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.