Continuing the tradition of providing keen insight into the booming digital signage (a.k.a. digital-out-of-home, DOOH) media marketplace, Keywest Technology released a white paper today with the rather cheeky title, Give Your Digital Signage The Finger! It emphasizes how the marriage of complementary technologies is creating more opportunities for brand managers and marketers alike by integrating customer engagement into corporate objectives and strategies.
The premise of the white paper is based on the principle of synergy, which is this: the sum of related technologies holds a greater potential than any of the individual parts. The white paper makes a case that those who are willing to try something different also have the ability to succeed. The paper goes on to explain that by adding an interactive component to digital signage, the possibility of creating many forms of progressive customer experiences are greatly magnified.
David Little, Keywest Technology’s Director of Marketing, made this observation concerning the white paper’s supposition, “Imagine where we would be today without the smartphone? Do apps make the smart phone brilliant or is it the nifty swipe screen? What we are talking about in this white paper are synergistic products, and if you have a smartphone, then you know exactly what we are talking about—now let’s apply this thinking to business needs.”
To make sure the white paper remains practical and not just theory, two real-life examples are given in the “portfolio” section that highlight installations by national brands. The most exciting example of a synergistic product that Little mentions is referred to in the portfolio as a “digital concierge” application.
For example Sam Ruggles, the Hospitality Solutions Manager for Keywest Technology, advocates interactive digital signage where added efficiencies via automation can promote useful customer touch points. Ruggles stated, “Our digital concierge is the centerpiece [for hotels]. It operates on so many levels for individual guests that it truly becomes part of the hospitality service process and greatly enhances the quality of the guest experience.”
Rather than emphasizing the technology, the new white paper expounds the advantages of expertly integrating known and trusted technologies in clever ways that bring about improvements in self-service, wayfinding, product selection, and customer loyalty. This is a major departure from the non-interactive digital screens that work on the same principle as television, which have become so common in today’s marketplace.
Keywest Technology is making the white paper, Give Your Digital Signage The Finger!, available free of charge on major digital signage news forums, but interested readers can also download the white paper directly from Keywest Technology’s corporate website (KeywestTechnology.com) by browsing in the menu bar and selecting “White Papers.”