“What digital signage strategy is over-hyped and why?”
Organizations use digital signage technologies for many different purposes. Some use digital signage to drive sales and enable personalization, like at a fast food drive-thru. Others use digital signage to create a narrative and otherwise turn a physical location into a branded destination, like at a flagship store and experience center. And then, other organizations use digital signage to simply distribute information, like at a corporate campus. Clearly, no single digital signage strategy will equally satisfy all these diverse use cases. The important thing isn’t how hyped a given digital signage strategy is, but rather how well the strategy matches and supports an organization’s marketing and communications goals.