Engagement Vs. Exposure

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A couple weeks back, I wrote a post about how the 80:20 Rule continues to have validity, emphasizing the importance of your “Core 20” in your programming and marketing strategy.

Commenting on that post, Vision Critical’s Jeff Vidler picked up on the theme by focusing on what he calls the “PPM engagement gap.”

Jeff points out that with the advent of PPM, it is no longer necessary for the audience to be engaged with a station as long as they are exposed to it.

The reality of this thinking is that while basic PPM tactics (less talk, more segues, staccato imaging, fewer charity events) can facilitate exposure, something is being lost in the fan engagement process.

Yet, in the digital and social worlds, it is all about making connections with audiences and communities.  And as Jeff notes, advertisers are thinking more and more about investing in marketing that engages and makes the best use of digital’s ability to connect people with brands.

We have talked a great deal in this space about the need for radio to look beyond competing with stations down the dial in weekly and monthly races, but to also see that bigger picture that demands a realistic look at the new competition for the minds and hearts of the audience.

Many radio brands are successfully fighting that two-front battle – competing successfully in PPM but also providing bona fide reasons to engage.  Personality, local roots, community and charity, entertainment – they are all components in how radio must not forget what it has traditionally done to win and generate loyalty and passion.

Those same traits and characteristics will serve radio well in the years ahead.  Those “Core 20” listeners are the nucleus of winning in both the ratings and the digital media wars that are sure to come.

Comments

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Good point but in the digital and social worlds, it is all about making connections with audiences and communities. And as Jeff notes, advertisers are thinking more and more about investing in marketing that engages and makes the best use of digital’s ability to connect people with brands.