Working in Digital Media Wk 9
In today’s lecture we had Robbie Ward, from BPM Media. BPM Media are a company that provide Music and Video media that delivers music and video to a targeted audience with the aim of influencing consumer behaviour while identifying the marketing needs of an individual company.
He began with the phrase ‘Content is King’ although specified that was really more about the content itself, therefore ‘relevance is king’ would be more apt as it It can be used to a highlight a company’s objectives or simply used as a powerful selling tool. Ok it’s not quite subliminal messaging but It’s quite scary when you realize just how easily our minds subconsciously perceive these messages, what happened to free will?
Interesting Industry Statistics
70% of Purchase decisions are made at the point of sale.
Viewers are 40% more likely to purchase items promoted on digital displays.
Digital Signage has a 47.7% effectiveness on brand awareness, increase the average purchase amount by 29.5%, creates a 31.8% upswing in overall sales volume, generates 32.8 percent growth in repeat buyers and pulls in 32.8% more store traffic (Source: InfoTrends)
Consumers are more interested in video that focuses on store sales, product information, and special events.
81% of consumers regardless of whether they have already experienced in-store video are most interested in seeing video programming for the store that includes sales and specials (81%), product information (72%) and special events (68%).
If given a choice 42% of retail video viewers would prefer to shop at a store that has video displays. (Source: The Arbitron Retail Media Study-Volume II).
The digital signage and professional display market will grow to US $13 billion by 2010, a 3.6% compound annual growth rate from US$10.9 billion in 2005. (Source: iSuppli)
By 2011 the North American market for large flat panel display for signs will be worth more than US$3.5 billion (Source: Frost & Sullivan)
Importantly though you have to know the customer , make sure the situation is relevant and get the balance right, failing this would do more harm than good! I’ve certainly learned a lot from this topic and I’d never really thought about just how widespread it has become although now that it has been brought to my attention I see that I’m targeted most days! It’s relevant to many areas in the design and also brought my attention to marketing in general. The Call to Action techniques employed in the industry ‘Buy one get one free’ offers work well to persuade the customer to do a quick sell before the offer expires, can also be used in Web Design. Call to action buttons are frequently used in web design ‘Special offer today only’ or Viral Marketing ‘Tell a friend’. Careful brand management alongside a clever advertising and design campaign is vital for all companies from those mentioned all the way down to just plain old Dunnes coupons...
Fair play to the industry for cottoning on to this digital signage malarky (TO AN EXTENT…) If a person is going to buy a particular product anyway and you just instead ‘help’ them see that your product is better the rival competitor through target ads then fair enough. I’ve learned a lot about advertising through this and how the right message, at the right time will do wonders for your business! It seems we buy with our sense of smell too… I heard a saying once that if you were showing your house to potential buyers then you should bake fresh bread or biccies, would a homey baking smell really help to sell your house? Surely it’s unlikely but perhaps…? Certainly seems we can be so easily manipulated!
