Technology in every area of life has evolved and has changed the legacy landscape of many industries and life in significant ways.
One area that has seen major change is in the way businesses reach their customers bringing a new challenge to marketing. Digital signage, in particular, is seeing major growth across all industrial and commercial sectors.
Some of this is due to the rise in artificial intelligence (AI) and data analytics.
Today’s digital signs are a customizable tool that are very far ahead of the static displays of the past (billboards, posters, flyers etc. Brands can update and change signs in real-time. Click here to find out more about Kitcast digital signage software and how it can help your brand.
What is Personalized Digital Signage?
Personalized digital signage is content that is unique to the audience. This changes, based on demographics, context, season, time of day and other relevant details. In any case, it’s a display that’s relevant to a person or group. It might also be content for a season or holiday.
Adaptable to a variety of industries, including transportation, retail, dining, healthcare, and education, customer engagement can see major improvement..
Examples include special promotions, recommended products, weather updates, and much more. Personalized content is dependent on both AI and data analytics. Let’s look at each of them in more detail.
The Role of AI in Digital Signage
With its many features, AI is useful for creating digital signage content. Below are some of the ways AI is playing a role.
Facial Recognition and User Data
Cameras with artificial intelligence capabilities collect data about users. That includes age, gender, and mood. This data allows for content customization. And it can be done in real time. For example, facial recognition detects when a family passes by and shows a toy advertisement. Maybe a fitness class is advertised when a young person walks by.
Natural Language Processing (NLP)
Text interactions allow for conversations on digital signage. This can be typed or spoken words. A user can ask the screen a question, then get customized content to answer that question.
Optimized Content
Machine learning finds user patterns. That allows brands to change content based on engagement. The algorithm adapts with time. The result is highly customized content for a specific audience.
Predictive Analytics
Analyzing data lets brands adjust content based on history. That might be time of day, weather, season or other factors. Predicting audience behavior allows for customization as a digital signage solution.
Data Analytics
Data supports digital signage software in a couple of ways. This data allows for personalizing content accordingly.
Collection of Data
Data comes from past purchases, customer demographics and interactions on social media. Data can also be collected from IoT devices. This data is analyzed and used to create content that is personalized.
Targeting and Segmentation
Behavior, location and demographics are some ways that audiences are divided. This division allows brands to deliver content that is relevant to a specific customer or group.
Real Time Insight
Changing content in real time is important. It also lets brands change the content quickly and as needed. For example, when a store gets busier, signs can highlight flash sales and discounts. That means higher sales for the brand.
Metrics and Feedback
Looking at data helps brands decide what content to display. Dwell time and interaction rates are valuable for this purpose. Past purchases and customer reviews are also helpful for deciding what to display on digital signage.
Real World Applications
Using AI and digital analytics are part of a digital signage solution that works in many industries. Some of them have already begun seeing the benefits.
- Transportation
- Retail
- Healthcare
- Hospitality
- Corporate
- Education
Digital signage solutions are ideal for informing customers. But they are also good for sharing information with staff. In either case, content streamlines processes, keeps everyone up to date and showcases goods and services.
The Future of Digital Signage Solutions
AI and data analytics are just the beginning. In the future, digital signage solutions might also include virtual reality or augmented reality. These technologies make the signs more interactive. The data collected gives brands details about customer behaviors and preferences. They can use that information to choose the content they want to display.
At the same time, digital signage solutions enhance communication. This works for brands communicating to customers. It also works for businesses communicating to employees. Using AI and data analytics makes it easier to create content that is relevant and personalized.
Summary
AI and data analytics are tools for enhancing communication. Using technology, including facial recognition, machine learning and natural language processing makes it easy to deliver personalized content on digital signs.
Data analytics adds to the benefits by providing insight into content success. That allows brands to display what is relevant to their specific audience. Such immersive experiences build brand awareness and customer loyalty.
Digital signage will only get better as time goes by and most businesses will benefit from using it.
Article and permission to publish here provided by Olena Sobolieva. Originally written for Supply Chain Game Changer and published on November 20, 2024.
Cover image provided by Olena Sobolieva.