Digital communication trends in 2013

Jorge Hurtado, technical director of the wholesaler Caverin Solutions, addresses in this opinion article the future of digital signage as a means of reference advertising that is evolving towards supports in which aspects such as creativity, geolocation or gamification play an increasingly important role.

Today, when we talk about audiovisual communication we incorporate terms such as digital signage into our discourse, dynamic signaling and dynamic marketing when we refer to the emission of multimedia content and its vision through monitors and televisions. In recent years it has been possible to observe an increase in communicative audiovisual spaces in different establishments, both in the in-door part to enhance the point of sale, as in out-door and shop windows to attract attention from the street to the establishment.

This new technology is increasingly replacing traditional signage, providing greater dynamism to the contents which allows us to visualize in a more interactive and close way all kinds of information. Its composition is completed through different multimedia contents such as videos, Photos, flash, etc and is combined with updated information platforms through the internet that help to fully capture the customer's attention. Se crea de esta manera una red de distribución audiovisual con la que se puede generar un canal de comunicación a disposición de cualquier empresa.

According to the study on shopping habits 'Consumer Buying Habits Study’ of the 2011, the percentage of purchasing decisions that are made at the point of sale is 76%. Taking into account the degree of attention generated by audiovisual systems, estas nuevas tecnologías permiten crear espacios de comunicación en las zonas de espera donde difundir ofertas y promociones, cross-selling, up-selling, etc and specific content that informs the customer directly.

Customer-specific solutions

These audiovisual communication solutions have been evolving in recent times in a dizzying way. Estos avances nos permiten hoy en día contar con un amplio abanico de soluciones, both for the hardware part (transflective monitors for shop windows, LED technology, mural of screens, mini PCs, computers integrated into the monitor itself, ....), as in the software part creating solutions for practically all areas (from programs of own management by the client for the creation of contents, to tailor-made products for all content through specific designers). De esta manera contamos con una solución específica de comunicación para cada cliente y una plataforma sobre la que se gestionar y emitir todos los contenidos.

Technological advances in the field of networks allow us to, In addition, communicate all information over local LAN networks or without the need for wiring over Wi-Fi, allowing a simple management and updating of each communication channel, even through the internet (ADSL) or by mobile networks (3G).

An important reason for this type of systems to be booming in this year that begins is that the idea of "advertising will pay the channel" is being removed and the true essence of this type of systems is being enhanced, which is to enhance the point of sale inside and outside the establishments., allowing to manage a return on digital signage through the increase of sales motivated by updated offers and customer acquisition.

In short, we are at a time when audiovisual communication solutions can be designed and adapted to the specific needs of each client. We are sure that in the 2013 aumentará considerablemente la implantación de pantallas de comunicación adaptados a las necesidades de comunicación y negocio de sectores como el de restauración, healthcare, Hotel, automotive, and telecommunications, among others.

Jorge Hurtado

Technical Director of Caverin Solutions

 

 

 

 

 

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