Having the right digital strategy for radio ads can help brands create effective radio campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2020, 2:35 AM UTC

Measuring multiple lead signals and metrics can help measure radio marketing efforts.

This article notes adding radio to the overall marketing mix can help brands increase awareness and reach. However, before investing in radio, brands must have the right digital strategy, an SEO plan and search ads in place to support radio campaigns.

Brands must align search and social media ads with radio ads and appropriately attribute website conversions inspired by radio. While radio campaigns don’t return high yields or provide proper measurement insights, businesses with multiple locations can use radio ads to improve awareness.

Businesses with hyper-local consumers or niche products should avoid opting for radio ads, as they have smaller audiences. The author contends, although radio advertising isn’t efficient for marketing, a good digital plan to capture the online activity can be beneficial.

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