Experts urge you not to snooze: harnessing this technology can take your business to the next level
Businesses are scratching their heads trying to attract more customers, using not only the media but also social networks. Naturally, as smart technologies evolve and emerge, they also contribute to the process of advertising or image creation. Some businesses still underestimate the importance of digital advertising screens because they don't realize how versatile they can be, whether it's to promote a company's brand or image, provide a positive customer experience, or attract customers.
"Digital advertising screens are an innovative and dynamic tool that can perform various functions as required. For example, you can change the schedule to automatically show the breakfast menu in the morning, the lunch menu at noon, and the dinner menu in the evening. This helps companies reach various target audiences at specific times," says Romualdas Broniukaitis, Head of Business-to-Business Sales at Samsung Electronics Baltics.
Not just for advertising
Commercial digital screens have many more uses than just advertising a product or company. According to R. Broniukaitis, such devices can, as already mentioned, inform potential customers about promotions; they can entice them to come into the store or even create a more impressive corporate atmosphere. This is also proven by a Norstat survey conducted in April, where 54% of just over 1,000 Lithuanians surveyed agreed that digital screens improve the atmosphere of a shop or café.
"Most often, businesses choose to use digital screens for promotional purposes, for example inside or outside a shop or café, so that people passing by can see advertisements that encourage them to come inside. But they can serve many more purposes. One of these is to provide you with the information you need about products and promotions. We have more than one or two lines of versatile screens that can perfectly convey advertising, promotional information, or even interior design to a potential customer. For example, the Samsung QMB and Samsung QBB lines are extremely popular because they are professional, they can operate 16 to 24 hours a day, they have internal players, and they can be controlled remotely without any additional equipment. These screens can be used in conference rooms for video calls, in retail as promotional screens, or even in airports for flight information”, explains the head of corporate sales.
As R. Broniukaitis points out, Lithuania is also full of excellent examples of the versatility of digital screens. Businesses such as restaurants, cafés or bars that use smart technology or even combine several different commercial screens can more easily ensure that customers have a positive experience when they spend time with them. Naturally, this experience and the business's attention to detail have a positive impact on the brand itself. As the expert points out, you don't have to look far to find companies that do precisely that.
"These screens can also be used interactively - giving customers the opportunity to use digital catalogs and order forms themselves, or to use the screens not only for advertising but also to show sports events. For example, in O'Leary’s Sports Bar in Vilnius, there are around 100 Samsung QMB series screens, which are used for sports broadcasts, advertising, and menu information. It's easy to work with so many of screens when using the Smart Calibration mobile app, which allows you to calibrate the content displayed on all your devices at the touch of a few buttons. This means that all logos, characters, fonts, or any other details will be displayed in the same way on the screens”, explains the expert.
Provides analyses and insights
Many businesses still use traditional means of advertising - paper posters, outdoor billboards, or flyers, but according to Broniukaitis, digital advertising screens are superior and can reach a larger audience and attract their attention.
"Digital advertising screens enable content to be updated much more quickly than paper posters. As a result, they contain significantly more information in the same amount of time compared to traditional means. For example, Samsung screens can work with MagicINFO™ software, which allows an unlimited number of screens to be controlled from a single device. This makes the marketing department's job much easier, as the software can analyze sales data at the same time", notes the head of corporate sales.
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As the expert mentioned, smart technologies, in particular digital screens, can also be useful for businesses to analyze their market. Thanks to the applications and updates they contain, they provide a wealth of useful analyses and data for companies to help them develop their business and get to know their customers better.
It is important to dispel myths
While the benefits and advantages of digital signage screens are clear, several myths still surround the technology. R. Broniukaitis says that businesses often reject commercial screens because of the perception that they are equivalent to household TVs. This is a very misguided belief, which limits entrepreneurs and the development of their businesses.
"Commercial screens come with a 3-year warranty, even if they work 24 hours a day, and a normal TV is not designed for that kind of workload. In addition, commercial screens are a long-term investment that helps attract customers and increase profits. It also eliminates the need to reprint new posters or flyers each time to change the content displayed, and the screen can be controlled remotely", says the expert.
Another myth that is often mentioned when talking about digital signage is the issue of durability. Businesses often assume that outdoor screens, for example, will quickly break down or deteriorate when exposed to harsh outdoor conditions.
"That's why it's important to choose a device that fits your business needs. For example, Samsung's OH55A-S digital screen can be installed outdoors without worrying about the weather or degradation of picture quality; its special glass allows you to see your content even on a very sunny day, while the humidity-protecting fans are hidden from moisture, and the certified glass protector minimizes the risk of scratches. You can certainly see that commercial screens are no ordinary TV sets or unsustainable investments. Consulting a specialist and choosing the right device can be a big step forward for your business", explains R. Broniukaitis.
About Samsung Electronics Co. Ltd:
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining televisions, smartphones, wearables, tablets, digital devices, network systems, and memory and LED solutions. For the latest breaking news, visit news.samsung.com.