Digital marketing expert and CBC reporter Todd Maffin produced this thought-provoking video "awareness test:"
After watching it, ask yourself what you need to do to get attention and be remembered in this new environment?
Can radio help listeners manage their technology?
Or, will it manage us?
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7 years ago
2 comments:
This won't SOLVE the problem, of course, but as I watched this it became obvious that smart radio stations are going to develop smart-phone "wake up alarm" apps, to be sure that their listeners start the day when their phone alarm wakes them up with "our" station and not the tens of thousands of others available on the many free apps now available. Just a few they could use instead of yours:
http://sunradionetwork.com/?p=1360
http://www.shoutcast.com/partners
http://www.pocketgear.com/us,en,usd/android/6878511,product-details,radioBee.html
http://www.symbiansoftware.us/apps/applications-7.html
If the vital signs aren’t troubling, there’s also a sizable gulf between industry perceptions and P1s’ actual new media usage.
This is the source of the two biggest revelations from the Coleman CRS P-1 study. We may have an overinflated sense of the importance of radio, and we think we dominate the nightstand.
While 35% of the industry believed P1s would list an AM/FM radio as their most important device, only 9% of these core listeners actually did.
The reality is that 24% mentioned PCs or Macs and 22% listed a smartphone as their most valued device.
In fact, the smartphone is regarded so valuable that it’s just as likely to be used for an alarm as is a
clock.
The industry perceived clock radios to be the preferred wakeup choice; they were off by a 37% margin.
Broadcasters need to get their hands around this statistic. The projections on smartphone penetration in the general population is that it will reach 50% by the end of this year. According to our study, the Country P1s are already there.
They are adopting smartphones at the same rate as the general population, if not ahead of it.
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