Louise Richley, ZetaDisplay UK Country Director, features in AV Magazine discussing the importance of content when it comes to moving the needle in the rapidly changing digital landscape.
Digital Signage has long been the public face of AV and holds prime position when it comes to providing digital information, advertising and entertainment to the masses.
Louise highlights the importance of a robust digital signage content brief, understanding key KPIs and measurable variables whilst remaining flexible. The key is to experiment and learn what works and what doesn’t work to develop a laser-focused approach.
“You learn as much by what doesn’t work as what does. Every brand and customer is unique, so you never know what wild ideas may succeed or fail. If it doesn’t work, it’s digital, so you can just change it and try again. Where I’ve seen huge successes is where content is tested against financial performance and then changed regularly to measure what resonates with customers and what doesn’t. It’s crucial to have a no-blame organisation culture to embrace this.”
Read the full article here.