The ad world according to Google:
Google uses the age old sales funnel of "AIDA" while taking all the credit for online processes leading to sale.
Notice it also gives ZERO credit to any touch except online sources.
My take: what online media misses is the "attention" part of the equation. In traditional media we are so busy trying to be in that online space with them that we miss what we do best--generate attention for advertisers.
Occasionally, rarely even, online generates a "viral" action which brings people to the forefront without mainstream noise (see Psy, or Jena Marbles, or Ship My Pants)
What we sell is attention.
We are better at it than anyone.
When you are on radio, you are on center stage.
Focusing on our strengths is a better use of our time and energy rather than trying to play a game on the other guys field.
KGHL/Billings General Manager Ray Massie spoke for me last month when he blogged: "You really don’t get anything for free–you pay for it with stress, time,
opportunity, or cash."
So, radio seller: Ask for a reasonable share of their budget. Uncover their selling proposition. Create a powerful message. Run a good, consistent schedule. Be a hero and get results.
That's worthy of your attention.
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