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Great Techniques of Using Digital Signage for Developing Followers for Your Brand

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There is so much competition in business today that if you are unable to adopt the best practices in marketing, you could simply sink in no time.  The ability to adapt and manage change had always been remarkable for businesses, but it was never as much relevant as it is today. This is perhaps a reason for the popularity of digital signage’s that have become the essential tool in branding. Despite the traditional and online avenues of branding still doing good, digital signage’s have given marketers a shot in the arm as it enables them to take a direct approach to connecting brands with consumers. No matter how good your products or services might be, just upholding it in front of customers will do little good for your business. You have to connect the brand with customers to influence them in choosing it.

Digital signage’s are much more than the electronic restaurant menu board as it plays a major role in building brands and even go a few steps ahead to earn value for it. In simple words, if you are keen to acquire brand equity, you should know how to use digital signage’s to your advantage.  The aim should be to build a cult following for your brand by projecting it as a concept that relates closely to people’s lifestyle and does not remain merely a product or service. If you look at some top brands like Google or Apple, you would realize how these brands have infiltrated into our lives and have become a part of it.  When searching for anything, we tell people to ‘Google’ it as the brand has become synonymous with searches.

It’s a lifestyle and not a brand

To turn your brand into an extension of a lifestyle, you can use digital signage’s that help to display content that moves beyond product features. There is a certain freshness about digital signage’s. Its immersive qualities create closeness with customers that help to build an identity for your brand that is distinctly different and easily recognizable. The colors, the logo, the fonts and the design in presenting content has the marks of your brand that remains immersed in the content. Use of images and videos make the content more expressive.  You can extend your brand messaging by using digital signage’s intelligently. Choose from various options ranging from interactive brand activation to attractive digital window displays. Providing various digital experiences to customers helps to drive home the brand message with ease.

In this article, we will focus on the various ways that digital signage’s can help you develop a cult following for your brand.

Tell your story

To touch the hearts of customers and bring bands closer to them, the lesser you speak directly about product features better it is. The idea behind the approach is to create a personalized experience with the brand first by convincing customers about the value they could derive from it. When customers become confident about the brand, they would automatically buy it.  For creating a personalized experience, you have to tell a story about the brand that captures the imagination of customers.  The digital signage is an excellent platform for telling stories.You can capitalize on its ability to engage and educate the customers and even influence their behavior and decision about buying by inspiring them.

Create customer engagement

When you can develop a cult following for your brand, it becomes easy to use digital signage’s for engaging closely with customers.  The advantage of using digital signage’s is that it allows customers to interact with the brand by using the interactive features of touch screens. Several users can access information about the brand at the same time without causing any inconvenience to other users as you can set up several screens for displaying the content.  By using advanced technology, it is possible to collect useful customer data from digital signage’s with face recognition features that not only recognizes customers but also collects various demographic data. You can use the data to sever more targeted content for better engagement.

Encourage sharing

Humans have the innate tendency to share experiences that excite them. Digital signage’s provide the opportunity of displaying high-quality content that attracts customers and encourages them to share it with others. Visual content, in particular, stimulates the brain faster and generates positive reactions that result in sharing of content. Word of mouth about the high-quality content would spread far and wide and you could experience more footfalls at the store. Soon you would find customers turning loyal to you.

While people might argue if digital signage’s are outstanding or not, there cannot be any debate about its ability to make you stand out from the crowd. It brings people closer to the brand and provides the opportunity of creating a lasting impact for your brand.

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 Author Bio: Karen Anthony is a Business Tech Analyst.  She has exploited the benefits of the electronic restaurant menu board as it plays a major role in building brands in the restaurant industry.


Marketing

How Augmented Reality Represents A Marketing Bonanza

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The mobile augmented reality (AR) market is projected to reach a staggering $79.77 Billion by 2022 and will be one of the fastest growing sectors in upcoming years.

Functionality has already spread far and wide. Emergency responders use AR to help them train to coordinate dangerous situations. In healthcare, an AR scanner called AccuVein projects vein density on a patient’s arm in real time so injections and taking blood can be quick and easy. Another App can even project surgeon’s hands onto another doctor so they can match movements for complex procedures.

AR is prevalent in helping those with disabilities. Recently, Temple University received part of a larger AR related grant to create glasses that would facilitate captioning for live performance for HOH and Deaf patrons. The same tech can be used for ESL or Foreign language speakers.   

However, people probably best recognize AR from games like Pokemon Go — where frenzied players were able to capture their favorite creature avatars in order to gain advancement in the game. Retailers at the time were quick to realize that a Pokemon stop near (or in) their location meant increased foot traffic and tried to capitalize on the phenomenon.  

From there marketers could truly realize the potential for AR tech. Ostensibly there are a few of major avenues where AR intersects with marketing right now.

Wayfinding

Google Glass ended up looking a little goofy, but the technology promised by apps like Google Lens, which gives consumers ways to access businesses easily just by looking at the facade, may revive the glasses wearable. In AR, companies can offer discounts and coupons that entice passersby or using software like wikitude, the app can actually lead a customer to their desired location. Already, Gatwick Airport uses a sophisticated wayfinding AR feature to help people get to their gates quickly and efficiently. It is possible for any business to incorporate this kind of tech too.

AR is usually thought of as a way to add imagery to a screen, but it can also be used as a focusing tool to take away distractions. For example, there is tech being designed to help grocery shoppers get only what they need for a recipe or to see only gluten free options so they don’t pick the wrong items.    

Product Pre-Assessment

Another way AR is being used effectively in retail markets is in product assessment prior to purchase. This is accomplished in a number of innovative ways by smart retailers. Ikea’s virtual catalog has become a standout in the area with the ability to scan your room and digitally place a piece of their furniture in a spot of your choosing so customers can see how they like the look and color of something before purchase.

Other retailers have created variations on this same theme. Warby Parker scans your face and places their glasses on you, so you can avoid going to the store to try on all their styles. L’Oreal has a way to see how their makeup might look if you were to apply it. Clothing retailers also are allowing shoppers to visualize clothing without going to a changing room. And some even make changing room options easier with smart mirrors that allow you to see the garment you are wearing in different styles or colors without having to search around the racks.

In a similar vein, architects, interior designers and the real estate industry has taken up AR for their marketing efforts. Prospective clients can virtually visit their construction projects or look at their current furniture in a planned new house.

Improved Engagement

Other retailers have seen how AR helps with general product engagement. Lego has created AR stimulated kits that “come to life” when seen with their app. Disney has similar functionality with their coloring books. Movie posters also have been using AR to target cinema goers, giving them an additional thrilling glimpse into a film while waiting in line for popcorn.

Is AR Tech Too complicated for me?

The most intriguing part is how AR is becoming more democratic in its use. Applications like Adobe Spark AR and Apple’s ARkit allow anyone to get in on the ground floor with things like Instagram logos and simple AR additions to branding.

The question of how to assess metrics however, is still evolving. How does an AR view compare with a video view, for example? Marketing consultancies like CleverTap provide strategies to connect meaningfully with demographics and to assess ROI — and they also have get to know AR articles and infographics to help marketers get the hang of why and how to use AR for their own products.

See the infographic below for a quick guide to the ins-and-outs of AR tech. The best part, however, is that the applications for AR are still being worked out. Anyone could have the next innovation in AR in the marketing sphere — maybe a floating fish that eats your emotions will be the next big thing. Or maybe you have a good new idea.


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Marketing

Best practices for writing a follow-up email

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Technology has certainly changed the way we talk to and reach out to established and potential customers (and family and friends, of course). Sure, we can “talk” to them broadly when it comes to websites and social media—letting everyone in on events and news and important information. But email has replaced a lot of the one-on-one conversations we used to have on the phone or in person. And email has become a great way to introduce, or to re-introduce, oneself to those potential and established customers.

That’s why one of the worst feelings is when you reach out to someone and don’t hear anything back—just silence. There are lots of questions that probably race through your head. So what do you do—abandon email as communication the second time around? On the contrary: Sending a followup email is something you can and should do, and can do well. This graphic explains it.

When They Don’t Respond, Here’s How You Write a Follow-Up Email


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Marketing

What are DMP-DSP Hybrids and How Can They Help Marketers?

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Back in the day, to advertise your new product, you would have to put up a billboard, or pay for a full-page ad in a major magazine. Then, in 1993, the first internet ad was created. Now the internet is filled with countless “billboards” — everything from a small travel blog with an ardent following to CNN Money is ready and willing to accept your dollars to display your ads. At the same time, advertisers are awash with user information, thanks to the ubiquity of cookies and big data. However, that treasure trove of insights is just noise unless it can be organized, analyzed, and used.

Marketers need specialized tools to make sense of it all. They require platforms that will help them get a grip on the massive amount of customer data available, so they can use that information to effectively advertise to the right audience for the right price.

These tools are known as data management platforms (DMPs), which organize huge amounts of information, and demand side platforms (DSPs), which analyze DMPs and use that information to bid on and place digital ads. DMPs and DSPs need each other to create a successful digital advertising ecosystem. That’s why it’s no surprise the latest innovation is DMP-DSP hybrid platforms.

Is a DMP-DSP hybrid the right call for your advertising department? Before you make that decision, you need to understand how DMPs and DSPs work. Then you can appreciate the unique benefits and drawbacks a DMP-DSP hybrid platform presents.

What is a data management platform?

For almost the entire history of the marketing profession, the biggest challenge advertisers faced was trying to collect information about their target audience. Then the internet and cookies (text files that let websites know you’ve visited before) happened. Now, sifting through audience data is like trying to drink from a firehose. Salesforce describes the challenge like this: “The people [whom advertisers] most care about are constantly investigating, considering, starting and stopping transactions. Further, those consumers leave a robust — but daunting — sea of clues and data signals in their wake across a dizzying array of platforms, channels, and devices.”

Making sense of this data is the challenge data management platforms are designed to solve. Jack Marshall defines DMPs in an article for Digiday as “a data warehouse. It’s a piece of software that sucks up, sorts, and houses information, then spits it out in a way that’s useful for marketers, publishers, and other businesses.”

In other words, DMPs collect the firehose of data and turn it into useful, understandable insights. DMPs can absorb your company’s data (known as first-party data), including survey responses, customer website activity (including actions like cart abandonment), and social media engagement. DMPs can then sync this information with second-party data from your partners, and third-party information from data suppliers.

With DMPs, your company can benefit from:

  • Advanced audience segmentation and analytics
  • Brand refinement
  • Website, social media, and app analytics
  • Content personalization
  • Price and inventory readjustments based on audience analytics

Overall, your DMP can provide you with a much greater and more nuanced understanding of your buyer personas, which can lead to stronger marketing. One of the most useful attributes of a DMP, however, is its ability to connect with and talk to a demand side platform. A DMP provides the information a DSP needs to make better advertising purchases on your behalf.

What is a demand side platform?

The internet is big: It is full of websites, e-zines, message boards, and social media hubs where your audience likes to hang out. A human can’t track down every single potential advertising platform, much less figure out the best ones to use to reach their ideal audience.

Enter the demand side platform. This software can do all of that work for you as long as it has enough useful information to work with. A DSP uses the information and insights from your DMP to bid on available digital media advertising slots on your behalf. The program uses real-time bidding (RTB) and connects to existing ad exchanges and supply side platforms (SSP). The good news is that you don’t need to know how all the internal mechanics work to use a DSP.

Once a DSP is in place and fueled by good information from a well-fed DMP, it will help you get your digital ads to the right people at the right place for the right amount of money. Best of all, this is all done automatically. A good DSP will also allow you to analyze your advertising results so you can tweak your advertising and get a bigger bang for your buck.

What is a DMP-DSP hybrid?

In a DMP-DSP hybrid, these platforms exist in a symbiotic relationship. One of the primary uses of a DMP is to feed its information to a DSP. This information allows a DSP to provide you with better-targeted ad buys. Without a DSP, a DMP would essentially be just a big repository of information. Without a DMP, a DSP would be flying blind as it tried to book digital ad placements.

When DMPs and DSPs were first introduced to the digital advertising landscape, they existed as separate platforms. Advertisers would have to purchase both a DMP and a DSP, then link them together. Recently, some DMP and DSP providers have started to offer DMP-DSP hybrid platforms. A hybrid can either be a DMP with DSP capabilities or a DSP with DMP capabilities.

Either way, a DMP-DSP hybrid works as both a DMP and a DSP platform. It absorbs and organizes information and uses that information to place digital ads on behalf of an advertiser. Before you go out shopping for a DMP-DSP hybrid, let’s look at some of its benefits and drawbacks.

Should you invest in a DMP-DSP hybrid?

The benefit of the DMP-DSP hybrid is obvious. Instead of owning two separate systems that have to talk to each other — which could lead to inefficiencies, miscommunication, and higher costs — a DMP-DSP hybrid is a single system. You only have to work with one vendor, and the system is more streamlined and synced than it would be with two separate systems.

Investing in a DMP-DSP hybrid may seem like a no-brainer, but there are notable drawbacks. Michael Sweeny of PIWIK Pro points out that within the hybrid model, “the DMP component is only useful in the context of media buying — it can’t be used for anything else (such as personalizing the content on a website).” Additionally, your hybrid vendor may be able to use your DMP information for its own purposes, which threatens your control over your own user information.

Choose the best option for you.

At the end of the day, use common sense. Do research on the available DMPs, DSPs, and hybrid options. Make sure you are clear on your goals, budget, and personal preferences. Carefully study the features of each available system and decide which setup works best for you. You may appreciate the simplicity of a DMP-DSP hybrid, or you may prefer a standalone DMP that gives you greater functionality and more control over your user data. Now that you know your options, you can make the best decision for your company.

 

By Jessica Bennett


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