If you Don’t Offer Digital and Social, Find Someone Who Does
We used to say, “Control the creative and you’ll control the budget”. Times have changed and while we still place huge importance on controlling the message, today, controlling or at minimum having a say in the digital is extremely important.
But we are radio reps and not digital/social reps, right?
You don’t have to be an expert in digital and social media to be involved in the process. In fact, trying to be a jack-of-all-trades isn’t necessarily the answer, especially in the fast-paced, ever-changing, world of digital, where even the digital experts have to hustle to keep on top of the game.
The 2019 Borrell and Associates Local Advertising Survey revealed some interesting results. The survey showed that 44% of businesses that advertise use radio advertising. It also found that 61.9% purchased paid social media advertising, and 45.4% executed search engine marketing. More importantly, when they asked business owners where they planned to increase their budgets, 8 of the top 10 advertising platforms were in the digital and social arena.
It also found that 81% of businesses are buying both digital and non-digital advertising campaigns. Here’s the real kicker; of those surveyed that use radio, only 38% said their local rep offered an online component and they purchased it, and 21% said online was offered but they didn’t buy! If my math serves me correctly, this means 41% of radio reps are not presenting digital or social.
Is this a problem or an opportunity?
Instead of trying to fight to keep your share of your budget, be the media rep that invites digital and social to the table. Business owners want creative ideas, honest opinions, and suggestions. They don’t want to be pitched. Be the media rep that controls the process and has your client’s best interest at heart, and you’ll control the budget.
If you’re an expert, great, but if you’re not, find someone that is and work together as a team.
Today the slang is, “Control the digital and you’ll control the budget”. Instead, we suggest you…“Control the process and you’ll control the budget”.
At ENS Media, we help train media teams on how to use radio and digital together to create better results for your clients and more revenue for your stations.