Dateline Chicago– Day 2 of the Strategy Institute’s 5th Annual ‘Building Your Digital Signage Business’ Conference. The sessions had all the things you’d expect from a Strategy Institute produced conference, interesting topics and a strictly enforced “don’t even try to turn your presentation into a sales demo” policy (one of the biggest reasons I attend these conferences).
The conference venue itself was cozy, but it made for a more town-hall type of experience. -see photo above.
The most intriguing part of the conference for me was during one of the Q&A Sessions. A question was asked by an attendee, is mobile marketing a “threat” to DS. I was amazed to hear the speaker’s response as – “no” and used the analogy that the mobile phone was destined to become a remote control for the screen itself.
Wrong. This is just the kind of myopic view of the future that supports my past statements that our industry is becoming too complacent and self-absorbed with what’s happening inside our tiny piece of the overall digital ecosystem that we don’t see the forest for the trees.
Trust me – Mobile IS a threat, and she’s bringing along her shopping buddies, social media and microblogging.
These 3 are going head to head with DOOH for people’s attention and the almighty ad campaign budget allocations.
Our industry has to stop trying to be the ‘center of attention’ and learn how to play a supporting role in the entire digital experience.
The single-threaded, one-dimensional content strategy approach needs to change. DOOH is one of many ways (not the only way) customers can experience a brand.