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July 11, 2006

Radio Advertising and Online Advertising - Integration is Unavoidable

James Clark of Room214 makes a couple of very good points in his recent post about integrating online and offline advertising.

Across the board, all of our clients are now integrating the web into their campaigns, many in precisely the manner James’ describes.

Most of our clients prefer to use a toll free number in the call to action as the tracking mechanism, so the unique url’s are less common but still increasing in their frequency of use.

The PPC campaign is used exactly as James describes, and it is a staple of every campaign. When you advertise, many people will go to the web – either because they didn’t get the phone number or because they want to learn more before they call or buy. Not having a PPC campaign in place to capture these leads is highly questionable.

The bottom line remains the same. You simply cannot help but integrate, because online is no longer even separable from offline. If you advertise on the radio, you will inevitably have people coming to your web site. If you don’t have a mechanism in place to track them, even if your web site isn’t your primary call to action, you won’t be able to optimize the profitability of your advertising spend – either by refining the message in your radio commercials or by refining your radio media buying plan. And then you’re just relying on luck.

Posted by Brett Astor at 05:51 PM | Permalink