The power of radio is very specific — communities. In the radio industry, the key to success has been in seeking relevance in the ever-changing technological and socio-economic progress. By fostering connections with local communities, radio has always found meaning within marketing strategies. Industry leaders are always implementing techniques and engaging in new efforts to rope in the medium that is personal to the audience and hence, allows businesses to forge a deeper connection with listeners.
Radio holds the power to create memorable interactions simply because of the nature of its business. Since it is heavily localised, over the decades it has promoted activities that the communities resonate with – from helping local charities, to keeping the listeners well-informed about all the happenings in the city, or even sharing specific data on traffic that helps people avoid crowded routes. The medium has extended information to audiences who do not always have the time to read a newspaper or watch televised news.
But as technology explodes, will radio still hold the influence it has in the past? Will radio still be important in 2023? Short answer, yes; a medium so unique and personal will continue to have a bright future.
Technological Immersion
Radio industry has always been a keen adopter of new technology and trends. It is one of the ways, it has always stayed a step ahead without the fear of losing its meaning among audiences. The industry has found a unique opportunity to build a connection with a larger audience due to the popularisation of mobile apps, smart devices and wide influence of social media.
Today, the entire experience of enjoying radio has undergone a technological revolution, providing new vistas for the youth to engage with radio. Its digital transformation has made it possible for radio content to now be enjoyed across audio streaming platforms and also voice-enabled speakers. Furthermore, RJs have transgressed from being audio companions to key local influencers owing to the medium’s expansion on social media. Brands and business leaders are navigating this changing landscape of marketing with radio and further leveraging the medium across platforms such as websites, social media, etc. The audience that is listening to the radio channel, more often than not, is also following the channel on social networking platforms. Hence, a promotion if missed on air, can be caught up to on digital. Additionally, radio channels have tie-ups within popular applications and websites that give external businesses an opportunity to extend their brand and allow engagement with consumers both in audio and visual presence. These can be immersive activities such as quiz, competitions, meet-and-greets with brand ambassadors and other offline experiences that nurture positive brand association and engagement.
Always Local
From its conception, radio has been intrinsically local. Every channel in every city brings out the true essence of living in that community. It can give a flavour of local news and what is happening in a neighbourhood. They play music that is rooted in the culture of the land, they provide assistance to local causes, their competition giveaways are products and experiences that promote local art and crafts, and more. Radio conducts day to day shows in the language of the community and makes an effort to come to the aid of the common man by raising voices against legitimate concerns.
With this, marketers have evolved to thoroughly include radio as a medium in their publicity strategies to ensure that they stay relevant among the community where they conduct business. Agnostic of industry, marketing leaders continue to engage with radio for new promotions and offers, latest launches, etc because it has a quick response.
The Rise of the Micro Influencer
The influencer culture is here to stay. As radio further permeates the digital ecosystem, the radio jockeys have the unique opportunity to stand out in an additional platform. Beyond the audio medium lies a personality who drives change and constantly communicates with listeners. With digital disruptions, these local personalities have witnessed a change in their job profiles – now they have to maintain a digital presence in an effort to take their personal brand ahead. Businesses have taken notice of this since these are the few public personalities who have the ability to engage with audiences in a real-time manner as well as on social media. Hence, brands are strategically incorporating a well-rounded radio plan in their marketing tactics to ensure they have a larger recall among pertinent audiences.
In conclusion, radio has a plethora of opportunities to stride ahead in the coming year. By keeping a keen eye on changing needs and desires of audiences, they have the advantage to accommodate appropriate opportunities that are local, responsive, and accessible in the future of marketing.
(The author is COO, BIG FM.)
