Point of Purchase, or POP, marketing has long been an active aspect of the retail world. With approximately 53% of all purchases falling into the category of impulse buys, window displays, counter displays, banners, and floor stands all vie for the customer's attention and buying power. Capitalizing on POP sales requires a dynamic and compelling marketing scheme.

Digital media has grown at startling rates over the past decade. Where large screen televisions, cellular phones, computers, and other devices were seen as luxury items in the past, now they have infiltrated the markets at astounding rates. According to Media Trends Track, in 1989 there was an average of less than 2 televisions per household, a figure that has increased every year since, so that the census eight years later shows this figure to be just under 3 televisions per household. Cell phones, computer usage, and digital photography have also blossomed during the last decade. Our population is the most digitally engaged population to date.

With digital media entering main stream consciousness, the attention of marketing gurus has been turned towards creating new marketing strategies to include this medium. As all eyes and ears seem to be bent in the direction of digital media, it is no wonder the marketing world is exploring these options.

While posters, banners, and floor stands captured customers' attention in the past, tech savvy customers may overlook these marketing techniques in favor of more dynamic methods. Digital media provides this avenue for the marketing sector. Driving sales with content the customer will notice and respond to is what point of purchase marketing is all about.

With flat screen displays and computers dropping in price, even retailers with modest budgets can now afford to employ digital media marketing. As computer programs become more user friendly, it also becomes easier to tailor marketing messages and provide the eye-catching graphics that capture the attention of customers.

Either used alone or combining these new marketing methods with old style posters and banners, point of purchase digital marketing provides the following benefits:

• Bringing items that are slower to sell to the attention of customers

• Effective store branding, attracting new customers

• Promoting store loyalty for current customers

• Presenting different messages based on time, weather, days of the week, and any other factor that influences customer demographics

• Adaptable for both large scale stores and smaller, family run businesses

Many service and retail businesses are not capitalizing on the dynamic and compelling messages of digital POP marketing. A few examples of these successes include:

•Restaurants: promoting daily specials

•Service stations: using time at the pumps to encourage customers to buy other stock

•Convenience stores: highlighting sales items

•Banks: featuring financial packages for different

•Big box stores: encouraging store loyalty

Combining winning marketing strategies with digital media that speaks to main stream consciousness makes for a winning combination for retailers who engage point of purchase marketing, increasing sales and encouraging further patronage in stores that portray themselves as understanding today's customer.