Do you have any recollection of life before the advent of marketing automation? Before advertisements targeted for 'cohorts' and other particular groups of individuals could be tailored, what were they like? Your buying habits stayed hidden because Facebook retargeting did not push goods into your sidebar. But setting everything aside, let's go back a little bit.
The billboard commercials of the 1990s and 2000s were dominated by big-name businesses showcasing their most recent big-budget ad campaigns in high-profile locales. Next, there was online banner advertising, the famed material that implored you to click your mouse RIGHT HERE and which was so rare that you probably did simply for the novelty element.
In time, automation and computer-generated commercials became more prevalent. Exceptional creatives and advertisements were developed based on pre-planned and widely observed online activities with this information. For example, you may see Google's dynamic headlines on search engine results pages and Facebook's advertising platform, which offers many choices on which ad to show and when.
Now consider the use of digital signage as a preferred media. In what ways has advertising progressed since its first incarnation? Today, we are not even close to some of the other behaviors on the web, mobile devices and social media platforms.
But here is the thing: digital signage content automation can already be hacked. We have to be creative with the software platforms given and our current audience data.
The following are a few instances of how digital signage might benefit from content automation:
Use automation to keep your content up-to-date
In the past, a content management strategy involved manually creating fresh material, reviewing headlines, and going through lengthy approval procedures before printing and distributing displays. Today, the process is much more automated. It took a long time and a lot of money to replace this information. One of the most significant benefits of digital displays is real-time updates and modifications. A display ad's message, visuals, or even its whole purpose may be changed by uploading new information from a brand's website.
Automating the updating process is an absolute must because of the need to keep the content up to date. Brands may do the scheduling of content updates, design creation, and material adjustments in advance. It is all taken care of for them. With the help of automation, communication teams can streamline their internal processes and improve their time management, all while keeping their content current and relevant.
Personalization on point
You already know that personalization is essential to the success of your marketing activities. Personalized landing pages, discounts, and email reminders allow you to focus on a single customer instead of appealing to a group. You may do the same with digital signage software to customize the material produced according to your preferences.
For example, you may greet your coworkers with a good morning and give them your breakfast choices and a motivating statement in the morning. You may upload seasonal and location-specific promotional pieces, advertising, and tidbits of information to stimulate interaction right there and there.
Scaling tailored content is a considerable challenge. It does not imply it is not valuable, but if you have already customized all of the settings, you can use playlists and scheduling to nail down precisely what material plays and when; it is a lot simpler to automate the rest. Digital signage material such as live news feeds travel information, and other automated content may be expanded and used on a bigger scale.
It was sweat-inducing to think of implementing several streams when digital signage was clumsy and difficult to put into place. As long as the applications take care of everything and screens can be added from any location, it is not that difficult. Future digital signage algorithms guided by AI may monitor and adjust the most helpful material for us as we go forward in time.
Tracking the effectiveness of the material and establishing KPIs
For your displays, it is crucial to highlight the correct sort of material at the right time and in front of the right people, using content automation. When your businesses are shutting down for the day, what is the need to show off client testimonials? With the use of automation in your software, you can pick, schedule, and distribute information in a way that is most relevant to your audience.
To top it all off, you can use the software to assess the effect of the material and determine how you can enhance your brand's performance in front of your target audience. In this way, you can better pick and present material in various forms, discover what your clients value, and gain knowledge while you are on the road.
Value-driven content in the spotlight
With digital signage, your company may provide customers with helpful information the same way as bus and railway stations. To ensure that your output is based on accurate data, proven and tested on a real audience, you may also employ automatically produced content solutions connected to your displays.
Your approach to digital signage has to be based on content that provides added value to your customers' experience; otherwise, you risk losing their interest and engagement. When you automate content publishing, you can have peace of mind knowing that your audience is only exposed to the most relevant information and beneficial to them.
You should include your digital displays at all of your locations in automating your content strategy's scheduling, publishing, and analytics to maximize its effectiveness. This strategy will save you a significant amount of time. Still, it will also offer results in helpful information, reports, and, most importantly, a plethora of creative ways to enhance the experience you provide for both your staff and your consumers.
You can utilize digital signage in your office lobby to greet guests, in your hospital to assist in sending patients to the correct places, or in your retail shop to help sell items to customers. You can maintain these messages up-to-date and consistent with your brand, thanks to automation.