The marketing of digital graffiti

The smartphone has become the main medium for global communication. With it, social networking websites have emerged and provided a platform for user interaction. Users of social network sites create and participate in communities based on common interests. The rise of social networking sites shows how users have an urge to share their life and ideas with others.

The purpose of the DIG (Digital interactive graffiti) project was to allow every user and business to write on the (digital) walls of a street. Everyone is thus able to write on these walls and leave messages for others. Users that wish to read the messages left on these walls have the option to use filters. This ensures that only the graffiti that users are interested in is shown to them. Location tags such as QR codes or global positioning system markers are utilised to write or read on a wall.

Enterprises worldwide are trying to understand and utilise social networking to drive more profit. Social networking can be used to draw information about the consumer. This could be their opinion on the product or which demographic is more likely to have interest. It also can be used for advertising purposes. DIG's tools may allow businesses to leverage social networking for profit.

This consumer information can represent valuable insight for increasing sales by finding more like-minded customers. Another way the platform may be used is to measure interest by time spent on a page with the graffiti, then a better offer is prompted, for example, for an alternate vacation location or hotel.