Reaching and engaging with your audience is no doubt a primary objective of your marketing campaigns. To accomplish this goal, it's important to use the right channels — often in combination with one another. For instance, radio and digital marketing can be a powerful "one-two punch," leveraging the strengths of both mediums to create effective advertising initiatives.
Let's explore in more detail how radio and digital marketing can work together synergistically:
The Facts (the other guys may not tell you)
Radio reaches about 82.5% of the adult population every week, (US). That number is and has been FALLING for years. Radio is still among the most far-reaching, targetable, affordable, the list of “able’s” could go on for a while.
Don’t expect that radio is going anywhere as a marketing pillar anytime soon. But there is a marketing truth that is only being whispered (except here). Consumer’s media habits are changing. Yes, radio is still on top of the pile. Increasingly however, smart marketers are looking around to see where other consumers (new customers) can be found.
We see at least FOUR things that set this new bread of savvy marketer apart. These may be a little different for your business. Here is a good place to start.
Frequency (I forgot)
The "rule of seven", your home-mate asks that you go to the store for 3 things. Opps, you come home with 2. (Happens to me all the time.) You meet someone new they introduce themselves, forget the name in the blink of an eye. Getting up to get... darn, forgot why already. There it is. The rule of 7. It’s not you, it’s a human thing. We need repetition. Multisensory repetition (visual, audio, tactical) is even more effective. For us as marketers it is essential.
Radio with targeted video reinforces your message with two or three senses. Plus, widens the reach by delivering through multiple channels. For instance, a person who hears a radio ad during their morning commute might later encounter a digital ad while browsing the Internet or scrolling through social media. You know it. It happens to you. Think about the media path you walked the last time you made a purchase or researched a widget on Amazon.
Engagement (I’m just here for the party)
There are no secrets anymore... Digital marketing generates vast amounts of data, allowing you to track and analyze your campaigns and customers at a level heretofore unimageable. If we know our customers' needs or wants or better yet “the desires of their heart” (keep it PG). Why not speak directly to them?
Compiling and analyzing data is an innovative marketing currency. The truth is most marketers just don’t know what to do with the “tidalwave” of digital data available. It’s okay, it’s not your fault. You need professional help. The best marketers use professionals to manage and track data. To market at a high level, you will need it to too. Data management is NOT DIY.
Criss-Cross-Promotion (Live a big life)
Do you only like one flavor of ice cream? Do you order from only one pizza shop? Hobbies? Is underwater basket weaving it? Or do you have more than one extracurricular interest? (Yes, I have a certificate in underwater basket weaving from SSI). Life is broad and wide, the more you criss-cross promote, the more impact all your media has. You might want to read that last line again. That idea alone could show a double-digit lift in sales.
This takes effort. Then again, what is there that is worth having that comes easy? Strong criss-cross promotion can pay dividends for months or even years. If getting your criss-cross promotion done and done fully is too much for you and your team directly GET HELP. I promise the money you spend on criss-cross promotion (or cross Promotion for the old school types among us) will pay you back in spades.
Retargeting (Reminding)
Yes, we conclude much like where we began. The “rule of seven”, so few of us take action on the first touch. The savviest of all marketers start with a plan that touches their target on several levels and keeps the messaging fresh with reminders. I will save you the technical mumbo jumbo. Suffice it to say there are a dozen or more ways to keep your message fresh and in front of your consumer. That is what matters. Being in front of your consumer when they are ready to press the “$pend” button.
An example: A listener hears your radio ad but does not take immediate action. Relevant digital ads to keep your brand top of mind and encourage conversion. This is foundational in marketing today. Perhaps equally important, all of this is coordinated. If a tree falls in the woods in the woods and no one hears it. It will not help to sell chainsaws.
You can do this, we can help. Partner With Mid-West Family South Bend for an Integrated Marketing Strategy
In summary, we have all the tools of savvy and successful marketers. We are ready to go to work for you. The truth is trying to go down the marketing road alone can be costly (in time, effort, and lost opportunity). Don’t be fooled by the self-help courses on-line or e-mails from offshore so called “experts.” Successful, savvy marketers know marketing is best done in cooperation with real professionals. The right marketing team is a "force multiplier" for your business. We would be honored if you would give us consideration. The next step is free.
Reach out to our team of radio and digital marketing experts at Mid-West Family South Bend today. We would be happy to discuss how we can drive growth for your brand by means of an integrated marketing strategy.
