Why Some of Radio’s Best Advertisers Are the Most Difficult to Find for Consumers – and How to Fix It.
By Chris Pendl
SEATTLE – One of the things that make radio an effective advertising tool is that it’s often the last message a consumer hears before making a purchase. This point-of-sale proximity drives results for advertisers and keeps radio as part of their marketing mix. With smartphone ownership now 56 percent among American adults, searching on smartphones is increasingly becoming a part of the consumer’s journey before making a purchase. A recent local search study, revealed there’s an 87 percent increase in local searches via mobile apps. It is in this mobile space where some of radio’s best advertisers, local and regional businesses, have poor visibility and are often non-existent.
Local search is a bit different than searching on your computer. Without going into the super-technical details (you can read more at the MOZ blog), know that even when a local business shows up on a desktop search – there’s no guarantee the same will happen on a mobile phone.
Let’s dive into some real-world examples.