Marketing has witnessed a digital makeover in recent years and the latest craze, digital signage advertising, signifies a new era for business, Waseem Saddique Marketing explores the allure of digital signage advertising.
Waseem Saddique comments: “It has recently been documented that major brands across the world are now utilising digital signage advertising as a means of interacting and engaging with their customers and promoting their brands.”
Many business owners agree that in an information saturated world they often find the voice and image of their business stifled as the general scramble for audience attention is dominated by others across social media, TV and even print advertising.
The majority of those businesses affected are SMEs (Small to Medium Enterprises) that do not boast big budgets in order to extravagantly and glamorously promote their products and/or services.
However, digital signage represents a cost effective, stylish and sleek solution that enables SMEs to cut through the clutter created by larger corporations, allowing them to reach their customers directly.
Targeted Advertising
Digital signage, or in-store TV, as it is sometimes referred to, is now utilised by many household names, including IKEA. IKEA has installed digital signage across a range of its stores, not only to raise awareness of their main product range, but also to provide information to customers on how to use the store right through to how to design a kitchen.
Empowering customers by making such information available is said to ‘enrich the shopping experience’ whilst promoting brand awareness as well as presenting the opportunity to up-sell and cross-sell.
Another leading name to have embraced digital signage advertising is the ICA Group, which owns a number of franchised supermarkets. Recently, they reported a 150% increase in sales of goods displayed via in-store digital signage and point of sale displays.
Waseem Saddique asserts: “Companies like ICA and IKEA use digital signage to inform customers of prices, promotions, tips on how to use products and even to provide customers with inspiration on which products to purchase.”
One of the unique benefits of digital signage advertising is that it can be used indoors and outdoors offering something more eye-catching than standard billboard and poster advertising. Digital signage can also be protected against vandalism and theft by installing them in a custom-made enclosure.
Digital signage does away with printing costs and displays can be easily changed meaning that it can function 24/7 without hassle and minimum maintenance requirements.
Digital signage provides a sleek, stylish and contemporary advertising solution that looks great in any environment. Retail outlets that have installed digital signage in their shop fronts have claimed an increase in sales ranging between 79% and 85%. Estate agents also claim that the digital advertising of properties has boosted the property market.
Waseem Saddique states: “Digital signage signifies progress in 21st century advertising, providing an affordable, energy efficient and easily maintained, targeted advertising platform that provides maximum impact and return on investment.
