Reaching the right customer, at the right time, on the right channel seems easy, right? Seasoned marketers know that this can be a little more challenging than it looks. It takes a strategic, multi-channel approach to win the attention and loyalty of your customers. This week’s roundup explores how radio is adapting to changing audience routines, the best times to post on social media, and what it really means to reach customers where they’re at.
When it comes to retail marketing success, omnichannel strategies can help you boost brand awareness, target the right customers, and deliver exceptional experiences. Sounds simple, right? In practice, creating a winning retail marketing strategy is a task better left to the pros. Read on to discover how radio is a direct line to shoppers, how brands are dealing with attribution dilution, and how radio ads can boost your digital efforts.
Despite a chaotic automotive market, radio continues to reach a broad range of consumers who are in the market for either a new or used vehicle. And when radio is combined with digital, the results are even more impactful. This week’s roundup focuses on automotive marketing industry insights, and how to create a winning strategy to reach more consumers.
Broadcast radio ad spend saw double-digit growth last year. And marketers are catching on to the fact that spreading their ad dollars around is the way to go. Digital video has exploded. As brands are looking to video to get their messages in front of more viewers, no screen is too big or small.
It may surprise you that GenZ listens to AM/FM radio given their prevalent use of smartphones and streaming apps. However, reaching young people on the radio might be easier than you think. Not only are they listening to AM/FM radio, they’re planning to increase consumer spending to the tune of $44 billion in purchasing power. Read on to find out how you can use radio as a marketing tactic to reach GenZ.
Contrary to what some media pundits may think, radio as a medium continues to thrive. In fact, people are consuming more terrestrial and digital radio than ever before. This rising consumption enriches the marketing opportunity that radio provides companies, as radio remains one of the most cost-effective ways to generate reach and frequency.
Awareness is not typically a problem for big national brands. They’ve had time to figure out how to use radio effectively to make their brands a household name. If your business is just starting out, you need a branding campaign that creates awareness over time, letting potential customers know who you are, what you do, where they can find you, what your value proposition is, and what sets your business apart from the competition.
The answer to increasing the impact and results of your advertising can be found when you integrate your marketing. Combining traditional and new media helps businesses reach their potential consumers by leveraging the different ways they consume media. In a recent study, 82% of participating agencies use paid social media, 77% use radio, and 74% use search engine marketing. Investing in ads across multiple platforms delivers greater ROI than any single platform. Not only that, but the results don't change materially by age group.
The power of local influencer marketing is evidenced in a recent RAB case study. A major tech company that leveraged the on-air and social media power of local radio personalities realized a 66% lift in earned media and a 30% lift in store traffic compared to non-endorsement markets. The opportunity isn't limited to large corporations. Small businesses can also tap into the power of word-of-mouth marketing for brand awareness by collaborating with local radio influencers.
With the introduction and spread of the COVID-19 pandemic, we’re all faced with new challenges as we explore new ways to succeed with our businesses. Among these changes are an increased dependence on radio and digital media, which will continue well into 2021. As a business, you'll do well to pivot your marketing and capitalize on these changes. Consider looking at it from the perspective of the legendary hockey great Wayne Gretzky: anticipate where the puck is headed, not where it is or was.