How to Create a Digital Signage Marketing Strategy?

How To Create A Digital Signage Marketing Strategy

With the evolving technology, you might have heard of digital signage advertising. Do you know what it is? Digital signage marketing is the way of delivering messages and advertisements to targeted audience groups using digital displays. But sometimes, the ads and content we see on the screens are boring. The reason is the lack of the right digital signage marketing strategy. They do not have the right strategy for the digital signage process.

For this, we have crafted this article. Here, you will explore different steps to create a digital signage marketing strategy, such as:-

  • Setting Goals
  • Setting KPIs
  • Defining the audience group
  • Choosing targeted content 
  • Segmenting content times
  • Positioning the screen
  • Testing the display
  • Reviewing and updating

So, let’s start the article and dive into this to discover the steps for creating a digital signage marketing strategy that leaves a lasting impact.

Digital Signage Marketing Strategy: Introduction

introduction to digital signage

Digital Signage is a marketing technique in which digital displays, such as billboards, screens, etc., are used to deliver messages and ads to specific groups of audiences. Unlike traditional static signage, digital signage allows dynamic content to update in real time. Additionally, this gives businesses endless opportunities for creativity and customization.

Creating A Strategy For Digital Signage Marketing

Developing an effective digital signage marketing strategy requires more than just putting up a few screens and displaying ads. It needs strategic thinking, careful planning, and a deep understanding. Following are the fundamental steps that will help you in designing your strategy:-

Set Up Goals

Before starting with the fundamentals of creating a digital signage marketing strategy, it is crucial to establish clear goals. What are you aiming to accomplish using your digital signage? Are you looking to boost sales, enhance the overall customer experience, or increase brand awareness? Setting specific and measurable goals will guide your strategy and ensure your efforts and business objectives are aligned.

set up goals

When setting goals, it is also requisite to consider the timeframe in which you hope to achieve them. Do you want short-term results, such as boosting sales during a specific promotion, or are you aiming for long-term success, such as building brand loyalty? By setting realistic timelines, you can better allocate resources and measure the effectiveness of your digital signage marketing strategy.

Set KPIs

Once you have established your goals, it is time to define the KPIs, i.e., key performance indicators, through which you can determine your progress and evaluate the success of your digital signage marketing strategy. KPIs are quantifiable metrics that reflect your digital signage campaigns’ performance. They can include different measures, including engagement rates, impressions, and customer satisfaction scores.

set KPIs

Choosing the appropriate KPIs depends on your business’ nature and particular goals. For instance, if you aim to escalate your brand’s awareness, you should keep an eye on metrics such as impressions and reach. On the other hand, if your goal is to drive sales, metrics such as conversion rates and average transaction value may be more relevant.

Determine Your Target Individuals Group

Another step is to have a better knowledge of your target group. Who are the individuals? What are their requirements, choices, and barriers? By knowing your target individuals inside and out, you can modify your messaging and resonate with them on an extreme level.

determine your target individuals group

Begin with doing market research to gather insights about your target audience. It can involve surveying existing customers, analyzing demographic data, or organizing focus groups. Knowing more about your audience will make you better equipped to create content that speaks directly to their interests and motivations.

Choose Targeted Content For Your Audience

After defining your target audience, you must curate targeted content that captivates their attention and brings user engagement. Your content should align with your brand identity and values while also addressing the needs and interests of your audience. Create dynamic and eye-catching content by using a mix of visual elements and animations. Use compelling headlines and concise messaging to convey your key points effectively.

choose targeted content for your audience

Remember, people often view digital signage from a distance, so keep your messaging clear and concise to ensure that individuals understand it easily. In addition to creating visually appealing content, consider including interactive elements in your content, such as QR codes, touch screens, or even gamification features.

Segment Your Content Times

segment your content times

When it comes to digital signage marketing, timing plays a vital role. By strategically scheduling your content, you can maximize its impact and ensure it reaches the right people at the right time. Consider segmenting your content based on the daytime, weekday, or season. 

For example, if you own a coffee shop, you may want to display breakfast specials in the morning and happy hour promotions in the evening. By tailoring your content to fit the needs and preferences of your audience at different times, you can increase relevancy and drive higher engagement.

Position Your Screen

The location and positioning of your digital signage screens can significantly impact their effectiveness. Consider the layout of your physical space and identify high-traffic areas where your screens will receive the most visibility. Place your screens at eye level to ensure maximum visibility and engagement.

Position them near areas where customers tend to linger, such as waiting areas or checkout counters. By strategically placing your screens in high-traffic areas, you can easily captivate the attention of the users and can also elevate their likelihood of engagement with your content.

Test Your Display

Before launching your digital signage marketing strategy, thoroughly test your display to ensure everything works correctly. Check for technical issues, such as connectivity problems or display errors, and make necessary adjustments. It is also a good idea to gather feedback from a test audience to gauge their reactions and identify any areas for improvement.

You can do so through surveys, focus groups, or observing customer interactions with your digital signage. Testing and refining your display ensures it delivers the desired impact and enhances the overall customer experience.

Review And Improve

review and improve

As it is a continuous process, you should regularly review your KPIs to track your progress and identify areas of adjustment. Analyze the data collected from your digital signage campaigns, such as engagement and conversion rates, to gain insights. Use this data for refining your content, messaging, and targeting strategies. By continuously reviewing and improving your digital signage marketing strategy, you can deliver a consistent and impactful brand experience.


What is a digital signage marketing strategy?

Signage marketing is a marketing approach to publicly branding a company's brand through billboards, screens, etc. It is one of the best ways a company creates brand recognition with the public.

How effective is digital signage?

Compared to traditional signage marketing, digital signage is a much more efficient way to captivate customers, escalate brand awareness, and increase revenue.

How much does digital signage cost?

On average, digital signage costs around $10 to $30 monthly, depending on the software, degree of professionalism, and other associated services.


Digital signage marketing offers businesses a powerful tool for connecting with their target audience and driving engagement. Following the key steps outlined in this article, you can create a compelling digital signage marketing strategy that elevates your brand, increases foot traffic, and ultimately boosts your bottom line. So, without fiddling around, start creating your digital signage marketing strategy and unlock the full potential of this innovative marketing tool.

See also, The Ultimate Guide to the Marketing Mix

Scroll to Top