Communication screens are of course a way of communicating information to customers or future customers. But their use is also very relevant within the company, for employees. Digital signage is an internal communication tool that helps encourage their commitment and sense of belonging.
Before integrating screens into your communication plan alongside other solutions (social networks, intranet...), you must however think about the best way to manage the creation and distribution of its content. Solutions exist, which in particular make it possible to simplify the management of content on complex, multi-site parks, which involve a large number of users and a granularity of content that may differ.
The use of playlists: a false good idea
For their communication campaigns, many businesses tend to use “homemade” playlists. Playlist refers to the use of a series of slides broadcast in a pre-programmed order. These messages will be broadcast one after the other, like a slideshow that runs on a loop.
The use of these playlists presents real difficulties. First of all, they will ask communicators to manually create broadcast playlists for each of the screens in their fleet. Time-consuming tasks that impact productivity, especially when it comes to large-scale fleets. Another limitation linked to the use of these playlists: programmed in advance, they are not contextualized, i.e. adapted to the environment and to the target exposed to the message.
However, optimized digital signage must take into account a few rules of contextual marketing. Not only reserved for communication in points of sale, the contextualization of messages makes perfect sense in the context of internal communication. The information disseminated for one site will not necessarily be disseminated for others. This is also a reason why some companies have made the choice to move towards a strategy of glocal communication.
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Intelligent algorithms: the choice of productivity
The use of algorithms is an excellent alternative to “homemade” playlists. Unlike playlists that are programmed manually in advance and do not necessarily meet the needs of the audience, the algorithms will adapt intelligently to the context by taking into account data related to the weather, geolocation, day, hour or even demography.
Algorithms will thus build an infinity of communication scenarios adapted to their broadcast context for ever more targeted communication. Another advantage of these intelligent solutions is their increase in productivity: with intelligent contextualization, it becomes useless to program playlists in advance for the various screens that make up your fleet. Algorithms allow for more efficient communication and save valuable time.
A better message memory rate
SaaS digital signage software allow you to give the right instructions to the algorithms, to program the displays according to different rules: it will thus be possible, for example, to predict the broadcast of a video a certain number of times at a certain time of the day.
Communication will be more impactful because it is better targeted with the double benefit of saving campaign programming time. It is also the option that guarantees the best memory of messages by employees:
“60% of consumers are likely to remember a message delivered in a relevant context”
IAS, The Power of Context
How to facilitate the programming of its contents?
In addition to the use of algorithms, other best practices should be followed for easier programming of its content:
- First of all, it is necessary to facilitate its programming by opting for a simple and intuitive interface that will be easily adopted by the teams. SaaS, or Content Management System (CMS) solutions, will allow you to manage screens and their content from any device.
- Another piece of advice is to segment your fleet of screens by grouping them by common characteristics for precise programming and which further increases productivity.
- From the point of view of internal communication, we must not forget that internal company data can also be excellent messages to be relayed in real time via digital signage. The level of customer satisfaction, product inventory levels or even the visualization of sales progress can be ways to motivate and value teams at a point of sale, for example.
Cenareo provides intelligent planning capabilities that save programming efforts while meeting your specific needs, through communication adapted to the context.
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