Glocal Digital Signage: mix local and global content with ease

Glocalization - thinking globally and acting locally - is a well-known strategy for international brands expanding into new markets. McDonald's, for example, offers country-specific exclusives. In a glocal strategy, you respect the strong markers of your DNA, while ensuring that your product and message work in a new country by including what local customers want. In this way, you demonstrate adaptability, while remaining true to the core values that make your brand instantly recognizable. 

This approach applies to your digital signage network to improve engagement, whether you have 20 or 2,000 screens. It's all about creating locally relevant marketing content, while being part of a central brand. Here we look at how you can use some of the unique features of the Cenareo platform to deploy marketing actions closer to your audiences.

👀 What is the glocal digital display?

The primary objective of digital signage - as with all advertising media - is to get a message across. The audience for your message, whether customers, colleagues or a mixture of both, needs to be interested in what you're saying. Local content will always be more appealing than an international version: at the most basic level, it's in the right language, in the right time zone, and it's culturally appropriate. With a higher level of localization, your content is useful and relevant. Entertaining, educational, informative or engaging, it enhances your brand awareness or often prompts action to develop sales, for example. 

If you're using OOH in a corporate environment to engage your employees, for example, your team will want to know who won the Salesperson of the Year award in their office, and may be less interested in who won in Munich. In adigital signage strategyfor retail, communications around sales are aimed at French customers, but are of no interest to stores abroad.

The content distributed must be globally consistent. It must be consistent in both form and content, to facilitate brand recognition and highlight the brand's values and marketing positioning. And therein lies the challenge. At different times, you'll want to get messages across to different audiences:

• To your entire audience : global messages that everyone needs to hear;
• To a large part of the audience: in most countries
• To a small part of the audience: in specific regions 
• To one person: to reach one individual or a small group of individuals.❔

Your communication is agile enough to adapt to your target audiences, while maintaining your brand tone and values. Digital signage gives you the flexibility you need.

❔ Why digital signage is a perfect tool for glocal marketing?

1) Simplified glocalization

Digital signage is extremely flexible and easy to localize. Once your screens are in place, with the right content management platform, you can easily choose the content to be displayed on each of them. 

Thanks to Cenareo's platform, you can send campaigns to different groups of screens based on location or position, segmenting screens according to the tag of your choice. Would you like to distribute content to your stores in a particular region? Do you want to send a message to an audience in a particular language? Do you want to share content only in certain public reception areas offering the same service? Do you want to focus on your accounting services in Europe only as part of an internal communications strategy? Do you have a message to get across to your warehouse in Wales? Managing your screens with Cenareo offers you this flexibility with disconcerting ease!

2) Content templates

Whatever the audience or message, make sure that the look and feel of your content is consistent with your brand identity. With our platform, you can set up ready-to-use personalized templates for all authorized users.

This ensures that your brand's colors, fonts and logo are fixed on every piece of content developed by your collaborators. Once this has been implemented at global level, the content will automatically conform to the brand image in all your local branches.

3) User rights management

One of the biggest challenges of large-scale digital signage is to manage content seamlessly. You want to maintain global control, while allowing local creativity. The most compelling content is created by the people closest to the audience, and the contribution of local teams plays a key role in producing hard-hitting, engaging messages.

However, people with content to share are not necessarily marketers. How do you balance the two objectives? With Cenareo's platform, it's easy to set up cooperative management, with different levels of access for different team members. 

We make it easy to add content, thanks to a simple workflow and a platform that accepts all common types of content (text, images, video files, social media integration, etc.). Thanks to cooperative management, all content can be integrated into a global program overseen by head office to ensure consistency, but also for reporting - so that communications teams can check that everything is in order.

Glocalization: combining digital signage and digital tools

Do you use digital signage to communicate with your customers or staff? In-store or on your premises, the Cenareo solution can be combined with your other digital tools to create new synergies: 

• Distribute key elements of a physical or digital communication campaign in-store or in-company;
• Couple your digital signage with your CRM at local or international level to promote products adapted to the expectations and seasonality of each country;
• Include elements broadcast on your social networks, with localization by language or country;
• Thanks to audience detection, you can personalize content in real time according to who's in front of the screen.

At Cenareo, with our cloud-based digital signage CMS, we make it easy to personalize and manage your content, so you can localize and globalize your communications. We help you get the best of both worlds, delivering engaging messages relevant to your local audience that are also consistent with your other global communications. Make your digital signage content both more interesting and more consistent by using a glocal model.

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