How to Avoid “Ugly” Marketing on Your Digital Displays

Posted by on Mar 25, 2017 in Insight

One challenge for many marketers when trying to organize and define their content marketing strategies and align them appropriately with a digital display is trying to determine what their ad contents should say. It might seem obvious that a marketer’s number one goal is to reach and attract the right audience while also accurately relaying the brand’s message and mission.

Furthermore, many businesses and brands struggle with effectively marketing to millennials, which has presented a whole new world of challenges…

What’s worst is that many marketers have even settled on “ugly marketing”. Although a great deal of “ugly marketing” refers to design and aesthetics, this concept extends much further than that. “Ugly marketing” can also mean ineffective or unclear CTAs, a lack of social proof, and a lack of details.

The ultimate goal is to intrigue, attract, and engage with your audience by broadcasting a small yet highly effective piece of content – even if it’s just a string of text – in order for them to visit your store, your website or call you.

Perfectionism is a Marketer’s Worst Enemy – And Nightmare

When marketers spend too much time sweating the details of design, this often slows down their momentum, sacrificing productivity and creativity. In fact, this can even lead to marketer burnout, which is similar to an author experiencing “writer’s block”.

It’s Not All About the Hardware…

It doesn’t matter if you have access to the best software, hardware or equipment for your digital displays. If you aren’t displaying the right content, then you likely aren’t seeing desired results. And if you aren’t seeing desired results, then your marketing ROI is likely poor, which is setting up your marketing – and your business – for failure.

So what is a marketer to do? When it comes to creating content for digital signage, it’s important for marketers to remember that the practices and approach are unique to digital signage as opposed to other content formats. So even if copywriting isn’t your strongest suit, and if you have a limited amount of space or time to create a compelling message, then focus on creating a highly effective call-to-action.

Less is More…

Another fact to keep in mind is that the simplest statement can often be the most effective. Many marketers often get caught up in the “bells and whistles” of marketing, such as design and aesthetics, which are important, but creating content for digital signage requires a different approach. Remember, sometimes less is more.

All in all, the truth is that marketing in the digital age via digital signage or digital displays can be a huge challenge for marketers who aren’t sure of – or who aren’t willing – to adjust their content marketing strategies from creating “ugly” marketing to simple, effective, and engaging content. The key takeaway here is that using the right tools and taking the right approach to target and reach the right audience at the right time is the main goal – and digital signage can help achieve this.

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