Tag Archives: Digital
Digital Confusion
Lawyers historically used a complex legal language which the average person didn’t understand, making them appear to be professional and allowing them to charge huge fees. I believe many of the purveyors of ‘digital solutions’ are now doing the same with your clients.
I read a trade article recently about a company that said they, “provide cloud-based artificial intelligence media analytics and cognitive solutions to provide near real-time audio capture indexing and analytics.”
Now I don’t claim to be a digital wizard, but in plain English, I’m not ‘cognisant’ of when anything ‘artificial’ or ‘cloudy’ became selling features.
I’m also not aware of what ‘real-time’ is. And does real-time imply there is an unreal time? And, I can only guess that ‘near real-time’ is not on-time at all.
Last but not least, I’ve always mused about the root word of ‘analytics’ being ‘anal.’
If you want your advertisers and your salespeople to understand how important radio advertising is amidst all of the digital hype, we should talk.
Click here to arrange an appointment to discuss how our SoundADvice and TOMA (Top-Of-Mind-Awareness) training can help clarify radio’s role in the new media landscape and increase your local direct sales.
It’s Time to Put Media Use Into Perspective
There is no doubt about the explosive growth of digital. But it still has a long way to go to catch up to radio.
We often hear about fragmentation in radio audiences, with some advertisers complaining about there being too many stations in a market. By the way, these same advertisers would be absolutely delighted if a small fraction of the smallest radio audience in town bought from them tomorrow.
Yet I don’t hear the fragmentation complaint in their lust for all things digital.
According to Pew Research, only 65% of adults use social media networks as opposed to the 90% reached by radio each week. And that 65% is spread over Facebook, Twitter, Instagram, Pinterest, LinkedIn and hundreds of other social media platforms.
According to Statista, the statistics portal that compiles data from more than 18,000 sources, radio has a daily reach of 59% compared to the internet reaching 49% of adults daily via smartphones, mobile devices, and computers.
Print lags far behind at 13% daily reach; yet, some advertisers are still attracted to this outdated and costly form of advertising.
And talk about fragmentation…at the time of writing, the internet audience was divided among nearly 1 billion websites (985,440,812 to be exact at time of writing). You can see a live running total of the number of active websites at http://www.internetlivestats.com/watch/websites
The dramatic growth of digital is amazing, especially when reported in percentages, because it wasn’t that long ago when the internet was ‘new media’ starting from zero.
But you need to help your prospects and clients understand the undeniable stability of radio’s reach in an increasingly fragmented media world.
It is conceivable that at some point in the future, digital’s reach could equal radio’s, however many platforms that reach might be spread over. But your advertisers need results from their investments NOW and need to invest directly proportionate to current media reach.
P.S. Click here to inquire how our local TOMA surveys consistently prove the results radio produces for local advertisers.
An Ounce of Prevention
So one of your biggest accounts has just announced they intend to cut some of their traditional media in favor of digital. They currently use outdoor, radio, newspaper and TV in their traditional media portfolio.How much time and effort will you invest to present your stations to avoid becoming one of the victims of the pending cuts?Allow me to share a hidden truth in pending cuts… long before that cut-back announcement was made the client was already forming hard to change perceptions on which media they should cut.‘Preventive maintenance’ is always more effective, and less costly, than ‘damage control.’Do you have a preventive maintenance program or does all of your energy go into making the sale, looking for new business, and damage control?A well-planned system of regularly thanking your customers, a continuous education system like our SoundADvice highlighting broadcasts’ relevance, and regular post campaign analysis and wrap up reports can put you in the driver’s seat when advertisers hungry for change begin to wield their cut-back knives.If you’re surprised by a cancellation or cutback, it’s probably because you didn’t have a preventive maintenance program. |
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Radio Revenue Increases
This July 24th article in Media Life asks, “What’s behind Radio ad spending gains?”Could it be that advertisers are finding the glitter on the shiny new media is not yielding gold? Businesses that have built strong brands with broadcast media, don’t lose those brands the instant they cut their broadcast. For a period of time, ‘cheaper’ digital can coast on the coat tails of the success broadcast has built for advertisers, but we all know that the only way to coast is down hill. |