To paraphrase Dale Carnegie, when dealing with people, you aren’t dealing with creatures of logic, but creatures of emotion. Most successful customer engagement strategies use stories that tap into their market's emotions—establishing a strong connection and encouraging the audience to take action. The concept of micro-moments, introduced by Google in 2015, teaches marketers to focus on intent-rich moments that can shape consumer preferences and buying behavior.
Applying these modern strategies to digital signage is a recipe for success. By combining the power of digital signage with micro-moment rich content, marketers can draw customers to pay attention and engage. In this article, we’ll look at five elements of engaging digital signage content and how tapping into micro-moments can increase your bottom line.
Fresh and Intent-Rich Content
The micro-moment strategy tells marketers that there are four game-changing moments that matter. In these moments, consumers want what they want, when they want it—and they’re drawn to brands that can deliver on these needs:
I want-to-know moments
When developing digital signage messaging, consider a target persona and tell a brand story that falls into one of these four micro-moments. Consequently, when customers search your brand online, make sure that you have content that matches your digital signage messaging. To keep viewers engaged with your digital signs, it is essential to keep the content fresh and targeted to a specific persona.
Use High-Quality Images
The right image can quickly portray a strong, customer-centered story. Take the case of these advertisements from well-known brands Volkswagen and Pepsi. Volkswagen showed a picture of goldfishes inside plastic bags and a porcupine to demonstrate the precision parking capabilities of their cars, while Pepsi’s memorable Halloween ad masked its drink in a can with a Coke cape, implying its competitor was something truly scary.
Customers can tell a lot about a brand through a single image, especially if it’s displayed on digital signage. However, not all signage platforms can present a seamless panel-by-panel display of high-quality images. That’s why it’s essential to select an enterprise-grade digital signage technology that will allow you the flexibility to present images and other content across multiple screen types and sizes, including video walls.
For a truly personalized experience, it’s a good practice to create custom digital signage content for each targeted persona and schedule it to play at the time of day when they’re most likely to see it. After all, why would you display ads to retirees at midnight, when Millennials are more likely to be out and about?
However, not all signage can put content in a queue and schedule it to air at a specific time of the day. Platforms such as the Four Winds Interactive (FWI) Content Manager provide a customizable, drag and drop function that takes the guesswork out of scheduling digital signage content. The solution works by giving marketers an interface that can connect to the company’s current data sources to dynamically publish content based on pre-defined publish dates and times.
Clear Message and Call to Actions
When crafting your digital signage messaging, make sure it’s aligned with a particular objective. For example, if you want to leverage the "I want to know" moments, written content should be honed in on providing information, instructions and insights into bite-size pieces. Just don't forget to create complementary online content that’s optimized for mobile viewing, as customers will most likely want to find more details about your ad through their mobile phones.
It is also vital to provide clear call to actions (CTAs) at the end of your digital signage content that’s related to your content objective. For example, if your digital signage messaging focuses on "I-want-to-go moments," the right CTAs would be “book now,” “schedule a visit,” or “reserve your spot today.”
Social Media Integration
Integrating social media with digital signage has many benefits. Primarily, it allows marketers to generate more customer-centric content. Featuring photos, Tweets and reviews from real customers not only helps drive engagement but transparency and trust as well.
Using social media as digital signage content is also a good word of mouth marketing tactic that grows every time customers use specific hashtags or mention your social media handle in their posts. Perhaps the most important thing that social media integrations provide is the ability to effectively invite your audience into your brand’s conversation.
When leveraged correctly, digital signage content can play a strategic role in improving customer satisfaction and loyalty.
After all, customers are motivated by stories they can empathize with. And, at the end of the day, using the micro-moment strategy to leverage intent-rich content drives customers to engage with your brand.