Some more dynamic content examples would include analytics – being able to track KPIs that are important to a company – and being able to do so in an automated fashion. Once the business has defined their metrics they can set up integration with content management systems like XhibitSignage that manage the reporting and display of those metrics. This workflow can ultimately assist management in monitoring and improving key processes within the business.
Another instance is the relay of emergency content. Accurate and fast information is critical during an emergency. There is no room for error. A content management system module for emergency alerts can automate message delivery. Centralized control expedites message consistency and timeliness, which can be lifesaving during an emergency.
By maintaining a focus on dynamic content delivery, a professional content management system will supplement a firm’s communication goals, not hinder the achieving of them.
TD: How can companies create custom content for their video walls?
MK: Content, at the end of the day, should be created with the objective in mind. The goal is not necessarily to create the best looking content possible, rather to create content that maximizes drive towards the targeted metric of the rollout itself. In the example of a retail environment, capturing attention and driving foot traffic or purchase is the intent, and the content that’s created for that type of project should reflect that goal.
Conversely, in a corporate environment, internal communication in an HR or marketing capacity may be the goal for the project. In this example, “flashy” is not the best design path. Content should be targeted toward grabbing the audience’s attention, while informing them of what they overlooked in an e-mail, text or newsletter. Generally speaking, the company will want to seek the creator for that content, based on a mix of the goals for that project, the in-house skill set that is available, as well as the project budget.
We find that the most successful implementations are ones where content receives the majority of the budget. At the end of the day, technology is becoming standardized, hardware is becoming commoditized, but the content is ultimately what the audience views, regardless of what screen it’s being put on.
Provided that proper budgetary concern is present for the content, design success becomes a matter of balancing the firm’s internal skill set versus the objectives that are trying to be achieved.
TD: What are some of the benefits of having remote access when managing content for digital signage?
MK: The goal of remote access in a digital signage content management system is to streamline the workflow. That can manifest itself in several ways. From a management perspective, this includes not having to go to each site to schedule content, not having to walk to each display to see what’s on them, the ability to view any player or screen in a remote environment whether that’s from your office, in an offsite facility, or even at home. This type of capability is why content management systems are developed.
Well-designed content management systems should provide several other value added control features. The ability to create and assign different user roles and permissions, delegate some work while maintaining centralized control of other processes, report on activity of users, and report on different content that has played ultimately contributes to the total success of a CMS deployment. Additionally, remote troubleshooting tools should be readily accessible and easily leveraged. A truly professional CMS has tools in place for efficient remote management of the entire content lifecycle, from uploading through deployment, to reporting and support.