Radio Marketing, a Natural Cross-Channel Device
Radio listeners can be young or old, but the channel itself is mature and so are the marketers investing in it. Exactly “21 percent of all respondents” maintained their spending in direct response radio in 2016, says Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
To make radio a direct-response channel, it has to track listeners responding in another channel. So this mature marketing mechanism has strong core investors who understand that even if the radio is playing via the Web and shows an app ad, response comes from another channel — on a website, in this example.
This research is the result of Target Marketing analyzing years of “Media Usage Survey” data. And this “Direct Response Radio” section of the report is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands. Here is an excerpt:
Direct Response Radio Marketing
Direct response radio — ads or sponsorships that direct listeners to interactive channels, such as websites or contact centers — provides a perfect example of a mature channel. Traditionally it has been embraced by only one quarter of all respondents — a slightly higher percentage in some years, a slightly lower one in others.
In 2016, roughly three in 10 respondents used this channel, a figure in-line with the fluctuations of previous years. Of those who did, the majority — 21 percent of all respondents — maintained their expenditures on the channel, while similar amounts — 4 percent — either increased or decreased their use. Radio listenership itself reflects a mature channel, albeit one that has seen a slight uptick: In a 2016 survey from Jacobs Media, 18 percent of respondents indicated they would listen to more radio (terrestrial, digital and satellite), while only 10 percent said they would listen to less.