Recent RAB figures (rab.co.UK) have shown that radio ad spending has increased marginally after a five year slump. But radio is suffering. More and more spending is going to online, budgets are being slashed and radio campaigns are expensive.
Sure, there are very compelling reasons to use radio. But this article isn’t about that or about pitting radio against online. It’s about what radio can learn from online as a medium.
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1. Keywords:
Acceptable keyword density for written online content (websites, articles, blogs etc) is between 2.5% and 5%. Anything more is spam.
Radio ads and stations still have the tendency to scream their brand names over and over. Do people still respond to brand barrage? I think not.
2. Format:
Big blocks of text are not effective online. Neither are long, laborious sentences. Shouting (CAPS) peeve people off and brands the guy doing the shouting as an online jerk.
Maybe it’s time to consider how your message comes across on radio.
3. Links:
Lots of convincing research has been done on the effectiveness of radio used in combination with online (rab.co.UK). People are said to be three times more likely to search for a brand-name if they hear it on radio. The most effective radio messages are actioned online.
Links are the currency of the internet. Links bring traffic and traffic brings money. Radio advertising can promote client websites, the station’s website, blog, fan page or Twitter platform. More importantly and often neglected – all these platforms should link to