Digital trends, although quite complicated, yet everyone somehow wants to be on par with them. Digital signage is one such trend in which understanding the components of it – LED displays, media players and software packages – is one thing, but to understand how to correctly combine it with a business is another.
For an indoor digital signage deployment, three major factors should be considered – space, branding and messaging. For an investment of this kind to be successful, there should be key strategies in place for each of these three factors.
1. Optimum spacing
Retailers are well aware of the importance of space as a resource. Using it well will maximize profits. For digital signage, retailers and other businesses using the technology in an indoor space must have a clear plan on where the screens will be placed. To make this decision, certain questions need to be answered:
- Where is customer traffic?
- Will customers be able to see the display?
- Will the display be a distraction for any part of the store?
Also to be taken into consideration are the use of IoT tools, example – sensors, to optimize digital signage space. With sensors, customer movement can be detected and retailers can thereby obtain an idea on how customers move about within the store. This information can be used to target customers in an efficient manner with content on digital displays.
2. Better branding
Digital signage content should be aligned with a brand in order to boost its image. Investors should not expect the best if they’ve just put up an LED sign with basic content. Simply copying the content of a physical banner onto a digital slide is not enough.
Here are a few concerns to make sure digital signage works well with a brand:
- Description of brand
- Perception of the display to reflect the brand
- What kind of content is needed?
- How can a display push the brand?
3. Clever messaging
Content is the most important component of a digital signage strategy. End users often get confused in the vast choice for hardware and software, as a result forgetting to allocate importance for good content development.
These are a few simple questions that can derive good content:
- Who is the target audience?
- What kind of message will the audience remember?
- How will content be developed?
- Who will be responsible for handling the content?
Content is good only if it connects with the audience and urges them to purchase, and also if the content is updated regularly and managed well. Poor content management will only make an LED display a pointless tool.
A combination of clever messaging and branding at the correct location will make an indoor digital signage investment a huge success.
