While technological advancements are definitely closing the gap between multi-channel marketing solutions to bring about a more integrated, omnichannel approach, the emergence of digital brings about a time of uncertainty for many, says Darren Kirby, MD of Technique Media.
Digital signage can offer significant benefits – real-time information exchange, greater flexibility of the type of information on display and the increased scope for innovation, just to name a few.
Content is still king, and creativity is the key to reaching a diverse market such as ours. One of digital’s strongest USPs is its ability to offer differing creative on one network, dependant on the target market or markets, thereby giving advertisers greater strategic communicative control and less wastage on investment.
On the flipside, going digital requires careful consideration. Most digital forms of signage need high amounts of electricity to operate and marketers should take into account things like CMS capability, skill set service requirements and human resources, hardware and software upgrades as well as budget requirements.
So, consultation with experts is always highly recommended. While the global and more recent local trend indicates a move towards an increase in digital signage, many brands and agencies are still coming to grips with this complex medium.
Going digital can be likened to a 'hamster wheel’ effect, where once you’re on, it’s not so easy to get off. If anything, it can place a greater burden on companies to first determine the environment in which they operate, the markets they reach and the practicalities and delivery of their messaging and content.
In fact, in the much longer-term, we expect more complexity with the advent of the Fourth Industrial Revolutions artificial intelligence technology.
Only time will tell which industries are more suited to adopting digital platforms, who can adjust and best afford its requirements in the long run. In fact, we are already seeing finance options for companies looking to go this route or to stay on the course.
This said, all insights point towards digital far outweighing static media in terms of reach and customer engagement capability. Time to gear up.
For more information, contact [email protected] or visit www.techniquemedia.co.za.