In today’s world, people receive information from multiple devices during every hour they are awake. Marketing success depends on reaching the customer with relevant information – that is appropriate for the device – on each step of the journey to the purchase.
The demand for both digital signage and touchscreen kiosks has increased by leaps and bounds over the years. Adding a digital layer to the experience is a way to increase the opportunities for engaging customers, whether a product is being sold or customers are being educated.
The absence of personal attention inevitably results in gaps in communication. Digital signage and touchscreen kiosks can help fill that gap when an actual person is not able to be there. But there are differences between the two.
Digital signage allows content to be uploaded in any format, like video, photo, text, audio, etc. and present it to the customers on a small or large monitor. Depending on the software, the user can have control over the order and timing of the content and even possibly the ability to edit and upload content in real time from a cloud connection.
This kind of signage is perfect for locations where the customer may be sitting or standing for long periods of time. Subways or train stations are prime examples where passengers can consume multiple messages while they wait.
The main difference between digital signage and touchscreen kiosks is summed up in one word: interaction. Enticing visitors to interact with the message is a universal business goal. Touchscreen kiosks will provide all that digital signage can offer, but with another additional layer of engagement.
Touchscreen kiosks works for anyone with a message to convey and an audience to engage. Kiosks are more like a conversation because it requires both the message and the visitor who drives the experience by consuming only the information that is relevant to them.
Whether digital signage or a touchscreen kiosk is chosen will depend on communication goals and objectives, the proposed physical location for digital media and, of course, the budget.