So you have a digital screen and, along with it, some awesome content to display. Great! Now how can you manage all of that content, switching it out at the right times to keep it current, relevant and easy to read? You’re not a software engineer. This is too complex for you, right? Wrong. This is the beauty of our future in content management.
While your content and its system may have complex functionality, it’s important that it’s easy to use, or what good is it to you? Through technology used by people around the globe, such as iPhone and iPad, Apple taught us the importance of usability. They’ve done this by creating software so simple toddlers can (and do) operate it. At ClockNine, we aim to develop a streamlined process that combines complex functionality with ease of use.
We believe this should be a reality for your digital signage platform in 2016. With advancements such as mobile management, custom content and smart content, the future is about being able to do more with less effort, whenever you need to.
Currently, most content management systems out there have more complex functionality compounded by additional usability inconvenience in that they require a desktop computer. The future is a simplistic UI (user-interface), which gives users the convenience of managing content through a mobile device.
Not only does this improvement make it easier to use, but a mobile interface is also conducive to the fast-paced environment in which these platforms are often found. On the other hand, perhaps you find yourself on a beach in Playa del Carmen (wouldn’t that be nice?). No problem, the trends of mobile management make it possible for you to make edits to your digital network anywhere.
While dynamic content has already begun to reshape how we approach digital signage content, we are seeing even more advancements in this area. Instead of viewing content as a television commercial, at ClockNine, we are viewing content in a whole new way by pulling in information from online data streams because dynamic capabilities have opened the door for custom content and smart content.
The truth is people want control. Custom content is a new way to get even more control of your digital signage. Swap products, edit pricing, and even change backgrounds within an individual ad. Sales tactics can often times be situational. The beauty of a digital sign is that you can change it when you want. Custom content will give you an even tighter grasp on your digital ads this year.
I’ve mentioned smart content a couple times and you may be wondering what I mean by that. Smart content takes dynamic content to a whole new level by composing updates for you automatically. This new type of self-manageable content will make changes to your screen by communicating with algorithms that connect directly with external data sources. We have seen some smart content in various industries already, like QSR. Linking digital menu boards with POS data to stream up pricing is one early example of smart content.
In 2016 we see smart content continuing to transform digital signage by spilling into almost all other industries. Product inventory, weather, traffic, news and even social media posts could potentially affect and alter the content on your screens. Through the use of smart content in 2016, business owners will be able to market more effectively by staying relevant.
We believe that these advancements to digital content management will allow end users to show the right content at the right time. By using custom content, smart content and mobile management end users will fill screens with more relevant and valuable information for consumers.
Social Media, Trending Purchases and More
A perfect example of this is the trend of incorporating social media Integration into your content. Social media has become a core component of consumers’ everyday lives. People find true value in what others are saying and depend on social reviews to make purchases more often. Imagine the power of social reviews in an in-store environment.
Another great example of infusing relevant information into our marketing is incorporating trending purchase integration into our digital ads. Trending purchase integration works hand in hand with POS data to inform consumers on “hot buys” within any environment. Utilizing social norms is a great way to successfully drive sales and allows us to notify consumers when we are almost out of an item with inventory countdown.
The explosion of digital ads over recent years demands that we learn to keep up, which requires rethinking how we approach content management and digital content creation. It is important to get ahead of digital platform demands as technology and software advances continue to grow in favor of the consumer and business owner. Marketers will be able to connect with their consumers better than ever with fresh content that has real world relevance in 2016.
Author Travis Kragh will be a panelist on the Digital Signage Federation’s February “Hangout” discussion entitled, “Top Content Management Trends for 2016,” on Wednesday, February 10 at 2pm EST. More information on this and other DSF events can be found on the DSF website. Both DSF members and non-members may join this or any of the DSF’s scheduled Hangout discussions for free – but registration is required and can be accessed on the DSF website.
Travis Kragh is the Co-Founder and Chief Creative Officer of ClockNine. His 10 years of experience in advertising expands beyond digital signage. Kragh has been a key player in building advertising agencies in both corporate and traditional settings as a creative director, art director and animator. Touching on everything from television to building big brands, he has always had one common goal: revolutionize the industry. He leads the ClockNine team to create strategic marketing that pushes the boundaries of digital signage.