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Why Integrate?
A convergence of communications technologies has changed advertising in a fundamental way. The rapid changes, which are driving top marketers to integrate online and offline channels to remain competitive, present a unique opportunity to capitalize upon the “new marketing paradigm.”
Forrester Research has determined that a clear understanding of web technologies, and their integration with traditional advertising mediums, is now essential to marketing success. “Today agencies must deliver technology in addition to creative expertise, and traditional agencies struggle to adapt,” Forrester says.
Choosing Media
Finding the optimal combination of online and offline advertising channels that will produce the highest ROI can be a difficult task. It is still very early in the era of media convergence and little is fully understood by marketers or analysts.
However, new research shows that radio, at least, is emerging as an important player in the new marketing paradigm. Radio can, in fact, drive traffic to websites – especially when planning for synergy, according to a study by The Radio Ad Effectiveness Lab.
This occurs, the study shows, because radio and internet use often occur simultaneously, making it very easy for listeners to click over to website addresses promoted in the radio advertisements.
The research also tells us in which day parts to focus radio advertising in order to drive traffic to the website. According to Nielsen/NetRatings, Internet use at work continues to rise annually, and it generally sees its usage peak between 10 a.m. and 12 p.m. during the workday. Web use at home peaks at 8 p.m.
Based on this, it may be possible to develop integrated radio/online campaigns that can successfully target and drive customers to your website using less expensive non-peak radio day-parts. Not only that, but such integration allows you to accurately monitor your return on investment. You can know not only how well your campaign is performing overall, but also which radio stations, programs – even which individual ads—are performing best. This data is invaluable when planning future marketing efforts.
Sources:
“Help Wanter: 21st Century Agency,” Forrester Research, February 2007
“Radio and the Internet: Powerful Complements for Advertisers,” The Radio Ad Effectiveness Lab, 2007
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