Brands these days are promoted in several digital channels to create a relationship with the customers, owing to the rapid evolution of Internet. Marketers have understood the scope of marketing through various digital means because of the increased use of digital devices by the potential customers.



Is digital branding different from digital marketing?

Yes, these are two different terms that are more commonly mistaken as synonyms. Digital Marketing is the set tools used to promote your business online. This includes SEO, social media, PPC, local search, mobile, and traditional promotional methods and tools. Branding is the way by which the culture, character and message of your business are established and spread out to your audience. As a result of this, your business will create an impression on your audience. Branding done by digital means on digital media platforms to the right target audience is called Digital branding.


More on Digital Branding

Branding is the process of making your customers come to you by attracting them. Some of the most successful companies like Apple and Google have had made it this far only because they have established their brands so effectively among their target audiences. Some businesses do not even have a brick and mortar store; they exist only on the digital medium. Take the examples of many apps, E-commerce websites. They all have done good digital branding for themselves because of which the customers trust them. Branding is about being adaptable. You need to adapt your brand to the ever-changing preferences and lifestyle of customers or audience. Digital branding requires a high level of creativity to keep the audience engaged and interactive with your online business. Any action that you do to interact with customers for promoting or developing your business is part of establishing your brand. Branding is the overall strategy that shapes your entire business. It acts as the driving force for your business. Digital is the tool that is used for effective branding.


Digital branding is defining the image of your business to the customers and creating an emotional connect with them online. If you communicate your brand successfully, it creates some expectations in the minds of customers. Even before the purchase is made, your customers can have a good opinion or a positive feeling about your brand.


Some of the things that you need to keep in mind are

  • The brand needs to interact with the relevant customers in the right approach. It should be impactful to every single customer.
  • You need to win the trust of your customers in the digital medium. This can be done by talking about the experiences you’ve had in the process of establishing your brand.
  • Customers these days are highly informed about the products or services offered. You need to present your brand genuinely as well as creatively so that it interests your target audience.
  • If the customers are satisfied with your digital branding, your brand will become memorable among the masses.


Thus, digital branding is more challenging than ever before because retaining the loyal customers is very critical. When there are already many companies that are doing Digital branding the right way, it is possible for you to do great Digital Branding as well! Take your online business to a whole new level by doing impactful digital branding.


Key Marketing Trends in 2016 and How Digital Signage Helps

No question about it: The major marketing trend of 2016 is visual marketing. Text lacks the power to communicate effectively, at least by itself; societal and technological shifts have changed the game. Consider:

  • Mobile phone usage has exploded. A 2015 Pew study reveals 64 percent of Americans own smartphones, nearly twice the 2011 number.
  • Mobile Internet access now exceeds desktop access, with the gap widening.
  • Mobile Internet users crave visual content, videos and high-quality images in particular.
  • Mobile Internet use is conditioning Americans to notice, demand and consume high-quality visual content wherever they can find it — in printed marketing materials, slide shows, digital signage, etc.
  • YouTube, the world’s most popular video website, has more than 1 billion users.
  • Instagram, a recent social media entry that is photo/image-driven, already has more than 400 million active users — many of whom are in younger age groups.
  • Marketing professionals admit to a significant problem of content overload. Companies are producing an overwhelming amount of text-based content for marketing purposes, across all verticals. B2B and consumer markets are overwhelmed by all of this and are beginning to tune out text-only communication.
  • Thanks to social media and other factors, the human attention span has plunged from 12 seconds in 2000 to eight seconds in 2015, according to a widely reported study. Goldfish now have a longer attention span than humans, posing new challenges for marketers indeed!



Digital Signage Solutions Take Front and Center

Companies, healthcare facilities, educational institutions and other organizations that have used digital platforms as internal communication tools for marketing are now in an environment where they can obtain a terrific boost in ROI by ramping up their efforts.High-quality video and imagery, in combination with text, will capture user attention, hold it, and make the message memorable.

There are several ways organizations can use digital signage to improve marketing results:

  • Place big screen displays in public areas — concourses, waiting areas, outdoor spaces, convention halls, etc. — with a combination of organizational news, advertisements, brand messages, headline news, weather and sports information.
  • Place smaller digital screens in lobbies, offices and other on-site locations with the same combination of messaging — far more useful to the organization and guests than simply broadcasting a television program.
  • Where digital signage is in use or put into use for wayfinding, interactive kiosks for visitor information access, meeting room agenda postings and other non-marketing purposes add marketing and branding communication to the content menu.

Short, rotating, visual messages with an emphasis on high-quality imagery enable organizations to reach and influence people by accommodating their preference for visual information and their short attention spans. Digital marketing solutions have gone from a marketing frill to a necessity. Are you ready to meet the challenge?


5 Ways to Use Social Media Automation in Your Marketing Strategy

1. Post When Your Audience is Online

You don’t want to sit by the computer all day and night posting content, do you?

Of course not!

Automation lets you schedule your posts ahead of time. But more than that, it allows you to get your content in front of your audience when they’re most active.

Now I’m sure you’ve read one of those articles telling you the best time to post.

Know what the problem is with each one of them? They aren’t you and don’t run your social channels.

Each business (and social network) is unique. The only way to know your best time to post is to dig into your analytics.

Armed with that information, you can make data-driven decisions.

True Social Metrics is a tool I use daily to better understand when and how my audience is spending their time online.


Analyzing the data lets you see when your customers are interacting with you online. Rather than throwing posts out hoping for an outcome, you predict it with data.

Once you know your best times to post, take those and add them to your favorite social media management tool. For me, that’s Post Planner and Sprout Social.

In Post Planner, I can add those times to my unique Plan. Now here’s where the automation comes in.



When I add content into my Plan, it’s then scheduled based on those pre-determined times. It also sorts based on the type of content.

No dragging and dropping or scheduling. Just add my favorite content and let the system do the heavy lifting.

Pretty cool, right?

Sprout Social has a similar feature. Add your perfect times to post to your Queue and drop your content in.


Remember, nobody knows your audience as well as you do. So do some research and get to know them – find out when they are most active.

And for goodness sake, stop getting online at all hours of the night to post content. Your business (and your personal life) deserve more than you can give without automation.

2. Automate Your Evergreen Content

It’s no secret that your audience misses most of what you post on social media. Cutting through the noise is harder than every these days.

To capture attention, you need an easy way to stay top of mind.

That’s where evergreen content comes in.

What’s evergreen content? It’s content that never gets outdated or stale. It provides value to your audience, no matter if you post it today or a year from now.

And adding it into your automation plan keeps it fresh and in front of a whole new audience. This is exactly the type of content you want to recycle and repost.

One tool that’s particularly handy in reposting evergreen content is Tailwind.

If you’re a fan of Pinterest and its magical traffic converting powers, Tailwind is for you.

Pin your evergreen content – blog posts, quotes, guest articles – you name it. Let it show up in your boards and the group boards you belong to.

To be clear, this is not about pinning large amounts of unwanted or repetitive stuff. (against Pinterest TOS)

Don’t be a spammer or “that” Pinterest user.

It’s about sharing your most valuable content with a unique audience eager to consume it.


3. Set up Automation Between Various Social Media Networks

Most social media automation tools only cover a handful of social networks. That makes cross-promoting a challenge.

The good news is that you can use IFTTT (If This Then That) to set up consistent automation.

How does this work?

Let’s say for example, you want to tweet every Instagram pic as a native Twitter photo.

With IFTTT, it’s as easy as creating a recipe.

A recipe allows the system to take action. When something happens on one network, it triggers another action on another network.

To create a task in IFTTT, start with your recipe. It’s a quick process that’s a one-time setup.

Or you can use others pre-created recipes like this one.


Whatever you’re looking to do:

  • Share Instagram to Facebook
  • Tweet your Facebook status updates
  • Save your new Instagram photos to Dropbox

It can all run through IFTTT.

4. Set Up Notifications to Keep You Updated on the Conversation

If you want to interact, respond, and stay engaged with your audience, timing is of the essence.

But who has the time to sit and wait for those notifications to come flying in?

In order to stay in the conversation, you need to respond in real-time.

You have a variety of options when it comes to automated notifications. You could turn them on via an app or on your smart phone.

But for me, this kills productivity.

I want to check notifications when it fits into my schedule. I don’t want them screaming at me throughout the day.

One of my favorite Twitter tools is Twitonomy. This free tool let’s you manage your mentions.


But more than that – you can see your most influential, engaged and active users. (engaged is an upgrade to a paid version)

The beauty is its ease of use. Find a mention, click on the tweet, respond, follow or even add to a list.

Within a matter of seconds, you’ve interacted with your audience and stayed in the conversation.


5. Let Automation Support a Strong Presence

Automation is a huge time saver.  There’s no doubt about it.

But using automation will never replace human interaction.

Don’t treat automation as an opportunity to kick back and relax.

Instead, use it to free you up from monotonous tasks. This will allow you to focus on what matters most – building relationships.

The best way to do this? Schedule time in your calendar and stick with it like any other appointment.

Set aside 15 minutes, 2-3 times per day. Use the time to reply to comments, answer questions, and stay in the conversation.

The keys to successful automation are this:

  1. Read it. Never share something you haven’t read. Your tweet or post is a sign that you’re vouching for the content.
  2. Infuse it. Add your personality into each automated task. In other words, add context to your content.
  3. Personalize it. Add a personal touch to your messages and posts. Even if you’re just sharing a link to a post, take a second to add your thoughts.



Tanning Bed – Beginner’s Guide

Are you considering indoor tanning? With bathing suit season well underway, many people will be going to their local tanning salon to get a bronzed body before hitting the beach. But what if you have never been in a tanning bed before? What do beginners need to consider?

Before going tanning, I recommend making an informed decision about whether or not the pros outweigh the cons. Many experts claim that there are too many risks, and tanning beds should be reserved for medicinal purposes only. Others claim that the benefits far outweigh any risks.

I encourage everyone to at least be aware of the risks, informed about the benefits, and do a little research on their own so that they can make an informed decision regarding tanning beds.

Risks of Tanning Bed

  • skin cancer (studies have been done that link tanning beds to skin cancer and show that they increase the risk of skin cancer by 75% and melanoma by 20%)
  • premature aging
  • wrinkles
  • damaged immune system
  • eye damage, such as cataracts and blindness

Benefits of Tanning Bed

  • a convenient tan
  • self-treatment of eczema
  • self-treatment of psoriasis
  • self-treatment of seasonal affective disorder
  • tanning provides a supply of vitamin D, which can help prevent several cancers such as breast and colon cancer

Tips for Those Who Have Never Tanned Before

If you still want to go tanning even after knowing the risks, that’s fine. I enjoy tanning, and I also find it very relaxing. Going tanning for the first time can bring up a lot of questions, such as should you use tanning lotions, do you need to wear protective eyewear, and what bed to use. The people who work in tanning salons can usually help you with any unanswered questions you may have, but still, it’s smart to do your own research.


The first time I went tanning, I asked the woman working for a little advice regarding which lotion to use. I also inquired about what the difference was between the lotions. I had no idea what a “bronzer” was and didn’t know what the words and ingredients written on the bottle meant. She said that all of them were pretty great, and it really didn’t matter. Yep. All thirty lotions displayed in front of me were “great.”

Needless to say, I spent thirty dollars on a lotion that was a great moisturizer but did not help with my color at all. Three weeks later, I had silky soft skin that was still really pale in color. This is why it’s a good idea to know a little bit before you go to a tanning salon. You never know how informed the employees are.

What Do You Wear?

Some people are absolutely appalled at the mere thought of laying in a tanning bed naked, especially knowing that someone else lay in that tanning bed naked. Others could care less and trust their tanning salon to sanitize properly the bed before they get into it.

So what (if anything) should you wear? There are a lot of different views on this particular question, and it all comes down to one very simple answer: wear whatever you are comfortable in. If you wear your bathing suit every time, you will have tan lines that reflect that, but that’s your choice.

Ideas for What to Wear

  • nothing (go naked)
  • a bathing suit
  • underwear
  • tanning stickers (these can tell you how much darker your color gets, and can make a pretty temporary tattoo)

Do You Have to Wear Protective Eyewear?

Excessive amounts of UV exposure to your eyes can result in damage to the eye itself, the retina, and can cause cataracts and even blindness. I have read stories of people that have gone blind their first time in a tanning bed. While that is not a likely outcome, if you opt away from protective eyewear, it is a possibility.

Simply closing your eyes or putting a towel over them does not provide enough protection to prevent damage to your eyes. Many tanning salons provide disposable protective eyewear for one-time use that stick to the area around your eye to provide protection.


Buying tanning goggles is another option. Many of these have a string that wraps around the back of your head to ensure that they do not move while tanning.

Many tanning salons do not check to see if you have protective eyewear before you go tanning, and no one is going to follow you into a tanning bed to ensure that you are wearing them. Protecting your eyesight is your responsibility.

How Long Should You Go Tanning and What Type of Bed Should You Use?

How long you should go tanning depends on your skin type. The tanning salon will have you fill out some paperwork and determine your skin type. They should be able to help you with this decision (but still, you should do your own research).

If you burn extremely easily, you may want to start out only going five minutes in a Level One or Two tanning bed. The tanning salon that I go to only has one Level One bed, and often they recommend people use a Level Two. I, personally, started out going seven minutes in a Level Two bed and did fine. If five minutes does not give you a burn, you can try to go seven minutes the next time, and consistently add two minutes at a time. If you notice that you are starting to burn, wait an extra day or so before returning to the tanning bed. Trust me, it is possible to tan with out getting burnt.

Tanning salons offer different levels of beds as well as different types of tanning beds. The levels determine the amount of UV rays and therefore how quickly you will tan. These levels start out at Level 1 and go up to Level 4. Different types of beds include a lying-down bed, a stand-up bed, and even one that has a strip of tanning bulbs down one side to help tan your sides.

There is no particular bed that is better than another, it all depends on what you like. If I have a lot of energy, I like to use a stand-up tanning bed, and sometimes I dance while I’m in there. The beds you lie down in are much more relaxing, though, and sometimes I prefer that. Ask your tanning salon what different beds they have, try some different ones, and see what’s right for you.

Move Around

When tanning, don’t lie still the entire time. This can cause wrinkles in your tan, which are not pretty. Wherever the UV rays do not reach, your body will not tan, so try this: prop your head up slightly on a pillow or lean it slightly forward (or use the pillow if the place provides one). Now, think about any wrinkles in your neck in that position. If there is a wrinkle there, the tiny bit of skin inside that wrinkle will not be exposed to the UV rays, resulting in a white line (tanning wrinkle) across your neck. This is why different positions when tanning can be helpful in achieving an all-over, even tan.

What Type of Lotion Do You Use?

There are a lot of great tanning lotions on the market today. Consider these options:

  • A moisturizer is vital because tanning will dry your skin out.
  • If you are looking for more color, then you may want to try a lotion with a bronzer or intensifier as well. A bronzer will add more color to your complexion. Most lotions that contain bronzers will say something along the lines of 10x or 30x on them. The higher the number, the more bronzer the lotion contains, and the darker it will help you get. Another trick is to look at the color of the lotion before purchasing it. The more bronzer a lotion contains, the darker its color will be.tanning-salon-marketing
  • Other types of lotions include maximizers, accelerators, tingle lotions, and cooling lotions.
  • When applying lotion, it is important to take your time and apply it evenly. If you wind up with five times more lotion on your stomach and hardly any on your chest, it can lead to an extremely uneven tan. If you have sensitive skin, it’s a great idea to buy a small sample packet of the lotion to test before committing to an entire bottle.

Peace Love and Cupcakes Tanning Lotion

This is one of the first tanning lotions I bought, and it’s still one of my favorites! Peace Love and Cupcakes is a lotion by Australian Gold and has a great, sweet smell to it. It also has 10x bronzer. Now, keep in mind the higher the number, the darker it will help you get. If you burn easily, you may want to start out with a low bronzer just to make sure. Also, you aren’t supposed to shower directly after tanning, and no one wants to walk around smelling like tanning lotion all day. That’s why there are two things I always check before buying a lotion: the smell and the color. The color is another way to tell how dark you will get instead of simply looking at the number before the bronzer.

With this lotion, I could see color within a day, and got complimented on how great I smelled!

Shea You Love Me Tanning Lotion

This lotion is an intensifier. Bronzers and intensifiers are supposed to do the same thing but in different ways. Bronzers have pigments in them to help you look dark while you’re getting a tan. These are great if you want to hurry up and wear shorts without white legs 🙂 Intensifiers are supposed to help your skin produce more melanin so that you get a deeper, more natural-looking tan. I’m on the fence with that. I tried this product for an extended period of time, and did not see a difference. I still love the product, but I use it for my face now. I have sensitive skin so I was a bit skeptical about spending this much on a lotion, but it was worth it. Shea You Love Me is very moisturizing, hypoallergenic, and fragrance-free. Tanning can cause dry skin, and I don’t want my face to get any darker (it’s already in the sun so much, and I want my whole body to match) so this is the perfect lotion for my face. I only use about the size of a pea for my face, and this one bottle has lasted me months!



What You Need to Know About Tanning


What You Need to Know About Tanning

Until the advent of spray tanning and sunless tanning products, the phrase “healthy tan” was a bit of a contradiction. Tanning with ultraviolet (UV) radiation, whether it comes from the sun or from an indoor tanning bed, is dangerous. So why do more than 1 million people tan in tanning salons in the United States every day?

Understanding Ultraviolet Radiation

Many tanning myths stem from confusion about the effects of different types of UV rays. Ultraviolet radiation is part of the light spectrum that reaches the earth from the sun. These wavelengths are invisible to the naked eye and include UVA, UVB, and UVC rays. While shorter UVC rays are absorbed by the ozone layer, UVA (long-wave) and UVB (shortwave) penetrate the atmosphere.

UVA Rays

UVA rays account for the majority of UV radiation that reaches the earth, and most tanning beds primarily emit UVA rays. Though less intense than UVB rays, UVA rays penetrate the skin more deeply. They reach the lower layers of the epidermis where they trigger cells called melanocytes to produce melanin. This brown pigment is what causes the skin to tan, and also protects the skin from burning. People with darker skin produce more melanin and often do not burn in the sun. However, just because a person does not burn easily does not mean they are protected from skin cancer.

According to the Skin Cancer Foundation (SCF), UVA also damages skin cells called keratinocytes, which are located in the deepest layer of the epidermis. This can initiate the development of skin cancer.

UVB Rays

UVB rays are the primary cause of most sunburn or skin reddening. They are more intense during certain seasons or times of day. For example, UVB rays are most intense between 10 a.m. and 4 p.m. during the spring, summer, and early fall months.  However, UVB rays can burn or damage the skin at any time of year.

For some time, there was conflicting information on the potentially dangerous effects of UVA and UVB rays — scientists once believed that only shorter UVB rays were of concern. However, new evidence shows that longer UVA rays can be just as damaging to the skin and eyes. By damaging the skin’s cellular DNA, both UVA and UVB rays increase the risk for skin cancer, cataracts (clouding of the lens of the eye), and premature skin aging.

Risks Associated with Tanning

UV radiation causes premature skin aging and increases your risk for burns. If you tan, however, that’s the least of your concerns.

Tanning indisputably increases the risk of skin cancers, including a rare but deadly form of cancer called melanoma. The incidence of melanomas diagnosed at a more advanced stage is on the rise, and researchers believe indoor tanning is to blame. According to the American Academy of Dermatology (AAD), use of tanning beds increases the risk for melanoma by 75 percent, and risk increases with each use. This number gets higher for those who begin using tanning beds before the age of 35, increasing the risk for melanoma to 87 percent.

These advanced cancers are lethal. According to the American Cancer Society (ACS), melanomas account for 9,700 out of an estimated 13,000 skin cancer deaths each year. Survival rates are higher (approximately 91 percent) in cases where the cancer has not metastasized (spreads to other parts of the body); however, five-year survival rates for regional and distant metastases plummet to 62 and 16 percent, respectively.

Non-melanomas, including basal and squamous cell cancers, occur both on the skin’s surface and within the deepest layers of the epidermis. These cancers are more common, and typically appear in sun-exposed areas, such as the face, ears, and neck. Unlike melanomas, these cancers rarely spread to other parts of the body.

Myths about Tanning and Sun Exposure

Some people think only childhood sunburns are dangerous. If you had a few bad childhood sunburns, they argue, why bother to protect yourself now? The damage has been done. However, the danger of tanning is dose-related and cumulative — that is, the more UV radiation you’re exposed to over a period of time, the higher your cancer risk. The U.S. Food and Drug Administration (FDA) closely regulates the use of tanning beds.

Another argument is that using a tanning bed gives you a so-called base tan that allows you to avoid sunburn. But research indicates that any radiation is dangerous, whether its source is the UVA rays that tan the skin or the UVB rays that burn it.

Protecting Your Skin

So, what’s the final word on tanning? Don’t do it. Avoid tanning beds and lamps, and limit your sun exposure, especially between 10 a.m. and 4 p.m., when UVB rays are most intense. Use a broad-spectrum sunscreen with a sun protection factor (SPF) of 30 or more. Wear a hat, sunglasses, and protective clothing when outdoors.

If you absolutely must have a deep glow, try a spray tan. The same chemical, dihydroxyacetone (DHA), is used whether you get airbrushed in a salon or apply the spray at home. Because DHA is a color additive, the safety of the agent has been reviewed and approved by the FDA. DHA is also used in sunless tanning lotions, mousses, bronzers, and moisturizers. Whether you pay a lot of money for them at a department store cosmetics counter or buy them inexpensively at a drugstore, it is up to you.

Article Sources

Successful Digital Marketing Techniques


There are many digital marketing techniques for a business to adopt. The fundamental problem that many companies face is determining where to start when there are so many channels in which digital marketing can be done. One of the biggest mistakes that many companies make is trying to adopt all channels for their promotions and hence end up not making their presence felt in any of the channels.

Below are a few popular digital marketing techniques


The best success story of adopting a minimalistic design is Apple. While designing an Ad, use typography and keep the content short with words that convey the message right away. The attention span of people is less, try to retain their attention with short easy to read action words, use taglines to convey the message. Use simple images that convey the whole story, avoid visual clusters. Imagine if a person clicks on a video only to find that it is too long to spend time on, he or she will immediately close the video and look for something else. Adopting minimalistic design in images, videos, pages, content etc will help convey the message better. For more on minimalism please refer to our blog-

Tell a story that makes an impact

Storytelling can be used by businesses and entities of all sizes because all it requires is imagination and creativity, not money. It brings your brand alive and helps build an emotional connect with the customers and its proven be one of the best digital marketing techniques. According to the recently published The power of storytelling from Facebook IQ online storytelling in social media can have a direct impact in-store purchases. Tell an effective story which connects with the customers and introduce a call-to-action button at the end. The effective combination of good storytelling and call-to-action button has proven to be successful for many businesses. A good example of a brand campaign, which connected with its customers through storytelling, is The Kickstarter campaign that started out asking for $10 to make potato salad yet ended up making over $55,000 showed us the true power of storytelling. People contributed, not out of necessity or desire for potato salad, but simply because they could relate to the story presented and wanted to be a part of it.

Build an audience

Once you have clearly identified who your customers are going to be, determine how often they engage with your brand. Use techniques of storytelling to help build an emotional connect towards your brand. Keep your audience engaged through channels that you have chosen to reach out to your customers and measure the customer engagements. Put your customers at the center of your business and see a gradual increase in your customer base. This is one of the tedious digital marketing techniques but can give long lasting results.

Use inbound marketing, it works better

Inbound marketing techniques such as SEO, good content creation, social sharing, blogging, good landing page creation etc have been proven the most effective ways to reach customers. Inbound marketing techniques are being used by more than 92% of the companies to increase their traffic. Create a good landing page; results suggest that landing page tops the list of good inbound marketing techniques used to generate leads for business. Adopt search engine optimization techniques so that search engines rank your websites better. Creating the right and user-friendly content and enhancing the user experience on your site is the key in being ranked better by the search engines. Help your businesses grow organically using inbound marketing techniques and see it advertise itself!

Measure your approaches

The failure of most digital campaigns attribute not only to poor Ads and the people behind the campaigns, but also the lack of structured thinking about the purpose of the Ad- like, who are the target audience it has to reach? How will it reach the audience? Etc. Failure to measure the successes or failures of various approaches is also one of the reasons why campaigns fail. Set a clear objective for the campaigns, identify the segments you want to target, select your channels to reach the target audience strategically, observe the behavior of your target audience. Use analytics tools like Google adwords key planner to determine the most popular keywords to build your content. Measure the time people spend on your website and bounce rate .

Planning a good strategy for digital marketing is the key to getting ahead of your competitors. The ability of a business to thrive in today’s world is determined by how well it is able to adapt to the digital media. It is very important to learn to engage with the audience in the digital space and by that, you can see visible growth in your profits.

source: Webdefy



Audiences Are More Attracted to Movement on Signs2 A study conducted by Intel demonstrated that animated digital content consistently attracted four to six times the number of viewers compared to the equivalent static posters. In addition, the exposure time was substantially longer, with viewers spending 50% longer (2.0 seconds vs. 1.6 seconds) looking at dynamic signs vs. static screens.2
(2. “A Report on a Field Trial of Anonymous Video Analytics (AVA) in Digital Signage.” Intel. html. March 2011.)

Player hardware for a digital signage system purchased in 2013 is one-tenth the size it was a year ago, leading to lower costs.6 Overall costs for a 100-node digital signage network dropped 56 percent from 2004 to 2010, according to Wirespring Technologies7 and has continued to decrease since this report was published.

According to Precision Marketing co-author Sandra Zoratti, 50 percent of consumers disengage with brands because of irrelevance. However, when marketers take steps to target the right customers and be relevant to them, they see an average 2X return — as measured in response, revenue, or ROI.9

The same electronic educational content you develop for customers can be used to train employees — using the employees’ mobile devices — for additional cost savings. More importantly, having knowledgeable sales associates can increase customer satisfaction. In Motorola Solutions’ 2012 Holiday Shopping Study,11 nearly half of Gen Y surveyed shoppers felt better connected to product information than sales associates. Even among less tech-savvy Baby Boomers, one-third felt better connected than sales associates. Yet Boomers are four times more likely to increase their spending as the result of a helpful associate than by using selfservice technology, according to the study.

(Taking BYOD to the Next Level: Leveraging Customers’ Mobile Devices to Increase Loyalty and Drive Sales WHITE PAPER – February 2013)


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More companies are embracing the cost-effective opportunities offered by new dynamic advertising technology. Companies with digital signage are more likely to get customers in the store, direct them to more areas of the store and increase customer time in the store. Multiple studies prove the strong ROI and ROO of digital signage systems.

In 2010, Nielson tracked digital signage use in 120 grocery stores over time and found that 4 out 5 brands experienced increases of up to 33% in additional sales compared to when using printed signage alone(5). Also, 68% of customers agreed that digital signage would “influence their decision to buy the advertised product in the future” and 44% agreed it would “influence them to buy the advertised product instead of one they planned to buy.”(6)

With digital signage, messages can be changed on demand with very low cost (unlike printed signage), so companies can speak directly to their customer with the right message, in the right place and at the right time. Companies can switch menu items and products according to the time of day, season or available inventory with ease. They can also showcase more products and information than ever before with multiple features in a slideshow format, and enhance the in-store experience by engaging customers and creating dynamic interior decor.


70% of US residents 12 and older have seen a digital video display in a public venue in the past month, 52% recall seeing one in the last week.
Digital video in public venues reaches more Americans each month (70%) than video over the internet (43%) or Facebook (41%)

The top 5 places consumers with are grocery stores (28% of the US population 12 and older), Shopping malls (27%), large retail or department stores (20%), medical offices (20%) and movie theatres (19%).
Viewers are engaged with the content; nearly half (47%) of those who have seen a digital place-based video in the past month specifically recall seeing the ad.

Digital Video ads have an effect on purchase patterns. Nearly one in five (19%) of those who have seen a digital video ad said the made an unplanned purchase after seeing an item featured on the screen.

The global digital signage market was valued at $14.63billion in 2014 and is expected to reach$23.76billion by 2020, at a CAGR of 8.18% between 2015 and 2020. In terms of geography, North America accounted for the major market share of ~34% in 2014, followed by Europe with ~29%. APAC is projected to grow at the highest CAGR of 9.34% between 2015 and 2020.

Four out of five product brands experienced significant increases of up to 33 percent in additional sales through the use of DOOH media.

At the same time, display screen advertising at the POS considerably increased brand awareness: While previous studies on the effectiveness of POS advertising media showed only a slight increase in brand awareness (unprompted), the in-store TV tested here yielded a remarkable increase in awareness and recall rates of up to 14 percent (unprompted) and 31 percent (prompted).

Conscious awareness of digital display screens is generally high, according to the Nielsen study. Roughly three quarters of those surveyed (74 percent) noticed the monitors at the POS. The awareness rate for DOOH media is thus 23 percent higher than the average benchmark of other POS media analyses. In-store TV also gets good marks when it comes to acceptance: Display screen advertising and infotainment while shopping were well received by 62 percent of consumers.


10 key stats that are accelerating the adoption of digital signage


Digital Signage is becoming a reputable marketing resource as technology advances continue to improve capabilities. Despite businesses in the past being hesitant to incorporate signage into their marketing strategy, forward thinking corporates are now ceasing the opportunity to attract attention, leverage up-sells and influence purchase decisions. We take a look at statistics from the digital world to gain an understanding of what is driving implementation.

1. Over a quarter of organisations deem ‘multichannel campaign management’ as one of their top priorities Digital signage forms part of the multichannel marketing strategy, acting as a canvas for unlimited marketing content, campaigns and promotions. It bridges the gap between virtual and physical by offering a complete online product catalogue in store, providing a seamless experience across multiple channels.

2. 63% of people report that digital signage catches their attention.
This percentage is significantly higher than TV, Internet and billboard advertising. Retailers are choosing digital signage due to its low cost and flexibility but high impact is the key advantage.

3. 84% of UK retailers believe digital signage creates significant brand awareness
Digital signage is essentially the ‘face’ of a store, it familiarises the target audience with the brand and ultimately makes the company more recognisable. With dynamic signs reinforcing brand messages through an immersive experience, retailers are eager to use signage to fully optimise communication with their customers.

4. Digital video in general reaches 70% of the public
It is evident that digital signage provides relevant content and drives customer engagement but the magnitude of its reach is what rivals other channels. Compared with Facebook and online video platforms, which reach less than 45%, retailers are using video signage to expose a larger audience to their marketing messages.


5. If given a choice, 42% of retail video viewers would prefer to shop at stores that have video displays
With 4k Ultra HD drastically improving the visuals on a video wall, retailers are increasingly turning to displays as a low cost way of informing and entertaining customers. The realistic simulation and impact of video walls adds to their effectiveness by engaging users with their environments. Successful applications in various industries are giving retailers insight into how and where this format should be used.

6. Digital Signage reduces perceived waiting times at checkout by as much as 35%
Digital signage solves the problem of unpredictable waiting times and long queues in store. Simply connecting with internal queue management systems it offers a more efficient and professional treatment to the customer, optimising the waiting experience.


7. 29.5% of customers find digital menus influential for purchase of product
Vibrant and eye-catching digital menu displays have come reta long way from traditional, unresponsive, static food boards. Restaurants, mainly in the fast food industry, can now automatically show the right offer, at the right price, at the right time, at the right place.


8. Half of the top 100 retailers in the US are testing beacons this year
Beacon technology is driving digital signage with its capability to push personalised messages to customers’ smartphones. This fine-grained location service technology is used in conjunction with current smartphone apps, pushing promotions, offers or essential marketing messages straight into the hands of new or returning customers.


9. Over 60% of buying decisions are made at the Point of Sale
Digital signage gives customers the chance to compare products. Stores can embrace rather than fear the growing retail trend of ‘showrooming’, increasing their chance of keeping buyers in-location to make their purchase with content that creates experience and emotion.


10. Digital Signage adds an upswing in overall sales volume by 31.8%
Being forced to stand in long queues, search for products, verify prices and check merchandise availability frustrates customers. There is therefore a huge sales potential for companies to capture lost opportunities by making the shopping experience more efficient and satisfying. Digital Signage creates an immersive in-store experience, maximising cross-sells, upsells and impulse buys by quickly adapting and deploying content in real time.