In the late 1940’s and early 1950’s, many feared that the increasing presence of television sets meant the death of the radio. However, the fear did not last long as broadcasters quickly learned how to complement the TV industry rather than trying to fight it. Today, the radio has reinvented itself again and become truly multi-channel. While retaining much of its original AM/FM audience, it has successfully entered the satellite world, is fully supported by the Internet realm and is now forming an entirely new music listening culture with its mind-boggling recognition and predictive software.
Not only is radio a prime example of multi-channel innovation, but a key player in multi-channel marketing itself. As society gets faster and busier, it is essential to reach out to consumers at touchpoints that are convenient and relevant to them. According to Arbitron’s 2011 review, over three quarters of American adults listen to broadcast radio on average for more than an hour and a half each day, and with internet listening included the figure climbs above 2 hours. Radio listenership is expected to grow as its Internet audience continues to increase.
Marketsmith understands this medium and is well experienced in leveraging it to support its TV, web and retail campaigns. Our recent successes include using Howard Stern’s SiriusXM channel to promote a kitchen appliance through the November/December Holiday season. Our client saw increases for 2011 Holiday sales in this category outpace 2010’s uptick in sales by 48%.
Identifying the most effective channels and air times is critical to a successful radio campaign. However, to know that the campaign worked requires the toolkit necessary to quantify bottom line results. Experian’s 2012 Marketing Innovation Report lists response allocation as one of the top challenges that will face marketers this year.
But we at Marketsmith have already spent all of 2011 in creating and fine tuning correlation models for a vast array of channels to understand their relevance in the overall cross-channel experience. We will give you a detailed valuation of every dollar you ever have or will spend. Contact us today to understand how.
