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August 08, 2006

Direct Response Radio Advertising is Database Advertising

Does this surprise you?

Everything we do is tracked in a database. Just as direct mail marketers have done for decades, we track a large number of variables so we can perform analysis that tells us what's working and what isn't. That's a crucial element of how we maximize the profitability of radio campaigns. Without analysis, we wouldn't be able to distill insights from all of the data your campaign generates. And what value are insights? Any marketer will tell you that insights are the key to long term success.

If your radio advertising campaign isn't supported by sophisticated database technology, how will you know you're as profitable as you could be? Answer: You won't.

If you're advertising on radio and you or your radio agency aren't tracking a large number of varaibles along with results, you're either lucky or you aren't advertising in radio any more.

Posted by Jeff Small & Brett Astor at 06:21 PM | Permalink