Marketron

Category: Accelerate

Meet the New Retail Shopper

Author: Annette Malave, SVP/Insights, RAB

We know that consumer shopping behavior changed dramatically in 2020 – due to both restrictions and personal preferences. However, live events are on, places are open, and consumers are ready for it all.

The National Retail Federation revised their 2021 annual forecast and now projects that retail sales will total anywhere from $4.44 to $4.56 trillion this year. Yes, consumers are ready to shop, but where they shop, why they shop and what they buy will look different in 2021.

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Objections Overruled. Radio Drives Double Digit Site Lift for Legal Services

Author: Annette Malave, SVP/Insights, RAB

A 2019 blog post noted how 58% of consumers will use search to find an attorney or legal service. That was well before the events we all experienced during 2020. No doubt, the search for legal counsel increased during 2020 for various and obvious reasons.

As many consumers and businesses across the country were impacted both economically and medically by the pandemic, the need for legal services spiked. According to the American Bankruptcy Institute, bankruptcy filings were up 30% just between April and May 2020. When Americans needed help, broadcast radio was there to inform them of where to get those legal services – driving a double-digit lift in site traffic for legal services in 2020.

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You Can Count on Radio for Banking

Author: Annette Malave, SVP/Insights, RAB

There have been numerous articles, studies and surveys on shift in consumer shopping preferences and behavior. While percentages for each survey may have varied, there was one consistent finding – Americans have increased their use of online transactions. The implication of this behavioral shift is not just limited to retail but also to banking – 27% of consumers agree that banks will be more flexible over the next two years.

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Radio Post-Pandemic

Author: Tammy Greenberg, SVP/Business Development, RAB

The challenges that the marketing, advertising and media community faced throughout 2020 and the first half of 2021 have been like nothing any business has ever seen or experienced before. These challenges brought opportunity and have demonstrated a collective resilience in nearly every sector of business.

The next frontier for radio has been shaped by many of the lessons learned as consumers, businesses and brands have leaned in to audio across all platforms as the soundtrack to their daily journey.

What is new is old. What is old is new. Radio trends born from past truths.

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Radio Gets the Job Done for Recruitment

Author: Annette Malave, SVP/Insights, RAB

The disruption to businesses and the economy created by the pandemic throughout 2020 was unprecedented, impacting unemployment levels not seen in prior recessions. According to the U.S. Bureau of Labor Statistics, over twice the number of jobs were lost between March 2020 through April 2020 than those lost from 2007-2009.

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Play Ball with Radio

Author: Annette Malave, SVP/Insights, RAB

The role that sports plays in the lives of Americans became magnified during 2020. Whether it was the dribbling of a basketball on a court, the crack of a bat or the sounds from a huddle – people needed to watch and experience sports.

Sports fans are passionate, and they are engaged in the team or player they are following. They are emotionally connected – just like they are with radio.

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Reaching the New Outdoors Consumer

Author: Annette Malave, SVP/Insights, RAB

Over the past year, shifts in consumer behaviors have impacted every industry, and some have created seismic changes, as noted in healthcare and retail. What is more interesting, is that consumers also found new methods of entertainment and recreation. Namely, many discovered the great outdoors.

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Reaching Auto-Buying Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

While there have been many shifts in consumer behaviors, many consumer preferences remain unchanged. If there is one thing that the pandemic has proven, it is that personal connections matter.

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Radio Whets the Appetite

Author: Annette Malave, SVP/Insights, RAB

The impact created by COVID-19 restrictions has been felt across a number of industries. One of the hardest hit has been the restaurant industry. According to the National Restaurant Association (NRA), as many as 110,000 restaurants have closed since the start of the pandemic.

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Motivating Listeners to Act in 2021

Author: Tammy Greenberg, SVP/Business Development, RAB

Forecasts reveal that digital is driving the advertising rebound in 2021 and, according to Tony Hereau, VP of cross platform insights at Nielsen, “Radio is the soundtrack of America’s recovery.”

Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic. While over the air AM/FM radio accounts for 76 percent of the daily audio time spent with any ad-supported platform, understanding consumer behavior as they move across platforms and what motivates listeners is critically important for marketers who are poised to succeed in the rebound.

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Radio – Still the One

Author: Annette Malave, SVP/Insights, RAB

Last week’s post highlighted radio advertising as trusted by consumers, according to a YouGov survey. The latest Total Audience Report from Nielsen not only confirms that finding, but also illustrates that radio ads are very/somewhat trustworthy among adults 18-34. Yes, they are listening, and they trust the ads they hear on radio.

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Radio Builds Home Improvement Business

Author: Annette Malave, SVP/Insights, RAB

If you are reading this, chances are either you, or someone you know, learned a new skill or used a new tool in 2020. According to a CRAFTSMAN Built@Home Survey, 78% of adults sharpened their home improvement skills. They also learned how to use various power tools, like drills, sanders and even table saws. Meet the new DIYer.

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