Strategies for digital signage and content pairing

Digital signage and content go hand in hand as a match made in heaven.

Here’s why:

Digital signage is a medium of advertising but in itself, the digital screen is nothing without a clever message on it. It is the content that brings power to a digital signage investment.

An ice cream cone analogy explains the digital signage and content relationship better – there is no point buying a cone without ice cream on it and no point buying a scoop of ice cream without something to hold it.

With content, a company can reach its customers. A digital signage investment must be controlled in a manner that can transform the investment into marketing results that drives ROI.

Marketing is the most compelling use of a digital content partnership.

No other marketing strategy in the market is as effective as high visibility digital displays in terms of capturing viewer attention, providing a clear message and convincing customers to take action. However, for this to happen successfully, there needs to be some heavenly content displayed up there. Here’s how companies can put content in service of their marketing goals.

Lead generation

Digital media placed in public venues has proved to reach 27% more people as compared to online marketing strategies.

Hence digital signage, powered by the right content, plays a critical part in lead generation. The more a company can present in front of their customers’ eyes, the better chances they have of drawing more leads into their marketing funnel.

Upselling products

The perfect solution to upsell are the flexible content templates in digital signage, more so when these are placed just alongside the point-of-purchase. This idea is not just limited to retail LED signs but also in the restaurant industry, flexible LED display can be leveraged to boost sales as follows:

• Displaying special promotions that result in high returns
• Display high quality images that stirs hunger and curiosity
• Highlighting cost saving and high value meals
• Product nutrition information that will influence purchasing

Keep in mind, content applications like these show a direct relationship to ROI, unlike other abstract marketing goals that take longer to pay off.

Internal communication

Digital signage works in not just engaging customers but also the staff in a firm. Indoor digital signage does a great job at effective internal communication. It is more than just a type of bulletin board. When implemented with relevant content, digital signage can be used as a fully functioning communication hub.

• Variety of content templates for employee recognition, formal messaging, goal tracking and so on
• Widgets can provide dashboards of analytics
• Real-time visibility into communication by integrating messaging apps

Handling emergency situations

Particularly when placed within close proximity of vulnerable populations – such as in hospitals and schools, digital signage is a great help in handling emergency situations. Most businesses and other institutes probably just have a few signs showing locations for emergency exits, shelters and such, but providing actual visuals to an emergency response is way more effective in saving lives. Pre-defined triggers can be set up to activate at points of crisis. When the triggers are activated, digital signage automatically responds by displaying a particular template that addresses the current situation:

• Fire exits
• Emergency escape route
• Bomb shelter locations
• Storm shelter locations

Pairing digital signage with content and pushing each other’s capabilities makes them achieve more than each could on its own. Content creation is not just an added feature of digital signage – it is the single and only way to unlock the real power of a digital signage investment!