Digital Signage: A next-generation Marketing Strategy.

Published By: IndustryARC Published On : 14-Apr-2016

As the world enters into digital era wherein the world is at the fingertips; consumer preference and adoption method has also seen a shift. Now, the conventional marketing strategies are no longer effective to attract/ persuade consumers. Hence, in order to stay in-line with the changing consumer preference, marketers are constantly adopting new innovative marketing techniques to catch the attention of the consumers. One such initiation is the use of Digital Signage. Digital Signage refers to a specialized type of marketing technique in which multimedia/ video is displayed on the display screens for advertising purpose. This type of technique is mostly used for B2C marketing purposes. Latest trend following this strategy is to display 3D multimedia.  

Since their adoption, digital signage has enabled marketers in several ways. For instance, digital signage incorporated with interactive touchscreen provides enhanced customer experience and also provides a provision to track and report on that experience. Consumer buying behaviors, consumer preference, and consumer loyalty can be determined with adoption of digital signage.

Most effective strategy considered by the marketers to attract consumers to enhance brand recall is to involve the consumers in the process. This can be achieved by combining virtual content with physical experience. Consumers can physically interact with the digital signage. For instance, Quick Response (QR) codes have become popular technique for connecting mobile technology and digital signage. This technique allows consumers to scan a code and download multimedia of interest to the consumer. This not only creates interest among the consumers, but also is an effective method to measure the preference of the consumer.

Social media offers a huge platform companies to advertise. Social media can be used to lure customers to increase their involvement and brands are constantly interacting with their customers through social media. Lately, social media advertising is also being incorporated with digital signage. For instance, a company can ask customers to ‘check in’ or ‘like’ or share their experience on Facebook, Twitter and allow an on-site digital signage to display their tweets. A retail shop can display frequent visitor images on digital signage to increase brand loyalty. Various such techniques adopted with Digital Signage have enabled marketers to improve brand image and hence build brand loyalty.

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