As all marketing efforts are slowly, but surely, evolving to digital platforms, business professionals should be aware of the differences in how digital communications reach a target audience. Traditional marketing campaigns, such as mailings, mass media and out-of-home (OOH), now have digital counterparts. For these examples mentioned, the digital equivalents are email/mobile marketing, video/audio content and digital out-of-home (DOOH), respectively. Digital communications reach your audience in different ways than print advertising, but ultimately they serve the same purposes: brand awareness, client acquisition, selling products and/or services, or a combination of these.
In regards to digital signage specifically, some believe that digital content is a separate entity from the rest of their marketing components. Actually, digital content should compliment and support the strategic goals of your overall marketing initiatives. Keep in mind that marketing is still more of a science than an art: your digital content strategy should be planned, executed and analyzed in a manner similar to traditional marketing campaigns. Below are five reasons we’ve seen why digital campaigns fail, and what you can do to avoid them.
Lack of effective planning: Digital content, like any other component of your marketing efforts, needs to be backed by a solid strategy. All too often digital signage displays are installed on account of their “cool” factor, only to have content upkeep neglected. Get in the habit of reviewing your content regularly, and make sure that it is useful to both your audience and your organization.
Poor execution/wrong content for the audience: Once you have a plan in place, follow through is key. Digital content should be attention-grabbing and should provide a direct value to your audience. Simply pushing your standard products and services on viewers, with no added value benefit, will likely not be received well. Also, keep in mind who you’re trying to reach. Digital content must be appropriate to your target demographic.
Bad timing: Digital content must be timely! It’s a good idea to develop a content calendar, similar to what you would do for a blog or social media, and stick to it. Also, any time-sensitive content should be scheduled with an expiration date. That way, you’re not scrambling to remove old content from your playlist after your campaign has already ended.
Poor screen placement: Many times, it’s “easier” to place a screen on an empty wall near a power source, even if it’s not a focal point. (Could that be why it’s empty in the first place?) Digital signage displays should always be placed in a prominent location where they will not be easily overlooked.
Lack of analysis: As with all marketing efforts, analysis is key to optimization. The same goes for digital campaigns. Be sure to track key performance indicators (KPI), such as number of impressions. Tracking mechanisms, such as dedicated phone numbers or landing pages, and even hashtags, can also aid in analyzing your digital campaigns.
Now that we’ve gone over pointers on digital campaigns, let’s get started on optimizing your digital signage content for maximum reach and performance. Here at Zero-In, we have experience building campaigns across industries, and are happy to work with you on your next promotion. Whether it’s a quick product teaser or a comprehensive strategy, we can help with verbiage, imagery and how to effectively target your audience. Our marketing and design teams are here for you- so contact us today!