Today we have a guest post from Paul Jacobs who offers his insight on how radio needs to invest in solutions to reach younger consumers:
A recent article in The Detroit News about how the automotive industry is rapidly moving away from traditional media toward digital solutions to reach younger consumers, who they place a high value on, generated the following quotes:
"We are always looking for digital extension or a live event to complement our advertising." - General Motors spokesperson
"Buzz is created when people are talking about an event, or a message gets spread all over YouTube." - Michigan State University advertising professor
"Digital marketing opens up new possibilities for building ongoing customer relationships." - Chrysler's marketing chief
If that wasn't enough, they showed this chart:
It's time to stop all of the hand-wringing about PPM, declining revenue, satellite radio, and all of the other excuses. Sure, these are problems, but the solutions are right in front of our faces. Who does event marketing better than radio? And what medium lends itself best to digital solutions?