Google+
Subscribe to: Newsletter      Comments      News

Radio and digital – a media love affair

Posted by radio On May - 27 - 2013

Marketers who blend radio and digital into integrated campaigns can experience far stronger return on investment than if they used these channels separately.

 

That’s according to Ian Drummond, Mediamark Digital Sales Manager, who says that radio and online complements each other’s strengths in a manner that delivers exponential returns when they are used together. For that reason, marketers should be looking at media buys that allow them to jointly plan and strategise campaigns across broadcast and online channels.

 

“Though it makes sense to plan campaigns across a range of channels, our experience shows that radio and online have a particularly special relationship,” says Drummond. “They complement each other’s reach and target audiences quite nicely, and they are also mediums that many users consume at the same time.”

 

Radio can influence how consumers behave when they’re back online, says Drummond.

 

The awareness that radio drives can have a dramatic impact on an online campaign – from past campaigns we’re seen that people who have been exposed to a radio activation are up to seven times more likely to click on a banner.

 

Marketers should consider peak usage times for radio and online as they allocate budget – not only the times of the day when people are more likely to be listening to the radio, but also the time of the year.

For instance, general Web browsing numbers experience some drop-off when people go on leave over school and public holidays, while radio numbers remain fairly consistent. At the same time, certain Web services experience peaks over holidays – for example, many people use Skype to speak to relatives overseas over the Christmas and New Year season.

 

Drummond notes that another benefit of radio is that people can listen to a radio station while they browse the Internet at work or on a mobile device.

Radio gives you an often-captive audience – people listening in cars and offices – while online is an ideal platform for interacting with them. “Radio is a more passive medium, offering opportunities to send a punchy call to action messages to users, while online is a channel where they can carry out the action such as requesting more information, filling in a form or making a purchase” says Drummond.

 

As such, advertisers can use radio to activate online campaigns by, for example, steering customers to a website or social media presence, where they can access more information and act on an offer. With mobile channels such as mobi sites and SMSs, customers don’t even need to wait to get back to their PCs to take action.

 

Drummond says the implication is that marketers need to think strategically about how to pair radio and the web to maximize their spending. They need to consider factors such as how radio and digital can reinforce brand messaging, when each channel reaches users, and what type of users each addresses.

 

[Source: Mediamark]

 

Did you like this? Share it:

Leave a Reply

You must be logged in to post a comment.

Jacaranda FM launches 341.co.za

#341LiftOff aims to boost South African businesses in current economic climate Jacaranda FM wants to help business owners turn the […]

Munghana Lonene FM refreshes its line-up

SABC Radio station, Munghana Lonene FM is pleased to announce its line-up changes effective Monday 5 April 2021. The weekday […]

Metro FM changes see LKG getting her own show

METRO FM is proud to announce its lineup for the 2021-22 financial radio year. With the changes experienced in the […]

Brand new 5FM line-up is here!

5FM has announced their line-up changes for 2021, which includes a brand-new breakfast show, among other exciting changes. This year […]


TAG CLOUD

POPULAR


For more information on COVID-19 and government regulation: Click here