A one-on-one personal engagement
While digital signage is a
"one-to-many" technology, adding a mobile component allows the message
to become a "one-on-one" engagement. Bluebox has also adopted a dialogue
technology which enables the mobile user and the advertiser to begin a
back-and-forth conversation, unlike many SMS platforms that simply blast
More businesses are spreading campaigns over multiple communication channels to help messages resonate more with customers. As said earlier, the synergy between mobile and digital signage help achieve
A short time to market
Digital signage and mobile campaigns
can be extremely flexible, especially when compared to print signage in any environment. Messages can be changed instantly to coincide with sales,
current events and other promotions. This also huge saving advantages on print costs compared to traditional signage.
Ongoing customer engagement
Once the customer has opted-in to
receive messages via mobile phones from digital signs, the advertiser
can reach the customer even when they have left the business, via their
The nature of mobile and digital signage
integration allows both media to be measured accurately through
analyzing data gained from the customer interaction. Bluebox Digital Media's integration of their patent pending "touch tracking" into their software takes measuring screen interactivity to another level, and is an unprecedented way to measure the effectiveness
of the screen placement, content, customer engagement and mobile messaging combined.
Challenges brands and advertisers face when using these
Educating retailers and brands on mobile strategy
Many groups are
enthusiastic about trying a mobile/digital signage strategy, but don't
have the necessary strategy to be effective. Coleman says his company
does a great deal of consultative work before any project starts.
Putting the data to work
Once advertisers get the data from a
campaign, they need to analyze it properly and make changes in order for
campaigns to be more effective in the future.
What is the carrot?
Each campaign needs to give the customer an incentive to use their mobile to engage with a screen. Some examples of these "carrots" are coupons, rebates and opportunities to win a prize. Many advertisers seem to believe all they have to do is display a short code and customers will opt-in.