Digital signage: How to adapt it for your business

Published on 24/03/2022 by Ojasvini

This article will talk about digital signage, its current uses, and benefits. We will also discuss steps on how to adopt digital signage for your small business.

Digital signage might help increase brand presence and customer engagement

According to a report published by Grand View Research, the global digital signage market was worth US$23.12 billion in 2021 and is expected to grow by 7.7% from 2022 to 2030. This data might indicate that many businesses may be using digital signage for effective marketing and enhanced customer interactions. 

While the pandemic is still not over in some parts of the world, businesses may be trying to head back to normal working situations. Regardless of what industry you are working in, sharing real-time information and simultaneously communicating with your customers might be essential for business growth. One such way to do so could be via digital signage. Businesses should adopt appropriate digital signage software to create, distribute, and advertise their content to their audience using a centralised platform.

Meaning of digital signage

Also known as electronic signage, digital signage is the visual image, video, or other multimedia content displayed on a digital screen using technology such as LED screens, LCD screens, or projection screens. For instance, a restaurant owner might use electronic signage to display their menu. The entire contents of the paper menu would be displayed on TV screens which might include promotional offers of the day, potentially helping to attract customers. Instead of using print signage —paper menus— for promotional purposes, the restaurant owner could use digital signage.

What is digital signage software?

Digital signage software are platforms that let users manage the content to be displayed on digital screens. With the help of this software, businesses can create and schedule content, organise screens, advertise and promote their brand, and simultaneously interact with the audience effectively.

Most such software offer a centralised dashboard using which organisations can access, control, and manage all the information they want to feature on digital screens.

Current uses of digital signage

One of the biggest challenges for a small to midsize enterprise (SME) might be to gain customers’ attention at the first instance they look at their product or its description. For example, suppose you enter a mall and see a digital screen showcasing a 50% discount on beauty products for a brand. Your eyes would immediately be drawn to and notice what the deal entailed, and you might be tempted to at least go and take a look at the products. 

To reach customers effectively, brands such as Samsung and Nordstrom are already using digital signage to help customers understand their products better. Nordstrom says that it has implemented digital display board solutions for a better shopping experience. The screens have 360-degree imagery with the help of which users could see —for instance— which particular shirt would suit their body type. 

5 Steps to help make digital signage work for your business

Below, we have given some steps which could guide you to create well-planned digital signage for your business.

1. Create a plan consisting of objectives and assign team roles

The first step would be to determine your objectives —for instance, your brand message and your target market. Another task would be to assign roles amongst your team members —for instance, who would be responsible for managing the displays and changing them as soon as you update anything or who is responsible for creating new displays once a new product is launched.

2. Prepare everything you need for setup

Setting up digital signage would require a few essential things, including a screen connected to the internet, appropriate digital signage software, and lastly, a device —such as a laptop or a computer— that you would be using to manage the displayed content. 

3. Know your target audience and their requirements

Before selecting the type of signage, you may need to determine which category of audience you would be targeting. You may need to define your target audience’s characteristics, interests, and engagement levels. Businesses with a relatively larger target audience should ideally focus on a more specific subset for particular promotions or brand messages. 

4. Select the right type of signage for your SME

There might be many different types of digital signage. You may need to choose which particular type would work best for your business. For example, a business opening a store in a mall or complex can promote it using digital banners on busy streets and outside shopping venues. 

5. Create innovative content to be displayed on the screen

This step would involve creating innovative yet easily readable and attractive content to grab the viewer’s attention immediately. The content that would go digital should ideally be crisp and concise, but should also clearly define your product, or if there is any promotional offer you’d like to highlight, it should be precisely described.

With this, you would have the option to create different types of content and present it in varied ways, such as showreels or slides, videos, live tweets, and static images, so it’s best to choose different formats for different types of information. 

The benefits of digital signage

With appropriate eye-catching signage, businesses can potentially attract users to their brand by showcasing promotional discounts, daily offers, and in-store products. Additional benefits are as follows.

Helps increase social media presence and engagement

Digital signage —when used in conjunction with your brand message— can not only help increase your social media presence but could also help get in touch with your target audience directly. For example, putting out an electronic billboard for promoting your newly launched skincare product could help customers know more about it and might also aid in converting interested viewers into actual buyers. 

Allows businesses to use multiple media channels

There are many different ways a business could convey its message using  signage. The different types of online signage include LCD video walls —which is a group of displays put together to make a large single screen— menu boards, advertising signage —such as billboards, banners, and street signs— LED signage, and smart kiosks, among others. Businesses can choose what kind of audience they would like to target and accordingly plan which particular digital signage type would suit their needs. 

Could save time and money

Businesses could save time and money when it comes to using online signage. For example, if a restaurant has created a digital menu, it would not have to erase sold out items, add new items, or change prices manually. In addition, the cost that would have been incurred by sending fresh menus for printing and later installing them manually could also be saved. 

Final takeaway

Digital signage might provide SMEs with flexibility and the opportunity to display information and valuable content to viewers or potential customers in creative ways. It can also help customers compare products and assist them in their buying decisions. Choosing digital signage for communicating a brand’s message might open new avenues for SMEs in terms of advertising products, connecting with the audience, and enhancing a brand’s overall presence.

Looking for digital signage software? Take a look at our catalogue!

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

About the author

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.

Content Analyst for Australia. Focusing on insights about software technolgies critical to SMEs. Insipred by growing tech trends and how these help SMEs to grow.