Digital Signage needs marketing strategies

We can see in digital signage a lot of companies focused in technology solutions... Hardware, software, contents... but the most and first step is the marketing strategy. We need to work in the good way of the digital signage; as we can read in Ian McKenzie article:
"...technology is an inherent part of any digital signage installation, and thus should never be ignored. That said, the industry needs greater focus on what the installation makes possible and accomplishes from a traditional marketing perspective, and that requires deep knowledge and expertise in creating and implementing sound marketing strategies"

Read full Ian McKenzie article on Digital Signage Association here