Understanding Audience Motivations

2019-06-26

Understanding Audience Motivations EPISODE 3 | Guest: Debbie DeWitt, marketing communications manager for Visix What does audience motivation have to do with digital signage? Why can’t I just put a message up on the screen? Digital signs are a medium for communications, and good communications always start with understanding the target audience. If you don't understand what motivates your viewers, then you can't know what's going to attract and interest them. You have to start with what drives th...

Understanding Audience Motivations

EPISODE 3 | Guest: Debbie DeWitt, marketing communications manager for Visix

What does audience motivation have to do with digital signage? Why can’t I just put a message up on the screen? Digital signs are a medium for communications, and good communications always start with understanding the target audience.

If you don't understand what motivates your viewers, then you can't know what's going to attract and interest them. You have to start with what drives the individuals in your environment, whether it’s an office, a factory floor or a university. Every viewer is going to be different, but there are some universal human motivations you can connect with.

Our podcast gives you an overview of widely accepted theories on motivations – both external and internal – and ideas of how you can appeal to each with digital signage messaging.

- Understand why motivation matters for audience engagement.

- Review self-determination theory, extrinsic and intrinsic motivations.

- Get practical examples of content that appeals to each motivation.

- Extrinsic: physical, safety, love/belonging, esteem, self-actualization

- Intrinsic: learning, connection, affinity, business, creative, expectation

GET THE FULL TRANSCRIPT HERE

Learn more about this topic in our Masterclass Guide 2: Digital Signage Communications Planning

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