Glocalization - thinking globally and acting locally - is a strategy well known to international brands expanding into new markets. For example, McDonald's offers exclusivities specific to certain countries. In a glocal strategy, you respect the strong markers in your DNA, while ensuring that your product and message work in a new country by including what local customers want. In this way, you demonstrate adaptability, while remaining true to the fundamental values that make your brand immediately recognizable.
This approach applies to your digital signage network to improve engagement, whether you have 20 screens or 2,000 screens. It's about creating relevant local marketing content, while being part of a core brand. Here we look at how you can use some of the unique characteristics of the Cenareo platform to deploy marketing actions as close as possible to your audiences.
👀 What is glocal digital signage?
The primary objective of digital signage - as with all advertising media - consists of get a message across. The audience your message is aimed at, whether customers, colleagues, or a mixture of both, should be interested in what you're saying. Local content will always be more appealing than international content : at the most basic level, it's broadcast in the right language, in the right time zone, and it's culturally appropriate. With a better level of localization, your content is useful and relevant. Entertaining, educational, informative or engaging, it reinforces your reputation or often encourages action to develop your sales, for example.
If you use display in a corporate environment To engage your employees, for example, your team will want to know who won the award for the best salesperson of the year in their office and may be less interested in who won in Munich. In a strategy of digital signage for retail, sales communications are aimed at French customers, but are not of interest to stores located abroad.
The content broadcast should be globally consistent. It presents a unity in content as well as in form to facilitate brand recognition, and highlight its values and marketing positioning. And that's where the challenge lies. At different times, you'll want to get messages across to different audiences:
- To your entire audience : global messages that everyone needs to hear;
- To a large part of the audience: in most countries
- To a small portion of the audience: in specific regions
- To one person: to reach an individual or a small group of individuals. ❔
Your communication is agile to adapt to your target audiences, while maintaining the tone of your brand and your values. Digital signage gives you the flexibility and flexibility you expect.
❔ Why is digital signage a perfect tool for glocal marketing?
1) Simplified glocation
Digital signage is extremely flexible and easy to locate. Once your screens are in place, with the right content management platform, you can easily choose what content will be shown on each screen.
Thanks to Cenareo's platform, you can send campaigns to different groups of screens depending on the location or position by segmenting the screens according to the tag of your choice. Do you want to broadcast content in your stores located in a particular region? Is a message addressed to an audience in a particular language? Do you only want to share content in certain public spaces that offer the same service? Do you want to focus on your accounting services in Europe only as part of an internal communication strategy? Do you have a message to send to your warehouse in Wales? Managing your screen fleets with Cenareo offers you this flexibility with disconcerting ease!
2) Content models
Regardless of the audience or message, make sure that the look and feel of your content is consistent and in line with your brand identity. Thanks to our platform, you can set up custom templates ready to use for all authorized users.
You can thus be sure that the colors, font and logo of your brand are fixed on each content developed by your collaborators. Once this is implemented globally, the content will automatically be in line with the brand image across all of your local branches.
3) User rights management
Managing broadcast content fluidly is one of the biggest challenges in large-scale digital signage. You want to maintain global control, while allowing for local creativity. The most engaging content is created by the people closest to the audience, and the contribution of local teams plays a key role in producing compelling and engaging messages.
However, people with content to share aren't necessarily marketers. How do you balance the two goals? With the Cenareo platform, it is easy to set up cooperative management, with different levels of access for the different members of a team.
We make it easy to add content with a very simple workflow and a platform that accepts all common types of content (text, image, video files, social media integration, etc.). Through cooperative management, all content can be integrated into a global program overseen by the head office to ensure consistency, but also for reporting - so that communication teams can check that everything is in order.
Glocalization: combining digital signage and digital tools
Do you use dynamic signage to communicate to your customers or employees? In store or on your premises, the Cenareo solution can be combined with your other digital tools to search new synergies :
- Broadcast key elements of a physical or digital communication campaign in stores or businesses;
- Combine your dynamic display with your CRM at the local or international level to promote products adapted to the expectations and seasonality of each country;
- Resume the elements broadcast on your social networks, with a location by language or by country;
- Thanks to audience detection, personalize content in real time according to the people in front of the screen.
At Cenareo, with our cloud-based digital signage CMS, we facilitate the personalization and management of your content, in order to localize and globalize your communications. We help you get the best of both worlds, by delivering engaging and relevant messages for your local audience that are also consistent with your other global communications. Make your digital signage content both more interesting and more consistent by using a glocal model.
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