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    Digital Signage for Corporate Communication: Common Pitfalls

    By Oliver Candy | 01.11.23

    In today’s digital age, corporate communication has evolved to include various forms of technology. One popular method is through the use of digital signage. This powerful tool allows businesses to display information and messages in a visually appealing and attention-grabbing way. However, despite its effectiveness, many businesses still make common mistakes when using digital signage for corporate communication. In this blog post, we will discuss these pitfalls and how to avoid them, ensuring that your digital signage for corporate communication is impactful and successful.

    Digital Signage for corporate communication in company waiting area

    Overlooking the Importance of Content Strategy of Digital Signage for Corporate Communication

    One common mistake that businesses make when using digital signage for corporate communication is overlooking the importance of a well-defined content strategy. Without a clear strategy in place, your digital signage messages may be disjointed and ineffective. It’s important to have a plan for what information you want to convey and how you want to present it on your screens.

    A good content strategy takes into consideration your target audience, their preferences, and the goals you want to achieve through your digital signage. It involves carefully planning and organising your content to ensure it is engaging, informative, and relevant. This could include displaying important announcements, company updates, or even promoting specific products or services.

    By neglecting to develop a content strategy, you risk wasting valuable screen space and missing out on the opportunity to effectively communicate with your audience. Take the time to plan and create a content strategy that aligns with your business objectives and effectively conveys your message.

    Failing to Balance Information and Advertisement on Your Screens

    One common mistake that businesses often make when using digital signage for corporate communication is failing to find the right balance between information and advertisement on their screens. Whilst it’s essential to provide important information to your audience, bombarding them with excessive advertisements can be overwhelming and counterproductive.

    To avoid this pitfall, it’s crucial to prioritise the needs of your audience and find a balance that keeps them engaged and informed. Start by identifying the key messages you want to convey and ensure that they are easily visible and digestible. Incorporate a mix of informative content such as news updates, upcoming events, and helpful tips alongside promotional messages for products or services.

    Remember that your digital signage is a platform for communication and not just a sales tool. By providing valuable information and useful content, you can build trust and loyalty with your audience whilst still promoting your brand effectively. Strive to find the perfect equilibrium between information and advertisement to ensure your digital signage messages are well-received and impactful.

    Not Investing Enough Time in Staff Training for Proper use of Digital Signage for Corporate Communication

    To ensure the success of your digital signage for corporate communication, it is essential to invest enough time in staff training. Many businesses make the mistake of assuming that their employees will naturally know how to effectively use digital signage, but this is often not the case. Without proper training, your staff may struggle to navigate the software, create visually appealing content, or manage the scheduling and placement of messages on the screens.

    By neglecting to invest in staff training, you risk wasting valuable time and resources. It’s important to provide comprehensive training that covers the technical aspects of operating the digital signage system, as well as best practices for content creation and management. This will empower your employees to confidently utilise the technology and create impactful messages that align with your business objectives.

    Take the time to educate your staff on the capabilities of digital signage and how it can be utilised to effectively communicate with your audience. By investing in staff training, you can ensure that your digital signage is used to its full potential and that your corporate communication efforts are successful.

    Disregarding Screen Placement and Visibility

    When it comes to using digital signage for corporate communication, many businesses often disregard the importance of screen placement and visibility. It’s not enough to simply install screens in random locations and hope for the best. In order for your digital signage messages to have maximum impact, you need to carefully consider where your screens are placed and how visible they are to your target audience.

    Firstly, think about the areas of your business where people are likely to gather or pass by frequently. This could be in reception areas, corridors, or staff rooms. Placing screens in these high-traffic areas will ensure that your messages are seen by a larger number of people.

    In addition to the location, you also need to consider the visibility of your screens. Are they positioned at eye level and easily readable? Avoid placing screens too high or too low, as this can make it difficult for people to see and engage with the content.

    By taking the time to strategically plan and position your screens, you can ensure that your digital signage messages are seen and absorbed by your target audience. Don’t let the mistake of disregarding screen placement and visibility hinder the effectiveness of your corporate communication through digital signage.

    Neglecting to Continuously Update and Refresh Your Digital Signage Content

    One common mistake that businesses often make when using digital signage for corporate communication is neglecting to continuously update and refresh their content. Once the initial messages are displayed, it’s easy to fall into the trap of leaving the same content on the screens for extended periods of time. However, failing to regularly update your digital signage content can quickly become stale and ineffective.

    By neglecting to refresh your content, you risk losing the attention and engagement of your audience. People become accustomed to seeing the same messages and may eventually ignore them – Especially as 90% of information transmitted to the brain is visual.

     To avoid this, make it a priority to regularly update your digital signage with fresh, relevant, and engaging content. This could include new announcements, upcoming events, or even timely industry news.

    Additionally, updating your content shows that your business is active and responsive. It conveys a sense of relevance and professionalism. Make it a habit to review and refresh your digital signage content on a regular basis to keep your audience interested and ensure the success of your corporate communication efforts.

    Underestimating the Role of Aesthetic Appeal in Your Digital Signage Design

    When it comes to digital signage design, many businesses make the mistake of underestimating the role of aesthetic appeal. They focus solely on the content and overlook the importance of creating visually appealing and attention-grabbing designs.

    Your digital signage is essentially a visual medium, and aesthetics play a crucial role in capturing and retaining the attention of your audience. A well-designed digital signage display can create a positive and memorable impression, making your messages more engaging and impactful.

    To avoid this pitfall, take the time to invest in the design aspect of your digital signage. Consider elements such as colours, fonts, and imagery that align with your brand identity and message. Use high-quality visuals and graphics that are eye-catching and relevant to your content.

    Remember that your goal is not just to inform but also to inspire and captivate your audience. By underestimating the role of aesthetic appeal in your digital signage design, you risk losing the interest and attention of your audience. So, don’t neglect the visual aspect and make sure your designs are visually appealing, professional, and align with your brand image.