Four States Small Business Blog

5 Ways Mixing Radio and Digital Advertising Will Boost Results

Posted by Kylie Davis on May 8, 2019 at 8:00 AM

radio and digital advertising Considering that 93 percent of Americans over the age of 18 listen to the radio each week and that 90 percent of Americans use the internet, the potential power of radio and digital advertising becomes clear. Although each strategy can independently help you reach your marketing goals, bringing them together allows you to accelerate your success and boost your ROI. If you want to reach new heights in your marketing, see what you can accomplish when you bring these two powerful advertising platforms together.

1. Boost your brand awareness

Customers today interact with businesses across various touch points before they make a purchase. They might hear an ad on the radio and then see one on social media, for example. These multiple touch points help customers remember and recognize your brand. They work together to create a lasting impression in the minds of consumers so that when the time comes for them to make a purchase, they feel more inclined to go with the business they feel familiar with. Building this brand awareness can help boost sales and encourage repeat purchases.

2. Expand your reach

Radio allows you to reach large audiences across various geographical areas. The internet, similarly, can deliver your ads to nearly anyone with a web connection -- currently an estimated 4.39 billion users. Working together, these two platforms can help businesses expand their reach and interact with new prospective customers.

Expanding your reach makes it easy to also build your brand recognition. You get your name in front of a growing number of potential customers, which can then increase your market share.

3. Increase your ad frequency

By combining radio and digital advertising, you will also boost the frequency with which your target audience will encounter your ad. People need to see your ad multiple times in order to build recognition and trust. In fact, the brain needs to be exposed to messaging between three and 13 times before it will inspire action. We find that it takes a frequency of 3 for customers to really start to recognize the brand, allowing you to drive more leads and greater ROI.

4. Strengthen your brand

Bringing digital and radio advertising together provides you with an excellent opportunity to showcase your branding across multiple platforms.

Consistent messaging across these multiple platforms will strengthen your brand and make it easier for prospective customers to make the connection between the ads. This then increases brand recognition and increases people’s level of familiarity with your business. Poor branding, however, can be harmful, as it may erode the trust customers have in your business, making you seem careless in your promotions.

5. Drive customer action

You can use both radio and digital advertising to reach people when they are at their point of purchase. For example, radio ads can reach people in the car when they get ready to go shopping, while digital ads can speak to customers online before they visit an ecommerce site. This helps you to increase revenue, as you spark interest in the minds of customers right as they prepare to take action. You get this one last chance to remind them why they should select your business, increasing sales and therefore ROI from your advertising strategy.

Using radio and digital advertising together increases the impact of each channel. It makes it easier to reach people across multiple platforms, enticing them to learn more about your business and increasing recognition. If you want to learn more about how you can use these two strategies together to build your own advertising success, reach out to us at Zimmer. We are ready to put our knowledge and experience to work for you.

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Topics: Radio Advertising, Digital Marketing