Implementation of a customized content management system for digital marketing based on LG webOS Signage and beacons usage

Abstract

Due to the way marketing has evolved over time, creating innovative and powerful messages is insufficient. Today, the companies focus on the communication with each customer in a unique way considering its specific preferences, interests, and individual needs. In this context, a variety of digital signage devices is appearing in the market. This type of product has technologies that are not always fully exploited by their manufacturers and end users. This is the case of the LG Digital Signage devices, which are integrated with a beacon (Bluetooth Low Energy technology-BLE) that is not harnessed by the different content management systems available on the market. On this basis, the research team proposes a content management system which can control the information shown in various LG Digital Signage devices. In addition, to customize the experience, the available beacon in the devices was used to create an interaction between the smartphones of the users and the LG Digital Signage monitor, avoiding direct contact with objects that could be manipulated by others. Consuming the information of an external recommendation engine the necessary information can be obtained. In the experiment, many users were asked to try the system to watch general content as well as the customized one in the available monitors. The effectiveness of the system was also evaluated.