The Economics of Using Digital Media Signage
Digital media signage is rapidly replacing the use of traditional, paper-based media in many aspects. Perhaps foremost of these is in marketing and business. There are many reasons for this change, but as in many cases, it is economics that has driven it to its state today.
Traditional media refers to paper-based signage, such as flyers, billboards, and tarpaulins. These require certain costs to be set aside for design, production, printing, etc. Once you have the paper signage themselves, you need to find a means by which you could spread it to potential consumers. You could hire personnel to hand out the flyers and talk about your business when asked. You could also rent or lease ad spaces on road sides or subways to display your billboards or tarpaulin streamers. Other traditional signage includes advertising on print media, such as newspapers and magazines.
In the past, such actions were pretty effective. People read newspapers and magazines regularly, and flyers and billboards were the norm.
Today, however, print magazines and newspapers are less favored as compared to their web-based counterparts. Too many advertisements line the streets and people tend to block them off. They are already desensitized to these advertising messages. Others wouldn’t accept flyers because they are either in a hurry or believe that flyers are a waste of the earth’s natural resources. Some people get flyers and throw them away without even sparing a glance.
Digital media, on the other hand, seems a lot more economical. Your primary costs would be for the software that would create your media signage, and perhaps a contract for ad space on the web or digital billboards. Having that software means that you could create a lot of signage even in the future for a single cost. You could also use the media you created within your business establishment. You no longer have to spend on additional personnel just for releasing flyers. You could let them concentrate on more essential tasks, like customer service or item production. Lastly, digital media stays digital. It could go directly from production to distribution without the high costs associated with reproduction.
Digital media signage has greater reach than traditional paper media primarily because you’re not really limited by geographical barriers in the virtual world. Having an ad on the web could allow you to market your product both in your country and to the international community.
Another factor that contributes to greater reach is the fact that most people spend a majority of their time in the virtual world. Their eyes are glued to the screen, constantly flicking between sites and programs, and seeing various amounts of information at any given time. Having a constant audience could ensure that your ads and messages would be more likely seen and understood rather than giving out flyers that end up straight into a trash bin.
Having greater reach is important because this means you’re more likely to get your messages across to your target market. Traditional media cannot compare with digital media in this aspect at all.
Obviously, digital media is a lot more attractive than traditional paper media. Why? It’s dynamic. Digital media moves. There’s a feeling of youth and life in them that were quite lacking in the signage of old.
Dynamism, variety, and action are all things your eyes are naturally drawn to. Human eyes can easily bypass still images and texts because these are tagged as irrelevant. On the other hand, if there is movement, the eyes focus on it before making a decision on its relevance. Within that given time, you could have had the chance to influence your viewers positively.
All in all, it would be nice to invest in digital media signage as it is a more economical marketing strategy than traditional print media. It costs less, it has a greater reach, and is a lot more eye-catching than the signage of the past.