Digital technologies have forever changed the media landscape as traditional routes such as television, print, and radio have evolved over the years with new technology. What was once a stable world has now been destabilized by multiple digital platforms. And, despite the fact that these digital platforms offer marketing opportunities never before imagined, brands are struggling to keep up with the radical transformation taking place around them.
With the right navigation through the new technology-driven marketing maze, you can find innovative ways to reach customers and expand your scope. In a world of limitless options but limited agreement, the only real solution is for brands to figure out what works best for them on an individual level. Find out how to partner with Hybrid Media to touch your advertising to your customers with all the latest tools.
The invention of television, the CD, the iPod, etc. threatened the future of the radio, but now it’s streaming audio services. However, the radio survives every technological storm and will continue to thrive even with competition such as Spotify and Pandora. Because broadcast radio has been around for so long, its future appears secure.
Traditional radio will benefit from digital technology’s evolution. Unlike streaming services, broadcast is free, so even those audiences on a tight budget can afford their local radio station, and they find cultural significance in local advertisements. Radio personalities and DJs play an important role in introducing listeners to new music and interesting topics.
Consumers do not want to look for new music; they want it delivered to them. Listeners desire the intimacy and connection associated with broadcast radio, which is why online streaming services are beginning to resemble terrestrial radio by recommending content to consumers. Broadcast radio puts out new songs straight from the music industry, giving it a leg up over streaming services.
According to the most recent data, one-third of Americans now own a smart speaker, a figure that has tripled in the last two years. Marketing firms and businesses can achieve new success by utilizing this new avenue of marketing through voice-activated advertising. Currently, many marketers and agencies are already taking advantage of smart speaker opportunities, which is more than double what it was just a year ago.
Speakers are not just a fad either, but a helpful invention changing the way people operate in their daily life. It’s a consumer-driven trend. The most significant increases have been seen among Millennials, so it is only natural that companies catering to the younger generations are most interested in this technology.
Now that podcasts are so profitable, businesses want more control and insight into how their advertisements perform via this avenue. As a result, the industry is changing, and podcast technology is improving. Radio marketers can use this expansion to reach a targeted audience for brands like yours.
By understanding what constitutes a download or play on a Podcast, advertisers could then accurately estimate the number of people who heard their advertisement. A commercial does not have to repeat itself in the same program because commercials are becoming smarter and more dynamic. Another option includes exclusive content along with several other ideas yet to be found in this constantly evolving technology with options to track consumers like never before.
There are numerous methods for compiling and viewing radio advertising analytics that can provide insight into the effectiveness of your radio ad campaign, such as evaluating website traffic during the time the ad ran or including a unique URL in the ad message. Each method has advantages and disadvantages, but the key to radio advertising analytics is to correlate radio ad runs to other marketing campaigns, website performance, store traffic, etc.
The radio advertising world needs indicators to track consumer responses, such as with cookies, specialized websites, and other digital tracking methods. Often multiple methods work in tandem, such as using analytical software along with multiple campaigns or platforms.
Radio should continue to be accessible, but advertisers should also find a way to provide real-time analysis to help brands better understand their position. Contact Hybrid Media today and find the marketing tools you need to reach your customers across multiple platforms. Radio’s future involves combining broadcast and internet experiences so that brands and consumers can get the best of both worlds. With Hybrid Media, you can be a part of the improved radio platform, reach your customers, and save money.
Contact us today to find out how much you can save by working with the radio advertising experts at Hybrid Media to create and run your national radio campaign.
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