Business Tactics

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.



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