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Combining Physical Screen Advertising with Other Forms of Marketing

Millennial Magazine - advertising

Today we are going to look at how entrepreneurs can get more bang for their buck when it comes to marketing. Simple changes that make a huge difference to how well advertising campaigns convert as well as helping businesses to reach more people.

There are several ways to do this. Including, repurposing content for use across different platforms, running joined-up marketing campaigns, and using different marketing mediums in combination to have a bigger impact.

Tap into the power of digital signage marketing

In particular, digital signage, which, right now, is one of the newest and hottest ways to catch the attention of more consumers. Using the smart marketing features of digital signs companies can tailor their marketing to appeal to any demographic. While learning more about their likes, dislikes, and shopping habits.

To diversify your ad campaigns

The fact that business owners get to choose which ads to display when is one of the biggest advantages digital screens have over old-school paper advertising. It provides business owners with the chance for them to create and deploy multiple advertising campaigns. One for each group of customers that come into their store, salon, bar, restaurant, café, gym, or clinic.

To encourage shoppers to visit your online store as well

For example, a fashion retailer can create advertising campaigns around the lines that they sell which teenagers like. Using digital display screen images of models wearing outfits that appeal to that demographic will prompt some that are passing to come in and buy, there and then.

But, because the amount of cash teenagers have in their accounts tends to fluctuate more than it does for adults, retailers could include a QR code in the offer. Enabling them to scan the code and use it to order that outfit online, a few weeks later. Perhaps when a family member gives them some cash for their birthday. Or they have been able to earn something by doing a seasonal job.

Capture leads for email marketing

Similar campaigns can be created for other demographics. For example, requiring people to go online to place an order to qualify for a voucher and advertising that offer in-store. An approach that can encourage older shoppers that rarely shop online to do so. Providing stores with the chance to ask for their email address and permission to send them further offers that way. Recent research shows that email marketing is still an incredibly effective way for firms to grow brand awareness, retain customers, and encourage them to become repeat customers.

Using digital screens to carry out market research

Used in the right way, digital screens can also play an important role in learning more about customers. The best providers include data tracking in their suite of software. When deployed, it keeps track of when what is being displayed on a screen is changed. Providing retailers with the chance to pull off their sales data and use the timestamps to analyze it to measure the impact each in-store promo had. This is not dissimilar to the way online retailers test out the effectiveness of their banner ads. Creating adverts that lend themselves to being analyzed is key to being able to learn more about what appeals to customers and what puts them off. How to do that is covered here.

Studies show that businesses that analyze the effectiveness of their advertising campaigns are better able to serve their customers. They know what they want so are far less likely to end up buying items that do not sell well.

Repurposing in-store advertising for online campaigns

When a display advert converts well in-store the chances are that it will also do so online. Usually, it only needs to be resized for the retailer to be able to use it on their website. Or, as a banner ad that can be deployed on other websites or used for Google or Facebook ad campaigns.

Their effectiveness in those environments will still need to be analyzed because the motivators for those that buy in response to ads online are likely to be a little different. Plus, the costs are often quite high, and they can stack up fast. Ads that are created by a business for use on in-store screens cost virtually nothing. Only the time of the person who creates it and a small percentage of the cost of renting the screen and using the software.

Online every click costs money. So, any business owner that uses online display ads needs to monitor their conversion rate carefully. However, most marketers find that adverts that convert in the real world do stand a better chance of doing so online as well.

Marrying digital screen advertising with other marketing technologies is a technique that any physical business owner can use. It does not take long or cost much to do so.

What do you think?

Written by Marni E. Goldberg

Marni E. Goldberg is a journalist covering the financial market and graduate of Wharton School of Business. She loves cooking, travelling in her spare time, and spending quality time with her family.

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