Before digital signage became commonplace in many retail outlets, it was often difficult to promote a new product or service because there wasn’t enough potential customer awareness of the offerings. There were limited ways to “promote” in terms of cost and reaching target markets. The advent of LCD displays changed that. Digital signage products and services now have a much larger reach, making it easier than ever to promote a new offering through digital signage.
Digital Signage Investment Strategies. Determine your goals for your digital signage marketing campaign. Determining your goals for your digital signage campaign’s success is perhaps the single most important step in determining your ROI. For instance, if an online convenience store is running a special on some food item with a $5 coupon available, heavily advertising it on their digital signage in the grocery or local hot spot/online store… but this offer isn’t appealing to a customer, they won’t make the purchase.
In order to ensure the best return on your digital signage marketing plan, you need to develop a specific marketing plan. If you’re just planning on implementing one of the many advertising methodologies out there, you’ll need a solid understanding of at least a few of these methods and the respective ROI. These methods include PPC, Pay per click, banner advertising, media buying, and display advertising. Digital signage solutions also typically include integrated marketing solutions and comprehensive software functionality to handle all aspects of customer communications and lead generation. These solutions are designed to deliver the latest digital signage technologies and applications while insuring that the end result is a highly effective solution that will maximize ROI.
How Do You Measure ROI? The only way you can really measure your digital signage ROI is through the return on investment (ROI). What does it mean to “reward” users for making purchases? It means that the digital displays you’ve implemented serve their functional requirements and satisfy their user’s need to effectively communicate with their business… but do it in a cost effective manner.
The cost of implementing these solutions will vary based on the size and scope of the campaign. It will also be affected by whether the digital displays are static or dynamic in nature. A static display will require the company implementing the solution to place ads on the screens and program them for specific times of the day and month. The benefit of this approach is that the costs are spread over a larger area and are more readily managed. However, it can have a limited impact on the ROI as the user is only exposed to specific advertising content. For more details on this visit your local Boynton Beach sign company.
On the flip side, a dynamic digital signage system will allow the display owner to program not only when to display specific messages, but also when the ads should rotate. In essence, the owner can control how the ads move on the screens. This ability to vary the content in real time will dramatically increase the effectiveness of digital signage promotion. The best systems allow the displays to rotate on their own, based on pre-established schedule. This will not only allow the display owner to better manage the campaign’s overall costs but will also enable a business owner to take full control over the messaging delivered to their customers.