Tradigital Marketing: How You Can Maximize Results
Great Tanya Williams blog in DigitalSignageToday (you can read more here) pinpointing the paradigm shift underway regarding the way people consume marketing messages.
We’ve mentioned the transition from broadcast messaging to narrowcasting; at the same time, Williams suggests traditional marketing might be the conversation starter but digital is the new destination.
|Traditional sales centers utilize interactive touchscreens|
In other words, we can’t think either/or. It’s not “traditional” vs. “digital” — today’s messaging needs to utilize the current and add digital to produce “tra-digital” to generate better results.
What does this mean in real terms? Let’s take a look at supermarkets as an illustration: you still see passive signage highlighting specials as well as weekly promo flyers. No doubt your Sunday paper (if there is one!!) is filled with these flyers.
That traditional messaging is augmented by digital platforms such as point of purchase digital signage, automated line management systems and digital customer comment boards.
|Point of Sales messaging + queue management|
Williams highlights digital’s ability to enhance the marketing message process (think: updated digital signage in minutes vs. printing, shipping, posting traditional signs) even as she combats “I can’t afford to implement digital signage into my business” comments. Her “You can’t afford not to!” response might sound a bit glib, at first.
Conduct a cost/benefit analysis, suggests Williams, and perform a competitive analysis, too. What are your competitors doing? If you walk into your location, how does it compare to a tradigital one? Try a phased approach, she suggests; implement key locations first and tweak as you roll out. But…get started!!
CPS can assist you in this transition: our SalesTouch interactive touchscreen systems complement passive signage in sales/leasing centers; Customer Comment Boards are proactive customer service contact points and QuikLine manages the “wait warp” inherent in busy retail locations.