Radio Advertising
My local radio station is currently running a campaign slamming online marketing and websites, saying that people don’t relate to a brand well through this. They are instead promoting radio advertising, surprise, surprise! I find this kind of approach odd for a couple of reasons.
Firstly, why can’t we use radio to drive customers online? After all 94% of consumers will research a business online prior to making a purchase, so surely there needs to be an online presence of some kind?
Secondly, surely they would gain more by suggesting integrated campaigns, which many businesses use to gain maximum exposure and generate additional sales.
Lastly, it’s sending out a completely wrong and inaccurate message to the business owners out there who are not blessed with a team of marketing professionals who can advise further.
I was recently working on an integrated campaign where the radio station would only allow a 4 month commitment to run a campaign. So what happens if it doesn’t work after 4 months or if it works so well, we wish to increase the amount of slots??
Personally, I don’t have an issue with radio advertising, however promoting it as a standalone marketing channel and slamming the use of websites, SEO and SEM is unrealistic in the current market.
Thoughts please. How has radio advertising benefited or hindered your business or marketing plan?