Regardless of what industry is making use of digital displays, interactive content is sure to make signage more engaging, exciting and impactful.
People are naturally more likely to remember something if it is written down rather than just seeing it. Similarly, if they have to engage with content, they will remember it better.
Humans remember:
- 10% of what is read
- 20% of what is heard
- 30% of what is seen
- 80% of what is personally experienced
- And this is where interactive signage comes in.
Here are three main reasons why interactive digital signs are a must…
More engaging
Customers are probably not going to pay any attention to a screen displaying a photo and a slogan but will be more interested in a screen that lets them choose what they want to look at.
81% of survey respondents stated that interactive content is more attention grabbing than static content.
Hence even on a digital screen, viewers will more likely approach an interactive kiosk than a static one. Interactive marketing helps businesses expand their reach for brand awareness, gain a competitive edge, increase customer loyalty and gain more profits.
In the retail industries, a shopper is more likely to impulse buy after seeing an interactive digital signage advertisement.
70% of marketers have found that converting visitors is easier with interactive content.
Therefore, instead of exhibiting photos and videos of products and services on LED signs, firms must get more creative to find ways to engage customers with their products, digitally.
More memorable
Once again, customers are less likely to remember a display with a photo and slogan as compared to a display that offers them a choice in terms of content they are more interested in.
Interactive digital signage is obviously more memorable than traditional signs and static digital signage. With interactive advertisements, customer attention can be held for longer, thereby leading to a better chance for consumers remembering a brand. Unaided brand recall figures were 8% higher for interactive ads and aided brand recall was 10% higher for the same interactive ads – for instance, when looking at a subsequent advertisement.
In today’s world, an average person is loaded with so much information every single day – equivalent to about 174 newspapers! That is indeed a lot of distraction! However, the average person can retain only 10% of that information, and that too, only for 3 days after it enters the brain.
A single firm’s advertising is part of this 174 newspapers for the average person. This is why it is very important to make the digital signage interactive so as to increase the possibility of being remembered by the customer.
More impactful
While a creative photo and slogan advertisement does create an impact, an interactive one is most certainly stronger.
Consumers today are really demanding more and more from businesses – looking for more personal and meaningful interactions amidst an ocean of continuous distraction. For this reason, it is highly impactful to be able to interest and engage customers with interactive content.
Another advantage of integrating interactive content into the digital signage strategy is the possibility of gathering impactful metrics. For example – how many customers are interacting with the signage, what are the content they are interacting with most, for how long is the interaction period, where do they lose interest, and so on. This information is very useful in making data-driven decisions that will have a big impact on the bottom line of the campaign and company returns.
Ultimately, the most important thing is to figure out which content is most beneficial in the digital strategy and customer profile for a company. If interactive digital signage is the solution for both aspects, the investment will definitely result in something highly impactful.
