Top 5 stories December 2017: Star Wars dominates
Christmas is over, but you can still treat yourself on some holiday stories from last month, such as how you can learn from the Star Wars Battlefront 2 public relations nightmare and evaluating digital menu board solutions.
Star Wars fans tore apart Electronic Arts, the company behind Star Wars Battlefront 2, when they found out they would have to pay money or play 40 hours just to unlock Darth Vader for multiplayer. EA responded by saying they wanted players to have a sense of accomplishment, which backfired tremendously. This fiasco reveals a key lesson for digital signage users: communicate before the crisis hits.
Other top stories of December 2017 examined stuttering content on a Walmart display, as well as how to overcome technophobe objections to digital signage.
Let's take a look at the top most read stories for Digital Signage Today. They are posted in reverse order.
Digital menu boards are all the rage in restaurants, but all menu boards are not created equal. They can range in complexity from a simple LCD display with content delivered from a USB thumb drive to a massive enterprise content management solution.
During the free, one-hour webinar, "How to evaluate digital menu board solutions," hosted by Digital Signage Today and sister publication Fast Casual, Wand Corp. sales engineer Gary Hoover offered tips for finding the right solution.
Objections to digital signage are not uncommon, but most are not too difficult to alleviate if you apply gentle, evidence-based persuasion to ease uncertainty. However, the technophobe takes digital signage objection to the next level because their adversity is not necessarily based on well-founded fears, but a deeper rooted problem.
Ironically, the cause of the problem lies with digital signage vendors. We are constantly plugging the benefits of digital signage, informing potential end-users how amazing it is and what it can do for them. However, we're often guilty of failing to tackle the technophobe’s biggest fear, which is knowing how to use and maintain a digital signage network.
It wasn't so long ago that even the simplest of targeted digital communication seemed far-fetched to many marketing firms. In recent years, the ability of companies to analyze a customer's interactions with online media and tailor their ad experience based on the results has seen incredible technological leaps. Perhaps most significant is the introduction of artificial intelligence (AI) into digital signage networks.
For companies on the cutting edge of marketing, those looking to make customer engagement more personalized and unique, AI is a powerful and effective tool. However, there is some confusion between what is driving certain actions – traditional analytics or AI. Software companies often use analytics based on AI techniques rather than the real thing. Knowing the difference can be an important step to ensure that you are keeping up with the competition.
While I was walking around Walmart, I heard an odd sound. It was not coming from anyone, but rather from a stuttering video on a display.
There are a variety of reasons that could have caused this display to glitch, such as hardware or connectivity faults. But the best way to prevent a situation like this is to prepare for it.
EA eventually learned its lesson and backed down after fans raged about the microtransactions in the game. EA could have avoided this situation by engaging with their customers directly in a conversation, through tools such as digital signage.
Digital signage isn't just for pushing advertising messages, it can also encourage customer involvement. What if, for example, EA had deployed multiple in-store kiosks that allowed users to play the game. After they completed it, they would get a chance to complete a survey asking them how they felt about it. Or, what if EA ran a DOOH campaign asking for users' feedback on what type of content they would like to see in the game.
Image via Istock.com.
Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.www