Why Digital Signage Deserves a Place in Your Overall Marketing Plan

Currently valued at AUD$23.4 billion in 2021, the global digital signage market is predicted to swell to AUD$36.4 billion by 2026. With a CAGR of 11.2%, it’s a marketing channel that a growing number of Australian organisations are openly embracing. And it’s proving to be just as, if not more valuable than, more traditional channels like TV/radio ads and website content.

Here are some key reasons why digital signage is so potent, and why it deserves a place as part of your overall marketing plan.

It’s eye candy for passersby

Digital signage can be used to enhance every aspect of the customer experience, and that often begins with attracting the attention of passersby with outdoor or window displays. Beautiful digital signage is a surefire way to get foot traffic within the vicinity to notice your store and to compel customers to come in.

Outdoor displays, for example, have stunning displays of vivid colours for amazing visibility under all lighting conditions, day or night. Using a mix of customised photos and videos catches the eye of passersby and succinctly gets your message across, all whilst reinforcing your brand identity.

Window displays, like the one featured below from Telstra, can be equally as effective for engaging passersby in high traffic areas. They allow you to showcase highly interactive content that instantly piques the interest of prospects to increase walk-ins and ultimately conversions.

As industries like retail, banking, and telcos become more competitive, digital signage is vital for connecting with customers at the right place and the right time. And with a growing number of Australian consumers opting to shop online (digital shopping penetration is projected to increase from 80% in 2019 to 90% by 2024), it will become critical for thriving in a brick-and-mortar setting moving forward. Effective retail advertising displayed through digital screens can also help drive e-commerce as customers see something they like in passing and then look it up and buy online.

Digital Signage showcases completely Dynamic Content

Like traditional billboards, digital signage allows you to effectively promote your business and run promotions. But unlike traditional billboards, you’re not limited to a fixed piece of content. Instead, you can display a variety of dynamic content, such as advertising, current promotions, public announcements, and business branding.

Take this example from Suncorp, one of Australia’s largest financial services brands.

Here, an LED indoor display is used to feature current services promotions. The bright, contrasting colours of yellow, red, blue, and green instantly grab the attention of in-store customers, encouraging them to take action by learning more.

With digital signage software, content can be easily changed and updated remotely through a cloud-based content management system (CMS). Impress by Engagis, for instance, features:

• Simple drag-and-drop asset management
• Playlist management
• Scheduling to plan your content campaign in advance
• Localised content to better connect with the demographics at each specific store location

With features like these, your marketing content stays fresh and your promotions are always relevant.

It creates a one-of-a-kind customer experience

When it comes to the overall customer experience, digital signage can take it to a whole new level. Although this isn’t necessarily something you can quantify, brands that use these displays tend to be head and shoulders above competitors that don’t.

For starters, it helps enhance the store ambience, which can set the right mood and create a more inviting atmosphere. Digital signage can also be used for wayfinding, through which you point customers to particular areas of your store such as departments or customer assistance kiosks. This helps aid in navigation, which creates a more fluid, less frustrating experience.

Besides that, it’s perfect for pointing customers to new products they may otherwise overlook. Here’s a great example of a floor to ceiling display in the store of premium audio company Sennheiser:

Or, here’s another example of a custom LED video wall from Telstra where multiple screens are combined to create an amazing aesthetic.

Digital signage is highly customisable, and once customers see these signs in-store, they create an unforgettable experience. In turn, this can increase the amount of time they spend in your store, improve engagement, and raise satisfaction levels.

Digital Signage leads to more sales

Finally, and most importantly, organisations that use digital signage often see a boost in sales. According to a study by Cisco, “Over 40% of shoppers say that digital displays, such as video walls, can change what they buy. By using digital signage to provide relevant information to an audience near the point of purchase, retailers have generated higher brand awareness and sales uplift.”

As the data proves, digital signage can have a direct impact on profits. Combined with the increase in foot traffic it can drive, the ability to feature dynamic displays of ever-changing content, and the opportunity to create a more robust customer experience, it’s clear that digital signage deserves a prominent place in your organisation’s marketing strategy.

Want to know more about how digital signage can elevate your overall marketing plan? Reach out to one of the Engagis experts today.