Take Control of Your Advertising
Digital
signage puts marketers in charge of when and where their messages influence
shopper.
At last
election day is upon us and we as Americans should have a much better sense of
which direction our country will be headed within the next few hours.
Day after day,
the media are filled with stories of who will do what if this party or that
party takes control. The headlines are filled with phrases like “seizing
control” and “taking power” and stories about the ramifications of Democratic
or Republican control of Congress.
“Taking control”
is part of our daily lexicon, too. “He’s a take charge kind of guy.” Or, “She’s
a control freak.” Everywhere you turn, life seems about controlling our words,
our actions and our environment. At least it is in most spheres.
But I wonder if
you were to ask 10 marketers how in control they feel about their marketing
message if even half could honestly say they’re in charge. Sure they design
their messages and sign off on the creative product of their advertising
agencies. But from that point on they start to lose control.
Marketers cast
their messages out to the public through a variety of media, like newspapers,
broadcast and the Internet, without really knowing whether or not the public is
fully absorbing their messages. These days it seems the public is just as
likely to zap the commercials on their digital video recorder, change the radio
station and turn past the newspaper and magazine ads as they are to actually
acknowledge the marketer’s message and take a desired action.
That’s why when
it comes to taking control of marketing messages, no other medium appears to
approach digital signage. With digital signage, marketers can influence
shoppers when they’re in the buying frame of mind. They can day-part their
messages, appealing to stay-at-home moms during one portion of the day and
school kids at another. Digital signage even allows them to control their
messages on a micro-geographic level, targeting a neighborhood, ethnicity, age
group, social strata or income like no other medium.
With digital
signage, marketers aren’t only in control of their message but on how, where
and when that message is presented to a highly targeted market audience.
Digital signage elevates the control over messaging to a level all managers
dream of and few currently achieve.
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