When a brand is completely unfamiliar with a technology, but recognizes the importance of its role in the modern business world, decision-makers know that they need to take a leap into the unknown in order to catch up with competitors. With respect to a technology such as digital signage, this doesn't need to be such a daunting task, however, and with the right guidance, a company can leverage powerful enterprise tools to quickly gain an edge. 

Of course, strategists will need to understand the lay of the land before they launch a digital signage campaign from scratch, and an expert opinion can go a long way in this regard. To help them on the path to greatness – even if they have no prior experience with the technology – here is a preliminary guide to getting started with digital signage.

1. Deploy the best digital signage software: Assuming a brand has already leveraged a set of modern displays to work with, its top priority should be to implement the most reliable and flexible signage software available on the market. The best deployments are characterized by simple and intuitive controls, a wide range of compatibility with various content types and a thorough set of analytics that reflect the successes and shortcomings of campaigns. 

"Signage software should serve as a central point of command."

As a blog article from Shakr recently pointed out, larger enterprise operations should also take the networking capabilities of the software into consideration. Since a brand will be responsible for managing displays across dozens – if not hundreds – of retail locations, software must serve as a central point of command from which all these displays can be controlled.  

2. Create, schedule and manage content: With the technical aspects of signage taken care of, a brand can shift its focus to the development of content and all the strategic factors that come with it. Here, marketing staff will have to work side-by-side with content development teams, as well as the tech professionals that manage the networks and infrastructure underlying the displays. This is not a one-off process either, as noted by Marketing Profs contributor Todd Hemme, who explained that content should constantly be refreshed and updated. 

"If you have repeat customers, you'll want to keep them interested with new content," explained Hemme. "You don't want someone visiting three, four, or more times and seeing the same content each time. Even if you have new customers visiting all the time you'll want to add fresh content to keep up with the changes at your business."

3. Keep in contact with service providers: Considering the rate at which modern technology is advancing, businesses should be prepared for massive disruption at any given moment, even in a seemingly steady arena such as digital signage. In order to navigate a major misdirection in hardware, software or content strategy a brand should stay in close contact with its signage service provider and be ready to make a quick adjustment to its deployment if necessary.