Tag Archives: Mobile

Intel’s Loss Can Be Radio’s Gain

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.

The Myth of Complete Disruption

One of the blogs I read this week said, “Mobile has completely disrupted digital marketing”.

          I have not seen piles of laptops along the roadside on garbage pick-up day with the move to mobile anymore than I saw radios piled in a heap when the internet began in 1982.  We continue to use laptops, and radio, even as we add new media to our lives.

          And while there is no doubt the digital marketing world continues to change faster than a speeding bullet, ‘complete disruption’ is an over-statement. This complete disruption myth is one that has been repeated almost weekly as the internet, search engine optimization, social media, mobile and a long list of digital marketing alternatives evolves.

          As our digital media expert, Alysia Taylor, explains it, “These changes are an evolution, not a revolution.”

          Imagine being a business owner in 2004 who bought the ‘complete disruption’ story with the introduction of MySpace, the self-proclaimed first social media. What would have happened had you put all of your eggs in that marketing basket just before Twitter, Facebook, and a long list of other social media evolved?

          No business wants to be left behind in the evolution of electronic media. At the same time, as this world changes ever-faster, there is a great deal of comfort, and success, in continuing to use tried and proven heritage media like radio as the constant in this chaos.

          The announced complete disruption has not made allowance for the fact that one of the oldest electronic media, radio, continues to reach in excess of 90% of adults every week, in spite of all of the new media introductions.

          I would never discourage an advertiser from trying something new. But we also owe it to advertisers who want to sleep at night, to point out a constant that they can rely upon during this evolution….radio advertising.

          Our Winning in the New Media Economy advertiser seminars and local market surveys are convincing local advertisers across North America to include radio as a primary media in their media mix. Contact [email protected] if you would like to facilitate our surveys and seminars in your market.

 

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