Michael Hiatt, president of Dynamic Retailing, LLC, and former director of WalMart’s in-store network, is working on a book about customer-facing technologies within the retail environment. It is due to be published in fall of 2010.
One of the guidelines Mike will cover in his book is what he calls the “5 As of digital content.” He has kindly allowed us to reprint them below:
Appropriate, Attractive, Affordable, Adaptable, Assembled
For digital signage content to be successful it must be appropriate. Customers should see relevant content on the screens — based on the right time, day, place, and location.
Content must be attractive. The brands that are participating want the content to look good, to be pleasing to the eye and ear. Customers have enough visual clutter in their lives.
Digital content should be appealing, not a distraction. Most retailers do not have the resources to create a network with both appropriate AND attractive content. Therefore it must also be affordable.
Retailers are not media companies. They sell products. A digital signage network cannot be a negative drag on their resources. The pressures of the first three A’s compel signage networks to ensure that the creative is adaptable. The content must be flexible enough to be used in a variety of ways and approaches while still being relevant. The only way to do this is by assembling content using technology. Retailers should look for technical solutions that can produce a wealth of sharp-looking, relevant content at a low cost. This is the future of digital signage content.
[...] ACTIVE.BLOG, blog da Active Media Os 5 A’s do conteúdo digital 0 Comentários – COMENTAR » Canais Multimédia, digital signage por Jorge Oliveira a 23/09/2009 É muito interessante esta abordagem e definição simples do que deve orientar a criação de conteúdos para redes digitais que nos chega através do blog da JohnRyan. [...]