Adding Digital Signage To The Marketing Mix

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An important reality to consider before diving head-first into a communication strategy is that buying habits have changed. People have become far more money conscious – especially in recent months – but more than that is their relentless pursuit of convenience, says Grant Kruger, Business Lead ID/IT at LG Electronics South Africa.

Key to advertising is a brand or product’s ability to change consumer behaviour. It is no wonder a large focus for many businesses is on the way they communicate with their consumers. After all, if people can’t see you or hear you, how likely are they to remember you?

Technology has accelerated this preference, so much so that consumers no longer need to leave their homes to buy anything. And, because of the availability of products and information online, there is a lot more choice. So, how do you capture the attention of buyers who are spoilt for choice? Enter digital signage – an interactive solution that acts as a direct line to consumers and delivers content in a meaningful and memorable way. 

Visibility and relevance

Arguably two of the most notable benefits of digital marketing are its ability to attract new customers and boost sales by increasing brand awareness and delivering information directly to customers. In fact, 86% of small business owners revealed during a study that their LED signs had brought them new customers. What’s more, 83% noticed an increase in sales after installation. 

Digital signage also enables agility and adaptability. Gone are the days where businesses would need to commit to a spot in a newspaper or magazine at the risk of their product or service changing or updating. Now, they are given the flexibility to update their content or messaging whenever they need to. This allows the retail store to use content changes to drive consumer behaviour in-store. The customer is in your store, so now you create the journey. Because of this, digital signage is one of the most effective ways of communicating with consumers. It is also one of the most cost-effective.

Meaningful investments

Businesses no longer need to fork out thousands to secure different spots in a print alternative to keep their messaging relevant. Nor do they need to factor in costs associated with updating billboards or printing out posters. Instead, they get to invest in a timeless solution that’s environmentally friendly, too. 

Fewer staff resources are needed to handle things, such as the design, admin and distribution, leaving employees more time to focus their energy on getting that message right. This can also save businesses overhead costs. Some studies even suggest that companies can save up to 30% in running costs within the first year of implementing digital signage. 

The customer journey

Besides the opportunity to make and save money, digital signage is attention-grabbing. This is hugely important considering that consumers are becoming less receptive to marketing ploys. In fact, a 2018 We Are Social study revealed that 43% of South African internet users use an ad blocker tool to prevent the display of online advertising content. 

Digital signage, however, offers a blank canvas on which businesses can tell a story full of emotion that evokes a reaction. The strategic use of colour and typography can add to their success, as does personalising it in a way that differentiates them from competitors and sits well in the mind of their consumers.

Advertising comes down to retaining existing customers while attracting new ones. Businesses should, therefore, consider the potential digital signage has, to help them realise that goal more quickly. 

LG ELECTRONICS
grant.kruger@lge.com
lg.com/za