Marketron

Category: Consumer Product Goods (CPG)

How Radio Builds Effectiveness for RMN Campaigns

The complementary effectiveness of radio’s always-on audience and retail media networks’ deep dataset

Author: Tammy Greenberg, SVP/Business Development, RAB

The marketing industry has long leaned into results-driven marketing efforts that square up against specific goals, audiences, and strategies. Today, due in part to the current financial climate, seemingly all marketing is performance marketing, with metrics defined by cost per audiences reached, served, and, ultimately, converted.

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Reaching the Cost-Conscious Consumer

Author: Annette Malave, SVP/Insights, RAB

Eggs! Have you ever heard so many people talking about the price of eggs? If you do an internet search on eggs, you will probably get “fed” articles on chicken coops. That’s right – people think it is better to buy a coop than to buy eggs.

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Radio’s Role in the Valued Business of Retail

Author: Annette Malave, SVP/Insights, RAB

Shopping habits have changed. Consumer expectations of the brands they purchase and where they purchase them have shifted dramatically. These changes will continue to impact retailers everywhere from Main Street to Broadway. Retailers of all sizes are constantly trying to navigate these changes, so it is important to understand the values of today’s shoppers.

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Radio Partnerships with Brands on Social Media Matter

Contributor: Riley Genua, Director/Sales Engineering, ListenFirst

By now, we should all be familiar with branded content on social media platforms like Facebook and Instagram. Ticket giveaways, opportunities to meet well-known radio personalities, gift cards to favorite local restaurants and many more are now offered by radio stations through both live broadcasts and affiliated social media accounts, which are “presented by” a sponsor.

Of course, these giveaways are great for listeners, as they can seize an opportunity to see their favorite local or even national artist perform on stage or treat their family to a nice meal. But did you know how effective these partnerships are for the radio stations and advertisers themselves on social media?

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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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Celebrating Black History

Author: Annette Malave, SVP/Insights, RAB

Next week we will celebrate Black History Month – an event that celebrates and recognizes the impact that Blacks/African Americans have had on our history. According to ASALH, the Association for the Study of African American Life and History, the theme for 2021 is The Black Family: Representation, Identity, and Diversity.

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Listeners Will Make Registers Ring This Holiday Season

Author: Annette Malave, SVP/Insights, RAB

Without a doubt, 2020 has been a most unusual year, and the need for good tidings and holiday cheer have never been apparent than now. Shopping this season will be a way that consumers will turn their focus from current events and concerns to celebrating the holidays and a hopeful return to the routines that they all miss.

According to the National Retail Federation’s Annual 2020 Holiday Survey, this year, consumers will spend $650 in gifts, $230 in nonholiday items, such as decorations, and $117 in other nongift purchases – each nearly flat to 2019 amounts.
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The Rapidly Changing Consumer

Author: Annette Malave, SVP/Insights, RAB

As states are in various phases of reopening, consumers find themselves in various stages of their own phases. These phases continue to shift and change the behaviors that had once been routine to so many. In order to meet the challenges, needs and concerns of their customers, businesses will need to be nimble to best address and meet their customers’ expectations.

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Podcast Listeners Equal Bigger Spenders

Author: Annette Malave, SVP/Insights, RAB

The audio landscape continues its evolution — driven by the growth of various content options available.  Specifically, the world of podcasts is increasing by leaps and bounds.  In 2018, 124 million people have ever listened to a podcast according to The Infinite Dial 2018.  In 2015, that figure was only 89 million!

Podcasting growth can be attributed to the increase and diversity of audio content.  While radio has always had content available on demand, there are now personalities, radio stations, etc., that are creating content just for podcasts.  These podcasts are giving marketers new and creative ways to reach their intended target audience.

With millions of people listening to all of this content, what do we actually know about podcast listeners and their spending habits?

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