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Think Outside the Box

Why everything you thought you knew about Google and "Digital Signage" keyword marketing is wrong.

Perception Versus Reality

Odds are your company has many competitors offer the same types of products and services. New Hardware Software, and services-based solutions in the digital signage market started at regular intervals. In fact, if you Google the search term "Digital Signage" more than 3 million results are returned. Although it is true that has Internet search volume for the keyword "Digital Signage increased", it is important to recognize that your customers may not be finding your products and services that term by one. Here's why:

Go Do not assume that customers know what to call that a new technology only to drive straight win. Search terms must be relevant to the end user. A Keyword, the true value is entirely dependent on how often it has become a regular English usage. "Digital Signage" is not currently into the mainstream of the English language. While many people have seen digital signage, few people know exactly what to call it. If you do not think to ask. If you people outside the industry, what is "Digital Signage" ask for it, most people will not know the answer.

This fact becomes even clearer If you examine the broad range of terms people use this technology when users to describe over the Internet. For example, some of the questions we are looking to see target = "_blank"> Digital Signage Universe Analytics is based on our traffic, the following sets include: electronic Signs, electronic displays, flat screens, video, signage, video advertising networks, retail networks, networked displays, menu boards, signage media, media displays, Plasma screens, LCD screens, LED signs, signage and audio-visual AV displays.Less than 20% of traffic is generated by the keyword "digital signage."

Many people search the Web search with trusted brands as part of their string. Some of the current search trends we see top brands like Samsung, Sanyo, 3M and Cisco. Digital Signage news portals are able to capture additional web traffic as a product of corporate news and stories are taken up by search engines.

Reports increased search volume are not on a correct. There is a direct parallel can drawn between the increase in search volume for the keyword "Digital Signage" and increasing the number of domains registered to providers and services within the room. As one might expect, a part of this increased search volume was generated by the industry itself, the creation of an artificial increase of searches for Digital Signage, so some of this increase should be ruled out.

The digital signage market is a global growth industry. If you are marketing your services and products to other regions of the world, you need to search online Variables for other languages and cultures factor. Mandarin Chinese is the most widely used language on the Internet, followed by Spanish and then English. Within the United States, more than 22 million people (322 million people worldwide) Spanish as their primary language, and they are not "digital signage" for their Keyword search. It is more likely that they, with user: "senalizacion digital." Try googling target = "_blank"> senalizacion digital convince You are. There is a whole world of customers is to miss your company.

Bridging the gap with new ideas

It has been some discussion within the industry was about rebranding the technology with a new name, something other than "Digital Signage" which can describe the medium better. In describing a new concept, such as digital signage, it is logical that new ideas to connect with known and established concepts. Bridging the old with the makes it easier for new people to new concepts by a tangential relationship to understand a person with existing knowledge.

For this reason, it makes more sense to use "digital signage" as the primary industry buzzword. At this time, digital signage and are both well understood and defined concepts combine, so the two words is logical. As a developing market, the industry needs new impetus on the basis of existing concepts focus, not to invent the new ones that increased Learning curve required. As previously noted, digital signage is not part of mainstream English-yet-but it will.

Grow Your Brand

Most people researching digital signage products and services for the first time by known names that they know and trust us. On many levels, be Buyer emotionally attached to well-known brands. Think of it this way: If you are a buyer in this market, who you want to spend your dollars are? Do you want your project to a unknown, unproven product risk, or are you going with brands that have built up a reputation for quality and trust stick? Your product may be better than anything available, but it's a moot point without trust.

The digital signage market has been full. There are nearly 300 software solutions to more than 100 media player provider and a variety of display options available to buyers. In short, it's a buyer's market, and most goods and services to goods become. To succeed in a market commoditized, companies must find ways to differentiate themselves.

Part of the process of differentiation and trust provides for the development of a strong Brand image. Part of building trust is through the consistent and regular exposure of your company brand. Your strategy must be on-line metrics such as click-through, Link exchange to go, and Page Rank. AdWords, Twitter, social marketing and press releases do not build brand equity. These are elements of a modern marketing strategy, but are not a complete strategy. Your company's brand image has a life, the online and offline has to be maintained on a regular basis. Growing your brand requires a integrated planning, the customers reached through several contact points, strengthens your identity, build visibility, and build brand equity through regular exposure. Without a well-defined plan, the market is determined by you.

The Adoption Curve

The most successful innovations go through an adoption curve, the slowly towards ramps majority acceptance. Digital signage is added in the beginning of the adoption curve and will go a long way to go is widespread, from the majority. What The industry has experienced so far are "innovators" and "early adopters" to the point of critical mass is still some years away. Therefore, it is too early this technology in the adoption curve a specific focus on "Digital Signage" as the center of all online marketing strategy.

About the Author

About The Author

Lionel Tepper is a advertising marketing professional with 25 years of experience. He is currently Managing Director of Digital Signage Universe, a leading resource for news and information on the digital signage industry that offers breaking news and special feature articles on technology, marketing, and content development.

http://www.digitalsignageuniverse.com

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