ScreenScape lent it’s expertise on digital signage to a recent article on the popular technology website TechNewsGadget. We coordinated with their editorial staff and contributed our knowledge of what digital signage is and why it’s an essential element of a complete marketing strategy.
In time digital signage will become another form of online marketing, however, because the screens are strategically located to engage with customers in the right place at the right time they will be a very special kind of online marketing network – where online and offline intersect.
One of the most common questions we field from people new to ScreenScape and digital signage in general is simply this: how can I use it to boost revenue?
Digital signage is a powerful, multi-faceted communications tool and it can be used for a whole range of applications that aren’t directly related to boosting sales or selling advertising.
That said, the common sense nature of digital signage as a sales tool is indeed what separates it from other less targeted forms of marketing. The physical presence of a digital sign on location acting as a silent salesman in a retail store, or in every retail store across the country, means that your marketing efforts are, by definition, going be well aligned with your real world sales activity. Your customers are making important buying decisions in retail stores, right this moment, where your products or services are already on sale. Obviously this is an important moment, one where you’d like to be in a position to own some mindshare inside the venue, to engage your customer and position your brand.
As no-BS digital signage blogger Dave Haynes pointed out again recently, there are a lot of bad statistics out there that proclaim to describe the size and scope of the digital signage market.
“I don’t know how many meetings and conference presentations I’ve been at that sees one or more presenters, early on in their sessions, pop up a slide that shows a chart that climbs up and a big, honking number at the end – signifying the market size for digital signage. It’s almost always a number followed by 000,000,000, attributed to some obscure research firm. Somebody will then ask me if I buy into that number, and I suggest it probably reflects the same level of science and accuracy as a rousing game of Pin The Tail On The Donkey … after a few vodka and red bull shots.” – Dave Haynes