More effective marketing with Digital Signage

Advertisements aim to create images of the product being sold, which create an emotional bond between the customer and the product. A sufficiently strong emotional bond can lead to the ideal outcome for the seller, meaning the customer is buying the product. For a long time, static ads have been enough to buy a product, but year by year people’s attention span has weakened considerably, weakening the power of print media as well. Therefore, tougher means must be introduced.

People have a biological need to direct their gaze to a moving object, which makes video a superior means of attracting people’s attention in digital advertising. However, using video in a store environment has long been difficult and expensive, but with Digital Signage it is now easier than ever before.

According to a study published in 2014, Digital Signage advertising displays can positively influence the consumer’s purchase decision. If a video of a smiling family at a summer cottage is placed in the background of the porcelain dishes in the store, gathering at the table near a beautiful table setting, the customer is given a ready picture of the future with the product. The dishes on display are the key to this future, which opens up by paying for the product at the checkout. By creating vivid images of the product for the customer, Digital Signage can increase sales and automate store marketing.

Also read the article: 5 benefits you get when you get a digital signage display for your store

1. Price

When comparing the costs of Digital Signage to the costs of print media, it is important to consider both the initial investment and the long-term costs. Digital Signage requires a larger investment at the start, but offers significant savings in maintenance and content updates in the longer term. A single traditional advertising campaign may be cheaper to produce than Digital Signage, but they incur ongoing production and update costs. If the company has several stores, posters must be printed in each of them, delivered to the location, and timely affixed and removed in the store. This should all be done uniformly in several places separately, in which case the possibility of mistakes can be great.

Each new campaign must be ordered separately from the advertising agency. The visual appearance of the campaign must be thought out for a long time, because the print product is final. Changes to the video content of Digital Signage can be seen on each display at the same time, and the final result can be seen in real time. Digital Signage does not create the same financial pressures as print media, as the content is in digital form. This brings us to the next topic, which is:

2. Content production and flexibility

Compared to a printed product, Digital Signage offers its user more leeway. Each print campaign costs separately and the waiting time for the products takes longer. Once the process has started, it is difficult to make changes. The visual appearance must therefore be well planned before doing it, because the result is final. The consumer market changes at a rapid pace, and reacting to these changes with print media can be expensive and clumsy.

With Storefy, updating Digital Signage screens is unprecedentedly easy, and content production can even be handled automatically. You don’t have to wait for the final result like with print, but you can start the campaign at just the right moment. Changes can be made on a fast schedule and testing different versions is possible with a low threshold.

Also read the article: Where to get content for digital signage displays?

3. Customer attention

In Finland, people see up to thousands of advertisements per day. So the competition is really tough to get a customer to look at the ad of one’s own store and still be interested enough to want to enter the store. The display of products inside the store affects whether the product is attractive enough for the customer to want to push it all the way to the checkout. The importance of store marketing is therefore primary in this process, so choosing an effective solution is important.

According to research, a moving image has a 400% higher attention value than a stationary one and can increase visitors to the store by up to 17-23%. In addition, the increase in sales can be up to 11.5% when advertising material is presented on a digital screen. The numbers don’t lie and it’s clear that Digital Signage is superior in attracting attention compared to print media. With storefy’s Digital Signage products, you can ensure that your store marketing is successful every time.