When it comes to advertising, radio and other advertising mediums have been around for decades, but the digital age has only recently changed the face of marketing. Fortunately, businesses have many choices when it comes to selecting the most effective form of advertising for their business. By understanding the strengths of radio and online advertising, marketers can more effectively plan a marketing campaign.
Radio is one of the most proven forms of advertising available, this is because radio reaches 3.73 million listeners each week, that is 82% of people aged 10+ listen to the radio each week based on a survey in 2021. So when it comes to commercial radio, it is easy to see why businesses are willing to invest in commercial radio advertising simply to get a piece of the lion’s share in potential customers. Of course advertising on radio requires a fair amount of planning and therefore, it is important to make sure that your ad is easy to understand, and that you repeat critical information multiple times.
Online advertisements, on the other hand, can be in your face and create a lot of noise, although there are budget options thanks to the use of pay-per-click advertising. PPC ads can cost as little as a few dollars to target a specific keyword, and as much as $50 to a phrase.
Internet advertisements are unlikely to drive immediate action. Many people visit a website to research a product, and they are eager to make a purchase. A radio ad, on the other hand, will prompt a consumer to take an immediate action. People listen at work and in their cars and can connect to the ad, remember the ad and take action by calling or going to the website.
Another benefit of using the radio for marketing is that it allows your business to reach a larger percentage of its target audience. As an example, if you are targeting a particular group of consumers in a certain geographical location, you can easily reach them by targeting their broadcasting station. Then you can send targeted advertisements to that demographic. In addition, you can track what they do once they leave your website.
In addition to targeting people in a specific geographic area, you can also target customers with a specific lifestyle or interest. For example, you can target listeners who travel frequently. Or, you can reach people who commute to and from a major city. While you can target your audiences with a radio ad, you cannot do so with the same with an Internet ad.
Another option out there in the digital marketing space is to advertise through Facebook ads. If your business owns a Facebook page, you have the opportunity to retarget visitors who have previously visited your site. You can also respond to any comments and concerns that your audience might have. This not only shows your audience that you care, it can motivate them to recommend your company and purchase your products.
Some of the most successful companies in the world have used a combination of both. Spotify, Apple Music, and Pandora are examples of brands that have leveraged the power of both radio and digital advertising to grow their business. Moreover, integrating both forms of marketing can create a more powerful brand experience for customers. That can result in an increase in sales and customer loyalty.