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Was bedeutet digital Signage und welchen Nutzen kann ich daraus ziehen

Immer mehr Unternehmen setzen auf Digital Signage. Aber was verbirgt sich hinter diesem Begriff und wie können Firmen von dieser Marketing Strategie profitieren?

Schnelle und aktuelle Kommunikation

Mit Digital Signage kann man Botschaften über Displays und Bildschirme jeglicher Art an den Kunden oder auch an Mitarbeiter kommunizieren. Im Grunde gelten alle Daten, die digital aufbereitet und dem Marketing oder der Kundenkommunikation dienen, als Digital Signage. Die Vorteile liegen auf der Hand: Man kann Botschaften auf diese Weise schnell, dynamisch, interaktiv und effektiv an die Zielgruppe bringen. Im Gegensatz zu Druckerzeugnissen, wie Plakaten, können Inhalte hier problemlos verändert werden und jederzeit aktuell ausgespielt werden.

Die Einsatzmöglichkeiten sind dabei vielfältig. Apotheken können auf Displays im Schaufenster oder im Verkaufsraum für Produkte werben, in der Gastronomie können Gäste über das Angebot informiert werden und die Bahn informiert über Abfahrtszeiten und weitere Serviceangebote. Auch könnten in Unternehmen Unternehmens- oder abteilungsspezifische Inhalte auf speziellen Monitoren ausgespielt werden, die u.a. im Vorbeigehen gelesen werden. Diese Form der digitalen Informationsübermittlung lässt sich praktisch überall anwenden. Neben Texten und Bildern können auch Videos oder Audiodateien veröffentlicht werden.

Welche Voraussetzungen gibt es für den Einsatz von Digital Signage?

Zunächst einmal werden Inhalte benötigt, welche auf den verschiedenen Displays zur Anzeige kommen sollen. Das kann die aktuelle Intranet-News, ein Produkt oder ein Musikvideo sein. Ihrer Kreativität sind hier kaum Grenzen gesetzt. Außerdem sollte ein Content-Management-System vorhanden sein, in welches die Inhalte eingepflegt  werden und über welches Sie die Übertragung auf die jeweiligen Ausgangsmedien steuern. In Ausnahmefällen können aber auch Speichermedien wie DVDs oder USB-Sticks eingesetzt werden. Dies ist die „alte“ Variante von Digital Signage. Heutzutage sollten Sie keine Digital Signage Lösung mehr ins Auge fassen, welche nicht über das Internet (oder auch Intranet) einfach aktualisiert werden kann.

Digitale Werbung und Information - Zeitgemäß, kostengünstig und verkaufsfördernd

Digitale Werbemaßnahmen sind zwar im ersten Moment teurer als gedruckte Werbung, die Kosten gleichen sich aber relativ schnell aus, weil nötige Änderungen einfach nur in das System eingespielt werden müssen und sofort ohne Mehrkosten aktualisiert werden können. Zudem erweckt digitale Werbung eher die Aufmerksamkeit der Anwesenden, wenn diese stets aktuell ist.

Unternehmen sollten sich, vor der Entscheidung für den Einsatz von digitalen Inhalten, vorab fragen, welche Inhalte und für welchen Zweck übermittelt werden sollen. Sollen die Empfänger der Botschaften nur informiert werden und wenn ja, worüber genau? Soll der Umsatz gesteigert werden oder sollen die eigenen Mitarbeiter informiert werden?

Fazit

Digital Signage hat sich über die Jahre stark verändert. Als integrierter Bestandteil eines ganzheitlichen Kommunikationskonzeptes ermöglicht es völlig neue Shoppingerlebnisse, Interaktion mit den Kollegen, kundenbezogene Ansprache und Dialog am PoS. Es ist jedoch bei weitem kein Selbstläufer. Machen Sie sich Gedanken über Ihre Use Cases, in denen Sie auf Digital Signage Lösungen zurückgreifen möchten. Der Schlüssel zum Erfolg liegt in dem Erlebnis und den Mehrwerten, die Sie Ihrer Zielgruppe bereitstellen möchten.

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