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Targeted Digital Signage Enhances the Customer Experience

February 20, 2024

How to use localization and metadata to provide relevant and timely content to consumers.

In this digital age, delivering relevant and personalized content to your audience is crucial for effective marketing and engagement. Content management system (CMS) software provides a powerful tool for organizing and categorizing content, enabling businesses to target their audience more accurately. Recent advancements in CMS technologies have integrated metadata tagging to enhance your ability to target content and deliver tailored experiences to consumers based on relevant factors like location, time of day, store type, and more.

Understanding Metadata Tagging

Metadata refers to descriptive information about a piece of content, such as its title, author, keywords, date, and other relevant attributes. By utilizing metadata tagging, CMS software allows you to assign specific tags or labels to content, making it easier to organize, search, and retrieve information.  Affiliated metadata tags are assigned to retail locations, connecting content and store based on matching characteristics. Modern CMS systems like Abierto’s OPEN.CMS can use this data to make sure that offers are accurately delivered to locations that have the products advertised in the offers. Simply, fried chicken content is only sent to locations that offer fried chicken – the right content goes to the right place at the right time.

Enhanced Content Categorization

Metadata tagging enables you to categorize content based on various attributes, such as topics, themes, product types, audience segments, or geographic locations. This categorization allows for more efficient content management and retrieval, providing a structured framework for targeting content to specific audience groups.This is especially important when dealing with the variety in stores that is common in the C-Store industry. Offerings vary by location, time of day and promo period. Providing locally relevant and timely content leads to higher levels of engagement and consumer awareness; translating to more sales and customer loyalty.

Precise Audience Segmentation

With metadata tagging, CMS software enables precise audience segmentation. By assigning tags based on audience demographics, interests, preferences, or behaviors, you can create targeted content that resonates with specific customer segments. This granular level of segmentation enhances the relevance and personalization of your content, increasing audience engagement and driving conversions.

Dynamic Content Personalization

For on-premise digital signage systems, metadata tagging allows for dynamic content personalization at the store level. By analyzing store data and preferences, CMS software can deliver personalized content based on specific tags associated with each store. This level of personalization increases customer satisfaction, encourages repeat visits, and fosters a deeper connection between your brand and the audience.

Time of Day (Dayparting) and Event Targeting

Metadata tags can also provide time-specific or event-specific criteria and conditions that can be applied to digital advertising content and used to further personalize the on-premise experience.  These time-specific tags can be one-time-use descriptors for local events or recurring tags that highlight specific, but time-limited activities like “free coffee Fridays” or “Super Unleaded Tuesdays”

What Metadata Tagging Can Do For You

Metadata tagging in CMS software is a powerful tool for increasing your ability to target content to specific audiences. By harnessing the capabilities of metadata tagging, retailers can achieve enhanced content categorization, precise audience segmentation, improved content discovery, dynamic content personalization, and optimized content distribution. This results in more relevant and engaging experiences for your audience, leading to increased customer satisfaction, improved conversions, and stronger brand loyalty.

Partnering with an industry expert like Abierto, and investing in a robust CMS software that offers comprehensive metadata tagging capabilities like OPEN.CMS, can help you to unlock the full potential of targeted content delivery in your marketing strategy.

About the Author

Rick Sales is the President of Abierto. Abierto is a global digital and communications solutions partner that specializes in utilizing cutting edge technology to engage with customers and build compelling brands. Rick has been working within the convenience industry technology space for over 20 years. 

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