Strengths and weaknesses of digital screens.docx -...

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Strengths and weaknesses of digital screens Digital screens offer an opportunity to change the promotional content based on the changes experienced by the customers. In the modern entertainment world, consumers are used to targeting advertising, and this aligns with the current interests of the customer. For instance, a digital screen marketing campaign can change its content based on the season and communicate the intended message to the customer. Also, digital screens are a great way of engaging and interacting with the customer, and this is possible through the use of touch screens. Moreover, the digital screen improves the customer experience by reducing the perceived waiting time. This is indeed true when the digital screen is placed on a strategic location. The intended promotional message is communicated to the customer without interfering with the customer's schedule. Dalton, Sumner and Jones (2020) found that digital screen viewers can retain approximately 95% of the displayed message when they watch a video. Based on this finding, De Montfort Hall can

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