Reaching the Right Customer through Digital Signage

Mark DiMattei
 Apr 2, 2012

Marketing is in a constant state of flux. In the past few years, we’ve seen the growth of TransPromo, multi-channel marketing, and VDP as marketing service providers shift their strategies to grab the attention of media-savvy consumers. Marketers are aware of various techniques to getting the most out of their expenditures, and most have come to the conclusion that carpet bombing with flyers and generic advertisements doesn’t work anymore. Demographics now play a huge part in the success of marketing campaigns as brands attempt to reach the select few people that will actively purchase their product or use their service. Akin to traditional printed signage, digital signage provides many benefits that can allow marketers to capitalize on this new system of targeted promotional messaging.

The big advantage to digital signage systems as an advertising method is its ability to deliver a targeted message based on its location and what is known about viewers in those locations at a specific time of day. Advertising messages can be crafted to improve their effectiveness to that select audience.  Targeted messaging can be created that blends promotional messaging as well as directional information, news, time, temperature and other information. In a way, digital signage has become a digital cousin of TransPromo–combining informational content and commercial messaging in one electronic space.

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Consumer Ideas Move from Two Dimensions to Three

Mark DiMattei
 Mar 7, 2012

Three-dimensional printing has garnered a lot of attention lately in the news with emerging medical advancements (for creating artificial body parts like jaw bones) as well as industrial applications, such as replicating machine parts on-site. Traditional printer companies have also entered the market. Hewlett Packard has released a 3D printer designed for professional environments known as the DesignJet 3D. Industrial printers currently have the ability to create solid items through their printers in plastic, metal, ceramics, and other materials to mass produce tiles, jewelry, and even home goods. Considering that other printing technologies have been adapted for consumer use (e.g., quilting, scrapbooking, photography), it does not seem too far off that 3D printing could have practical applications for consumers.

At the moment, the market can only support single substance (i.e., plastics) printing for consumers (due to technical logistics and price points), but this appears to be far from a deterrent. Already, many consumer websites are allowing users to produce crafts, such as building blocks and simple toys, vases, jewelry, and cellphone cases. Many of these websites also connect designers using 3D print techniques and allow them to share the software used to create the items, or provide them with opportunities to sell their printed goods. Using this as a stepping stone could catapult three-dimensional print into different industries. I believe it is only a matter of time before consumers are able to print cookware, furniture, and even clothing (at the moment, only items such as the plastic swimwear designed by Continuum appears to be available).

 

Images taken from Continuum Fashion website

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