Parametric media: A strategic market analysis and marketing plan for a digital signage, interactive kiosk and content company

Helena Irita Fowler

The manuscript of this item is available at


This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The author also offers a brief background on the development of the retail grocery industry and how digital signage and interactive kiosks fit in grocery stores and supermarkets.