Every facet of enterprise technology has its fair share of hype, and it's easy for myths and half-truths to be spread from one organization to the next amidst a flurry of excitation. When it comes to digital signage, however, project leaders have to set the record straight if they want to maximize the impact of their messages and reap the greatest possible returns on investment.
For these strategists clear the air around today's signage solutions and their capabilities, they must first understand some of the falsehoods that cloud decision-making in the arena. To help them on their journey, here's a look at five of the most prevalent digital signage myths, and the truth behind these misconceptions.
1. Signage demands huge upfront investment: The displays are eye-catching and give off a high-tech sheen, but implementing quality digital signage is not nearly as pricey as one may think. Unlike most enterprise IT deployments, digital signage is relatively inexpensive and easy to launch. In fact, subscription services allow businesses to reduce capital expense and ensure that their software is always up to date with the latest trends.
"There is a minimum investment in the installation of digital signage," stated an article from Digital Signage Report. "Apart from that there are no additional costs involved compared to the diffusion and print advertising as selling space."
"Digital signage is relatively inexpensive and easy to launch."
2. Content is hard to create and distribute: Some of the latest in-store and outdoor displays feature Hollywood-quality visuals and plenty of branded features, making it seem like signage content would be a challenge to create and distribute.
This isn't necessarily the case, especially if a firm leverages signage software that uses pre-made templates for fast and easy content development. These systems allow users to design visually compelling slideshows and video streams on the fly, and can include all the flourishes to make the content stand out from the competition.
3. Scheduling is demanding and tedious: Marketing leaders often find themselves intimidated by the scheduling aspect of digital signage, as they know that timing is a crucial component of any messaging endeavor. In some industries, such as fast casual restaurants, displays need to be perfectly coordinated with meal times and traffic rushes.
"The best signage software deployments make it easy to schedule content for perfect timing, without manually controlling the settings day in and day out," continued the blog article from Digital Signage Report.
4. Hosted signage software is a risky choice: There's always controversy surrounding the cloud, but when it comes to signage networking, there's no better choice than hosted services. This model makes life easier for the IT department while reducing uncertainty for financial decision-makers. Furthermore, it ensures up-to-date software at all times.
As Digital Signage Report stated, "whenever there is a release of a new and updated software it can be upgraded, then and there." This is a huge advantage for a company looking to remain competitive in a world where keeping up with trends is key.
5. Signage solutions are all the same: This is one idea that simply could not be further from the truth, especially as signage strategies become more diversified and industry-specific. Organizations that leverage basic, consumer-grade solutions are not only failing to reach their fullest messaging potential, but they may actually be damaging the brand image or alienating a certain portion of their target demographic.
Business leaders can also be confident that digital signage software for franchises will hold up from the perspectives of IT stability and the evolution of industry trends – two components that are vital to success in the modern age.