For years, we’ve been helping companies leverage the power of digital media to drive action. Whether they’re using it to increase employee engagement, deliver a better shopping experience or promote menu specials (both of which ultimately improve sales), the primary engine is content. However, in many organizations, content is the ugly duckling of a digital signage program. In the development and buying process, it’s often one of the last considerations. What does get attention? Hardware and software: the screens, players and software to run that equipment. Content is an afterthought, and even worse, technology decisions often end up driving content, […]

Last week, I was pretty tough on marketing professionals and the reasons they give to justify a digital signage solution. Too often, in my experience, they rely on what looks sexy and sounds cool, rather than considering hard issues such as cost, ROI and metrics to show results. I gave a lot of credit to IT professionals and their focus on those and other concrete details that can lead to a successful implementation. On the other hand . . . IT folks also have a few blind spots when it comes to digital signage. In general, their focus is on […]

During my career in start-ups and tech, I’ve spent a lot of time selling to IT professionals. The philosophy and discipline they bring to decision-making has always frustrated…I mean, impressed me. They focused on things like Return on Investment (ROI), measuring value and true cost of ownership.  They understand the challenges of owning and operating rapidly changing technology. They speak a concrete language of finance, logic and analysis: ROI modeling, TCO, capex vs opex and cost of capital. They demand product demos, pilots and proof of concept to validate and measure value of solutions. On top of that, they demand […]