Digital signage software offers some of the best technology for visual marketing in retail and brick-and-mortar. In years past, visual marketing was based on still images and stagnant in design. Digital signage visuals include moving graphics, integrated video, and immersive interaction. In a fast-paced digital age, how a brand markets and advertises must fit in.
Here is a guide on how to use technology for visual marketing.
Dynamic Visual Displays
Static displays present fixed content. This is great if you’re advertising a menu or something you want on-screen all day long. Dynamic displays, however, can be updated and have interactivity. They are more interesting to most consumers who may ignore a static display in its place.
In-Store Video Wall Displays
Instead of showcasing a specific product, outfit, or new merchandise, focus on timeless graphics and images that tell your brand’s story. In-store video wall panels can be customized to fit your unique business, highlighting length or height and programmed to feature all sorts of images. Ensure it does not overpower other décor, colours, and displays in the room.
Interactive Displays
An interactive display may be exactly what a store, retailer, or company needs in its business setting. Customers can engage with your brand’s products. Interactive digital signage allows customers to investigate product specs, find more information, and purchase.
Coordinate Multiple Displays
Use digital signage software to coordinate what’s on multiple displays, setting up a pattern or similar aesthetic that can be carried over from one to the next. The entire video operation is synced to the same theme and purpose. It also allows you to experiment with screen positioning, A/B tests on alternate content, and more.
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It’s not very good visual marketing if hardware components are broken, technology isn’t working, or digital signage software isn’t updated. Ensure your visual displays are on a maintenance schedule. If anything is off about any display or hardware components that require replacement, it’s important to update what needs to be updated immediately.
Feature In-Store Promotions
What you put into visual marketing should attract a customer’s attention. Price promotions, such as BOGO, 50% off a second product purchase, or similar discounts, are a tactic to get people into your store. If you aren’t sure what to advertise in your visuals, try clear and simple price promotions.
Outdoor Digital Screens
Outdoor displays are meant to qualify leads and get them through the door. Once in-store, indoor visual marketing features specific products, educates the customer on a CTA, and more. Indoor displays are generally more mobile. This means they can be moved to different sections of your store, allowing you to experiment with how they should be used.
Sales-Friendly Messaging
Sometimes, what you put on a visual display to market is information-based, such as advertising product specs, schedules, or how-to instructions. In other cases, you want to go full-on on promotions and sales. What angle you take with your visual marketing depends entirely on what your target audience expects and what you believe would benefit them.
Visibility for Visual Marketing
Visual marketing should be simple and minimalist, where it can be seen clearly. Be conscious of glare and objects in its way. For visual marketing, anything you do will be useless if it can’t be seen. From a logistical standpoint, ensure a bit of presentation around your visual marketing so that anyone easily catches it.
Floor Graphics
Floor graphics are interesting and attract a lot of attention. However, customers aren’t used to visual marketing through lights or video on the floor. Technology here can be distracting, so many businesses keep video and information on the walls or use it in freestanding displays.
Monetize Your Visual Marketing Screens
If you put up visual marketing screens in your business’s layout, you create an opportunity to monetize this signage by selling ad space. Consider partnering with other businesses to offer them a chance to display ads on your screen. This may be a way to generate unexpected revenue and use those funds to support a visual marketing campaign.
Analytics for Performance Tracking
Visual marketing can be easily tracked, automatically capturing and analyzing data for patterns. Analytics are a key element of any marketing campaign. With visual marketing, one can see if specific content results in more or less sales and what sort of engagement it creates among customers. To this extent, one wants to rotate content on a schedule to fine-tune how marketing is used.
