CMS Systems Share the Full Story with Consumers
Digital signage works. According to a study from the Journal of Advertising Research, when companies deliver contextually relevant content, they increase incremental sales by 5 to 25 percent.
But what sets average digital signage apart from its more effective counterparts is all about telling the story. Consider a retailer with both online and physical stores. Most customers’ journeys to conversion start online — they may visit social media pages and websites, or sign up for marketing emails. However, customers often want to see products in person. It’s this journey that offers an opportunity for digital signage.
It begins online with details about a new product launch. It continues with pop-ups and marketing emails about in-store events supporting the new launch. Next is the transition: Customers visit stand-alone or shopping center locations in person.
This is where CMS-driven digital signage shines. Backed by a cloud-based CMS connected to company databases, teams can push time-sensitive content to customers. In our example, digital signs could provide information about the new product launch party in shopping malls, transit stations and anywhere else customers might see the content.
The result is a consistent narrative that starts online, draws in potential buyers and helps turn them into loyal customers.
Getting the Maximum Value of Digital Displays
With the digital signage market rapidly growing, selecting the right technology partner is critical, including for the display, media player, CMS, mounts and stands, and installation services.
Companies now have options, including cloud-based CMS providers Navori, Spectrio and Skykit, hardware sellers such as BrightSign and proprietary tech such as MagicINFO by Samsung. BlueStar, a distribution partner, can help bring it all together by offering solution architects to recommend a customized setup including the media player, digital signage and CMS. Companies such as Peerless, Chief and StarTech offer mounts and stands for the digital signage displays.
It’s worth getting a demonstration from multiple CMS companies to see how their products work and what they can offer. Once you have an idea of what you want, CDW and BlueStar will provide full-stack solutions along with suggestions to optimize your digital signage.
With the correct signage, media player and CMS in hand, companies can create consistent narratives that are contextually relevant and directly applicable, and they can continuously update these narratives to ensure customers are seeing the big picture.