As technology evolves in the 21st century, so to do trends in the market. A recent trend that can be observed is the ever-increasing use of digital signage across multiple industries and sectors.
Digital signage refers to the software used to display communicational content and advertisements to clients and employees. The usage of digital signage is expanding: in 2010, a study showed that 52% of teenage and adult Americans citizens had viewed a digital signage display within the last week of being asked.
Several factors shed light on why digital signage has become such a popular and effective marketing tool:
Using digital signage around a shop, outlet, or office can serve as a great tool to positively reinforce a brand. Promoting a product, or service, can have an underlying impact in enticing a client to entertain what you are promoting.
The most successful retailers bolster sales through brand-centred digital signage campaigns. Using content that encourages client loyalty can have a greater pay off than promoting a specific product, with ‘word of mouth’ marketing still having a great hold on B2B and B2C revenue. The nature of contemporary marketing (the centrality of social media) perfectly complements digital signage. Linking up social media streams (in which existing customers display positive feedback) can have a positive lasting effect in enforcing a brand.
Creating more revenue
Digital signage screens that are carefully placed can attract the attention of many onlookers i.e. at a bus station or in a shopping mall. Because of this, it makes it an attractive prospect for B2C and B2B businesses to advertise their products and services on digital signage screens, due to the eye-catching nature of digital signage. Furthermore, selling ad space to partners or other companies can result in ad revenue being generated for a business, meaning the running costs of investing in digital signage can be covered and exceeded.
Simplicity of use
Old school marketing methods, such as posters, served as an effective marketing tool prior to the 21st century. However, technology has changed and the use of posters and other older methods has become laborious, outdated and ultimately ineffective.
Digital signage is so unique because it can be controlled from one central dashboard. Content can be controlled days, weeks, months, even years in advance for as many screens as you wish. The result of this is an alleviation of the pressure on employees to constantly adjust a notice board or change a poster. Content can always be up to date.
Web based analytics have transformed the world of online marketing, with online businesses able to track the movement, time spent, and the origins of their web users. The result of this is online businesses being able to take a more client-based approach when constructing their websites.
Within retailers and outlets, tracking the movement and purchases of customers and clients can allow for the right content to be targeted to the right consumer. Screens that have eye-tracking and facial-recognition capabilities can allow for the age and gender of an audience to be ascertained, allowing for the most appropriate content to be triggered to them.
More intelligent displays are facilitating smarter content and enhancing sales.