Are marketers and media willing to Listen? YOWZZZA! Why does that feel like a loaded question? I know it shouldn't but it does. Change makes people feel uncomfortable and sometimes we talk change but we don't always walk it.
And more importantly what does change look like to marketers and media folks? Does change mean chasing the latest technology trend, cutting staff till your bottom line is black but your staff morale is bleeding or does change mean a total commitment to listening, learning and engaging in a new mindset that fundamentally alters daily practices that empower the whole (agencies, media, advertisers, and listeners/consumer) to embrace today and prepare for tomorrow.
It's hard to put a square peg in a round hole and it is equally hard to embrace true change when we hold on to old beliefs and practices. Change means chaos; no doubt about it but it also means limitless opportunity. There's not a person or organization alive that hasn't had to feel discomfort and uncertainty while they took ownership of practices and values of a New Vision.
The consumers are speaking and they are saying they want to be heard. They want value, they want substance, they want content and they want interaction.
They are also saying traditional media does influence them to buy. Yes...TRADITIONAL MEDIA influences them to purchase products and services. ( I will share more in upcoming blogs!) This is good news and the information we should be using to light a fire under the rear of opportunity for our clients.
Radio weights heavy on purchasing influence according to BIGresearch. And if you caught my one of my earlier blogs you'll remember that Radio today is the only medium that doesn't have a fractionalized audience. (remember the Glimmer guy: Warren Berger)
It is the only medium where you can play a jingle and spread slogan and it will be apart of your local community and the USA. Radio naturally works with social media and other interactive technologies.
Change is happening. The questions: Are you changing to meet your clients needs so they can meet the desires of the new consumer? Are your clients embracing real connection using traditional media power to leverage new technologies to bond with customers or Are they completely junking their media mix because the latest tech whitepaper has them freaked out and reacting to a trend?
Melissa - Radiogurupdx
