Good response of the audience to the content of digital signages is what every business owners expect so that it has a positive effect on business. Since it is not possible to be sure of receiving a good response and because the extent of response received from different sections of the audience can vary, it is essential for business owners to track the performance of the content displayed on digital signages. Gathering feedback from the audience to know how they feel about the campaign is a sure way of gaining insight into their reaction that indicates how much appealing the content has been to them. Since the impact of the content on the audience has a direct influence on business performance, you have to gather feedback from the audience in a methodical manner. Usually, walk through audits and surveys are accepted methods of gathering feedback.
Analyzing the feedback
The feedback provides valuable information about the effectiveness of content and reveals the weaknesses of campaigns too. To analyze the feedback, you have to break down the information into different categories. Firstly, there are two broad categories – content that the audience has noticed and content that they have not noticed. Secondly, among the content that they have noticed there would be something that they liked and some others that they did not like. These would be the subcategories under the category of liked content. The like or dislike would depend on either the way the content is delivered or the type of content. You can break it down further into two more groups – content that the audience has not only noticed but also remembers and content that they neither noticed nor remember which translates into not liking.
Instead of being happy with what the audience has liked about restaurant menu board signs, you have to drill down further to understand exactly which aspect of the content has appealed to them. Is it the information of the content what they liked only or was the presentation also liked by them? Anything that the audience did not like and overlooked needs more investigation to understand the cause of dislike. The chances are that they would have liked the content but have overlooked it, or they might not be interested at all. The audience overlooking the content is an indication that that are issues with the design and presentation of the content.
Build on the positives
Instead of being complacent about what the audience liked, try to make it more forceful so that it gives better rewards. Try to make the messages more relevant and attractive so that the audience enjoys it more and derives more value from it. If you find that some particular images like those of foods and animals grabbing more attention and the audience are enjoying videos much more than still images, the task is cut out for you to make the presentation even better by improving these elements.
Pay attention to content that the audience would have found useful if they had taken notice of it. That the content despite being useful to the audience escaped their attention indicates that the presentation and design were weak. Work on the issue to make the content more attractive so that the audience is compelled to take note.
Follow up action
After you have understood the feedback in the right perspective, it is now time to take action for bringing more shine to the content and enhance its effectiveness. Responding to the feedback of the audience sends out a signal to them about your seriousness and shows your true intention of doing something more for them, a gesture that the audience would appreciate. The action constitutes designing separate campaigns in the respective areas.
- Set up a campaign based on the content that the audience has liked.
- Create another campaign that the audience had felt that it would be relevant and interesting if they had taken notice of it.
- Plan for a third campaign to bring into focus those items that you feel necessary but failed to appeal to the audience that did not take any interest in it.
Monitor campaign performance
After launching the campaigns, take steps to monitor each campaign closely to understand how much improvement in results has happened. For the first campaign, did you notice better engagement and higher response from the audience or was there no improvement at all? Did more people start taking notice of the content created for the second campaign? For the third campaign, did the audience take some notice of the content that they had earlier rejected outright?
To make it easy to gauge the response of the audience, it is useful to implant suitable call to action within the campaign that triggers ROI. The figures would show the amount of success you could achieve and points to the areas of improvement.