In recent years, businesses across a wide range of industries have begun using digital signage for various purposes. Digital signage technology can help guests navigate a store or office, allow restaurant customers to place orders without flagging down a server, solicit donations, and more.
Digital signage can also play a significant role in a business’ marketing strategy. You need to consider how your business can leverage this technology to improve marketing campaigns. This general overview will explain why, and offer some tips for getting started.
Why Digital Signage Marketing is Important
Again, the digital signage market has been growing rapidly as the technology has become more affordable and available. Research indicates the global digital signage market may be worth as much as $38.23 billion by 2028.
Such growth is primarily a result of business owners recognizing that digital signage can serve many uses. However, the Covid-19 pandemic has also played a critical role in this trend.
Digital signage can allow both customers and employees of a business to perform tasks that traditionally require speaking with another person face-to-face. Examples include placing orders at restaurants, asking sales associates for directions, and booking rooms at resorts, offices, and apartment buildings, just to name a few.
Many experts predict that even after the pandemic winds down, our newfound appreciation for the importance of prioritizing health and safety in public will result in some permanent changes. Specifically, businesses and organizations are likely to place a greater emphasis on applying innovations that limit the spread of germs.
Digital signage is one such innovation. It’s highly likely digital signage’s applications will continue to grow in the coming years. Business owners should thus invest in this technology to remain competitive.
Digital Signage and Marketing: How to Develop a Strategy
There are many ways in which you may incorporate digital signage into your marketing efforts. While the specific ways you apply this technology may depend on the nature of your business (as well as your budget), the suggestions here should help you start brainstorming.
For example, digital signage is often more visually-dynamic than traditional signage because it’s brighter, it can be animated, it may be interactive, and more. Some businesses are taking advantage of these strengths to promote items in stores and restaurants. A digital sign showcasing the various items that are currently on sale in a store will be more likely to catch the attention of an average shopper than a static sign.
Additionally, digital signage can help a business save money and resources in the long run when used in this capacity. Instead of buying a new sign every time a new item goes on sale, a business owner can simply program a digital sign to promote whichever items happen to be on sale at any given time.
Digital signage can also drive sales by creating a sense of urgency. Marketing experts consistently find that customers are often more inclined to make purchases when they’re actively reminded that a promotion or sale won’t last forever.
Digital signage can offer such reminders in a way that makes a stronger impression than a basic sign. For instance, a digital sign promoting a sale could feature a clock counting down to when the sale ends. This imagery feels more urgent than simple text letting shoppers know the date a sale will be over.
Keep these benefits in mind when you begin planning your digital signage marketing strategy. Remember, this technology is going to become increasingly ubiquitous in the near future. You shouldn’t wait to begin thinking about how you might use it as a marketing tool.