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Digital Signage and Social Media Content

It’s unlikely that you’ll make it through the day without seeing at least one digital sign. Digital signage is becoming a ubiquitous part of our daily lives. On the way to work, on the subway, at shops, and even at your doctor’s office, digital screens are everywhere.

Digital signs are far more engaging than their static counterparts:
63 percent of us see digital signage every day, and digital signs capture 400 percent more views than static signs. With stats like that it’s no wonder that while print advertising revenue is projected to decrease by 23.8 percent over the next four or five years, digital advertising revenue is set to grow by 11 percent in the same period.

So, considering that the consumer seems to prefer impactful, eye-catching digital signs, brand awareness and sales should both see big benefits. Research provides evidence that this is indeed the case:

  • a 48 percent increase in brand awareness among consumers, and
  • a 33 percent increase in sales.

The benefits don’t stop there. Exposure to digital signage has been shown to increase:

  • the average purchase amount of consumers by as much as 29.5 percent, and
  • repeat customers by as much as 32.8 percent

Upping your customer retention by a third is a powerful step in increasing brand advocacy. And there’s more: 29 percent of consumers, when asked, said that seeing an in-store video urged them to make a purchase they otherwise wouldn’t have.

Owned and earned content
Brand-owned and earned content such as user generated content are, in combination, responsible for a 28 percent rise in brand engagement. Not only that, but more specifically for UGC:

  • 84 percent of those who trust social media are much more likely to trust content created by their peers than by a brand, and
  • 68 percent trust consumer reviews versus the 64 percent who trust professional reviews.

Most importantly, UGC increases sale conversions by 7 percent when featured at the point of sale. Further rises in sales, by 13 percent and 18 percent, respectively, can occur due to either presenting the number of “likes” in posts or by showcasing reviews, which are both inextricably connected with UGC.

How do we make the most of social and UGC content?
We are at a crossroads in terms of modern marketing, an era in which the borders between all of the different marketing disciplines have become increasingly blurred with each passing day. Social media marketing is powerful, especially if integrated and combined with digital signage. What separates the good marketing campaigns and activities with the great ones is vital.

Being able to tailor your message to a specific audience by targeting defined groups is what will make the difference. The extent to which companies will adapt and learn to adjust their message through social media — depending on factors such as location, culture, demographics and time zone — is the ultimate challenge. Programmatic and content marketing are no longer buzzwords but realities that need to be faced head on.

Marketing Manager @trudigital