A recent article in Radio Ink offered some unique insights into how far radio sales have progressed. It stressed the importance of having your sellers provide expertise in both radio and digital advertising. According to an analysis by Borrell Associates:
“Ranking right up there with SMS, search engine, and social media marketing, local businesses are increasingly turning to radio advertising where they weren’t before, and its all because of backwards entry.”
The key is the digital sales experience of radio account executives who have become very knowledgeable about digital advertising. This opens the door for radio sales. Borrell Local Market Intelligence EVP Corey Elliott noted:
"New businesses are prioritizing digital marketing as their entry point into advertising. This often brings them to radio sellers, who are increasingly being recognized for their deep understanding of digital advertising. This expertise means radio sellers often sell digital solutions first, establishing trust and rapport with clients, before introducing over-the-air options. This approach not only diversifies their product offerings but also enhances value proposition to advertisers who are looking for comprehensive media solutions."
The article provides some unique insights about the link between knowing the digital marketplace and increased radio sales.
You can see the full article in Radio Ink here.