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If you are having a hard time understanding how social media is going to interact with your company of the future (or present!), then I have a great analogy that will create a framework from which you can build a social media plan in support of your company marketing plan. I call it the analogy of the mall. To begin this analogy, let me first propose a question.
Dynamax Technologies Ltd. recently signed a deal with media conglomerate Clear Channel to create an international network of digital billboards across the US and Europe. Over the next five years, Clear Channel will be converting many of its existing outdoor advertising real estate, which includes almost 1 million displays in more than 60 countries, from analog to digital formats. “Digital signage 3.0 is about combining targeted real time content with analytics that measure performance at the register,” said Tom Nix, VP of business development in North America at Dynamax Technologies Ltd. Dynamax has previously executed a successful campaign for the band Coldplay, in which consumers walking by an out-of-home digital billboard could interact with it and receive a free song download. Digital signs are often used in conjunction with other marketing channels such as mobile, print or Internet ads.
