The Higher Purpose of Digital Signage

Where we live.

Where we live.

On the business of digital signage, I run into this question often:

What is the purpose of a digital sign?

Not “What kind of content?” or “Where should the TVs go?” but the actual purpose of a screen inside a given environment (whether it’s point-of-sale, point-of-transit, or point-of-wait). As networks become more ingrained in the fabric of our culture, the ideal purpose of a network is considered from two distinct camps:

BRAND. It’s all about Brand; the logo, the energy and the culture of Brand for the masses. Digital engagement should be an experience. We don’t need to sell stuff with screens, we already do that with employees and price tags. Anyone can “sell stuff.” We need a communication point around Brand. A digital sign is a great way to educate viewers about who we are, what we stand for, and how your life is better with us in it.

Or

ADVERTISING. Sell. Sell. Sell. Sell the hell out of it and forget about “branding.” People know where they are. The big giant sign on the door and the employee with the properly colored polo shirt are enough. A screen should promote products and services and increase the value proposition, specifically those with higher margin. And providers should be paying top dollar to be on the network because no one was ever dazzled by a static sign on a shelf. A digital sign is a great way to educate viewers about what we sell and how these things can make your life better.

I have actually heard some of these comments come from leaders with substantial acronyms after their names. But sometimes the people responsible for trying to build a better mousetrap forget about the mouse.

Marketing 101: Relationships are key to positive value for both the marketer and the customer. Regardless of content minutiae, digital signage is an enabler, dynamic communication that generates engagement between the marketer and the viewer.

I firmly believe that digital signs do not create transactions. Digital signs create opportunity for transactions.

This may seem elementary, but as our industry grows and we begin to truly understand the devilish details of “right content, right place, right time,” we must never forget that the true purpose of a digital screen to enable the viewer.

  • http://tinyurl.com/rich-quickly/1099483 Mike

    Just passing by.Btw, your website have great content!

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    Making Money $150 An Hour

  • Rbl

    I think the real question is “who is doing actual RESEARCH on the impact of digital displays? Its possible to measure the impact of these displays on sales under varying different conditions. For example: having the displays deliver basic information vs. having them deliver sales pitches. The impact on the perceived ambiance of the store should also be measured as well. Some stores might be doing themselves harm with displays if they destroy the feel of the store and thus mess with the brand.

  • http://www.experiate.net Paul Flanigan

    That’s the secret sauce – the right mix of brand vs. pitch. It’s the little things. But you don’t get to a secret sauce without trying. You have to move past the fear of failure. Customer are forgiving if they think you’re making an effort to make their experience better. They are fickle when you insult them.

  • Matt Zerafa

    Some of our clients are looking at digital signage in retail as a means to respond more quickly with marketing messages. Currently if they want to change a marketing message, they need to print it, distribute it and then hang it. With screens in their locations, they can hit a button and the message in the store changes. They can respond almost instantly to the market changes and as a result better manage inventory.

  • http://mobilemarketing305.com/Social_Marketing_Miami_Mobile_Marketing_Miami/Mobile_Marketing_Miami.html miamijoe

    I like the way you put this in perspective. “Remind people how your life is better with us in it,” sums it up very well.

  • http://www.experiate.net Paul Flanigan

    Matt, you’re right. But don’t forget that when you have this ability, the signage goes under a microscope from the executive level. There will be a battle to decide its purpose (on the bottom line!) to the strategy of the company. That has to be part of the conversation as the network evolves.

  • http://www.experiate.net Paul Flanigan

    Great way to put it, miamijoe.

  • Judy Hoffman

    Totally agree with all that was said. But there is a third camp that is often overlooked but is quite often used by the digital signage world…..information. More and more we (Noventri) are landing deployments that are using digital signage simply as a modern means of communicating information. This can be corporate communications, campus communications, etc. Digital signs are quickly replacing traditional signage for wayfinding, transit information, meeting rooms, and much more. See some of our deployments that are solely informational at: http://www.noventri.com

  • http://www.experiate.net Paul Flanigan

    Hi Judy. You’re totally right. Great points. I think the biggest reason is money. Attention and effort follow the money, so the information side of the network is often ignored as a channel. However, I think informational networks can (and often do) drive as much engagement as the traditional methods because it is a better way to convey the info.

  • Mark

    Most good retail marketers understand that’s it’s not as simple as brand OR sell. The idea is to do both at the same time. In otgher words selling messages should reinforce brand values and brand messages should incorporate a value proposition.nnThe purposes of digital signage in a nutshell: attract, engage, inform, entertain and sell. And increasingly, connect and interact.nn In what measure each of these features depends entirely on the objectives and the environment.nnWhether that counts as ‘higher’ purpose, I’m not sure!

  • Carlos Bages

    Judy,nThis is great for the first time someone put th finger iun the right place. We are on a market segment where actors are still concerned by a long list of a leading words such as content is king, measures, technology, etc. But you’re right, how about the ones who are paying for our solutions? AUDIENCE! what the audience is expecting from a screen set up anywhere they can watch contents? This is what we intend to do in our humble spanish market and it is not easy as we are still looking for technology. nnThank you for your good questions.

  • http://www.experiate.net Paul Flanigan

    I agree. It’s a mix, an effective mix. In my history, competing forces inside corporate silos have a hard time seeing any other benefits, and the discussions are drawn out to the point where neither side really wins. What you’ll find is that depending on the situation, one camp will always want juuust a bit more control. It’s a thin line to walk too often, and many times examples must be set to prove what will and won’t work. In there, hopefully, is an organization’s purpose.nnThanks for stopping by, Mark.

  • http://www.experiate.net Paul Flanigan

    Carlos, you’re starting in the right place – audience. Figure out how to engage them first, then worry about technology later. I just read this: technology is the tail, not the dog.

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