Print advertising is still big business; when executed properly, it can generate massive conversions. However, the business world has shifted toward a digital state of operations in all areas, including advertising.
That hasn’t killed print marketing, but print is not necessarily as effective for the average business owner. You may require sharp advertising skills to be effective in print.
Digital signage is available to everyone, however, and can provide several advantages you won’t get from print ads. For instance, data published by Visix shows that 59% of people want to learn more about the digital ads they view.
Prospective customers might want to learn more about companies covered by print ads as well, but that requires further effort.
Have you thought about using interactive digital signage? Here are four things digital signage software does better than print marketing.
1. Captures consumer attention
When people browse the internet, they’re not usually solely only on a search. Consumers using a mobile device are often multi-tasking with many duties and interests.
Thus, all ads will have to compete harder for browsers’ attention. With digital signage ads, that’s easier to capture.
Video ads on digital signage usually display people moving and talking, which a viewer’s immediate attention. Some digital signage ads are designed so that people can’t just walk away.
For instance, digital screens at the gas pump play ads for consumers while they fill their tank. The viewer won’t wander off until he or she is done pumping gas or washing the windows.
2. Delivers highly memorable messages
You know a marketing message has made an impact when consumers can recall the message. With the occasional exception of a clever billboard or poster, delivering memorable messages is easier with a digital sign. According to research data obtained by Nielson, consumers recall digital video ads longer than print ads.
Consumers rarely recall marketing messages in print
Few print ads leave a lasting impression on consumers to the point where they recall the message. Large corporations know how to do it, but the average small business owner may not be so savvy.
It’s not their fault. Reaching people through print ads demands high-level marketing experience.
Local businesses tend to use marketing channels they can afford, such as grocery cart and bus stop ads. Unfortunately, it’s nearly impossible to measure the ROI from such sources. At best, they seem to be suitable only for building brand awareness through repeated, subconscious exposure.
3. Influences purchases
Digital display messages have a stronger influence on people than written sales copy. Though master copywriters like Gary Halbert and John Carlton can create verbiage that sells products like hotcakes, you have to get to their level to produce those results.
Because it’s available to everyone, digital signage levels the playing field to an extent. You don’t have to be a master copywriter to influence purchases when you have digital signage software running your ads. You can even incorporate your promotional content into your existing digital marketing strategy.
4. Captures email addresses at pivotal points in the customer journey
The most effective marketing messages catch people when they’re ready to buy. If you can catch someone who is ready to buy, you may influence their purchase decision more than if they’re still doing research.
When consumers are ready to buy, they’re at the end of your sales funnel, ready to convert. Digital signs can capture email addresses while consumers are in a physical store, browsing around.
Capturing email addresses from customers as they browse catches them at a key point in the customer journey. When a customer is in the store, they’re either trying to choose between brands, or they know exactly what they want.
Discounts are the secret to getting emails in-store with digital signage software
When customers are ready to buy, it’s easier to persuade them to share their email address in exchange for a discount. Offering a purchase discount online works in a similar way, but it’s different in person.
Online, consumers might not be ready to buy. They might be researching, checking prices, or gathering discount codes for later use.
In the store, the customer is almost always ready to buy. If you can catch the person’s attention with digital signage, and ask him or her to enter an email for a discount, you’ll get plenty of conversions.
Who wouldn’t give their email address to save $25, $50, or even $100 on a purchase they had planned to make anyway?
Interactive digital signage is the future of marketing
Although print marketing will perhaps always be effective, more and more businesses will need to use interactive digital signage to run a well-rounded marketing strategy. The benefits of using this tool are too great to ignore.
