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By Erin Harris, Associate Editor

Digital signage requires a new approach to engage people, captivate audiences, and influence behavior. The majority of the digital signage emphasis is usually placed upon the underlying technologies with limited consideration to business and content objectives. Your most effective digital signage objectives should include strategic placement within your store as well as creating captivating content. Where you place your in-store digital signage can make or break your efforts, and the best content is both promotional and informative.

Deciding what type of content should be shown is a key component of creating effective digital signage displays. Digital signage has become pervasive within the industry. Therefore, getting noticed can be incredibly difficult. Shoppers can become blind to the sheer volume of all the screens, so to make the most out of your digital advertising campaign, you need to make it stand out from the crowd. Consider your audience when crafting your digital signage messaging. Even though promotional content should be incorporated into your messaging, the screens should not display ads at all times. Otherwise, your customers may tune out the ads. If the content contains information or instructions, that content should educate customers on your brand or point them in a specific direction in your store. For instance, Sprint Studio Stores spreads out its digital signage system over five zones, and a welcoming concierge station directs customers to one of the five zones throughout the store. Each zone has three to five high-definition LCD monitors that play content relative to the specific zone they are located in and to the customer queuing the screen. With the signage system directing customers to the appropriate zone, employees are made aware of the reason for the customer's visit and are better prepared as to what information they should be sharing to make the in-store experience an efficient one.

Retailers need to consider the cost and resources required to create and manage content. The high cost and complexity of enterprise-level software have been barriers for many SMB retailers looking to deploy a small digital signage network. Thanks to a reduction in the basic cost of hardware, combined with advances in software, the SMB retail user base for digital signage systems has expanded. Whether or not you're currently utilizing digital signs, consider that they make sense for upselling by allowing you to fine tune your marketing message to maximize your profit areas. SMB retailers can use digital signage simply to add a fresh look and energy to their stores often as a lower-cost alternative to a complete renovation.

The digital signage marketplace continues to evolve. The hardware and software technology you choose, as well as your digital signage displays, content, and marketing strategies, should too.