There’s a reason why digital signage has become such a hot topic in the commercial, retail, and corporate communities. LED-powered video screens can engage consumers, deliver critical information, and answer customer questions faster than a human can. Digital signage also creates an interactive, inviting way to attract consumers and draw their attention, making it a top marketing and communication tool.

Brands from various industries and commercial spaces are turning to digital signage because it starts a conversation with consumers. This conversation, however, can quickly become repetitive and dull with stale content. In the world of digital signage, keeping content fresh should be a top priority for brands. Whether you’re trying to engage consumers or visitors, old images, slogans, and videos can turn people away from your products or services.

Keeping digital content fresh with automation

In the past, building a content strategy meant manually having to create new content, review headlines, and run through lengthy approval processes before printing and distributing displays. Changing out this content was time-consuming and costly. This is one of the biggest advantages of digital displays: real-time content changes and updates. Brands can immediately upload new content to change the message, visual, or even the entire purpose of a display add based on different external strategic factors.

Because keeping content fresh is so critical, automating the update process is imperative. Brands can plan out content changes and updates in advance, build the creative, and simply schedule the update on the back-end. Automation helps keep content fresh and updated while allowing communication teams to streamline their internal operations and time management.   

Examples of automated digital content

Whether you’re using digital signage in your office lobby to welcome visitors, in your hospital to help direct patients to the right areas, or in your retail store to help sell products to consumers, automation can help keep these messages fresh and on brand. Here are a few examples of how automated digital content can help brands move messaging further:

If your brand has multiple on-site prospect or customer meetings in the next few weeks, set up an automated schedule of welcome messages in your lobby. Include their logo, the names of the people coming on site, and other meeting details such as the room the meeting is in and the team members welcoming them. Depending on the nature of the meeting (to discuss a new project, go through contracts, etc.) your marketing team can add in other visuals, video, or audio to complete the message.

If you’re using digital signage in a shopping center or other public building to provide directions, information, and updates, your team can automate content based on holidays and public events. This is a great use of automation because your team can easily plan, create, and schedule content well in advance of the actual days. So, if your shopping center is gearing up for Black Friday shoppers, for example, you can start creating these messages months in advance, gather sponsors and advertisers, and even run ads by stores to make sure they’re correct before they run.

If you’re a retail store using digital signage to engage with customers and sell new products, automation can help your sales associates plan and execute in-store product launches. For many larger retailers, ensuring that messaging and content remains consistent across multiple locations can be a challenge. With automated content and digital signage, retail organizations can push new and approved content to locations around the world with the click of a button. This helps messaging remain consistent while giving in-store employees the tools and content they need to successfully sell your products.
Want to get started with automated digital signage? Schedule a quick call with a Bluewater technology specialist to see how your brand can benefit.

Jonathan Welzel

Author Jonathan Welzel

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