If you have an advertising display or display in your store, you should also invest in content. In this article, we go over some issues related to the content of advertising, its distinctiveness, and optimization of efficiency, which you can take into account to make good and effective retail marketing.
If you don’t have advertising displays in your store yet, read our article How do I get my first digital signage system?
Branded advertising focuses on building brand recognition and value in the long term, while tactical advertising aims to directly influence sales and often works in the short term. Advertising displays are well suited for both and it is worth varying them in a suitable ratio. Promotional advertising is tempting because its effectiveness can be easily measured, but it is also important to maintain and increase brand awareness so that the brand remains top of mind for customers. Brand advertising also builds customers’ emotional connection to the company and its products.
On an information or advertising display, visually interesting content makes the customer slow down and often even stop. By utilizing this stopping power in the placement of displays and displays, you can direct the customer’s interest to the products you want and get them to explore the store more.
The goal is to increase the potential customer’s stay, meaning the time they spend in the store getting to know the offer. A longer time with the product creates an emotional bond, which improves the possibility of purchase, when the customer starts to see themselves as a user of the product.
To achieve this, it is worth striving to offer content that produces added value, which the customer finds not only interesting, but also useful. Examples of good content are, for example, videos of product use, presentations of products that supplement or improve use, and possible different product variations. If interactive information displays are used, the customer can be offered the opportunity to search for the content of the product or service that interests them.
Also read our article: 5 benefits when you get a digital signage display for your store.
People today are said to be reluctant to read long texts, but things can be presented in an interesting way with digital signage displays. However, since the space on advertising displays is limited and the time spent by the customer to read the content is often short, keep your advertising messages short and to the point.
Focus on the essential message and convey it clearly and effectively. Tailor the advertising content according to the target group. Use messages and offers that are relevant and interesting to your target audience.
The duration of the advertising material used on digital signage displays is important in keeping customers’ attention. Material that is too long can lose its effectiveness, while material that is too short may not have time to convey the message effectively. It is important to find a suitable balance between the duration of the material and the message.
Use animations and moving content such as videos to create visual interest. Moving content helps you stand out and attract attention in a busy environment. Research has shown that a moving image attracts people’s attention up to 400% more effectively than a still one. This superiority factor should not be left unexploited.
Read more: Moving image came to the A-boards
Digital advertising displays enable effortless optimization of marketing content. Simple A/B testing can be performed on the screens by presenting two or more different contents at limited times and then comparing their effect on sales. This way, through continuous testing, marketing can be constantly developed in a better and more efficient direction.
In addition to the contents, it is possible to test which one works better in the store premises, vertical or horizontal marketing content. The layout of the store premises, the format of the displays and the product itself affect the form in which advertising should be presented. According to our experience, a vertical display works better in retail marketing.
The goal of every store is to create a loyal customer base that returns to the store again and again. This sets requirements for the renewal of advertising content. Advertisements that have been running for a long time no longer attract customers’ attention if they have already seen them many times. Customers’ interest must be aroused again and again, so the content must be updated regularly. The digital signage system gives it excellent opportunities.
Something is always happening in the store; new products are on sale, campaigns are launched, events are organized. You should tell about all current issues immediately and in real time.
The regular update rhythm also has an image effect. Fresh content attracts more attention and positively affects the image of the brand. The constant renewal of advertising communicates to customers that the store is active and interested in offering current and relevant content. It, in turn, helps maintain a competitive advantage over other operators in the same field.
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