Digital signage can be a marketing tool that is dynamic and effective for delivering a brand message. It provides a lot of options to the business that use it and it can help to drive the consumer experience in ways that were not possible in the past. While as a standalone, digital signage can be very impressive and effective, it tends to have the greatest impact as a piece of a broader marketing strategy. When you can integrate the sign into this broader picture, it will bring the consumer experience to the next level.
This means taking advantage of technologies that can work for the consumer when they are not in the presence of the digital sign. In this case, we are primarily talking about the digital sign being integrated into the consumer’s online experience. The modern shopper spends a significant amount of time on the internet and they get much of their information about products and businesses though this medium. For a marketing strategy, this is an opportunity to bring people to their establishment and digital signage can play a significant role in this respect.
One strategy can be to provide information to the consumer through social media and website offers. This information can bring the consumer to the store and get them to interact with a digital sign terminal like an interactive kiosk. Releasing promo codes and specials that can be redeemed at the interactive kiosk can be a great way to draw the customer into the in-store experience. This can be one step in making your brand a part of the consumer’s everyday life.
Another thing to consider is that mobile devices play an increasing role in the consumer’s everyday life. Integrating these devices into the marketing strategy can take the campaign even further. Developing apps for devices like smartphones and tablets will also make the brand an even greater part of the consumer’s life. With your app on their mobile device, they are essentially taking your brand and message everywhere that they go.
With a consumer app in combination with the digital signage, you can get an even more effective strategy. Having an app that actually interacts with the digital signage will really improve the consumer experience. Not only will the consumer be able to use the app to get information about your business when they are away from the store, but it makes the device part of the in-store shopping experience. From offering special deals to consumers that have the app to helping them find products that they previously searched and cross-selling products that are related to their interests, the two technologies combined can really open up some marketing opportunities.
Every piece of the marketing puzzle has some value on its own, but they are much more effective when they are integrated so that each piece builds on the others. Using digital signage just as part of the in-store experience will have its benefits, but with a multifaceted media campaign, the sum is greater than the parts.
