It appears every day brings a new announcement inside the digital signage arena -the discharge of a whiz-bang technology, a fresh vendor entering the market, some huge sale or formation of a new strategic business alliance.
While news of the sort is intriquing, notable and relevant, it can be a bit overwhelming. In fact, it can result in some paralysis in implementing an electronic signage plan. Concern with premature obsolescence, or missing the next important development in the future along, can retard progress and direct energy and attention away from the true mission, specifically, communicating effectively with clients, constituents or employees to advance the marketing or informational goal of the enterprise.
But instead of located the sidelines waiting for some never-to-be-attained zenith of technological development to be realized prior to making the decision to proceed, wouldn't it be far better to find a framework within which a digital signage deployment can be achieved that lets you respond and if necessary assimilate modifications that inevitably will come along?
Allow me to share three handy rules that will help you succeed with your digital signage deployment in spite of the changes that can come along:
One: Don't just choose a digital signage vendor, select a digital signage partner. This is actually the crux from the matter. Technology continues to change at an ever-increasing rate. What must remain constant can be an unwavering commitment on the part of your digital signage vendor to evolve existing solutions to meet your needs as they change. If that means writing new software, so be it. If it requires developing new drivers, new interfaces or taking any other steps needed to integrate "must-have" third-party components into the digital signage network, a true digital signage partner must be willing and capable of singing this.
Two: Fund your content. It's funny what number of the most recent "earth-shattering" digital signage developments turn into small blips on the continuum of progress. What helps to inject a bit of reality into the latest whiz-bang announcement could be the a feeling of security that the digital signage messaging is on target and accomplishing your desired goals. What does it matter if there's a new digital signage technology which will polish the shoes of people who approach a sign if no one ever stands there long enough to get it done because the content articles are so irrelevant?
Three: Invest in training your people. If they are in-house content creators, sales people securing advertising contracts or IT or AV managers tasked with monitoring the performance of the digital signage network, your folks are your real assets. Better trained they are, the more productive your digital signage network is going to be.
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