For decades, traditional (terrestrial) radio has been a proven success story for many advertisers. These successes became the norm and were expected to reach the masses.
In today’s environment, the delivery method for music programming can vary based on consumer’s age and preference. Below provides a few available platforms:
- Streaming audio via mobile devices
- Online (desktop computer) videos
- Terrestrial (over-the-air)
This is an opportunity to really home in on the demographic audience of interest. Depending on the delivery platforms (digital, terrestrial), some do better than others against specific demographics. Hence, small-business owners can realize cost savings and target only the audience desired. Tech savvy consumers, millennials in particular, custom design their digital music play lists. Pandora, for instance, is a pure play and has a high appeal with millennials. Due to this feature, it has become a popular vehicle.
Other sites allow users to customize based on terrestrial stations and its associated music genre. This is great when the user really wants terrestrial radio feel but customized by genre. When searching for new artist, consumers still use radio. Of course, younger consumers do tend to use digital platforms such as: YouTube, to find out about new artist.
The bottom line is that radio is still relevant as an advertising platform. It is just a matter of which delivery mechanism consumers are using to listen. Anecdotally, many consumers are using their smartphones for wake-up alarms vesus clock radios. This is yet another reason to consider how these behaviors can help you engage your targeted demographics. With all of these choices, it is wise to ensure your marketing tactics included a variety of entry points—especially if you have product that appeals to a broad audience.
You will find that once you know consumption habits of your designated target audience, you are already ahead of the game in designing a plan that will engage this audience.
Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners”; available at Amazon.com. Adele was on Black Enterprise’s list of 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
