How Digital Signage is Transforming Business Marketing

18

FEBRUARY, 2020

Extremely adaptable and highly engaging, digital signage offers significant advantages over printed “analog” signs. While digital displays are already employed in a number of internal business environments as an effective way to disseminate information, one of the most exciting and impactful areas benefiting from digital signage is marketing.

The New Old in Marketing

While signage and billboards are certainly not revolutionary, they’ve have begun to grow in popularity in the past few years thanks to digital displays. With decreasing prices and new technologies fueling demand, the digital signage industry has seen exponential, year-over-year growth. By the year 2023, it’s estimated that the digital signage market will grow to almost $33 Billion dollars.

What makes this form of advertising so appealing and such a game-changer is not just it’s ability to attract more attention than a static sign, as many suggest. Digital signage presents a wide range of possibilities for smart, forward-thinking businesses. Digitally-driven displays create opportunities for customer engagement and responsive interaction that combines both the online and off-line world. It is also a generator of valuable business intelligence.

For example, Mirror PCAP Touch Screens are significantly upgrading the shopping experience at many physical retail locations by offering additional product information, related product recommendations, and even payment options– all within the privacy of the fitting room.

3 Ways Digital Signs are Transforming Marketing in the Offline World

Digital displays are not a fad that will be here today and gone tomorrow. In many respects they represent the future of marketing and should be considered as a long-term investment.

Here are three good reasons why:

1. They are adaptable. Digital signage allows you to create new content and new messaging instantly. You can easily tailor messages for your target audience, and content can be changed to fit the time of the day, the season, or in response to some significant event. Furthermore, these updates can happen from a remote location in real-time.

2. They are a valuable source of business intelligence. Because you are working with a digitalized form of content distribution, you will generate information about viewer engagement, actions that users are taking and how all this activity is affecting sales. You can also test which messages, information or layouts are giving your business the best results and are helping you to fulfill your marketing goals. This allows you to refine and personalize your messaging and other content offerings and gives you a greater understanding of your target market.

3. They are easy for smaller businesses to maintain. The rise and prevalence of sophisticated digital signage software is helping even non-technical people create and manage compelling and engaging digital displays. The hardware is also relatively inexpensive to purchase or lease, yet it is surprisingly durable. The ease of setup, use and maintenance is a real game-changer for smaller enterprises with physical locations. Many of these businesses are looking for ways to enhance the customer experience and entice customers to physically show up in their store instead of doing their shopping online.

In short, your business’ digital signage should not just be another source of information vying for your customer’s attention. No matter how flashy or impressive you make it, eventually your target audience won’t even register it’s presence– let alone the messaging it displays. Instead, your digital signage can be a door to a new kind of customer experience that you just can get online.

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