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Advantages | Disadvantages | Plus Radio

It's hard to think of the Internet as a competitive medium when Radio has as much of an opportunity to sell online inventory and e-commerce tools as anyone else. Nobody owns the Internet, and everyone has access to its potential for revenue generation. So, when it comes to Internet advertising, we aren't competing against the web, we're competing against ourselves.

Radio's adoption of the Internet and all its potential has been sluggish, especially when compared to the newspaper industry and all the Internet entrepreneurs. Many Radio salespeople have been given only token online revenue goals and still resent having to meet the responsibility. Given the astronomical growth in online revenue generation and e-commerce, a lack of interest in the medium is clearly not the problem.

The business community is enthusiastic about online opportunities, and most businesses have developed at least a moderate level of sophistication in their online efforts. More importantly, we have reached the point where the Internet is no longer an interesting experiment for marketing departments. It is now considered an essential part of conducting business in the modern marketplace. Therefore, it is essential that Radio sales departments educate themselves regarding the Internet.

Next, Radio must bring as much creativity to the process as we have in the past to creating traditional promotions for our clients. Banner ads and online coupons are not going to generate much excitement or revenue. The good news is that advertisers are paying bigger money for better online ideas, and the inventory is infinite. The only limitations on the revenue potential are our lack of understanding the medium and our limited ability to combine creativity with technology. Education is the key to Radio's future in online revenue generation, and you don't need to wait for your company or station to educate you. There is an abundance of Internet marketing and e-commerce information available to any individual who is committed to learning.

Don't compete with the Internet. Instead, adopt and embrace it. You and your clients have as much right and access to the virtual marketplace as everyone else. There is a substantial and still-growing online consumer population, and your station's web presence is an important portal to reach them. You also have the added advantage of your station's connection to its listeners, which can be used to drive them to your client's virtual space.

By combining Radio advertising with traditional promotions and a dynamic online presence, you can deliver impressive results to your clients in virtually no time at all.
Advantages

Direct Response: With the Internet, you can reach highly educated and affluent consumers who are able to purchase your products or services with a click of the mouse.

Interactivity: The Internet allows your customers to communicate directly with you; they can tell you what they do and don't like, what they want, and what they will buy. They spend as much time as they choose with any amount of information you provide.

Tracking: Internet technology allows you to measure exactly how many people saw your message…and how they responded.

Immediacy: Thanks to online commerce, your message can reach consumers just before they buy online…and offer detailed information to shape the buying decision.

Enhanced Capabilities: As more and more households upgrade to faster broadband Internet connections, advertisers will be able to incorporate rich media formats, which include streaming video, into their ads.

Flexibility: Online retailers offer consumers the opportunity to shop any time, day or night.


Disadvantages

Little Engagement: As of early-2011, the average click-through rate for Internet ads was only .09%. A Nielsen survey asked adult consumers why they don't like to click on ads: Takes them away from their purpose on the website, 61%; don't see the ads as relevant, 58%; fear of spam, 57%; fear of computer viruses, 55%; don't trust the ads, 54%; don't like pop-up screens, 46%; don't see the ads as engaging, 43%. (Online Media Daily, 2011)

Compared to Radio: According to a 2011 Adweek-Harris Interactive study, 63% of American consumers say they ignore or disregard all Internet ads. In contrast, only 7% made the same claim for Radio ads. (Media Matters, 2011)

Consumer Concerns: Consumer Concers Legitimate ads are hard to distinguish from those that are malicious. Individuals using the Internet for spreading viruses or electronic fraud have created worries among Internet users. Phishing, where apparent legitimate businesses ask for credit card and security information, gives rise to identity theft. Also, computer hackers have exposed entire databases of retailers' customer files.

Infrastructure Problems: As an increasing number of consumers access the Internet looking to shop and buy, sites that don’t prepare for the growth in traffic (particularly around the Christmas holidays) will be plagued by painfully slow loading times or outright crashes. Moreover, e-tailers are very dependent on timely shipping, a possible weak link that could break down just when it’s needed most. Loss of online visitors means your advertising will be less effective.

Rising Costs: Much of the advertising on the Internet is being sold on a bid basis. The higher the advertiser bids, the better placement of the ad. Premium positions are often higher on a Cost-Per-Thousand basis than Radio.

New Technology: The Internet, with its rapid advancements in hardware and software, creates confusion among consumers who turn away from many of the newest attention-getting forms of advertising.

Perception: Advertising is becoming more accepted on the Internet. However, the flip side of increased acceptance is decreased awareness. Many Internet users simply tune out ads or even block them with software designed for the purpose.

Time: Despite the growing broadband penetration rate, there will probably always be a core base of dial-up Web subscribers. Hardware bottlenecks make navigating the Net a slow, tedious process. Many users, turned off by the time it takes to view graphic-heavy pages, move on quickly when they don’t think the site is worth the wait.

Too Many Options: With the number of websites growing each day, consumers can only access a fraction of those that are available.


Plus Radio

Brand Recall: Radio added to Internet advertising increases unaided recall of brand names by 4.5 times than Internet ads alone.(Radio Ad Lab, Radio and the Internet)

Drive Search: 24% of adults have initiated an online search based on something they heard on the radio.(BIGresearch Simultaneous Media Usage Study, 2010)

Efficient: Cost-Per-Thousand impressions is still a bargain on Radio.

Easy to Use: Radio is fast and simple. Turn on the receiver and begin enjoying a favorite station immediately. The Internet's complex, confusing, and often slow processes turn the user’s experience into a negative one. Reach consumers within a positive environment.

Marketing Partners: Radio and the Internet make perfect marketing partners. Radio has proven its ability to drive consumers to advertised Web sites, and many Radio stations have their own Web sites offering advertisers unique multi-media marketing opportunities.

Target Specific Customers: With Radio, you can target specific customers by demographic group, lifestyle trends, and specific product affinity. And since the average Radio listener spends almost three hours each weekday and five hours per weekend with their favorite stations, it’s easy to generate enough message frequency to get them to check out your online advertisement. As Radio draws consumers to your online message, it can encourage them to print special coupons directly off the Web and redeem them at your place of business. (Radio Marketing Guide, 2011)

Perception: Radio is reducing clutter at a time when the Internet is becoming more cluttered. Draw attention to the advertising message by supporting Internet with Radio.

Trusted: From the beginning, consumers have expressed caution in using and believing the Internet. Radio is consumers' local, trusted source for information. Add credibility to your advertising campaign with Radio.