Les écrans de communication sont bien sûr un moyen de communiquer des informations à des clients ou futurs clients. Mais leur utilisation est aussi tout à fait pertinente à l’intérieur de l’entreprise, à destination des collaborateurs. L’affichage dynamique est un outil de communication interne qui permet de susciter leur engagement et leur sentiment d’appartenance.
Before integrating screens into your communication plan alongside other solutions (social networks, intranet...), you need to think about the best way to manage the creation and distribution of your content. Solutions are available to simplify content management for complex, multisite sites, involving a large number of users and varying degrees of content granularity.
Playlists: a false good idea
Many companies tend to use in-house playlists for their communication campaigns. By playlist, we mean the use of a series of slides shown in a pre-programmed order. These messages are played one after the other, like a slide show on a loop.
The use of these playlists presents some real difficulties. First of all, they require communicators to manually create broadcast playlists for each screen in their fleet. These are time-consuming tasks, which impact on productivity, especially when large fleets are involved. Another limitation of using these playlists is that, because they are programmed in advance, they are not contextualized, i.e. adapted to the environment and the target exposed to the message.
Pourtant, un affichage dynamique optimisé doit tenir compte de quelques règles de marketing contextuel. Pas uniquement réservée à la communication en points de vente, la contextualisation des messages trouve tout son sens dans le cadre d’une communication interne. Les informations diffusées pour un site ne le seront pas forcément pour d’autres. Il s’agit d’ailleurs d’une raison pour laquelle certaines entreprises ont fait le choix de s’orienter vers une stratégie de communication glocale.
Intelligent algorithms: the choice for productivity
The use of algorithms is an excellent alternative to "in-house" playlists. Unlike playlists that are manually programmed in advance and don't necessarily meet the audience's needs, algorithms will intelligently adapt to the context, taking into account data linked to weather, geolocation, day, time and demographics.
The algorithms will then build an infinite number of communication scenarios adapted to their broadcasting context, for ever more targeted communication. Another advantage of these intelligent solutions is their productivity gains: with intelligent contextualization, there's no need to program playlists in advance for the different screens in your park. Algorithms enable more efficient communication and save precious time.
Better message recall
Les logiciels SaaS d'affichage dynamique permettent de donner les bonnes instructions aux algorithmes, de programmer les affichages selon différentes règles : il sera ainsi par exemple possible de prévoir la diffusion d’une vidéo un certain nombre de fois à un certain moment de la journée.
Communication is more impactful because it's better targeted, with the double benefit of saving campaign programming time. It's also the option that guarantees the best memorization of messages by employees:
"60% of consumers are likely to remember a message broadcast in a relevant context".
IAS, The power of context
How can you make content programming easier?
In addition to the use of algorithms, there are a number of other best practices to follow for easier content programming:
- First and foremost, you need to make programming easy by opting for a simple, intuitive interface that will be easily adopted by your teams. SaaS or Content Management System (CMS) solutions let you manage screens and content from any device.
- Another tip is to segment your display fleet by grouping them according to common characteristics, for precise programming and even greater productivity.
- Dans une optique de communication interne, il ne faut pas oublier que les données internes de l’entreprise peuvent aussi constituer d’excellents messages à relayer en temps réel via l’affichage dynamique. Le niveau de satisfaction client, les niveaux de stocks des produits ou même la visualisation de la progression des ventes peuvent constituer des moyens de motiver et de valoriser les équipes dans un point de vente, par exemple.
Cenareo fournit des capacités de planification intelligente qui épargnent des efforts de programmation tout en répondant à vos besoins spécifiques, grâce à une communication adaptée au contexte.
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