subject: Mobile Marketing vs. Digital Signage – Shared Insight Through Linkedin, Part I [print this page] Mobile Marketing vsMobile Marketing vs. Digital Signage Shared Insight Through Linkedin, Part I
The question I posed on Linkedin was: "Will mobile marketing overshadow digital signage? Should we expect [the mobile] marketing venue to outpace digital signage or will the two merge?"
The question was directed to digital signage groups in LinkedIn such as, The Digital Signage Expo, Digital Signage Experts, and Screen Media Expo to name a few.
In general, the following respondents expressed how the two were very different and appeal to different audiences. But it was their consensus that mobile marketing and digital signage will feed off each other, as revealed by the following posts.
It Depends On How the Technologies are Used
Says Thom Shen, Owner of Tigris in Brazil, "Both are technologies to communicate with people out of home. Digital signage is place based and cell phones follow you wherever you go. Still the success of them will depend on how the technologies are used to impact people out of home and to understand how they manage their time. There will be many opportunities for the two technologies to work together to achieve better results"
It All Depends On Your Perspective
"Depends on your perspective, Judy," remarks Chris Heap from Imperative Group a Digital Out Of Home Development and Communications Agency in London. "Both Digital Signage and Mobile developers see a convergence between the two as it is to an extent an inevitability as both media work in the same places/spaces,"
Heap mentions that both technologies are not symbiotic just yet, but, he says, "research proves the sum of the two media, dollar for dollar makes it worthwhile converging for retailers and advertisers."
They're Independent but Complementary
James Henry the CEO of Digital View Group Screen Holdings in Hong Kong says, "The two work well independently and also as complementary media. So some brands will develop a preference for one over the other. Other brands may choose to work them as complementary. I see them remaining as part of the mix rather than one overshadowing the other."
Steven Morahan a DOOH Recruiter, Digital Media, Internet and Technology Business Developer from the Netherlands simply states that both are "two different animals' really. They can benefit from each other" But he sees DOOH as benefiting most from mobile marketing.
I personally agree with Justin Stark, National Sales Director at atmAd in London, the rapid growth of smart phone use means "the next few years will see an exciting sea [of] change in this channel."
But Stark points out, "digital signage formats deliver highly valuable brand benefits mobile just can't touch." Stark sees mobile as the platform where people will go to for information or to conduct business' such as "seek opinions, buy, sell and interact." Whereas digital signage will "continue to play an important role driving people to interact with brands, be it online or mobile."
So how do you see mobile marketing and digital signage working together? Share your ideas, thoughts, and opinions. I am curious to see what you think.
Part II In part two, we will listen to those who think mobile marketing will definitely outpace digital signage and they are very excited about what the future holds.
