The World Has Changed: Has Your Marketing Strategy Evolved With It?

January 19, 2017

The explosive growth of technology and mobile continues to accelerate. Yet within this changing landscape there are fundamentals that guide best in class brands.

The Marketing 2020 initiative was launched by Adobe, the Association of National Advertisers, and Millward Brown Vermeer to identify best in class strategies and structures.

In fact, their goal was to methodically study what separates superior marketing organizations from the rest.

According to the Harvard Business Review, the research included “in-depth qualitative interviews with more than 350 CEOs, CMOs, and agency heads, and over a dozen CMO roundtables in cities worldwide.” In addition, quantitative surveys of more than 10,000 marketers were conducted in 92 countries.

From this research, several insights were identified that are significant to radio.

Financially Outperform Your Peers with Data. Top performing brands not only use analytics to improve targeting and delivery of marketing messages, but also incorporate the ability to combine data about what consumers are doing with an understanding of “why they’re doing it.”

Among leading organizations that effectively leverage analytics, the role and impact of marketing touches every corporate function, which also helps to ensure consistency in budget and execution.

The Trifecta of Winning Brands. The Marketing 2020 study revealed the consistent delivery of three essential elements by leading brands.

Functional Benefits: The job the customer is expecting – morning caffeine from Starbucks.

Emotional Benefits:
Fulfill the customer’s emotional needs – drinking Starbucks coffee has become a status symbol.

Societal Benefits:
Helping create a better world – Fair trade coffee and baristas earning a living wage.

For most stations, the Functional Benefits include entertaining companionship along with music and local content. The Emotional Benefits are the enjoyment that listening brings to a commute and work. The Societal Benefits would be the frequent charitable opportunities such as supporting St. Jude’s or Children’s Miracle Network.

This is a different approach than blasting everyone in your email database the same message. That’s where analytics comes in. Data segmentation can also be used to generate stronger ROI for advertisers and help secure sponsorships and annual buys.

The goal is to create a Total Experience with your brand by providing personalized messaging and relevant touch points that generate deeper engagement and consumption.

Not only is this level of sophistication possible for your stations, but consumers are expecting it. After all, your brands are not just being compared to the station across the street, but against global brands and the immersive experiences they are providing your listeners.

In addition, when your latest marketing campaign has come and gone, you have an ongoing asset with your audience database that you can continue to leverage and monetize as you drive ratings and revenue.

Think, Do, Feel: Marketing Centers of Excellence with Distinct, but Integrated Functions

Think: Leveraging data analytics to refine the target and messaging strategies as well as optimize the ROI.

Do: Developing content and creative along with seamlessly executing the multi-platform marketing plan.

Feel: Focus on maximizing the impact of each target consumer’s experience with the brand: on-air, online and at station events.

Although the pace of change continues to accelerate, data analytics and mobile provide amazing opportunities to offer engaging touch points with those who matter most to your ratings and revenue.

To read the entire Harvard Business Review article and for more information about leveraging these Marketing 2020 insights for your station, contact win@dmrinteractive.com.


Food for Thought: The Bottomless Bowl of Infinite Scroll

December 9, 2016

Ever noticed you or your spouse scrolling endlessly on Facebook? What starts as a quick look turns into 10 minutes of time spent randomly wandering through Facebook.


It’s no accident… welcome to the bottomless bowl of infinite scroll. This doesn’t just apply to social media, it’s hard wired into human DNA. According to Cornell University, when someone is given a bottomless bowl of soup, people eat an astounding 73% more than if they have to refill their own bowl. This type of behavioral economics is a key aspect of the Facebook business model, which worth noting, generated $7 billion in revenue during their latest quarter.

Humans are inherently lazy. While you might think that it doesn’t take much effort to click on a link at the bottom of a story, it’s more effort than Facebook believes is necessary and they are not alone.

But what about page views? Take a look at ESPN… the Worldwide Leader in Sports. As the bottomless bowl moves from one article to the next, the address in your URL changes without the user doing anything. Here’s an article about the NFL MVP race, as you scroll from one article to the next, pay attention to your URL.

Meanwhile for daily newspapers including the legendary Page Six, it’s still a page view strategy built on one and done.

Not to be outdone, while trying to increase page views and time spent, radio websites are almost exclusively one and done as well. When you click on a story or article on any station site, you can scroll to the bottom of the bowl (article) in 3-5 seconds. True both on mobile and desktop. Radio would do well to emulate Facebook and ESPN, while distancing itself from the user experience found on local newspaper sites.

On-air, radio isn’t just competing with stations up and down the dial and it’s even more true online.

The people visiting your website are highly engaged fans. Why not keep their attention longer and keep your brand top of mind with an updated web strategy. It could be the perfect gift to give yourself this holiday season.

On behalf of Catherine Jung, Doug Smith and the rest of the DMR/Interactive team, thanks for reading and working to drive radio forward.

Andrew Curran, President and COO, DMR/Interactive