The Evolution of Digital Signage Marketing Strategy

Capturing the attention of your customers and prospects gets progressively more difficult as consumers become jaded about marketing. Traditional attention marketing tools like static signage and billboards are ignored as their constant message doesn’t apply to everyone who reads it. The secret to capturing the attention of today’s consumer is using the right digital signage marketing strategy, which involves creating content that speaks directly to them.

Regardless of what kind of business you’re involved in – retail, hospitality, healthcare, travel, etc… – digital signage marketing can have a significant impact on your attention marketing. The immediate adaptability that digital signage offers means that it has a significant attention-grabbing advantage over traditional static signage.

Digital Signage Marketing Strategy – Dynamic Content

Fast food restaurants are a fascinating case study in the evolution of dynamic signage content. Originally, their menus were static and unchanging. As technology advanced, a crank and roller system allowed the menu to change over from breakfast to lunch/dinner and back again. Now, however, advances in signage technology allow for advances in digital signage marketing strategy.  Menu options and even prices can dynamically change based on factors like:

  • Time of Day
  • Regional Buying Habits
  • Product Inventory

Of course, these revolutions apply well beyond just fast food. The restaurant is ultimately trying to communicate a message to their customers (“This food is available at this price, right now”). That same desire to communicate a message is present in the retail, hospitality, healthcare, university and even transportation sectors.

The ability to change the content of signage dynamically, based on external factors, means that marketing can be tailored to the exact needs of the viewing consumer.


Digital Signage Sensors

Customizing your signage content with internal or objective factors (like time and inventory) is just the beginning. The power of dynamic content really shines when you know something about the specific person viewing your digital signage.

Digital Signage Marketing Example: Say you’re a man and you’ve just walked into a department store. Which is more likely to attract your attention: an ad for perfume or one for men’s dress shirts? How about a perfume ad that instead focuses on giving the perfume as a gift? By customizing the content of a digital sign to better match the interests and motivations of a man, there is a higher chance that it will have an impact.

The real question comes down to knowing what to show and to whom – and that’s where sensors come in. In the above example, a sensor designed to detect height and infer gender from population averages, or even facial recognition software, could do the job with some level of accuracy. By integrating sensors into your digital signage, you can target your  advertising messages more precisely, which leads to higher conversions and sales.

Sensors aren’t just about selling, though. Especially in the health care, hospitality, and transportation sectors, digital signage is used for disseminating information and sensors can help there, too. The information people want (and can absorb) varies depending on how close a viewer is to the sign. Let’s look at an interactive sign in an airport as an example:

  • From a distance of 30 feet, the viewer can most easily absorb only simple information, like time and weather conditions.
  • From 10 feet away, that same viewer may now be looking to get critical news like gate changes and flight cancellations.
  • From 3 feet away, the sign should be able to show the viewer all arrivals and departures, as well as gate and baggage carousel information.

Mobile Devices to Digital Signage with Beacons

Your digital signage doesn’t need to be a sign at all. Almost everyone has a smartphone in their pocket these days. With beacons, you can turn those smartphone screens into highly personal and highly customized digital signage.

Beacons are small devices that you place in your store at key locations. The beacon interacts with a customer’s smartphone and sends them a message. A retailer, for example, may have a beacon set up that interacts with a smartphone app and recognizes a regular customer. When the customer enters the music section of the store, a message can be sent to their smartphone with a promotional offer on a new CD, effectively turning their device into a sign. This kind of direct marketing is a powerful way to create sales and reinforce customer loyalty.

While people may generally dislike receiving marketing messages, what they really dislike is marketing that doesn’t apply to them. Capturing consumer attention is easier and more effective when your signage adapts to meet their needs – and the best way to do that is with digital signage solutions.