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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.

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August 2011

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Comments

John Rosenfelder

Email is an essential part of my marketing efforts and Constant Contact is an excellent service.

On a qualitative level, it makes radio sound more up to date when this sort of service is advertised. Gotomeeting is another web/new business service that uses radio.

The bigger question is how web companies and radio can team up in marketing relationships to help each other the most. Is the "heard it on the radio?" link the furthest it can go?

I look forward to yours (and the other readers') responses.

Fred

Thanks for your comment, John, and I hope to hear from others, inside and outside of radio to contribute to the conversation. Advertisers like Constant Contact bring value to radio just by their presence.

They also communicate that digital companies can benefit from having relationships with traditional media outlets. Radio needs to do a better job of telling these stories, in much the same way that Chevy is aggressively going after Toyota on gas mileage and warranty - stats that probably surprise consumers and possibly make them rethink their assumptions.

Advertisers aren't getting the full story from radio or the RAB about just how effective the medium can be. A success story from companies like Constant Contact or Go-To-Meeting have more value than 1-800-Mattress.

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