Digital signage deployers who aren’t incorporating full motion graphics into their content aren’t getting the full value of their investment.
Marketing is crucial to the success of any business, and at the core of any marketing effort is content.
For business to consumer establishments such as retailers and hospitality operators, the content they produce has a singular goal: to attract a customer’s attention and encourage them to make a buying decision. Those operators are constantly in search of the most effective content possible.
As methods of delivering a company’s unique value proposition and call-to-action change, so does the effectiveness of various types of content. While flashy colors and engaging text may have been effective in print ads of the past, today that intended messaging runs the risk of being lost in the clutter.
Businesses today are being prompted to rethink their definition of what makes good content. In the digital signage realm, some of the most effective content is that which incorporates movement, such as animation and full motion graphics. Not making use of those tools could potentially be a waste of the digital signage investment.
What is content?
Marketing-related content comes in many forms and is disseminated via a variety of media, from newspaper or magazine ads to websites, social media channels or digital signage displays. In its most basic form, marketing content is something that pulls in and engages the viewer, informing them about a company’s product or services. Along with the words and images used to describe those products or services, content can include the typeface with which that content is delivered, the color scheme used in the material and the inclusion of the company’s logo.
Although marketing content had its origins in newspaper ads and static posters, the introduction of television in the early 20th century revolutionized the way that content was delivered.
The term “content creator” has replaced the job titles of copywriter, writer, editor and even graphic designer. Although these jobs were seen as unique functions, recently the lines have been blurred. The advent of computer technology and digital displays has opened an entirely new avenue in content creation and delivery. Banner ads are a feature of nearly every website, and many companies include a section on their own sites featuring white papers, case studies and press releases. In addition, companies often create PowerPoint slideshow presentations detailing their business plans and financial statements for use at investor conferences.
Content in the digital world
Today, the notion of content has converged with digital technology to result in digital signage networks. By most measures well-developed content delivered via a digital signage network is one of the most effective marketing tools ever developed.