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Digital Signage Solutions for Small Businesses: Myths and Reality

Digital Signage Solutions for Small Businesses: Myths and Reality

Small businesses are still playing catch up in relation to digital signage solutions. A large part of this problem is a lack of understanding of the benefits provided by digital signage and the many myths that surround this solution. Digital signage is frequently used to promote businesses and products, effectively attracting interest in a memorable way.

Small businesses that use digital signage understand that displays attract attention, leaving lasting impressions. They appreciate how this marketing strategy is dynamic, allowing for real-time updates that offer greater context. Businesses that employ this solution for TVs comment on how cost-effective it is and how it promotes spontaneous purchases.

Additionally, attractive displays drive in-store and social media traffic, which is yet another marketing benefit of this strategy. Unfortunately, many small businesses avoid taking the leap to promote their businesses through digital signage solutions because they fall prey to the myths. Here we discuss some of these myths versus the reality of embracing digital signage as a valuable marketing and advertising strategy.

Digital Signage Is a Current and Dynamic Solution

Instead of looking at digital signage technology as a distant future business solution, the reality is that it is a modern, dynamic answer to promoting sales. Technological advancements continue to grow but right now, the digital signage offering is already comprehensive. Business owners can expect the system to be flexible, interactive, and to grow traffic and sales to produce excellent returns on their investment.

As a competitive differentiator, digital signage offers solutions that are absent in other product offerings. Digital signs are eye-catching, can be quickly set up to deliver marketing messages, offer promotions, and inform customers of marketing information in a way that is easily recalled and acted on. Event locations, hotels, salons, boutiques, and coffee shops are realizing the advantages of keeping their customers informed and engaged with this simple system software that generates desired outcomes.

Digital Signage Is too Expensive for the Small Business Owner

In short, this statement is incorrect. In fact, the opposite is true. While initial expenses may appear too much, the rewards quickly outweigh any costs invested (ROI). Many businesses already have access to media players, Android apps, and other software, so it is an easy step to access additional management software to advance their marketing and advertising initiatives. Purchasing small, medium, or large screens with HD displays is simply the next action needed to advance to the digital signage environment.

Once there, business owners will be pleased to learn that costly equipment is not a prerequisite for progress. They will also be happy to learn that specialized and expensive software is also not a requirement. On top of this, the benefits encompass rapid sharing of important product or service information to the target audience.

You Need an Expert in Graphic Design

Small business owners are under the impression that high-tech design skills are necessary to create appealing digital signage advertising. This is simply not true. Because technology has become so advanced, a variety of free inbuilt apps are available to streamline the approach to creating engaging content for customers.

Free inbuilt apps include everything from connecting to YouTube music and videos to BBC, Instagram, or Google slides. Digital signage fans will be pleased to know that they can also connect RSS feeds from social media or other sources. Euronews, Twitter, or embeddable coding can be used to keep customers entertained and engaged, promoting product offerings and sales due to differentiation.

Time, Screen Quality, and Technology Problems

Constant screen updates for ongoing displays is not time-consuming thanks to the modern digital signage software. Setting up content and creating schedules is deliberately user-friendly and can be set for months and years in advance if desired. A little bit of training from the provider will also ensure that all employees can make changes when needed.

No service provider worth their reputation will recommend the use of a consumer-grade screen. This is where quality and investment do become important and where the ROI will depend on the level of investment made. A consumer-grade screen will not be able to sustain the wear and tear that digital signage will have on the screen. However, this does not mean that small business owners should make purchases that they are uncomfortable with. Therefore, a knowledgeable provider will advise on commercial grade screen displays in various sizes and prices to match business needs.

The technology is already advanced. Waiting for it to mature, therefore, is futile as no major improvements will be made soon enough for you to delay the purchase. When purchasing digital signage solutions, customers can rest assured that the technology is advanced and easy to implement and use.


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by Harvey Carr // Harvey Carr is a contributor to Businessing Magazine.

Opinions expressed by contributors are their own.