The old days of passive consuming are slowly passing by. To keep up with the new media consumption habits, where people actively interact with media or content, brands needs to enable that. Basically it's about making users of your customers. A user is per definition actively doing something, the opposite is passively consuming. That's the key point - Give your customers reasons to interact with your brand.
By constantly offering valuable* content brands build a natural interplay with customers.

Certainly easier said than done. Not necessarily digital, but it's certainly the easiest way to execute interactive ideas.

*Meaningful, entertaining, useful, non-interuptive etc.

Tags: interaction, signage, yooba, digital media, touch screen

We like the ideas that PFSK are presenting in this slide from their recent report on the future of retailing. There are many great aspects on how to enhance the user experience, and seeing the 'world as a retail experience'. The main reason to bring it up here is that we see it applicable to quite a few other segments than retail. Especially in times when borders between'on line' and 'off-line' are getting more and more blurred. I can't see why any business should thrive for improving the brand experience and business driven digital communications.

Some key points to convey to other businesses:

• The world as a retail experience - Give access to background information through other platforms than the physical store - Through various communication platforms in new contexts
• Integrate additional devices for promotions through new channels - mobiles
• Provide real time information based on customers needs
• Take the opportunity to tell a background story on external devices
• Create holistic brand experiences
• Provide additional reasons to interact with your brand

Tags: retail, digital marketing, interactive signage displays, integrated marketing solutions

We've used this video on some presentations before, but it's about time to take it out here as well. This is what the essence of future communications should be about. Telling stories, getting ideas and information out there by using new technology.
This is very much deployable to the marcoms, and what most of us should aim for - branded utility. 

Tags: branding, interactive communications, marcoms, wired, tablet

We just need to post this one (file under; cool, inspirational). A great example why great content always will be the #1 to move your brand forward. Ok, there might actually be other crucial factors, but if we're talking in the context of new arising (social) channels for marcoms. Content is still the King of Kong.

Tags: content, marketing, social media,

Is there really a need for yet another channel for mass communication?
We already have established channels like banners, spam, tv ads, radio spots, newspaper ads, mass mailings and many more. How will adding another channel with one way communication add to your sales enough to make a difference on the bottom line?

It is considered by some that using these channels at all is a cowards way of spending a marketing budget. No one will question your decision, because they are well known and established channels. On the other hand you won't be selected MVP any time soon either. This is just a way of not making a choice or a decision, or a way of proving that you don't have an original idea for yourself or your brand.

One reason to use digital signs is that you can display video on them. The problem with video is that too much different sound in a store will not create of comfortable shopping environment. However if you show the same video on all screens and it is synchronized, you can have the sound on the in store audio system. But if you are going to show the same content on all screens, you wont be able to have relevant videos to specific products, you can only use generic videos. You could of course mute all videos, but that kind of removes at least one of the dimensions of video.

An other reason to use digital signs is that it will be much cheaper in the long run, since you will be able to replace the content at any time. Unless you limit yourself to non animated content this is not true. Your cost for creative professionals will cost a lot more than changing printed signs every day.

So what do you do when you've already spent a fortune on in store displays? You place the high up above all you merchandise, so the don't steal any space. And since no one really sees the content placed that high, you don't change the content very often since no one notices whether you've changed it or not.

But don't worry, sincy you bought your DOOH (why does the same thing have so many different names?) in the beginning of a boom. Since that was the time when you hade marketing dollars to spend. You will see an increase in sales and your boss will acknoledge that marketing has to have had something to do it.

Good work marketing 

Tags:

I've seen this quote here and there. Obviously how simple it may sound from Nike's perspective, it don't necessarily (or completely) apply to every company. On the other hand - it should. I mean the digital bit. So here's for everyone to take along in your daily communicational work.

Just as a reminder.

Tags: nike, digital marcoms, interactivity

March is always a dead busy month for us. Especially when it comes to events we're appearing at. On the 23-24th of March we're going to be att Webbdagarna in Stockholm, organized by the Internetworld magazine. We've done it a few times now, and it's certainly one of the essential shows when it comes to Internet and business use.

We're very excited for this one, where we're going to present some major updates on the platform. Now with the possibility to distribute content through additional carriers of interactive content. Get in touch if you want to book a meeting, and we'll hope to see you there.

Tags: webbdagarna, yooba, content management, digital media, interactive communication

We're not in the same context, and not working on exactly same things, but we're certainly on the same wavelength.

Created by Sidekick Studios.

Tags: interaction, internet, technology, marketing,