Category: Asians

Radio Creates Demand. Digital Captures It. Part Two

Author: Annette Malave, SVP/Insights, RAB

Part Two: Measuring the Consumer Journey

Note: This is the second article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

In part one of this series, we explored why radio and digital work best as partners rather than competitors. Radio introduces consumers to a brand, while digital provides opportunities to learn more and engage when the time is right. Together, they create the repeated interactions that build familiarity and, ultimately, consumer confidence. The good news for today’s marketers is that this journey is becoming easier to understand.

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Radio Creates Demand. Digital Captures It.

Author: Annette Malave, SVP/Insights, RAB

Part One: Why the Best Marketing Strategies Don’t Choose Between Radio and Digital

Note: This is the first article in a two-part series exploring how radio and digital work together to build consumer trust and drive measurable business results.

Consumers don’t think in terms of media channels. They simply respond to messages that capture their attention. They may hear about a business on the radio during their morning commute, search for it later that afternoon and make a purchase from their phone that evening. To the consumer, it is one seamless experience. Yet marketers often evaluate each step independently, making it appear as though radio and digital are competing when, in reality, they are working together.

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Driving Demand: How Radio Moves the Needle with RV Enthusiasts

Author: Annette Malave, SVP/Insights, RAB

As the weather begins to change in some parts of the U.S., people across the country are reminiscing about their vacations, road trips and travels. That doesn’t mean that those events are over.

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Why Radio Should Play a Central Role in Multicultural Campaigns

Author: Tammy Greenberg, SVP/Business Development, RAB

The constantly evolving makeup of today’s American population has made it one of the most ethnically diverse and multicultural nations in the world. From a marketing perspective, multiculturalism is a challenging concept to activate; developing creative and selecting the right mix of media that will achieve relevance across a multicultural spectrum is a difficult feat. For efficiency, many brands will market in a way that either appeals to the cultural nuances of a total market, a specific race, or communities of people who share the brand’s values.

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Radio – A Key Channel to Target Voters

Contributor: Meg DiMattina, Account Director/Claritas

With so much happening in the United States over the last several years, from concerns about the economy and inflation, rising healthcare costs, the COVID-19 pandemic, changes in abortion rights, and more, it is understandable that many Americans are dissatisfied and feel that the country needs major changes.

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