While brands have some influence over consumer behavior, most of the in-person shopping experience takes place with little intervention from the brand. This creates missed opportunities for brands to engage with customers and build brand loyalty. Online and in-person experiences should be seamlessly linked. Whether you're an employee in a workplace break room or a consumer shopping retail, omnichannel experiences have the power to sculpt behaviors, motivate and inspire, and even stir emotions that drive action.

Digital signage is closing the gap between digital and in-person shopping and providing a compelling way to deliver the right information at the right time to the right audience. In simple words, it allows engagement of audiences on location in a much easier and more interesting way with the help of dynamic, customizable, and personalized content targeting a diversified audience.

It must be recognized that the very essence of an omnichannel marketing strategy includes digital signage, in order to optimize the best experience for customers.

Cloud-based tech as the foundation for innovation

In the past organizations have relied on software and hardware installed on-premises, most likely in a Windows-based environment. Many organizations now have cloud-hosted and SaaS-based solutions.

Current systems are much more robust, scalable, global, and secure for several market needs. Most customers move to the cloud, so technology turns around fast and legacy systems are more of a history in a quicker and more obvious way. This is very true in the digital signage market, which has to be visual and technical to impact and engage.

By transitioning to modern, cloud-based solutions for digital signage and other marketing technologies, businesses can better support their omnichannel strategies by delivering dynamic, customizable, and personalized content across various channels while staying agile and responsive to changing market demands.

With AI to new generation dynamic content

Today, AI is in most cloud software and, hence, with the introduction of cloud-based digital signage, it becomes an integral component of the network. AI allows digital signs to change content on the fly based on such variables as inventory levels, user behaviors, weather, geographic location, or time of day.

Weather-related updates on digital signage existed before the widespread use of AI. However, AI enhances this capability by making dynamic content updates based on a broader range of real-time variables, not just weather. AI allows for more sophisticated and responsive changes by integrating multiple data sources.

For example, a municipality may have a network of outdoor digital information points designed to assist tourists with relevant information. Content can be dynamic, changing based on various parameters. Let's say it's raining in the middle of summer, and a tourist is seeking ideas on how to spend their precious time. AI can curate the content on the information point to recommend the most suitable tourist attractions in that context—such as roofed covered areas that are not crowded at this hour and correspond demographically with the general type of tourist. After the tourist finds a suitable attraction, the content can show an ad for a taxi firm and even book a taxi.

Conclusion

In conclusion, cloud-based digital signage is revolutionizing the way businesses engage with customers both online and in-person. By seamlessly linking online and in-person experiences through omnichannel strategies, brands can better connect with their target audience, drive engagement, and build brand loyalty. Cloud-based technology serves as the foundation for innovation in this space, allowing businesses to deliver dynamic, customizable, and personalized content across various channels while remaining agile and responsive to market demands.

The integration of AI further enhances the capabilities of digital signage by enabling real-time, data-driven content updates based on a wide range of variables such as user behavior, weather conditions, and geographic location. This ensures that content remains relevant and impactful, providing valuable information to users when and where they need it most.