Today's consumers expect technology to enhance their lives. This is where digital signage plays a vital role, as it can be used by all companies and organizations - from retail to corporate and campuses to communities.

The use of digital signage has rapidly increased over the years. It is now becoming a communication standard for businesses and organizations, replacing static printed signs with visually dynamic and engaging displays. Many are taking advantage of the opportunity to capture attention and communicate effectively with customers, clients, guests, staff, passers-by, patients, and students.

Aside from the flexibility of deploying new information within seconds, digital signage improves engagement level; increases brand awareness, and influences purchasing decisions.

Some of the many uses of digital signage include:

Brand marketing

Digital signage cuts through the noise of typical marketing. It is often used to raise awareness, deliver a targeted message, and display valuable information. It offers an efficient way of attracting the eyes of passers-by, viewers, and customers, thus influencing their purchasing decisions.

Most retail stores often display their catalog in digital signage to deliver inspiration and assist in buyer's decision-making.

Product assisted selling

Digital signage provides a way to persuade customers. Business owners and marketing departments can display messages associated with a product or service. This creates an impulse purchase and leverages upsells.

Product assisted selling can also be used to promote third-party advertisements and products. For example, a large retail store can give options to other smaller businesses who want to bid for advertising space. Therein, the brand can be promoted in-store and drive sales using digital signage.

Wayfinding

Static directory signs and printed maps are common. However, these systems can be confusing and overwhelming for most people. By adding a kiosk or directory, people can find directions much more easily. Also, interactive maps can be added so that digital wayfinding offers a more engaging experience, and additional information such as event schedules and company profiles can be displayed.

Digital menu boards

The major benefit for restaurants is the ability to change content in real time. Digital menu boards allow businesses to display offerings, daily specials, and new products in addition to their menu. Information on the screen influences customer engagement and increases purchases at the point of sale.

Entertainment

Most people do not like waiting in line to purchase tickets. Placement of digital signage in lobbies, waiting rooms and event venues can liven up and transform an environment. Interactive digital signage can be used as in-store entertainment to attract the attention of viewers. Humor and light-hearted entertainment can add value to event venues, hospital and hotel lobbies, amusement parks, movie theaters and other public places. Promotional videos, short clips, and interesting information can all be displayed.

Internal communication

Communication is vital for every businesses and organization, but traditional posters and billboards are usually neglected and seldom read. Digital signage is the best way to deliver information in real time. Whether it is about a new policy, schedules, community, reminders, company, or meetings. Digital signage is the most efficient way to deliver important internal communications to staff, students, and the general public.

Public safety and security

Safety is a top priority especially in airports, malls, and most public places. With the help of digital signage news, weather alerts, and emergency situations can be displayed to help provide a safe environment. Emergency protocols and evacuation plans can be displayed throughout the premises, especially where people need them most, along exit routes. Digital signage is a powerful security tool that helps save time and potentially, lives.

Enterprise management

For organizations and offices with several branches and store locations, digital signage provides efficiency and consistent communication across all networks. Digital signage can be managed in a central location and messages can be delivered at the right time on multiple screens.

Across all industries, digital signage is continuously empowering with the sharing of information and applications. Deploying a digital screen can bring many benefits to your day-to-day operations and fulfill the communication needs of your business. From saving time and money to delivering messages in real time, digital signage creates engagement that stands out from the crowd - when you capture some one's attention with digital signage, the benefits are limitless.

Every business must make time to plan projects, marketing campaigns or any other events; same goes for your digital signage communications strategy.

This communication plan reflects your organization's vision and overall goals while capturing the interest of your viewers at the same time.

Creating and delivering content for focused and relevant digital signage communication should not be underestimated. In fact, your viewers demand quality content - which means that your business needs it, and your brand image depends on it too.

• Having a carefully planned digital strategy sets your business up for greater success. A good communication strategy does not require lengthy documentation.
• Focus on how the plan will work efficiently and create an impact.
• The key is to consider your viewers and decide which information benefits them most. We can begin with four essential factors: What media and text copy will the communication consist of?
• What is the purpose of this communication?
• When and how will the message will be delivered?
• How will success be measured?

By giving time and attention to developing your digital signage communication strategy, you are creating a solid foundation that ensures delivery of active and engaging content.

The most important thing to remember is to realize that your viewers will only care about your message when you give them reasons to care. Your digital signage is not just a screen on the wall. In fact, you cannot just mount it and expect to reap the benefits. To achieve customer engagement, increased sales, and higher customer satisfaction rates with your digital signage, you need to have an effective communication strategy.

Understanding Communication Strategy Framework
In general, the framework consists of a structure of goals, objectives, plans, strategies and tactics. Consider the following as a baseline:

• Goals: Define what your organization needs to achieve.
• Objectives: Set specific benchmarks that you are striving for.
• Plans: Outline time, scope, and budget based on available information.
• Strategies: Establish programs, plans, and campaigns to help achieve objectives.
• Tactics: Assign tasks to carry out in support of the plans.

Communication Plan Display Structures

1. Chronological Timeline: This is the most popular organizational communication plan method. Strategies can be outlined for weekly, monthly or quarterly objectives. This makes it easier for you to execute, review and measure your short and long-term communication plans.

2. Event: Communication programs can be organized based on events that define your market and industry such as pre-promotion, advertising and follow-up for specific events.
3. Departmental: Organizations can allow each department to create a plan and combine them for overall effectiveness. This structure enables you to develop themes or use campaigns which benefit an individual or cross functional groups.

The structure of your communication plan depends on how you achieve your goals and make successful use of your resources. In each structure, there should be a defined purpose, with resources such as personnel, administration, messaging, and software capabilities equally considered.

Jumpstarting Your Digital Signage Content Strategy

It is vital to consider information gathering that will help improve your communication strategies. The effectiveness of your plan depends on how much information you have and how you will be able to use and organize it. Let's consider the following jump start questions:

1. Who will be in charge of creating and managing the content?
Early in your content plan, assign a team member to be responsible for managing the content. This group can include a copywriter, designer, document controller, and/or programmer.

2. Where will the content come from?
Identify and map out sources of information and content in advance. Also, determine how much material you will need. This will allow you to organize your content and ensure content readiness. Often a simple spreadsheet or file repository can sufficiently serve the purpose of tracking content.

3. How often will the content change?
You do not want your viewers to get bored seeing the same message on your digital signage. Ensure that your digital screen remains fresh and relevant. Consider the right timing for message delivery to ensure its effectiveness.

4. Who is your audience?
Whether your audience consists of shoppers, diners, employees, visitors, students, or other groups, understanding their needs and wants are paramount to developing meaningful and relevant content. It is vital to gather information to ensure that the content appeals to each audience segment.

5. What do you want your viewers to do?
The goal of having digital signage is to serve the audience and your business as well. Figure out what action you want your audience to take - visit your store, follow your social media page, etc. 'Call to actions' are imperative as they drive viewers toward your communication plan's objectives.

6. How many communication channels will you use at a time?
Determine the number of messages, real-time data feeds, interactive elements, graphics, videos; you need to ensure a consistent flow of communication. Decide what portions of the screen these will inherit, with more prominence given to the essentials first.

Keep your plan handy and make adjustments when needed to achieve your goals. Remember that your digital signage is a powerful tool that increases audience engagement and drives customers to make decisions. So use a strategic approach to communications and see the incredible impact it brings!

Well, if you have no idea about what digital transformation is all about, you are not alone. Even if this is a hot buzz around the globe, some are still unsure where they fall on the digital proficiency scale.

Still, this is a key term that businesses need to focus on, understand, embrace and lead.

Why Digital Transformation Matters?

Digital transformation is a powerful business driver - it involves re-alignment of technology and business models to effectively engage with digital customers at every touch point in the lifecycle. This refers to the use of technology to radically improve performance or reach of enterprises. It is a fundamental requirement for how companies do business, and it is impacting the way we live, engage socially, and a lot more. Digital transformation bridges the gap between what customers need and what companies can deliver.

Those who understand the role of digital transformation in their business are already setting ways to redefine the way they work in this current digital era. Early adopters, especially those in the consumer-oriented industry, have embraced this technology as an opportunity for competitive advantage.

Is your Company On Board with the Digital Transformation?

When a company makes a digital transformation, they are making the shift from a legacy approach to using digital, mobile and other emerging technologies; the better way of doing business.

Here are guides to check to see that digital transformation is currently underway:

1. The company's digital needs extend beyond the IT and marketing departments and have become a top priority.
2. The company is changing how products and services are delivered by integrating customer and business ecosystem-feedback into the process.
3. There is innovation when it comes to crowdsourcing and data - anticipating and predicting customer needs, market changes, etc.
4. The company is more responsive to market needs and adapting through intelligent business operations.
5. The company has taken the initiative to delight customers with richer experiences such as the use of interactive displays and mobile functionalities.
6. There is ongoing research for customer digital touch points and customer-facing technology systems to deliver integrated experiences.
7. There are specific digital initiatives in the company that measure business value.
8. Your employees are bringing up more ideas and are using new channels and digital components.
9. You notice a shift in competition from large firms to smaller start-ups that are more digitally-inclined.
10. Website updates and changes in the company's digital properties are already underway.

In totality, you are convinced that digital technologies can help improve your customers' experience with your brand.

If you see any one of the above-mentioned signs in your company, then you can say that digital transformation is already taking place. Therefore, if you are not already in the middle of the change, then it is time to plan a strategy to catch up with reality. Take a measured, customer-focused and results-oriented approach, and create a strategic framework that will impact your digital activities.

Also, set concrete success metrics and an aggressive path forward. The more you align your digital activities with your business goals, the more successful your digital transformation will be. In turn, this will bring quick wins and long-term advantages.
Let digital transformation deliver significant results in the way you work, communicate and sell. This is not just about increasing your digital investments, rather, it is also about living, thinking and working "digital first."

Digital wayfinding kiosks and signage have been enhancing visitors' experience of years. The trend continues to be on the rise, and we can see why: these devices are being introduced in greater frequency within buildings and campuses, malls and venues, public spaces and residential communities, hotels and resorts, and other facilities.

With the purpose of providing an accurate location, intelligent paths, and easy-to-use interface, digital wayfinding is continuously improving to provide a better user experience. Media and tech companies are developing powerful software that uses cutting-edge technology to include features that fit the needs of every market and industry.

What features and trends can be predicted for 2016?

1. Enhanced Mapping Capabilities

Transforming a 2D map into a 3-dimensional map will be a great feature and a big sell for companies creating wayfinding software. That 3D "immersion experience” offers a virtual environment, to enhance a viewer's experience and induce a realistic sense of spatial awareness and familiarity.

2. Mobile Integration

Today's consumers are more reliant on their smartphones, tablets and personal devices. They want fast information -in their hands. With this demand, improved wayfinding software will become adaptable and integrated into consumer devices with increased prevalence. Formats taken can include: downloadable mobile apps physically installed sensors and wifi solutions which push limited information to the mobile device. As an example, a wayfinding company integrates their software into mobile applications that provide walking directions, maps, and location-specific content.
Foresight's include: delivering coupons when consumers are near the physical store they are looking for, apps that offer direction and other information when landmarks are approached, or suggested path corrections when users deviate off course. These technologies introduce avenues for the personalized experience that customers have come to expect, and will become more common due to high demand and value.

It is likely that mobile integration will dominate the market and will be the preferred method of access for viewers and consumers who seek information.

3. Consistency

Unity serves as the golden rule in wayfinding and interface design. Throughout the user experience, the wayfinding system has to remain consistent, as this will pay off in the eyes of the consumers.

A valuable wayfinding software feature is one that provides optimized communication through visual aesthetics. This can be seen in the entire software layout, navigation, font size of typography, branding standards chosen, etc. When everything remains consistent, the software is easier and more pleasing to use.

4. Enhanced Branding Efforts

Branding is an important component of wayfinding software. Through a stylized experience, businesses can unify their images, signs, and logos with information on digital kiosks or other IT systems to create greater impact and more engagement with the viewer's experience. This also allows individual companies to use their logos as a reference that will help consumers find what they are looking for; bringing the experience full circle, while reinforcing brand awareness and loyalty.

5. Dynamic Data Integrations

Another wayfinding feature that is becoming popular is the provision of additional elements to enhance the wayfinding information.

For instance, in convention venues, users can first use wayfinding kiosks to locate booths, shows, trade fairs, conferences, etc. in different halls. Next, additional information can be provided by pressing the "know more" button. This information can include details of the meeting, speaker bios, schedule, and a lot more. In some scenarios, videos or other media are coupled with the wayfinding feature.

As more data becomes available, a more comprehensive wayfinding kiosk experience is enabled for the viewer.

6. Performance Analytics

Today's interactive wayfinding technologies are incorporating data performance analytics to track kiosk usage. These features help businesses to learn how customers interact with digital touch points and what strategic insights are dictated by these behaviors. Insights such as favorite searches, product selections, and decisions made can lead to more personalized experiences for visitors.

While convenience remains a top priority for wayfinding kiosks, accessibility is of equal paramount. Gaining the insight of which particular locations are more often searched can help business owners add more signage to highly frequented areas.

For example, the data on a mall wayfinding kiosk reveals that the flower shop is being searched more than others. Knowing this, a business owner can create strategies to make their shop more visible and easier to find. Alternatively, choose to leverage the kiosk as advertising space to capitalize on measured traffic.

These wayfinding trends offer a better opportunity to serve more viewers, guests, visitors and consumers, which in turn results in a very desirable wayfinding experience; and thusly a lasting reputation for a comfortable visit.