Last week the world’s largest computer chip manufacturer, Intel, announced the layoff of 12,000 employees. The company’s CEO said the layoffs were the result of the shift from personal computers to mobile devices.
At the same time, Google says smartphone searches now exceed laptop and desktop searches.
In a field over-crowded by digital-only salespeople, this shift presents a huge opportunity for radio account executives who know how to articulate a proactive radio and reactive digital strategy for their local advertisers.
In the old desktop world, consumers had more time to ‘research’ with key words like who, what, why, when and where. In the fast-paced mobile world, searches are shorter and the most popular search word is ‘where.’
The most effective marketers are adjusting to this change in consumer behavior, reaching out with proactive broadcast advertising to create a pre-need pre-search preference for their brand.
When consumers react to a need by consulting their mobile devices, a lumber store or donut shop, for example, can circumvent their prospects finding their competitors when they ask ‘where is the nearest lumber store’ or ‘where is the nearest donut shop.’
Instead, their proactive on-air campaigns, can persuade consumers to ask their smartphones for a business by name, like, “Where is the nearest Home Depot?” or “Where is the nearest Tim Horton’s?”
Our SoundADvice radio e-marketing system includes the tips and tools you need to help your account executives sell the pro-active radio and reactive digital strategy.
Click here to arrange a free demo of the SoundADvice system.