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.
Continue reading “Radio Creates Demand. Digital Captures It.”