Today's customers have grown accustomed to marketers knowing their preferences and needs?so much so that they demand real-time, personalized content delivered seamlessly and with pinpoint relevance. And at no other time has the pro AV and digital signage industry been perfectly positioned to provide the communications vehicle that makes successful marketing solutions possible.
But just as easily as pro AV and digital signage can produce marketing gold, they also can produce epic failures in the hands of inexperienced or otherwise out-of-touch marketers. For value-added resellers, knowing which tactics work and which ones to avoid will provide added benefit to the pro AV and digital signage products you provide your clients.
Here are some marketing tactics to steer clear of:
Not understanding your marketplace, customers, and competitors
All too often, organizations focus on the latest high-end technology but don't have a clear idea of how and what the technology is supposed to provide that organization and its marketers. Pro AV and digital signage should not come into the marketing equation until business goals have been defined and a clear picture of customer demographics and competitors has been drawn.
Only then should content be developed to support business goals and technology acquired to achieve and deliver on those goals. To do otherwise is to waste project funding.
Once a digital marketing roadmap has been designed, it's time to figure out what size signage best supports the intended solution. Getting display size wrong is one of the best ways to ruin an otherwise good marketing solution because of shortsightedness.
Choosing a video wall in a retail setting, for example, could be overkill just as easily as a small display is overlooked because it's not visually appealing enough to grab shoppers' attention as they pass by.
Using stale or non-personalized content
The effectiveness of pro AV and digital signage marketing is becoming harder and harder to dispute. Some 82% of respondents to a recent survey said they recalled seeing a digital signage ad in the last month, with 55% saying they were highly engaged.
One of the best ways to drive those numbers down is to use dull, uninspired content. In the retail vertical, non-personalized content delivered to customers who are ready to buy will surely result in losing the desired conversion to a sale.
Hiring the wrong people or cheap hardware
The old saying "you get what you pay for" really becomes evident when marketers with an otherwise great campaign opt for cheap equipment or unsatisfactory content. The same goes for not hiring an experienced pro AV professional to manage the installation.
After all, it's usually one of the most costly aspects of a digital marketing campaign and getting it wrong right at the onset can only prove more costly to fix it later on.
Ignoring social media
Some 74% of all Internet users use one or more social media sites regularly. When a customer shares a great experience about a product or company, they and their followers essentially create new organic content and encourage positive brand awareness.
Besides poor strategic planning, failing to integrate digital signage marketing with at least one social media platform is like throwing money out the window.
Neglecting analytics tools
Fifty-three percent of social media marketers don't measure their success. So they have no idea how their content connects with customers or how to gauge their performance compared to competitors.
Marketers who don't employ some sort of analytics tactic within their overall strategy will soon find out they are selling their campaign short by denying it critical data that unveil certain useful customer patterns.
Expecting instant results
Even the most successful digital marketing campaigns take "time-outs" to analyze key points of strength and weakness. Expecting fast results is unrealistic, because it doesn't allow time to assess the campaign as a whole, look for areas to tweak, or adjust content delivery.
Some digital marketing campaigns can take 30 to 90 days or even more to assess how competitive they are. Being impatient or not letting campaigns develop will prevent digital marketers from finding out what really works and what doesn't.
Are your clients asking you about pro AV and digital signage marketing pitfalls to avoid?