Companies with successful digital signage strategies increase brand awareness by 15%, compared to 4% average

Top performing companies are using digital signage to deliver content to their customers in an interactive and engaging manner, increasing customer advocacy over six times more than average companies, new research has found.

The latest research report, Digital Signage: A Path to Customer Loyalty, Brand Awareness, and Marketing Performance published by Aberdeen Group has found that organisations are turning to digital signage to combat the decline in effectiveness of traditional marketing and to meet the changing expectations of their target audience.

The report reveals the strategies top performing companies use to meet their marketing requirements, and found that top performing companies are 73% more likely than average companies to employ a content management system to drive content to their digital signage system. Such companies were also twice as likely as their average counterparts to employ performance reporting tools to track the effectiveness of their signage efforts.

Network reach only effective with content

It also found that top performing companies are 28% more likely than average companies to devote resources to content creation for digital signage. However, top performers were 39% more likely than the average to devote organisational resources to managing this content after it has been created. The ability to manage content is a true differentiator among digital signage initiatives, it found.

"Success with digital signage comes down to people, process, and technology," said David Hatch, senior vice president of Aberdeen Group research and co-author of the study. "Best results occur when the right people are dedicated to the task and are supported by management. Furthermore, the ability to track customer behaviour must become part of the overall marketing process. Companies cannot ignore the growing range of technological solutions that include hardware, software, and mobility."