditional stores we visit today. This is an opportunity for the digital signage industry to communicate and engage well with the end consumer. Finally, AI (artificial intelligence) will enormously contribute to the entire process. I can’t wait to see what the future holds and how we will shop in a few years.

Diego Bianco | www.diegotalks.com
Publisher, journalist, and content creator about technology, planet, people, and leadership adventures.