Cell phones, PDAs, and similar devices have become commonplace. The number of mobile subscribers has now exploded to over 2.5 billion. In the course of this growth, many people have argued that such devices represented the new mode of advertising. Indeed, there was - and still is - much discussion about the era of mobile marketing and how it would replace other channels for advertising and content distribution. Among the channels supposedly in danger is our very own digital signage technology. However, I'm not convinced.

In today's article, I'll describe why mobile marketing and digital signage fit seamlessly with each other as a two-pronged approach to reaching an audience. We'll explore their collective value in tracking an audience's level of engagement and how they can work together in triggering a response.

Tracking Audience Responsiveness

One of the challenges that signage network operators confront is identifying the level of participation for a screen's viewers. A simple rotation of content and ads which lack a call to action to drive an immediate response cannot reliably track responsiveness. Fortunately, mobile devices offer a quick and easy solution.

The popularity of wireless devices practically guarantees that every person who walks by a digital screen is carrying one. This creates a perfect opportunity to blend the two technologies in order to measure participation. Content with a call to action that motivates a viewer to respond by sending a text message can be tracked. And if it can be tracked, it can be measured, tested, and improved.

Compensating For The Other's Limitations

In truth, both technologies are burdened with limitations. For its part, digital signage deals with a problem of retention. Similar to a 4th grader who forgets mathematical concepts once he leaves the classroom, a viewer who walks away from a digital screen immediately begins to forget what he has seen. This limits the influence of a signage network's content; if it is forgotten, it cannot generate a response.

On the other hand, wireless devices don't allow advertisers to reach a targeted audience. Everyone has a cell phone. Millions of people have PDAs. Aside from an openness to buying gadgets, there is little else for advertisers to use for segmenting. By contrast, digital signs that are located near certain stores or inside specific venues often draw targeted crowds. For example, a screen located in the entrance of a woman's shoe store will naturally attract a certain type of customer.

A Practical Application

To illustrate how these two technologies can work together to produce a measurable response, I'll use an example. Let's suppose that you operate the woman's shoe store mentioned above. You decide to run a sweepstakes offer across your in-store signage network. You'll ask shoppers a trivia question and instruct them to text message their answers to a phone number displayed on your screens.

Each shopper who participates receives a voucher for $10 off their next purchase. The voucher is sent directly to their mobile devices and expires within an hour. The shoppers who answered the trivia question correctly are entered into a drawing. The winner receives a $50 voucher which will also be sent to her mobile device.

Did you notice how blending the two technologies created a fast response mechanism, triggered an action, and yielded measurable results?

Growing Up Together

Both industries, digital signage and mobile marketing, are still developing. Owners of cell phones and PDAs are not yet willing to receive mass advertising on their devices. Network operators still struggle to create a response mechanism that can be tracked and measured quickly. But, when used together, each technology enables the other. Signage network operators would be well-advised to take advantage of mobile devices when developing their calls to action.