Commentary
Place-Based Digital Media
Nov 16, 2016
PLACE-BASED DIGITAL MEDIA
By Mason Page
Digital technology is rapidly permeating all areas of life, from home to work, and increasingly in the places we shop, learn, and play. The places we visit now have digital experiences embedded into their environments. This merging of the physical and digital worlds is referred to as place-based digital.
Place-based digital continues to gain a lot of traction because brands are learning how to effectively connect with people as they journey through the physical world. Digital media and applications provide relevant and timely information, entertainment, and utility in the right place at the right time.
Retailers agree that a key factor driving the growth of place-based digital is its ability to deliver impressive results along the steps in the shopper’s journey.
Providing personalized and relevant digital in-store experiences has proven to help drive sales lift and create a positive shopper experience. The power behind place-based digital is its location in the store, connecting with shoppers at the moment of truth.
Consumer Expectations, Customer Experience
Companies miss opportunities to grow because they don’t take time to understand their customers’ expectations. This is huge as customers are now in the driver’s seat – brands no longer control how messages and media are consumed.
The good news is that with insights around consumer expectations, retailers can bring the right parts of digital out of the invisible realm and into the physical world. Effective use of place-based digital creates win-win moments between retailers and customers – retailers use more effective messaging to meet their objectives while customers get a tailored experience that exceeds their expectations.
Offering shoppers a superior experience is a place brands are trying to win, differentiating themselves in the minds of customers through excellent service. Brands will go above and beyond for their customers in hopes that exceeding their expectations will generate a positive impact to their business.
Consider, if you’re not shaping the digital experience within a store or physical venue, consumers will find ways to engage in the digital realm without you. 50% of shoppers check a store’s app or website during a store visit (3). In-store digital experiences should harmonize with behaviors and enable customers to consume information and browse selections when and where they want. Know your customers as well as you know yourself. Give them what they need and more. It will pay off in the long run.
The Digital Evolution
Over time, businesses have become more customer centric and digitally savvy. They now possess the knowledge and digital tools to create meaningful connections with their customers. Customers now have a heightened awareness of digital experiences within physical locations, and they are more willing to engage if there’s value.
This engagement has generated significant advancements in technology, services, and creative innovation. Brands need a robust toolkit that can deliver on the business objectives, meet customer needs, and enhance the overall customer experience.
There are a few trends that are helping to accelerate place-based digital media. For example:
- Interactive applications are embraced by consumers, and are expected to exist in physical locations
- Hardware is less expensive and easier to maintain.
- Technology platforms are reliable, scalable, and flexible.
- Content is being created with the physical venue in mind and with a purpose.
These advancements have allowed brands to move beyond storytelling within the physical world and move into story making where they have a more meaningful and lasting connection with customers.
Mason Page is a Digital Subject Matter Expert. When it comes to experts in place-based digital marketing, you’ll be hard pressed to find anyone with his level of expertise. In his role as Vice President of Strategy & Creative at Reflect, Mason helps clients understand the power behind defining objectives and creating strategic roadmaps that lead to success. He then collaborates with clients and his team of movers & shakers to generate place-based digital solutions that achieve those objectives. Discover more! Email mpage@reflectsystems.com or visit www.reflectsystems.com.
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