While advertisers are good at knowing their customers and capturing their attention, getting your customers to engage still can be a challenge. Your message must happen at the right place and time to deliver the right branded customer experience. In order to do this, advertisers today must identify the type of environments where you can connect to your customer and their mindset. Then, you must deliver a highly relevant and engaging message in venues where said customers spend their time. That’s where digital out-of-home media comes into play.
When you think digital out-of-home media, you should think of it as customer-centric medium. It is where your customer is as they move about their day…shopping, traveling and eating. The digital out-of-home (DOOH) industry has experienced tremendous growth in recent years. Digital signage, including interactive digital screens and kiosks, allows marketers to move beyond mere impressions to generate real consumer engagement with increased reach and frequency. With DOOH, advertisers now have the ability to interact and engage with your customers where they are and connect with the environment and mindset they are in.
Remember, your customer’s frame of mind changes based on where they are and what they are doing. If your customer is in a shopping mall, they are in a spending frame of mind. They are more receptive to deals, sales and impulse buying. So respond to that purchase-ready frame of mind with a message that is open and suggestible to what the customer may want or need. If their shopping experience can be improved, heightened or made more promising, then this may likely bring about a desired advertising outcome—a purchase or commitment.
Know your customer. You have to know your customer and predict what they be logically thinking or feeling in the environment they are in. Even more so, advertisers must ensure that the message that is being delivered is one that is associated with a positive experience. By anticipating where your customer may be, how they think and feel, and even how they may behave when they encounter your message, you can create an engaging experience that leaves your customers feeling positive about your brand and even compelled to buy it or try it.