When selecting a digital signage platform, the number of options can be overwhelming. Compounded by the fact that some financial executives feel they’re lacking in best practices for digital signage, including content strategy, creation and management, it becomes imperative to choose a platform that is simple to use and aligns with the needs and concerns of key stakeholders. While some organizations opt for a DIY approach with basic wall-mounted screens, prioritizing the requirements and preferences of marketing, IT and especially your consumers will allow you the necessary buy-in and support needed for a successful implementation. MARKETING Marketing professionals are tasked with creating compelling and impactful content that resonates with target audiences and drives results. Given the average FI’s marketing team consists of just two people, this task can be particularly challenging. Digital signage platforms offer marketers an efficient, flexible and interactive medium to display messaging in a visually appealing way, particularly when compared to traditional static options. With the ability to schedule and update content in real time, marketers can deliver targeted promotions, advertisements and brand messaging to captivate and engage viewers. Research indicates that 86% of consumers are inclined to recommend what they have viewed to their friends and family, thereby enhancing the overall reach and success of marketing efforts. Digital signage also plays a vital role in boosting brand consistency and visibility. By showcasing uniform branding elements such as logos, colors and messaging across various digital signage screens and video walls, FIs can strengthen brand identity and deliver a cohesive brand experience to their consumers. This visual uniformity helps in building brand recognition and establishing a strong brand presence in the minds of consumers. INFORMATION TECHNOLOGY IT is required to be involved in every digital signage project. IT is often called in to help once a platform is selected; however, IT should be involved during the evaluation stage. IT teams need to know they are working with a SOC2-compliant organization and a third-party pen-tested application. They need to know they are dealing with a platform that is simple to use, stable — it always works the way it should — and absolutely secure. IT will look for built-in security features such as multi-factor authentication (MFA), role-based access control (RBAC), and more to safeguard sensitive information and streamline content deployment processes. Additionally, digital signage platforms must provide valuable data analytics and reporting capabilities, enabling IT professionals to track performance metrics, monitor display health and optimize content delivery for maximum impact. CONSUMERS For consumers, digital signage provides a personalized and immersive experience that enhances their interactions within the branch. By delivering relevant and timely information, such as product promotions, educational content, event schedules and wayfinding directions, digital signage platforms empower consumers to make informed decisions and navigate physical spaces more into a key component of branch optimization. The overall retail banking strategy should dictate the content types, duration and variety of content to be displayed. Interactive kiosks and touchscreens, in particular, have the potential to draw in consumers and assist them in navigating the initial stages of engaging with and responding to product offerings. 15 The CommunityBanker
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