The value of radio for brands

Published: Wednesday, February 13, 2019

Business MarketingPublic Relations

When you think of the elements that make up a modern-day marketing strategy, radio might not come to mind immediately. However, don’t forget that, together with print and digital media, radio forms an integral part of a successful omnichannel strategy. To celebrate World Radio Day, Newsclip Media Monitoring takes a look at the value radio offers brands.

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    1. Radio increases brand awareness

    It is well known that consumers need to hear a message at least three times a week before it begins to sink in. With radio, repetition is possible because the content works in ‘rotations’ where listeners will hear the same ads airing on a particular station over and over again. Other mediums might not give you the rate of repetition required for your brand to be memorable.

    2. Radio personalities are influencers

    Radio personalities offer brands a great deal of value due to their loyal fan bases. The familiar voice behind the microphone gives listeners an actual person to connect with and, in turn, listeners develop a loyal relationship with them.

    Radio personalities know how to communicate with their audience and make their listeners feel apart of the conversation. When listeners hear their favorite on-air personality talking about a particular brand, it’s like having a trusted source give them the inside scoop.

    3. Radio encourages engagement and live feedback

    Radio encourages audience interaction and engagement through call ins and WhatsApp messages, as well as on their social media platforms.

    By voicing their thoughts and opinions, listeners share what they think about a product or brand, which provides brands with valuable insights into their audience’s want and needs. Brands can use these insights to then formulate their strategies and align their products and services.

    Thanks to the real-time feedback received from listeners, radio offers the opportunity to pinpoint the perfect audience and targets your sales approach solely to them. For instance, you can choose a station that caters to a certain age group or geographic location, giving your marketing efforts a real chance at succeeding.

    4. Radio forms part of an omnichannel strategy

    While radio offers many advantages to brands, a truly successful marketing strategy needs to include multiple channels.

    An omnichannel strategy is one that allows consumers to engage seamlessly with a brand across multiple touchpoints. This means having the same brand message reach multiple audiences on various platforms.

    And how do radio stations know if they've made an impact on those platforms? With a brand tracking service, of course. 

    Using a tracking service like Newsclip allows you to monitor your station's coverage across print, broadcast and online. The insights you receive will serve you and your brand in a number of different ways. They will help you keep up to date with the latest trends and industry news, as well pinpoint where your strategy is meeting objectives and where it needs improving.

    Newclip monitors national, regional and community radio and TV stations across South Africa and 53 countries throughout Africa.

    To learn more about Newsclip services, visit