Stop Investing Blindly In Digital Displays: Content Is More Important in Marketing
For years, businesses have been trying their hands on various marketing channels and tools to increase brand awareness. As one of the 4Ps of marketing, promotion is all about using the right advertising approaches or campaigns to reach the right target audience at the right time. When it comes to campaigns, one of the most used tools is none other than the digital display.
Digital display has a very long history. It has evolved from the earlier traditional signages such as billboards, banners, signboards, notice boards, and lightboxes. Today, there are various kinds of digital displays that can be used in advertising. Some of the displays available are digital signages, digital kiosks, digital billboards, interactive signages, video walls, and LED displays.
Most businesses have a strong belief that most humans are highly visual creatures who love technology. As a result, businesses have been relying heavily on the superior image quality and high-tech features that could be offered by digital displays.
There are times when we feel that businesses are overly reacted whenever there are launches of new and improved digital displays. Some of them are going crazy with 8K resolution, high dynamic range, high refresh rate, or other overrated features. What they do not see is what customers actually want. In this article, we will discuss the reasons why content is more important than any high-tech digital display.
1. Content Tells Your Brand Story
A great brand personality humanizes your business brand and helps your business to make a strong impression. For years, businesses have been creating videos, images, animations, and all sorts of content to tell their brand stories via different digital displays.
The question is, which one helps to define your brand? Is it the content or the digital display that tells your brand personality?
The answer is pretty straightforward. Digital display is just a tool. It is merely a platform for you to tell your brand story. Your content is the one that helps your customers to understand more about you.
While digital display looks cooler, content wins your customers’ hearts with warm and emotional stories.
2. Content Answers Questions From Customers
Customers need to have trust in a business before they proceed to buy. To build audience trust, your brand needs to have authority.
The easiest way to build authority is to answer your customers’ questions. Provide content that can help your customers to solve their problems. When customers find that your content is relevant and useful, they will be most likely to convert.
Your audience trust is built when you have the right content, not when you have the coolest digital display.
3. Content Connects You With Customers
Connecting with customers is important because it is easier for a connected customer to become a repeat customer. The connection starts with the very first touchpoint when a customer notices your business. It can be a first store visit, a pay-per-click impression, a first web visit, or a first advertising presence.
While it is true that a unique digital display such as a giant 3D LED screen can always attract and invite customers to react to your brand during the initial stage, a digital display is less sustainable than what you expect over the long term.
As time passes, if your content is not updated or is not catching up with the customers, they will totally forget your digital display. Your digital display does not provide any value to customers. Your content and your products or services are what customers actually want.
4. Content Can Be Everywhere
When you have ten units of digital displays, you can only display your messages at 10 different physical locations at one time. There is always a limitation in terms of exposure no matter how much you have invested in your digital displays.
Digital content can be found in both offline and online spaces. Content can be everywhere because it is highly flexible and scalable. Content can be presented in many different formats such as videos, audio, images, and texts. Besides, content can be customized to meet different groups of audiences.
Content can also improve your business performance greatly depending on how you are going to use it. Marketing is more than just a tool. It is more about tactics and strategies.
Conclusion
Digital displays are not useless. In fact, they are some of the most effective tools in helping businesses to reach their customers. But a tool is only as good as the hands that wield it. Relying solely on a digital display will not get you further.
On the other hand, content is king, only when all other pieces such as digital displays and campaign strategies play their roles well. So, before investing in some of the coolest digital displays you can find in the market, make sure your content is up to par too. Besides, always plan and research to decide whether you need the most high-tech digital displays to achieve your goals.
Stop investing blindly in digital displays before you can make better content.