By Julio Villalobos , Area Manager of Public & Health
The development of new technologies associated the continuing need to use more information and bring this to our users, consumers or friends quickly, segmented, qualitative and efficient, has brought a revolution in relation to the world of Marketing and Communication , capillary achieving greater access to these communication activities, years ago exclusively reserved only for large corporations and now available to almost all companies, which today is called "The Democratization of Marketing " - www.marketingdemocratico . com
A good example of the democratization of Marketing, is the novel concept of "Digital Signage" ie, the use of digital content broadcast through controlled access screens IP (Internet), allowing you to create custom digital TV channels for companies, sectors, types of users, etc .... The digital signage has great potential level as content creation, content syndication, content adaptation to different consumers, program planning, all in real time and costs too distant to those that existed in the world audiovisual production a few years ago, so once again, communication was democratized.
The benchmark in global digital signage or also known popularly as "Corporate TV" is without doubt the American market, where almost 20% of companies and institutions have a certain level communication channel itself, based on digital signage either as external communication tool with their users or clients or internal communication tool with their own professionals.
At Spain, digital signage is a communication tool in its infancy, in which there are very few companies specializing in the development from the perspective 360 \u200b\u200bdegrees, from consulting prior to, what to communicate, how to communicate, which communicate development of content, the manager of the same, the integration of hardware contained in the emission (screens) to continuously monitor the system work.
The Digital Signage, it does have some parallels with the situation that the companies had to live 10-15 years to evolve from not having to have website to communicate in a static, flat with their customers and employees, to do so dynamic, personalized and constantly updated. Today it seems unthinkable that a company with a minimum of organization or public institution does not have a communication tool internally or externally as a web page, as the digital signage (corporate Tv) is the next step 15 years later, as a complementary tool to the web and intrenets, since the webs are actions of proactive information (pull) in which users have to go to find information and instead in digital signage is the user information in a reactive way (push) and is well developed adequately in content to the consumer.
Within 5 years, as digital signage will be implemented in society as they are today the sites for enterprises that have a physical presence.
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