3 Automotive Digital Signage Myths Exposed

By: sharadbhai jain

The most misunderstood myth of digital signage used in the automotive industry is that it is only used for advertising and marketing.

Digital signage has received lots of attention due to it’s ability to communicate the ‘right message to the right consumer at the right time’. The automotive industry differs from this model as it allows various types of messages to be communicated through the one single software platform, with marketing and advertising making up just a small portion. Organisations are discovering how they can integrate digital signage in the showrooms by providing training and up to the minute information on the vehicle a potential buyer may be interested in, such as the fuel consumption or how much luggage the vehicle can carry.

Myth #2
You have to measure ROI (Return On Investment) mostly on intangible benefits.

There has been many hours studying how to align measurable numbers to intangible benefits. This approach reduces the confidence of decision makers who are unable or unwilling to invest in new technologies that promise future potential without any guarantees. A better option is to focus on 2 separate ROI calculations. These are:

• Guaranteed Savings – These numbers are guaranteed and can be collaborated through the system. An experienced automotive digital signage integrator will be able to show the tangible benefits as they relate directly to replacing point-of-sale materials and training programmes.
• Potential Opportunity – These numbers include the “potential” of positive impact the system can make in areas such as improving sales, increasing brand awareness and improving customer satisfaction.
Myth #3
Automotive digital signage is just like a kiosk and should be based on that model.
Kiosks of the past are nothing more than a basic product brochure with very limited functionality. The new breed of software platforms allows dealerships to control the promotions that benefit them most.
This is possible as the automotive digital signs allows various business owners to systematically control the purpose of the screens. The ability to bring real time news updates on new vehicle enhancements to each dealer as soon as they are released is now possible.

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