An important reality to consider before diving head-first into a communication strategy, however, is that buying habits have changed.

People have become far more money conscious in recent months and they strongly pursue convenience.

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's 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.

Here are three reasons why digital signage should form part of every business's advertising mix:

1. 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, as well as 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 is that 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're 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's also one of the most cost-effective.

2. 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.

3.The customer journey 

Besides the opportunity to make and save money, digital signage is attention-grabbing. This is very 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 up 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.

At the end of the day, 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.

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