Digital signage has been around for a while now, but it continues to be somewhat polarizing. While some people tout its low cost as a significant strength, others complain they’ve been burned by an early investment or feel that it’s difficult and time-consuming to deploy. The reality is that both the good and the bad can be true. Before you throw the baby out with the bathwater, consider this: According to Russell Reynolds Associates, at least 30 percent of executives across all industries are preparing for a major digital disruption in the next year.
It’s easy to get caught up discerning which digital signage software is the best, which hardware makes the most sense, or which platform will be future-proof. This thinking is problematic because it doesn’t account for the real purpose of digital signage: the content.
Selecting digital signage hardware and software is similar to selecting a car. Countless models exist in more colors and with more packages than you can imagine. It’s natural to get bogged down in the details, but it’s important to remember that almost every option will be able to take you from point A to point B. That's the real reason you're buying the car in the first place, isn't it? When it comes to digital signage, what you’re really after is a content strategy. Start there, and the rest — like working out platform specifics — will come easier.
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