Tag Archives: digital marketing

Digital Signage Marketing Tips

The marketing strategy for every business is be different. Nevertheless, your digital signage marketing strategy should adhere to a few key principles:

Firstly, understand that the sales process with a new visitor takes longer than just asking for the sale. Depending on your business, you likely need to foster a relationship with a new customer. Think about doing so with your digital display. Offer some content about the service, about your business, and even about the people working at your business. That approach helps build affinity, before you ask for the sale with a call to action.


Second, remember to set goals for your display. Just putting up some information about your business and including some social media icons is easy. But you need to go into the process with an idea of what you want the display to accomplish. Knowing that will help with the creation of the design and the setup. You’ll have a guiding goal that really makes the decisions for you.

Finally, you have to keep the display fresh. If you have repeat customers, you’ll want to keep them interested with new content. You don’t want someone visiting three, four, or more times and seeing the same content each time. Even if you have new customers visiting all the time you’ll want to add fresh content to keep up with the changes at your business.

Build affinity, keep things fresh, and adhere to your goals. Those are the three key marketing principles for digital signage.

Read more: http://www.marketingprofs.com/articles/2013/10105/the-ultimate-guide-to-getting-started-with-digital-signage#ixzz3uL61KFwD

Predictions For Digital Signage In 2016

Its that time of year again when the team at L Squared looks ahead to the trends expected in the next twelve months.

Digital Signage, as a marketing channel, is no longer the unknown little sister of web, email and social marketing. Powerful new technologies, like the L Squared Hub CMS, brings multiple advertising and marketing channels together to offer targeted information at the right times.

Next year will be a time when marketing and HR staff adopt, en mass, digital signage CMS tools to promote customer and employee facing messages with the most possible impact.


The proliferation of centrally managed digital sign networks displayed on the shop floor, in offices and public spaces has the led to an explosion of interaction. Since consumers’ needs drive business, digital software marketers will face the big 2016 challenge of optimizing their brand’s influence at point of purchase.

Interaction with digital posters and signs will continue to explode in offices and other corporate buildings throughout 2016. Use of signs as an employee engagement and education tools is on the rise as HR and Communications teams harness digital signage content management software.

Digital Signage Marketing: Get more from your content strategy in 2015

Every business is different. Some use Digital Signage to sell, some use it to  engage and others set goals around information and increasing efficiencies.

This means that the marketing strategy for the coming year for each sector and business will be different but a there are three general principles we at L Squared think are worth sticking to in order to get the most from your content strategy in 2015.

1. Its more than just asking for the sale

In almost every business you need to develop a relationship with your audience.

By using digital signs to offer content about your services staff, and business brand you are able to build affinity. This brand recognition and trust is vital to laying the foundations of a sale or other call to action.

2. Set goals

Using Digital Signage is just like adopting any other marketing and communications channel. That includes setting measurable and clear objectives. Understanding and agreeing goals and KPIs will help with the creation of the design and the setup. You’ll have a guiding goal that really makes the decisions for you.

3. Keep it fresh

Just like SEO for your website, if you have repeat customers, you’ll want to keep them attracted and engaged with new content. You don’t want someone visiting three, four, or more times and seeing the same content each time. Create a digital display calendar which connects to ecommerce, landing pages and other sales efforts to maximise conversions.

If you’re considering digital signage for your company please feel free to get in touch.

Digital Marketing

The Decade of Digital: Modern Signage and Retail

Post 2000 era marketing communications has seen a roller coaster of technologies steam across channels with each one shouting for support. It all began with the Web then quickly moved into a Mobile landscape. Mobile then began interacting with other semi quirky technologies like QR, NFC and Bluetooth. The landscape kept shifting where Social Media took over consumer day to day lives reducing the impact of precious mobile apps for retailers.

So where are we left in this 15 year gun battle to control how we get messages across with the most impact…? Well, it seems the dust hasn’t quite settled and this will be a great article to continue reading in 2020! However, one technology for sure has foothold as strong as mobile, although under valued: Digital Signage. Simply put, they are large screens in communal environments that connect any audience to any other medium. Drive them to interact, go onto mobile, share socially, submit results, collect data… the list is endless.

In the past few years the Digital Signage technologies available to companies have developed at such an amazing velocity that the channel is one of the fastest growing and engaging marketing mediums.

Using digital signage in traditional spaces not only assists in increasing sales at point of purchase but it also creates cost efficiencies in your business, allowing you and your team to be more effective on a daily basis.


As we come to the start of the middle of the ‘decade of digital’ let’s take stock of this for a moment and think about a few ways digital platforms can now help you in your daily business processes. Consider, for example, a modern retail outlet in which many, many stores have thrown out the old static billboards and print posters and replaced them with digital point of sale in the form of digital screens in their store window.

There’s no denying that the cost is higher initially, but being able to completely manage and implement new campaigns with the push of a button saves a huge amount of resources on an ongoing basis.

You are saving on printing, shipping and labor costs every time you use this digital channel. Not to mention the bigger impact great screen content can have in attracting customers who would’ve walked straight past your myriad of posters.

The communicated message should also tie in with your traditional marketing, so if you have an offer being promoted on TV and radio the same offer needs to be promoted in-store so there is a direct synergy, no mixed messages and customers understand the correlation. Makes perfect sense doesn’t it?

Now we hear you exclaim, “I cannot possibly afford to implement digital point of sale into all my stores.” Well, quite frankly, our professional marketing and communications advice would be, “You can’t afford not to!”

The benefits FAR outweigh the costs. Not to mention that your competitors are all implementing it because of the impressive ROI.

“Fine! We get it but isn’t there a way that we can embrace the decade of digital without huge initial investments?” we hear you ask.

Actually there are lots of ways such as taking a phased approach and implement into your key stores first, then tweak it as you roll it out to other stores. There are often also finance options, which means you can implement now and use the revenue from additional sales and cost efficiencies you have achieved to fund the rollout.

You will convert more customers, be able to better control your marketing messages and save money for your business.  It’s a win-win so come on children of the digital decade! Let’s embrace the new communications tools available to us and see the profits shoot up in the second half of the decade.

Getting Social: Connecting Digital Signage with Social Media Marketing

Organizations are finding increasing numbers of ways to use digital solutions to effectively reach their target markets.

The technology available today allows HR, Ops and Marketing to connect multiple displays to dynamic content, mobile devices and social media adverts.

L Squared video

This helps companies use digital signage to inform, influence, reinforce branding, provide direction and yield many business benefits, as a part of wider Marcomms strategy.

There are now lots of ways which allow for the easy integration of social media with Digital Signage. This ‘merging of new marketing channels’ means endless possibilities to create and spread marketing messages and corporate updates and to reach more people than ever before!

For example, using a digital display, a company can promote its Facebook presence and encourage viewers to “Like” its page -“ and provide a special incentive such as a coupon or other offer to encourage engagement.

Other social media widgets like Twitter feeds can be displayed on screen and help keep viewers in touch with breaking news and offers. This engagement helps a company present a contemporary, high-tech feel and better connect with customers.


Digital Marketing

Digital Signage Content Management Software: Now as Easy as Using Hootsuite or WordPress!

Until the last couple of years digital marketeers could not utilise the power of Digital Signage to the extent available to them through other online marketing channels like web content and social media communications.

Those days are gone!

The Future Is Now! What you can do with Digital Sigange Content in 2014

With its centralized management of the network, the plethora of super easy digital signage content management systems – like, ahem, our Hub platform – makes it simple to create and automate frequent content changes in line with your company’s marketing strategy.


Your Digital Signage marketing calendar can reflect the dynamic schedules and messaging that markleteers also enjoy through Hootsuite, WordPress and other content management and aggregation tools.


Just like the many website and social media tools that have been around for years, you can now use Digital Signage CMS tools to more easily split test different segmented messaging concepts and calls to action. It allows them to measure the effectiveness of a specific campaign and make any needed changes on the fly.

If you don’t have compelling and fresh content on your website, you won’t provide reasons for your audience to engage.

That’s the same for Digital Signage. Digital Signage networks are content dependent and formulating an effective content strategy is an essential starting point.

Now the barriers are down and one can link Digital Signage campaigns to social, web content, PR and events there are no excuses not to keep your content fresh and relevant. It would be a terrible crime to treat Digital Signage like traditional static posters and screens.

Contact us to learn more.


Beginner’s Guide to Digital Signage in Business

Digital signage is something many of us will have come across in our daily lives, even when we may not realise it.

In fact, many businesses are still unaware of what the technology is and how it can benefit them.

Today, we are going to provide an introduction to digital signage by examining exactly what it is and how it can benefit your business.

What is digital signage?

It is a form of new media involving the use of digital displays as a marketing tool for advertising a business’ goods and customer relations.
Examples would be the advertisements found on Times Square, the kiosks in malls that help customers to find shops are other utilities, and for grabbing people’s attention on the high-street from shop windows.

It is becoming prevalent in a range of industries, including:

  • Retail for promoting items and special offers
  • Museums for enhancing the visitor experience
  • Transportation hubs for informing passengers

They can also be found within hotels, restaurants, banks and many other industries.

How can it benefit business?

  • Reach: Grabbing the attention of customers is becoming more difficult.
    Novel methods of communication and providing a targeted message,
    both achievable through digital signage, are strong influences on purchasing decisions.
  • Fresh content: Providing fresh content is essential for good user experience and promoting return visitors.
    The content on digital displays can be updated quickly & easily and correspond with latest offers or seasonal features.
  • Upsell: The ability to upsell customers is an important aspect of business and can easily be
    implemented when using digital signage. If a customer is looking at or searching for a specific
    product, the ability to upsell them with similar products or add value with related products
    that increase return on investment is vital.
  • Improve customer experience: A happy customer is more likely to return to your store
    and continue to spend on your brand. Providing knowledge will show that you care and create lasting relationships.
  • Measure results: Every business tool needs to be considered in terms of its return on investment.
    Digital signage makes this possible through the ability to analyse performance and fine tune accordingly.

Is it right for your business?

Digital signage needs to be serving a purpose in your business for it to be considered a worthwhile investment. To decide if the technology is right for your business, take the time to answer the following questions:

  • Do you feel that your business could better educate visitors and
    potential customers about what you have to offer?
  • Are other marketing efforts such as posters and flyers not working for your brand?
  • Does it fit in with your company’s goals?
  • Does the cost of the technology fit within your budget?
    (Although this would be a one-time investment as updating
    of the material could be done in-house instantly)
  • Would you have someone to keep the content regularly updated for freshness and in charge of overall presentation?
  • How big a business environment would it operate within? If the space is large you may need multiple screens.

10 top Digital Signage and AV publications

There are lots of cool ways to discover the approximate web traffic of publications within AV and Digital Signage. Using trafficestimator.com, here’s a breakdown of the ten top sites in the sector and their respective number of visitors in the last month. We have also mentioned 10 more trade publications we’d suggest you watch out for in the coming years!

Digital Signage Magazines

10 popular Digital Signage websites by monthly traffic:

  1. www.digitalsignagetoday.com – 180,800 visitors p/m
  2. avnetwork.com – 107,400 visitors p/m
  3. www.ravepubs.com – 86,800 visitors p/m
  4. www.digitalsignageconnection.com – 81,000 visitors p/m
  5. www.dailydooh.com – 79,600 visitors p/m
  6. www.avinteractive.com – 58,200 visitors p/m
  7. screenmediadaily.com – 53,200 visitors p/m
  8. www.outputmagazine.com – 51,600 visitors p/m
  9. signagelive.com – 48,200 visitors p/m
  10. www.wirespring.com – 39,900 visitors p/m


Source: http://www.trafficestimate.com
NB: The number of visits differs from visitors (or unique visitors). Visits includes multiple visits from the same individual (repeat visits).

Digital Marketing

Marketing Tips: 3 Ways Digital Signage Can Promote Your Brand

Digital signage is becoming an integral part of the marketing mix. Organizations are finding new, powerful ways to use digital solutions to reach target audiences.

As a part of highly impactful interactive communications strategy, companies use digital signage to engage, inform, influence, reinforce branding and enjoy many business benefits.

The ability to connect multiple displays to dynamic content, mobile devices and social media is powerful when done correctly.

Here are three ways digital signage can boost these marketing channels:

Content Strategy: Keep it Feesh and Keep Testing!

Digital signage networks are only as powerful as the content presented through them. If you don’t have compelling content on your signage you can’t provide any reason for your audience to engage!

Creating an effective content strategy is, therefore, an essential starting point.

Keep your content fresh and relevant! Using digital signs, kiosks and posters means there’s no barriers to creating a fresh, reactive and targeted marketing strategy. Unlike static signage, the centralized management of digital signage network makes it easy to develop a long term, automated and segmented content strategy with the added bonus of easy real time changes to react to metrics and developments.

Digital signage also provides marketers with the opportunity to more easily test different messaging concepts and calls to action. It allows them to measure the effectiveness of a specific campaign and make any needed changes on the fly.

Social Media: Close the Loop

Social media is all about real time conversations and latest news with engaged long-tail communities. Digital signage can become part of that social media experience.

Using digital displays, companies can close the loop and reward followers and promote the latest industry and brand news through Facebook, Twitter, Instagram and other social widgets. This engagement helps a company present a contemporary, high-tech feel and better connect with customers.

Mobility: Offering a Targeted User Experience

Every year, content consumption by users of mobile devices grows. Marketing teams have an ongoing quest to enhance these user experiences in every interaction -“ digital signage included. Consumers not only want their mobile devices to be able to interact with digital signs to customize the content they see, they also want to download relevant information from the displays.

Quick Response (QR) codes, for example, have become a popular “integration point” when connecting digital signage and mobile technology. Consumers can scan a code from a screen to download content of interest to them. This “pull” strategy is a natural extension for individuals using their smart phones and ensures that viewers retain related information long after they walk away from the digital display.

Beginners Guide to Digital Signage

What Is Digital Signage?

Digital signage can be any form of electronic display.

Anytime you see a screen displaying some type of message, image, or video, you are looking at a digital sign. When you, for example, walk into a restaurant or hotel lobby and see the specials menu on a monitor in the entrance that’s digital signage! Long gone are the days when a whiteboard or a chalkboard would attract and engage. In 2014, screens can present the information digitally with dynamic, real time graphics and calls to action.

Digital signage has a variety of forms and uses. Digital screens in fast food chains such as Tim Horton’s  in a very well known example of digital signage. The digital streaming ticker displaying latest news in Times Square is an example of digital signage. The digital temperature and clock on the local bank or credit union is yet another example. Even gas stations are putting monitors on the fuel pumps so they can play video commercials while people fill up their cars and trucks.

Read more about digital signage or contact our experts to learn more.