Published on October 26th, 2013 | by RobertF0
Effective Radio Monitoring To Measure Audience Response
Today’s marketing world needs to stay on top of all the platforms of marketing and branding to adequately monitor and analyze enterprise marketing strategy. Radio, as a social media outlet, is an essential part of marketing strategy.
Although often forgotten in the explosion of Internet-sourced social media, one of the oldest and still reliable forms of social media is radio, not just because it is direct, measureable communication to an audience, but also because their response can be easily tracked and analyzed. Radio monitoring is, therefore, a viable marketing resource.
Although radio has been historically significant in local markets, with the advent of satellite radio, the opportunity for an enterprise to expand its market community has seen meteoric potential. Radio monitoring for marketing and branding is still an essential activity best not forgotten. In fact, radio still ranks as one of the highest audience volume resources for marketing and branding.
Engaging a radio monitoring service will allow an enterprise to not only monitor the broadcasts of their marketing efforts, but to also measure the audience response.
Engage a radio monitoring service to measure frequency of broadcasts of your branding while ignoring all broadcast features not related to your brand., or your competition It will inform what markets are covered by the broadcast and when it is broadcast. It can also provide informative intelligence on competitive enterprises in your targeted market areas.
The frequency, timing and effectiveness of your branding message via radio, and that of your competition, are all essential elements of radio monitoring that can offer results in real time, along with the ability to gauge audience response.
Engage a radio monitoring service to measure audience response to your branding message. You will have data on demographics of your radio market audience to help focus your market to demographics you are trying to reach. But it will also inform on demographic audiences you had not expected to reach as a means to open your branding to new markets.
Radio monitoring will provide data on audience response to your branding messages by non-traditional means. That is, the historic response was for your audience to walk into your brick-and-mortar storefront, ready to buy. Now, their response may be by browsing your website, social media page, blog, etc. They may be just as ready to buy and will do so online, even though their motivation was via radio.
These distinctions can be monitored and measured to attract the exact demographic your message is trying to reach. You will know that effort is successful or not and will offer an opportunity for improvement of the message as well as accurate analysis of your customer targeting.
Customer response to your competition can likewise be monitored to assist in re-formatting your message to do a better job of reaching your audience and influencing them to buy your brand.
Radio monitoring ought to be a serious inclusion in the overall marketing strategy of social media monitoring. Don’t let online social media outside of radio overshadow this valuable resource.