While the focus of an enterprise may be on manufacturing, delivering services, making products available on shelves or presenting a sporting or theatrical event, virtually all organizations depend on communications to achieve their revenue and performance improvement goals.
Communicating to customers, prospects or visitors takes many forms and uses a range of media approaches.
Paid advertising on TV, cable, radio, billboard and in magazines and newspapers aim for broad awareness-building among an “audience of many.” At the other end of the scale, Internet and mobile device communications aim to engage consumers as an “audience of one.”
Digital signage as place-based media serves a range of enterprise communications needs by presenting messages at locations where there is a high viewership or dwell time, and it can do so as the time and location that is relevant to action being taken by individuals.
Optimizing enterprise media is the process of applying the most suitable communication approach to best achieve business results, and in many cases, digital signage offers the best option for outcome-producing, cost-effective communications. It can typically reach large numbers of people who are targeted audiences, and messaging at a point of purchase or waiting can activate a sale or increase the propensity to buy in the future.
Each communications should increase engagement with messages presented on other communications devices. For example, audience-of-many advertising should increase audience-of-one website traffic, online ordering and social media reference. Broadcast ads should also increase mobile engagement including downloads, use of apps and mobile commerce.
Digital signage can use many approaches to media redirection by presenting, for example: a website address, QR (Quick Response) code, telephone number, TEXT or SMS code.
In each case the URL, number or code could be unique to the digital signage message, which enables easy tracking and analytics to assess the performance of the digital signage message.
A media model that uses this more holistic approach offers the benefit of reduced content creation costs and time. By repurposing content created for other media, messages are more consistent and reinforce “brand fidelity.”
And more important, by modifying messages to best suit the presentation approach, costs in all aspects of content creation are reduced. Message strategy, storyboarding, composition and refinement are all reduced.
Digital signage has found its place in the center of the media model given its ability to reach an audience of many as well as an audience of one. It’s further attractiveness lies in its ability to present well-controlled brand messages that are relevant to a location, time and viewers in the context of their activities.
As dynamic signage grows by about two million new displays installed in North America annually (according to NPD Displaysearch), adding to the base of an estimated 20 million displays, better ways of influencing behaviors and engaging viewers are being developed for locations where people shop, browse, eat, gather, travel, commute, work, play and study.
To learn more about incorporating digital signage in your organization, contact MCC’s Audio Visual Solutions Division today.