Marketing is really all about location, location, location. It should come as no surprise that the most important location today is the internet. 

The internet has made digital advertising one of the most used practices in delivering promotional content to users. 

This form of advertising has become the new norm, and it is one of the fastest growing marketing channels with no signs of slowing down soon.

Gone are the days that the Sterling Cooper agency on the hit show Mad Men was the best way for brands to get recognized by consumers. Marketers are now scrambling to join the big league by going digital, as it fills this marketplace with consumers that have a lot of buying power. 

Today it is only logical for companies and organizations to have a digital strategy in order to get their messages and promotions in front of large audiences. These digital platforms have changed the game as SEO and PPC can put a brand name and content marketing in front of customers at every stage of the buying cycle. 

Understanding prospective customers and how they use the web is key to determining for a marketer if SEO or PPC is the way to go. Most times, SEO and PPC work best when integrated and strategically aligned.

Social media networks such as Facebook and Twitter also offer flexible ad options for marketers to segment their ads according to geographic location, interest, demographics, and more, in order to reach out to consumers.

And considering that many digital advertising forms are based around “opting in,” this means customers who receive e-mails or advertisements have actually signed up to receive them. This is a huge plus for any company or organization. Who wants to waste time and money by marketing to people who don’t want the information?

With digital advertising, marketers additionally get access to multi-channels, or cross channeling, where content is shared across a variety of platforms. Potential customers can be anywhere on the internet and as a marketer, you need to be where they are. Multi-channel marketing campaigns, which include websites, blogs, mobile ads, social media, and radio, help to reign in top-tier customers.

It was in early 2020 that MediaPost released a report that examined which media pairings and cross channeling was the most popular. For the age range of 18-64, they found that computer/mobile, TV/mobile, Computer/TV, Radio/Mobile, and Computer/Radio were the most frequently used.

That’s right. Radio is a huge part of digital advertising.

Combining digital consumer targeting with radio is one of the best ways for advertisers to have a competitive advantage. Radio has been a fixture in communities across the nation for many decades and has a proven track record of delivering results for advertisers. Loyal listeners tune in to radio and stations have formed bonds with their audiences.

Radio has a vast reach, with over 36 million listeners every single week which collectively deliver $12 in sales for every $1 spent on advertising.

AM/FM US radio consumption is a growing format that reached more consumers than any other entertainment platform back in 2019 according to Nielsen’s Audio Today 2019 report. The report also stated that radio was reaching a staggering 272 million Americans each week.

By using radio, marketers can use “touchpoints,” specific times of the day, in order to target certain audiences. Touchpoints include morning commute hours and evening commute hours.

Radio as a traditional medium of marketing attracts target consumers but can be even more powerful when businesses and brands augment it with digital products as part of an integrated campaign. 

Imagine if a listener hears an ad and then turns to Google to learn more about the business. It’s imperative that they be able to find the company or brand. When marketers link these interactions together into one conversion path, its fundamental optimization of advertising.

Having a social media presence on social networks can also assure that your brand is present when listeners are searching. Realizing an offer through radio is the first step, and the second step is to have an effective digital presence for them to visit. 

Marketers are increasingly working towards using radio and digital advertising to create a cohesive journey for their potential customers. Radio combined with digital ads can provide significant growth for brand fame levels and offer higher levels of awareness and brand consideration among listeners. 

Sources: 

https://www.mediapost.com/publications/article/197803/the-whole-story-media-double-acts.html

https://www.adweek.com/performance-marketing/study-shows-that-every-1-spent-on-radio-advertising-returns-12-in-purchase-activity/