Why Every Marketing Strategy Needs Digital Signage

by Jasdeep Kohli

Why Every Marketing Strategy Needs Digital Signage

by Jasdeep Kohli

It is safe to say that most brands recognise the value of digital signage for marketing these days. With World Marketing Day approaching on 27 May, it has us thinking: just why is digital signage such an essential ingredient in the mix of a modern marketing strategy?
Digital Signage Marketing Strategy

Digital signage works. This is undeniable and has been proven time and time again across many different industries. Highly visible, engaging and attractive, digital signage has the power to capture more attention than almost any other medium.

As a reminder of why so many businesses invest in digital signage, let’s take a look at some common statistics, courtesy of Digital Signage Today:

● Digital signage reaches 135 million people per week
● 60% of enterprises without digital signage in their stores planning to invest in the technology within the next two years
● More than 67% of digital signage users expect digital out-of-home advertising to increase in the next two years
● 80% of brands that use digital signage record an increase in sales, up to 33%,
● 53% of digital signage end-users expect to increase their digital signage spend in the next two years
● Digital signage increases brand awareness by 47.7%
● Digital displays capture 400% more views than static displays

Digital signage is a powerful marketing tool that can help businesses bridge the gap between the physical and digital realms, enhance visibility in a saturated market, and personalise marketing efforts. In this blog post, we will explore why every digital marketing strategy needs signage, especially as World Marketing Day approaches.

Bridging the gap between physical and digital

As a marketer you’ve probably heard of the term ‘phygital’ in relation to retail and other customer experiences. Phygital retail merges online elements with the physical environment of brick-and-mortar stores to create a hybrid customer experience. Digital signage serves as a vital tool in this merging of the physical aspects of a business with its online presence. By utilising digital displays, companies have the unique opportunity to elevate brand recognition and drive in-person traffic whilst offering an enhanced, connected customer journey.

Digital Signage Solutions

Enhanced visibility in a saturated market

In the bustling, competitive world of business, distinguishing your brand from the multitude is crucial. Digital signage, with its vibrant, dynamic visuals, helps companies engage potential customers, ensuring their message not only stands out but leaves a lasting impression. The versatility of digital signage allows for real-time updates and the showcasing of eye-catching content that can adapt to current trends, making it easier for businesses to stay relevant. From captivating video displays in shopping centres to interactive menus in restaurants, digital signage offers an innovative avenue for businesses to elevate their presence.

The role of digital signage in personalised marketing

Today, bespoke consumer experiences are not just appreciated, but expected. Digital signage empowers businesses to curate content that speaks directly to individual preferences and behaviours. Using advanced data analytics, companies can dissect consumer interactions, tailoring their communications to reflect the interests and purchasing history of their audience. This could manifest as customised product suggestions in retail environments or specialised offers in leisure venues, ensuring that each piece of content displayed holds relevance and value to the viewer. Beyond mere suggestions, digital signage facilitates the creation of an immersive environment where consumers feel understood and valued on a personal level.

Measuring success: digital signage analytics

Digital signage has another advantage over some other types of marketing: it is possible to measure its efficacy with analytics. Understanding how well your digital signage works is crucial. By using analytics, you can see exactly how effective your digital screens are. This means looking at the numbers to figure out what catches your audience’s eye, which adverts make them stop and look, and what content leads to sales. Analytics help you track everything from how many people walk past your screens to how long they spend looking. This data is gold, because it lets you adjust your approach for maximum results. For example, if you notice certain videos get more attention, you can create more like them. It’s not just about seeing if something works, but understanding why. With this insight, you can make your digital signage even more targeted and successful.

Restaurant Digital Signage Marketing

Future-proofing your brand with digital signage

In an era where advancements in technology and shifts in consumer behaviour are the norm, embracing digital signage is a strategic move for brands looking to stay ahead. This dynamic platform offers adaptability, allowing businesses to swiftly respond to market trends and customer preferences. Imagine being able to adapt your marketing message instantly based on what’s happening in the world or in your local area. That’s the power of digital signage. It’s not just about showing adverts; it’s about creating an experience that resonates with today’s consumers who expect interaction and immediacy. Plus, as more businesses move towards a digital-first approach, those using digital signage will already be in tune with the market’s direction. Investing in digital displays means investing in a tool that grows with your business and adapts to the ever-evolving landscape of consumer engagement. It’s a smart way to ensure your brand remains in the spotlight, connecting with customers and standing out from the competition. By embracing digital signage, you’re not just keeping up; you’re setting the pace for the future of marketing.

Scala: your trusted partner in your brand’s digital evolution

Scala has partnered with many global brands to transform their marketing and supercharge their customer experience. With over 30 years of experience in digital signage and marketing technology, Scala has the solutions and expertise to take your brand to the next level with smart digital solutions.
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About the Author:

Jasdeep Kohli, Vice President Marketing – APAC at STRATACACHE/SCALA, leads the spectrum of marketing initiatives across the Asia-Pacific region, which include, product marketing, brand, events, business planning, communications and market research. With extensive cross-disciplinary expertise in marketing, branding and management, he has been a key driver in raising the brand visibility and elevating the market leadership of STRATACACHE & SCALA in APAC. His passion for retail marketing and customer experience drives him to develop innovative and customer-focused approaches to business opportunities.

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