Content drives technology
Back in the days, E-commerce and web shops represented a new, challenging area for traditional retailers, since neither of them had anything to do with their core business: offline sales. This might be one of the reasons why many retailers fared up poorly in the past decade. In order to change this situation, digital transformation aims to transform this core business, as offline becomes a mere extension of an online brand and customer experience. For this reason, we argue that the digital signage screen will no longer be a digital (static) poster. It will be one more interactive screen in addition to desktop, laptop, and smartphone. Therefore, the last gap for a seamless customer journey from online to offline is about to be closed – not only for retailers, but also for any brand.
This is the technological aspect – of course most of nowadays’ technology does not force people to interact. We argue that technology is just the medium to offer enriched digital content, immersive user experience, and new social exchange. Therefore, you need content: good, meaningful, relevant content that gears towards sustainable digital customer relationships. In short, content drives technology.