Why Content Automation for Digital Signage Strategy Matters Skip to main content

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 displays because they start 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.

Keep Content Fresh with Automation

In the past, building a content management 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.   

Automated Digital Signage Solutions

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 stay fresh and on-brand. Here are a few examples of how automated digital signage content can help brands improve their messaging further:

For Lobbies

If your brand has multiple on-site prospects or customer meetings in the next few weeks, set up an automated schedule of curated 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.

For Shopping Centers

If you’re using digital signage screens in a shopping center or other public building to provide directions, news feeds, 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. For example, if your shopping center is gearing up for Black Friday shoppers, you can start creating these messages months in advance. Then, you can gather sponsors and advertisers, and even run ads by stores to make sure they’re correct before they run.

For Retail Stores

If you’re a retail store using digital signs 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 remain consistent across multiple locations can be a challenge. With automated content creation and digital signage, retail organizations can push new and approved content to locations around the world with the click of a button. This will give 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 provider to learn more about our digital signage software, integrations, pricing, and more.