Communication screens are, of course, a way of communicating information to current or future customers. But their use is also totally relevant within the company, aimed at employees. Digital signage is an internal communication tool that enables you to mobilize their commitment and sense of belonging.
Before integrating screens into your communication plan alongside other solutions (social networks, intranet, etc.), you must however think about the best way of managing the creation and delivery of their content. There are solutions available that will simplify content management for complex, multi-site screen networks, involving a large number of users and granularity of content that may vary.
Using a playlist: not as good an idea as it would seem
For their communication campaigns, a lot of companies tend to resort to “house” playlists. By “playlist”, we mean a series of slides shown in a pre-programmed order. These messages are delivered one after another, like a slideshow running on a loop.
The use of such playlists presents real difficulties. First of all, they require those running the communication to create a playlist of items to be shown for each screen on their network. This is a time-consuming task, affecting productivity, particularly for large networks. Another limitation of the use of such playlists: programmed in advance, they are not contextualized, meaning adapted to the environment and to the target exposed to the message.
Optimized digital signage, on the other hand, must follow a number of rules to do with contextual marketing. By not being restricted simply to communication at points of sale, message contextualization really comes into its own as part of internal communications. The information shown on one site will not necessarily be shown on another. This is one reason why some companies have decided to move over towards a glocal communication strategy.
Intelligent algorithms: the choice of productivity
The use of algorithms provides an excellent alternative to “house” playlists. Unlike playlists, which are programmed manually in advance and do not necessarily respond to the needs of the audience, algorithms will adapt intelligently to the context, guided by data to do with the weather, geolocation, the date, the time, or even demographics.
Algorithms can therefore create an infinity of communication scenarios tailored to the context in which they are delivered, for increasingly targeted communication. Another benefit of these intelligent solutions is the productivity gains they generate: with intelligent contextualization, there is no need to program playlists in advance for the different screens across your network. Algorithms allow more efficient communication and will save you valuable time.
Better memorization of messages
Digital signage SaaS software allows you to give the right instructions to your algorithms, to program displays according to different rules: for example, you could plan for a video to be shown a certain number of times at a particular moment in the day.
Communication will have a greater impact because it is better targeted, with the added bonus of saving time when programming campaigns. This option also guarantees that messages will be better remembered by employees:
“60% of consumers are likely to remember a message that is delivered in a relevant context”
IAS, The Power of Context
How do you facilitate the programming of content?
In addition to the use of algorithms, you should adopt other good practices to simplify the programming of content:
- First of all, you need to make programming easier by opting for a simple, intuitive interface, which will easily be adopted by your teams. SaaS or Content Management System (CMS) solutions will help you manage screens and their content from any device.
- Another good piece of advice is to break down your screen network into groups sharing common characteristics. That will allow more precise programming and even more gains in productivity.
- For internal communication, always remember that internal company data can make excellent messages to be relayed in real-time via digital signage. Levels of customer satisfaction, product stock levels, or even a display of sales trends can be ways of motivating and getting more out of teams at a retail outlet, for example.
Cenareo provides intelligent planning capabilities that spare you programming work, and at the same time respond to your specific needs through communication suited to your context.
