A Dynamic Duo
Brands today are using a number of mediums in their marketing mix to produce effective and results-driven marketing campaigns. We have seen a steady increase in online presence, but that is not to say we are always online. Traditional marketing combined with digital marketing strategies meet to create a powerful synergy in the marketplace. So why radio and digital?
Integrating both radio and digital into your marketing mix can prove to be quite complementary and beneficiary to your business. Harvard Broadcasting complements Harvard Media in a number of avenues including Search Engine Optimization(SEO), Search Engine Marketing (SEM), Cost Per Click (CPC), social media, banner ads, and online video.
Reinforcing Your Message with Keywords
We know that Canadians prefer to spend time listening to the radio more than any other audio with very consistent reach and a large audience. 79% of online searches are initially prompted by hearing an ad on the radio. Therefore, radio can often be the initial intrigue for consumers to take action online. The radio call to action is crucial, as it will determine exactly how consumers proceed with a brand search. Consumers typically conduct research online before proceeding with the purchase process. By placing the same keywords in radio and SEO and SEM efforts, consumers hear keywords and act accordingly online using the targeted keywords. SEO and SEM are already optimized to yield search results with your product or service. Upon searching they’ll quickly and easily be navigated towards your website, increasing user sessions, overall website traffic, and ROI.
Implementing social media into your marketing mix can increase brand awareness and promote customer engagement. In addition to your website, this can be a great place for consumers to gain insight into your product, service, and brand personality. Again, the call to action is very important here. In addition to keywords, telling consumers to follow and like your accounts on Instagram, and Facebook, respectively, is important. Using hashtags and asking questions through radio opens up a dialogue for your consumers to respond to your call to action and have a conversation. This is a great way to increase brand awareness and promote engaging content. Thus, humanizing your brand and allowing you to connect directly with your consumers. This is also a great way to gain insights on radio traffic and where your consumers are digesting various marketing mediums.
Visualize A Story with Online Video & Banner Ads
Online video helps to tell a compelling story to consumers. Consumers can only imagine a commercial or product in their mind to a certain extent. Implementing online video and banner ads allows consumers to connect the dots between radio and digital and visualize the product or service you’re offering. Branded videos garner major attention from consumers and take up a significant amount of screen space, increasing the odds of consumers clicking on it. Again, featuring a call to action is important as it aids in taking initiative, and navigating consumers back to your website.
Align Your Goals
When pairing radio and digital for results, it’s important to keep a couple of things in mind to ensure that your marketing efforts are best optimized to synergize with one another. The campaign needs to represent the same goals across all mediums. This means that the voice, persona, and objectives should be the same on both radio and digital. Consistency is key here. Consumers are more likely to take action when they recognize messaging. It helps to associate one advertising medium with another and regulate the overall tone. In addition, launching the campaign across digital and radio at the same time can be pivotal in the success of the campaign.
We’re Here to Help
We know digital and radio combined make a very powerful dynamic duo in the marketplace. We also understand that implementing this can be tedious and time-consuming. That’s why we’re going to take care of it for you. Incorporating both Harvard Broadcasting and Harvard Media into your marketing endeavors is the mix that’ll drive results and give you the ROI you deserve.
Contact us today to learn more about marketing solutions that’ll take you and your company to the next level.