Current economic conditions combined with competition from other media have been hard on broadcast communications companies, so I have read, leading some to claim the days of radio as a viable marketing or advertising channel have long since passed. Audiences are simply too distracted to be engaged.
Yet, when I see in practice what many radio stations do with mobile media to complement their marketing efforts, audience attention actually seems to be stronger than ever. From real time polling and text messaging to short code promotions advertised via billboard, radio stations appear to be among the savvier users of mobile media. With strong adoption and response rates for mobile media among key age groups, broadcast communicators seem to have found the perfect complement to ensure an ongoing and growing audience ripe for targeting.
Especially when you consider the data collected as part of mobile marketing projects, both proving audience reach and allowing finer segmentation and targeting of advertiser messages…
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