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Digital Signage, un negocio para todos

Publicado por Lic. Gilda Flores, Jueves 26 de Mayo del 2016

Si bien la señalización digital no es algo que nos resulte ajeno, todavía estamos ante un panorama emergente de este tipo de soluciones. Cada vez observamos una mayor apropiación en campos como marketing y verticales como retail, sin embargo la mayoría de las empresas aun la visualizan como una alternativa a futuro.

Si bien grandes firmas de moda, tiendas departamentales y cadenas de hospitalidad han mostrado buenos resultados en la implementación de estos servicios, el reto principal radica en llevar el digital signage al grueso del mercado: las PyMEs.

Frente a este panorama, es necesario destacar que los múltiples beneficios de las soluciones digitales, incisos que a largo plazo pueden impactar de manera directa en el retorno de inversión.

• Cuestiones delicadas, como el costo de implementación, se ven resueltas en la optimización de recursos que la señalización digital implica; desde una perspectiva amigable con el ambiente, hasta la versatilidad de adaptar promociones espontaneas de acuerdo a las leyes de la oferta y la demanda.

• En este sentido, el proporcionar una experiencia inmersiva se alinea no solo a las perspectivas del cliente, sino que se refleja en una operación más ágil y eficiente en el despliegue de información.

• El valor de la interactividad, desde un aspecto comercial, resulta fundamental en un entorno conectado, donde no sólo se permite al usuario acceder a datos específicos y de interés puntual, sino que habilita la comunicación entre distintos puntos de venta para reaccionar a las necesidades del negocio.

Comparada con la publicidad tradicional, las pantallas interactivas producen un mayor índice de engagement en los consumidores, donde 59% de los usuarios identifican y muestran interés por las marcas expuestas. Es importante tomar en cuenta que, si bien hasta ahora muchos de las implementaciones han resultado exitosos en el ámbito comercial, existe un amplio espectro de crecimiento en verticales, haciendo de la información un activo clave para cualquier empresa.

Es así que áreas como salud o educación han presentado distintas opciones para aprovechar esta tecnología, desde los ya conocidos pizarrones digitales hasta la administración de pacientes y especialidades al interior de una institución médica.

Tomando en cuenta esta etapa temprana, el canal cuenta con la posibilidad de aprovechar este periodo de oferta reducida y márgenes altos, no sólo en lo que refiere a display, sino capitalizando elementos como el software, la administración remota o la planeación estratégica en vías de desarrollar la industria.

Tomado de: Boletin de la computación. http://boletin.com.mx Publicado 13 de abril de 2016

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