Broadening digital marketing channels is an area critical to radio’s move to digital. This has been a topic of much discussion at RXD lately.
My partner in this think tank, John Peake, recently sent me yet another radio station email blast which looked more like a newspaper insert than a rich, personal message. He subscribes to a mind numbing amount of these things just for the purpose of seeing if he can find a gem or two amongst the traditional box-on-top-of-box porting out of the liner cards from the control room. So far, he hasn’t found many.
Rather than dwell on the negative, let’s ask: what can we do to move digital marketing forward at radio? Who can we take cues from to really transform and enhance these relatively inexpensive and powerful marketing tools? Here’s a start.
A new article from Simm Jenkins, CEO of BrightWave Communications, “Email’s new role in digital marketing” really gets into the detail of why and how you should put together a well thought out plan for your digital marketing. He discusses the broad range of digital channels available and how to use them. Here’s a powerful quote from Jenkins: “Most companies won’t thrive if the only way of opting in with the company is through a website-based email signup form that captures only an email address”. He goes on to detail how a network of digital channels, including mobile, social networks, and more will compliment your email efforts, and has ideas on how to interact and engage with your audience.
This reminds me: do you still consider your station’s webmaster just the webmaster? That’s for another article.
Let us know what you’re doing to round out your digital marketing. Also please feel free to post links to other relevant articles or blog posts.
- STEVE WYROSTOK
FURTHER READING
Edelman Research whitepaper on Barack Obama’s Social Media Toolkit
