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SYS-CON MEDIA Authors: Ian Goldsmith, Ed Featherston, Elizabeth White, Pat Romanski, Liz McMillan

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UPDATE: Top Retailers Digitally Connect With Millennials

Digital Signage Provider, Industry Weapon, Discusses How Technology Is Connecting Retailers With This Valuable Demographic

PITTSBURGH, PA--(Marketwired - July 08, 2014) - Approximately 80 million Americans fall into the Millennial demographic. In the U.S., they annually spend around $600 billion. Projectionists say Millennials will account for 1/3 of retail spending by 2020.[1] They are easily becoming the most powerful demographic due to their influence on trend setting. Moreover, Millennials are the first generation to be completely digitally based. They value flexibility, intelligence, and acceptance. Millennials are experts at adapting to fast, drastic change. Any aspect of their world that is unchanging is considered antiquated. To them, boredom is a punishment. The demand for more is not only the basis for attraction, but also essential to keeping their focus. Having attention spans conditioned to last for mere seconds, they rely on relentless stimulation.

Leading retailers have turned to digital signage companies, like Industry Weapon, to remedy the lack of interest in static marketing among this generation. Digital signage allows businesses to run multiple, ever-changing campaigns that feature videos, music, and user interaction. Digital Signage companies provide the necessary tools to create vibrant, innovative channels through which businesses can project their messages. By streamlining the user experience and not overwhelming them with information, businesses can focus on what the consumer actually wants. Signage is also embraced by younger generations, and is the perfect platform to reach millennials. A report by Barkley marketing firm and Boston Consulting Group found that Millennials are 2.5 times more likely to embrace technology than older generations. iMedia Connection has also urged marketers to look at new technology like signage to connect with this demographic, reporting that they are 77% more likely to be influenced by in-store kiosks and 38 percent of Millennials are influenced by in-store signs or displays, compared to 28 percent of the general population.

Millennials care about, above all else, appearing to be living life to the fullest. For them, constant connection to social media means constant judgment. Social media is less about keeping in touch with friends and more about documenting noteworthy experiences through text and pictures. They feel pressured to invest unceasing time and energy into their Internet Egos. In posting selfies, statuses, and viral content they seek approval and admiration. They will often mimic the most 'liked' users in their network to achieve it. 

An eye-catching Instagram can hit a thousand 'likes' in minutes. Facebook pages let users post comments to their walls and pictures. Twitter creates brand awareness through hashtags. Digital signage allows customers to access their social media sites. Some digital signage companies even have camera capabilities, which allows them to hone in on their target demographic. Couple this with a hashtag campaign, and brands can utilize free, crowd-sourced content and advertising through their customers' selfies.

Digital signage is no longer limited to slideshows and videos. Software allows users to implement interactive campaigns. Using touchscreen hardware, consumers can interface with social media sites while shopping. Companies can drive viral campaigns that allow shoppers to take selfies in the store, upload them to social media sites, and hashtag the name of the campaign. As more and more retailers take advantage of digital signage technology the ones who do not invest now will quickly seem behind the times, and Millennials will take notice.

Industry Weapon (www.industryweapon.com), a digital media company, specializes in simplifying and advancing the applications of digital signage. The SaaS solution enables subscribers to design, schedule and publish multimedia content and integrated data sources to screens, kiosks, tablets and mobile devices. Industry Weapon's solution is suited for all industries and includes 24/7 free training and support along with design and creative services.

Industry Weapon, Inc.
Pittsburgh, PA

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