Offline Marketing on Radio can boost Online Activity

Internet marketing consultants may profit from promoting their brands on the radio, as research has revealed that such practices can lead to increased relevant browsing on the internet.

Conducted by the Radio Advertising Bureau (RAB) - a marketing organisation for radio that is funded by the UK Commercial Radio Industry - the study found that consumers are 52 per cent more inclined to include company names in web searches if they hear a corresponding ad on the airwaves.

In addition, it was also indicated that companies could benefit from ensuring that any radio campaigns are ongoing, as opposed to sporadic strategies, as 58 per cent of all online queries regarding firms stimulated by radio occur within 24 hours of people being exposed to adverts.

Furthermore, the use of radio was emphasised as being four times more cost-effective at driving browsing on the web than other forms of media, on average being thought to have engendered 34 per cent of all that seen, in spite of the fact that ten per cent of media budgets are assigned to radio.

Professor of public understanding of technology at the Open University and internet columnist with the Observer John Naughton noted that the report indicates that the brand awareness challenge may be to find answers in the offline world - "in creative uses of radio advertising to influence online behaviour".

And managing director of the RAB Simon Redican remarked that "marketers are increasingly turning to offline media to direct consumers to their brands online".

Source: RAB (pdf)