Touch screen advertising in Europe is looking to be the perfect solution to the unique problems faced by businesses into breaking into this market.Creating successful and cost effective advertising in the European market is difficult. There is a broad range of cultural and language accommodations that make large scale print, video and audio campaigns costly to implement because each campaign has to be issued in several different version.
With a touch screen campaign, content can be adjusted to each area’s demographics without a costly investment. Combined with the ability these campaigns have to be responsive to social mood, the potential for creating an interactive and engaged dialogue with consumers is huge.
Seeing Beyond the Touch Screen Kiosk
Business thinking of using touch screen advertising in Europe need to expand their thinking beyond the kiosk. Unlike This means that companies do not have to depend on the recognition of the kiosk as a source of electronic information to be used by the consumer. Smaller touch screens, like those found on computer pads, can be used successfully because the consumer will see and recognize them. Interactive projection systems can also be implemented and used well.
Also, it is important to remember that most smartphones are touch screen and campaigns that are designed for stand-alone touch screen advertising in Europe can be adapted to fulfill the same function on the mobile screen. It is like having the ability to place an interactive kiosk in someone’s pocket.
Advertising without Borders
The very issues that can trip up a print or video media campaign in Europe make touch screen advertising ideal. Because the interface is interactive, the consumer can be presented with options for viewing. These options can include language. The ability to immediately see and hear information in your native tongue not only creates a sense of relationship between the consumer and the business but it also creates a kind of social proof relationship.
Consumers will associate a business that can speak to them in their native language as one that is considerate of them. This not only creates a sense of loyalty between to the product but encourages the consumer to promote the business as preferable by integrity to people they know. For a business, it is a simple and cost effective matter to be able to store numerous digital versions of one campaign in multiple languages.
The cost to try to do that in print would be astronomical. Also, geographic areas where there may be cultural or religious considerations for advertisement content and imagery, a digital kiosk can adapt the presentation displayed by simply asking the user for their home area or, by limiting the presentation options with a pre-set code.
There doesn’t have to be separate campaigns designed, just a program coded to include or exclude certain material based upon location of the device. Fluid design will allow the technology to redesign the appearance of the information so that nothing is lost in the visual appeal to the consumer.
The cost of using touch screen advertising in Europe can be significantly reduced in several ways. You can rent a kiosk or device rather than purchase it out right and you can also rent “space” within the kiosk. This means that the consumer will be presented with an interactive menu that will then lead them to the businesses, products or information digitally stored in the kiosk.
Sharing the cost of one kiosk can make it viable for many companies that otherwise would not be able to afford the technology. Businesses can also choose to have a service maintain and update their touch screen campaign or, they can have an in-house team trained to manage the campaign. In the long run, the investment in training is the better choice as it will balance out in cost over the long term and allows for a quicker and more reliable response to changes and new campaign structuring.