When to Enhance Your Digital Signage Message With Audio
Today’s digital technology is ever-changing, prompting marketers to adopt new strategies and tactics to engage their audiences. If you want your campaigns to stand out, you can use sound or music in conjunction with digital signage to offer customers interactive experiences. Sound can complement your marketing messages, influence a customer’s decision-making process, and deliver targeted information.
Most marketers shy from using audio in digital communication because it is tricky to use. Sound can quickly become annoying and disruptive, and you have to be strategic about where you use it. However, when used correctly, audio-visual solutions can attract customers in establishments like banking halls. Learn more about using sound in your digital signage here:
What is Interactive Digital Signage?
Interactive digital signage adds interactive capability to digital displays to turn customers into users. You can add interactivity through touch, voice, or gesture, or allow users to use a smartphone to be part of the experience. The use of tablets, shelf displays, and touch screens will improve the in-store customer experience and promote your brand message.
Interactive digital signage today can be used by various industries, from medicine, hospitality, broadcast, advertising, and transportation. For example, you can introduce interactive whiteboards in classroom, auditoriums or a conference room during corporate training to enhance presentation and collaboration. This tool will help you reduce staff in company workplaces, provide better customer service, and design a winning technology environment.
How Should Audio be Implemented for Digital Signage
We already know that videos excite and attract customers, which is why digital marketers are using larger displays with high definition to capture interest. You can take your campaigns even further by appealing to the auditory senses to create long-lasting visual appeal among potential customers. However, you should only use digital signage audio sparingly, and you can use the best practices below:
1. Why Use Audio
Digital signage is primarily a visual medium, and sound will only enhance the message passed on by your visual content. The medium will help you create impactful and memorable messages, but you can incorporate sound to create outstanding marketing campaigns. The use of audio in signage draws enthusiasm and criticism in equal measure among digital marketers. The term ‘signage’ implies the absence of sound, and some marketers are against the inclusion of sound in visual technology.
However, sound is an impactful tool that can influence purchase decisions among listeners. A Nielsen’s study found that 40% of customers make an unplanned purchase if digital signage contains audio.
For example, the retail industry players can use audio to boost brand awareness and design a more immersive experience for your customers. The use of visual technology in the form of video walls, screen displays, and shelf-displays will relay targeted information and create a dynamic retail environment.
2. What is Audio?
Audio describes any sound that can be heard by the human ear. People experience audio in today’s marketing landscape through components like radio, podcasts, audiobooks, advertisements, and voice search. People are continually processing information through their ears, whether they are streaming music or live videos on social media, i.e. Facebook. Audio consumption can either be either passive or active, and you should consider incorporating sounds into your marketing message.
3. Types of Audio
Types of audio include music, sound effects, narration, voice-overs, and interview clips. There is also ambient sound, which is the audio that creates a sense of place. For example, the music played in a banking hall will differ from a hospital’s background sound.
4. Sound Effects for Signage
Sound effects boost the effectiveness of ads as they improve the engagement of listeners. You can use sound effects to mimic almost any sound, from the sound of footsteps, the crashing of ocean waves to the clanking of coins in a casino. For example, you can recreate a busy city’s ambiance by adding vehicle noises, construction sounds, and footsteps. Sound effects will help you highlight the benefits of your products to customers.
5. Rules for Using audio
Since audio can be disruptive when misused, you should be careful about incorporating it into your campaigns. The first rule to observe is to avoid relying on audio to communicate the visual message. Take a step back, ensure that your digital signage already sends a compelling message, and then incorporate audio as a complementary tool. If you are doing it right, there will be no need to use closed captioning over an audio track. You should base the majority of your campaign on visuals, and your audience should be able to comprehend the intended message without sound.
Another best practice for using audio is incorporating it only where it is welcome, and this means avoiding using it in serene environments like libraries and learning establishments. If misused, sound can reduce the time shoppers spend on your premises, and you should aim to maintain a quiet and serene atmosphere with your sound. It is best to use digital signage audio in public spaces or a busy hub with considerable traffic or as outdoor signage in places like stadiums, theaters, and fitness establishments. Repetitive music can quickly become annoying, and it is advisable to diversify your digital content as much as possible. Do not schedule more than one audio track simultaneously or loop short sound clips to avoid annoying customers.
Examples of Signage that Utilizes Audio
Touch screen kiosks have become more common in banks, airports, and train stations to create a welcoming experience where users can access information related to products and promotions. These centers convey personalized information that improves the consumer experience. Some tech companies incorporate voice-overs to explain more features related to the product in use. Whichever industry you are in, you can incorporate digital signage audio to boost sales and consumer satisfaction. Remember audio should help enhance your message and is only a small part of the entire integrated system that is your digital signage.