If done right, digital signage means big implications for your ROI. However, don’t for a second think that launching a digital signage campaign is going to be a piece of cake. If you have the mindset that a digital ad campaign is going to be a cinch, then you’ve already failed before you even begin. Digital signage integration has unlimited potential but only if you manage to utilize a strategic approach and follow the rules of effective advertising.
The following list outlines the common digital marketing mistakes and misconceptions to avoid. Consider them a warning; ignoring them will increase the odds of something going wrong in your campaign.
Mistake #1: Believing Content Creation is Easy
Creating content requires skill and expertise. Don’t think that you can simply copy and paste a few images you find on the Web and hastily put together a few lines of text and be done with it. First of all, most text and images you find online are not licensed for public use, and using any portion of them for your own campaign could constitute a copyright infringement.
Basically, every piece of content you upload on your signage system has to be 100% original. It also has to appeal to your audience; to do this, you have to follow the rules of good copywriting. If this isn’t your forte, then consider outsourcing.
Mistake #2: Creating Only One Type of Content
Why bother with digital signage at all if all you’re going to include are image stills? If that’s your approach, then you might as well stick with traditional banners and posters. The biggest benefit of digital signage is that it allows you to diversify your methods. This means you can also include other mediums like videos, slides and even interactive media. Include multiple media to increase the engagement factor.
Mistake #3: Believing that “Fully Automated” Means No Work
Yes, signage systems provide automated features. However, this doesn’t mean you don’t have to lift a finger after the initial setup. You still have to regularly upload new content, rotate out templates, install system updates, incorporate news feeds, and so forth. Sorry to say this, but digital signage isn’t one of those “set it and forget it” types of deal.
Mistake #4: Ignoring Consulting and Training
Don’t be afraid to seek professional assistance if you need it. This goes for both the content aspect and technical side of it. If you or your staff can handle it, then more power to you. However, don’t let your digital signage campaign fail because you were too proud or thrift to bring in professional assistance.
An IT consultant can troubleshoot any technical glitches and fix any bugs. Similarly, an ad copywriter can produce content meant for eliciting a specific set of actions from consumers. While outsourcing may mean additional expenses, the investment will pay itself off in the long haul.
Mistake #5: Purchasing the Cheapest Signage System
When it comes to technology, you almost always get what you pay for. Now, it’s very possible to get by on a signage system with just the basic functions and features. However, for more advanced features, such as touchscreen or motion sensor capabilities, you have to be willing to invest in a pricier system.
Mistake #6: Not Having a Designee
Someone has to maintain the system. Whether it’s you, another staff member, or a third-party designee, there should be one or more person relegated to the role. This person doesn’t have to be a jack of all trades but should have a more than general understanding of how to maintain the system; this includes uploading content, installing patches and add-ons, and troubleshooting minor glitches.
Mistake #7: Not Being Privy to Display Placement
The purpose of a digital display is for people to see it. Be mindful of your facility and where your customers tend to gather. Areas to consider include near the front entrance, checkout lines, lobbies, and guest service stations.
A digital signage campaign is only successful to the extent you allow it to be. Not knowing what the common pitfalls are is like throwing a dart at a target without a bullseye. By knowing the mistakes to steer clear of, you will avoid needless trial and error.