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Mobile Messaging & Dynamic Digital Signage

Meshing Mobile Messaging with Interactive Digital Signage Advertising (Continued)

With a growing and engaged population usingsmart phones, mobile messaging
has a low barrier for entry — a cheaply sent text message. However, the challenge is to get the consumer to opt-in to receive that message. Traditionally, the opt-in message is issued to the consumer via static, printed signage, which does little to entice the customer to reach for their phone to text to the provided number. This becomes even less effective in high-traffic or point-of-transit areas.

Scott Coleman, CEO of Bluebox Digital Media, Inc., which offers integrated mobile messaging with their interactive digital advertising packages came up with some key advantages of combing mobile messaging and a digital signage advertising:


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 out texts.
 
Cross-channel consistency

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

this goal.
 
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 mobile.
 
Measurable Media

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

technologies together:
 
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.