Digital Signage as a Marketing Communications Tool
Digital signage is a marketing tool that is an engaging and powerful way to communicate with employees and/or customers. Anything that conveys a desired message to a specific group of people in a digital format can be called digital signage. Think of a place like Times Square, with digital images attacking your senses from all directions. According to Elite Digital Signs, China is currently the world leader in digital signage with more than 100,000 units on display. Digital signage is emerging as the marketing technology of the future.
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Types
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Digital signage can be seen in many places and used for many different things. From outdoor venues like sports arenas, to small displays in waiting rooms, digital signage can be placed nearly anywhere. Digital billboards are used to advertise products or businesses and can be directly planned for a specific market.
Features
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Digital signage displays can show static images, video and graphics, with or without audio. They can display images horizontally or vertically, and can segment the screen into smaller pieces to display multiple images or videos on one screen. Digital signage can even be used to measure traffic flow patterns, becoming part of security and surveillance. According to iMedia Connection, there is even technology available that can determine the age and gender of the person at the display and instantly deliver an appropriate marketing message.
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Benefits
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The first thing that digital signage can do within an establishment is to attract customers to certain displays or products, thereby increasing sales. It serves as a consistent, knowledgeable salesperson. The messages can be changed from any computer, anywhere in the world, without printing, shipping, and labor costs. Digital signage also can boost the ambience of an establishment (i.e. digital displays on the large screen in the minutes before a movie starts in the theatre, or screens showing food preparation tips in a kitchen store). All of these things can market products by communicating their use and effectiveness to a specific population.
Effects
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The cost effective nature of a digital display will allow more businesses to communicate digitally. Where companies used to publish newsletters to inform employees of policies and events, now they simply display them like rotating slides on screens throughout the workplace. Retail establishments draw customers into the store with digital signage, encouraging them to remain in the store for a longer period of time, thus increasing their spending. Overall, digital signage can re-create marketing as we know it, by consistently grabbing the attention of consumers.
Considerations
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Some can argue that digital signage is used as a manipulative marketing device. Retailers can place digital signage over a product that is not selling well to boost the interest in and sales of the item. With technology that can determine your age and gender as you shop, many consumers feel a loss of privacy and sense of manipulation.
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References
Resources
- Photo Credit digital sign image by cullenphotos from Fotolia.com
