MINNEAPOLIS, MN--(Marketwired - Aug 5, 2013) - A new industry brief, published by retail marketing agency JohnRyan, reveals that while many banks see the opportunity for localized consumer messaging in branch as a key driver for digital signage adoption, many are struggling to achieve this benefit because of high content creation costs.
The brief, which may be viewed at www.JohnRyan.com, explains that banks often lack the tools and techniques to affordably produce enough messages to regularly update content and make it locally relevant.
It cites the marketing agency's recent survey of 204 North American and European retail banks in which nearly 50% of respondents said that cost of content creation was a significant challenge to their digital signage success. Meanwhile, only a third of survey respondents said that they updated messages weekly or more frequently while message localization topped the list of reported digital signage frustrations.
JohnRyan reports that some banks have been able to produce localized digital signage content quickly and cost efficiently through a strategic approach to content production.
"Producing affordable, locally relevant content requires a digital signage platform that offers the necessary tools and techniques," explains Tom Pritzker, EVP Client Relationship Management at JohnRyan. "A strategic programming vision and the use of a rich mix of content types, intelligent multimedia and the right workflow tools can help banks achieve affordable, localized messaging which resonates."
The brief provides initial advice to help retail bank professionals achieve a balanced combination of relevance and affordability. Suggestions include the use of intelligent messaging in which the video, pictorial and/or text content of messages is dynamically updated in a centrally approved message template based on local branch conditions and use of collaborative workflow tools to widen the circle of content contributors.
JohnRyan is a global retail-marketing agency specializing in total store messaging systems for retail banks. With print, digital and integrated programs deployed in more than 50,000 branches worldwide, JohnRyan is the global leader in point-of-sale marketing services for the financial services sector. JohnRyan's Messaging Manager is the most widely installed digital signage platform in U.S. and European retail banks, supporting networks from 150 to 3,000 branches with a wide range of one-way and interactive retail communications programs. JohnRyan has strategic office locations in Minneapolis, London and Madrid. For more information please visit www.JohnRyan.com