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Incorporating digital signage into your marketing strategy - Part 1 of 5

10 Feb 2014 9:43 PM -

Digital marketing is just like any other marketing — it's a tool to help you achieve your business objectives so don't let the attraction of shiny digital technology lead you to abandon your strategic marketing habits.

By spending a few hours developing your digital content strategy, you'll save time and money in the long run by not having to change your hardware installation when it doesn't work or trying to justify more funding for a failed initiative caused by poor planning.

Success of your digital signage initiative starts with a strategy that should include which types of digital devices you use, where they should be located in the store, and how often the content should be updated. Strategy provides the stable foundation on which you apply your ever-changing communication objectives. Together, they help you define the most appropriate content and technology design.

Over the next 5 postings we will be describing the 5 steps in the strategy development process.

Step 1: Identify the business objectives.

The first step to developing content strategy is to identify what are you trying to achieve? Typically, business objectives are part of an overall marketing strategy; digital signage is just another marketing tool to help you reach your goals.
Your objectives may fall under one or more of these categories:
    •    Operational Efficiency - Objectives designed to address things like cost, speed to market and in-store sales effectiveness.
    •    Offer Management - Objectives related to promotions and sales to draw the customer's eye.
    •    Customer Engagement - Objectives designed to help you connect more effectively with your customers.

This last point can be tracked and reported on by using some smarts in your in-store wireless network to show presence and repeat customers in certain areas of the store at various times of the day graphically in a heat map and statistically.