Each time a technical solution to a marketing problem is introduced, an interesting thing happens. Many of those who adopt the solution become fascinated with the technology that drives it. In doing so, they often forget the reason for which it exists: to solve a marketing problem. The same is true of digital signage.

The technology that controls the signage networks affords the operator an immense level of functionality. And each year, that functionality increases as designers create innovative solutions to eliminate limitations. Network owners who focus too closely on the technology run the risk of ignoring one of the primary goals of using digital signs: to support marketing, advertising, and branding efforts.

In this article, I'll describe in more detail the goal of deploying a signage network. I'll also explain how to use the technology to support that goal in driving results and boosting the network's ROI.

The Goal Of Digital Signage

As I mentioned above, a signage network is mainly a tool for marketing, advertising, and branding. Content distribution, software and hardware specifications, and the integration of screens and other network components are merely means to an end. The main advantage of digital signage is not the technology. In fact, the most robust system can be ineffective if it's deployed poorly. The main advantage is the network's ability to reach a targeted audience.

A signage network is one of many facets that contribute to a company's overall marketing strategy. That is, in helping to reinforce a company's brand while marketing its products, the network strengthens the efforts of TV advertising, newspaper ads, radio spots, and press releases.

Learning To Harness Technology

To be sure, the technology behind a signage network is remarkable in its flexibility. The software and hardware that controls content creation, management, and delivery provides more options than most owners will ever learn how to use. The key is leveraging the technology in a way that fulfills the original marketing scope. Signage has the ability to track, deliver, and compile enormous amounts of marketing data. Owners can use this data to determine how best to deliver content to their audience, given their goals.

Unfortunately, many suppliers of signage software and hardware (i.e. servers, screens, etc.) tend to focus on the technical capabilities of their solutions. This has the unintended effect of obfuscating the purpose of investing in a signage network in the first place. For example, selling a signage system based on its capacity and software specifications does nothing for the customer except to distract him. Instead, they should help prospective owners understand how best to harness the technology to accomplish their marketing objectives.

Driving Results

Every industry that provides new and innovative technical solutions finds itself coping with an inordinate focus on the technology. This is still happening in the digital signage industry today. But, the sector is maturing. It is no longer acceptable to merely invest in a signage network. Business owners and management teams are beginning to understand that if the investment fails to produce a suitable ROI, it becomes a money pit.

Network owners should strive to understand how to deploy signs in a way that can be measured against quantifiable marketing goals. These can include in-store sales, email addresses collected, and other barometers. On the other hand, suppliers should focus less on impressing customers with the capabilities of the software and hardware they sell. Instead, they should help customers realize how a signage network can support their marketing, advertising, and branding efforts.