How Automation Transforms Digital Signage Content Management

April 15, 2024

Content management became a popular tool for businesses that needed someone else to help them create and share relevant promotional information or marketing campaigns both in person and online. Today, that has shifted toward digital signage content management, the next evolution in the integration of automated technologies and content management.

Within the context of digital signage, content management automation means relying on tools that automate the process, whether that is a scheduling function that helps you time the release of certain promotions or a function that connects your display with big data and other interactive tools to improve customer experiences. This article will review not only how automation transforms digital signage but also the ways in which you can capitalize on it. 

Automated Content Scheduling and Publishing

The most obvious way in which automation transforms digital signage content management is the ability to schedule content publishing. This enables companies who are handling content management to strategically develop and disseminate rotating information through a digital sign based on personalized data and other key metrics. 

For example:

A shopping center would likely need to provide information on things like the weather and discounts for early bird specials at restaurants during the early morning hours and mid-afternoon hours during the week whereas on weekends content might be geared toward families such as promotions for indoor go-karts as well as movie theater tickets.

Dynamic Content Adaptation

Another way in which automated digital signage is effective is the creation and adaptation of dynamic content. Dynamic content can include a wide range of interactive features which are all automated based on things like geotagging or voice controls and encourage customer integration and a personalized experience for all industries. 

For example:

Companies trying to market certain clothing items, accessories, or haircuts could have dynamic content that takes a picture of the customer and allows them to play around with different, pre-selected hairstyles or clothing options that are available in the store or the salon.

digital signage content management

Connectivity with IoT and Big Data for More Targeted Content Delivery

The Internet of Things (IoT) and Big Data provide an opportunity for more targeted content delivery across digital signage. As devices become more connected, digital signage is evolving to the point of increased platform integration and audience interaction. Recent studies have found that the integration with IoT has improved digital signage market value significantly.

This comes from the exchange of data between all three. 

  • Digital signage displays can, for example, be connected to a system that analyzes traffic patterns, offering real-time updates on traffic flow in the local area.
  • Retail companies can streamline operations by enabling a user's Smartwatch or phone to relay personal preferences to different sensors on the display screen.
  • Hospitals and other medical facilities could interact with a digital sign by voice commands and access valuable information like a directory or a floor plan that could connect to their smartphone and directly route them to the room or office they need.

Automated screens provide a great deal of convenience but things that have advanced interaction with IoT or Big Data can improve functionality and user experience. It can also collect and disseminate additional data and provide a more robust marketing strategy.

Minimizing Errors and Operational Costs

Digital signage content management that incorporates automation can enjoy minimized errors and reduced operational costs. At its most basic, digital signs reduce paperwork, printing costs, as well as storage costs and can increase sales and revenue at the same time.

  • With digital signage content automation, businesses can streamline their operations by eliminating printing and distribution costs for things like menus or company directories. 
  • Automating processes for the display of real-time information can improve customer experience and reduce things like wait times.
  • Digital signage and automation streamline marketing efforts, so all of the campaigns are funneled into a single platform, targeting audiences more effectively and consolidating promotions into a single display network.

For example:

Instead of lobbies full of customers or patients standing in line waiting to get to the next available agent only to ask a question as to what type of appointment they need or what form they have to fill out, the integration of digital signage could provide active information for those who are looking to figure out which line they should be in as well as interactive elements which help them figure out what paperwork they will need before they get in line.

Enhanced Personalization and Customer Engagement

Digital signage can provide interactive and engaging content that provides customers and clients with valuable information on promotional offers, real-time updates, or product information.

  • Shopping centers can use digital signage automation to provide directions, give updates about holidays, or offer a news feed. Digital signage content management teams can plan and schedule that content in advance, creating messages for things like Black Friday events months beforehand and gathering advertisements and sponsors for the sales long before the season hits.
  • Digital signage content automation can offer a network for all types of companies to display curated messages in a lobby, designing promotional information for a large conference or contract negotiation so that it can be automatically scheduled when customers or clients arrive.
  • Retailers can use digital signs to plan in-store product launches that engage customers better. This type of automated digital signage means that retailers can approve content for different locations or for several locations at once and give employees or franchisees the content they need before the launch of a new product, all at a reduced cost. 

The Power of Automation in Digital Signage Content Management

Digital signage continues to be an engaging way to deliver critical content across several Industries. It's an interactive way to attract customers and utilize communication and marketing tools. Automation can help companies prepare for upcoming trends and technological advancements in digital signage. Digital signage content management has a transformative impact and companies large and small should embrace these technological advances in order to stay competitive in the digital age.

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