Just like a human being has his own hierarchy of needs, so does an organization. For an organization, corporate value is at the highest level of this hierarchy and is followed by brand equity. Next in line we have a defendable competitive position, creating and monetizing assets, and efficiency of outcome (profit). When we observe digital media, we can see that it serves all these levels of hierarchy for corporate motivation. Furthermore, digital media is the central system when looking at chief executive, financial, marketing, operational, human resources, information communication, facilities and technology officers.
Being able to change as a response towards market forces and exploring new tools and processes can lead to an organization maximizing its ROI. These are the core operating approaches that can have a big impact on the organization. Present day examples of this concept include electronic commerce, enterprise resource planning and marketing with electronic signage.
Brands are looking to engage customers, travelers, visitors, employees and students. They can do so at a lesser cost by using dynamic media such as LED signs. The same approach is being applied to the hierarchy of needs which are specific to certain applications. For example, product promotion, staff information, digital menu boards and so on. The business benefits are much higher when such coordination is done with digital media. Other assets of the business are linked to digital signs with the help of operating systems. Examples of these include inventory management, point of sale and customer loyalty. When LED sign content includes such insights of a business, engagement can be maximized.
With corporate valuation and brand equity at the top most level of the motivation hierarchy, the goal of digital signs would be to have a positive impact on these. As a modern method of communication, LED signs are appealing and serve the higher order of needs very well. With its use of efficient communication, digital signs also make branding and merchandising more effective, hence making people in an organization more productive.
As we can see, by not investing in LED signs, an organization is incurring higher opportunity costs that apply on all levels of the hierarchy.
