AV Specialist Africa Edition - Volume 93 - (Page 13)

The key to success with Interactive Digital Signage Today, marketing messages are being thrown at consumers on an almost hourly basis, in more places and in more creative ways than ever before — all in an effort just to get recognized. Anke Gill from 121 View explains why digital signage and in-store TV are hot topics for 2007. n extraordinary number of precious marketing dollars are now being spent by shopping malls and retail outlets simply trying to out-shout louder voices. Yet despite the huge ad spend, numerous ads are too general to target individual needs and desires, and many of these marketing dollars are probably wasted. What’s worse is that most marketing campaigns rely on nebulous goals without any real way to quantify specific results. Interactive Digital Signage is about to change the rules of the marketing game. As companies seek ways to improve the effectiveness of their marketing campaigns, a growing number are considering ways to stimulate sales and A reduce marketing costs. Various options are being touted as a superior alternative to posters, billboards and other ‘traditional’ marketing and promotional vehicles. But, while these options have the unique ability to tailor marketing campaigns regionally down to specific neighbourhoods, time of day, month, year, or even holiday, they still fall short of their intended goal of fine-tuning an ad campaign to reach only the targeted market. What’s missing is invaluable feedback about the user, which could be used to better communicate the message to the customer. Interactive Digital Signage (iDS) enables the consumer to provide that feedback. The Benefits of Interactivity If we look worldwide to places like Europe and Australasia, where digital displays were first deployed in-store, the same content was initially displayed on all screens either simultaneously or in a Anke Gill is director marketing, 1-2-1VIEW Corporation in Hong Kong. 13

Table of Contents for the Digital Edition of AV Specialist Africa Edition - Volume 93

Mobile TV: bonanza or banana skin?
Students in mobile TV
Interactive digital signage
CNBC roars in Africa
Swazi TV upgrade to tapeless future

AV Specialist Africa Edition - Volume 93