I would normally just flag this on Twitter, but that’s only reaching a percentage of people who should read this excellent post by Lionel Tepper of ScreenMedia Daily about digital signage and search engine marketing.
It’s a really strong, detailed piece looking at how companies in this sector market themselves online, and how the term digital signage may be the most common term used (by a considerable margin) but it’s not necessarily the right one.
He sums it up this way:
Given all of these issues—declining search volume, lack of differentiation, and rising pay-per-click costs—are you fishing in the wrong pond? Perhaps you need to consider casting a wider net because “digital signage” is not top-of-mind for your customers and it’s too narrowly focused keyword to be central to your online marketing strategy.
Must read if you make marketing decisions in this space.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.