This could be as detailed as creating specific mobile websites, full-sized websites, dynamic eMail, text messaging, and paper signage. It may also be as simple as offering a website that features the latest news and events related to what is displayed on the screens.

Though strategy is a huge part of this, budget may be the stronger force at play. If you have a limited budget, strategy is even more important.

Smaller budgets may require more phone number and eMail address content for the call to action. Larger budgets may allow for native mobile application development or at least dedicated web space for the digital signs.

Whatever the budget, it has to be easy and convenient for the customer to access. If your available web space is 10 folders into your website, you will need to create a short code to reduce the amount they have to type.

SMS interaction is useful as well, as a text message can contain a link to the relevant website.  Creating a web-based poll could be useful for immediate feedback, and additional measurable customer data.

Ideally, the information can be passed from the sign to a mobile phone or tablet, or made available for later reference to  a computer through a web address or eMail message. Reaching the audience where and how they want is the important thing.

Is there one sure way to reach 100 percent of the audience? Not likely.

Knowing your audience is half the battle. The rest you will learn along the way.  As you find out what works, focus your resources accordingly and you will see an improvement in engaging the audience.

People are not averse to viewing your content, you just need to put it where they are, and these days that could be anywhere.

Jared Padgett is the Manager of Web Development and Digital Media at Pepperdine University School of Law.  He has been working in Digital Signage since 2007 and holds two Digital Signage certifications.  He obtained an MBA in Information Technology in 2011.


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