subject: Traditional Media Making Moves In Digital & Mobile Marketing [print this page] Traditional media organisations often receive criticism for not adapting quickly to new technology. This is understandable, because they have large existing business models based on the way they have done things for years. If you have a profitable business, radical change isn't necessarily appetising.
However, when new disruptive technology comes along and threatens to take their audience away almost over night, then traditional media companies have a problem. The newspaper industry has experienced this and it has been written about time and time again. Newspapers around the world felt the impact of the internet reduce newspaper circulations and as a result advertising revenue.
However after successive periods of denial, anger, grief and acceptance, smart newspaper organisations found ways to adapt to change by joining the 'online revolution' as it was called at the time. Companies like News Corporation made significant investments in digital assets and this had the effect of hedging against the wave of online content brought about by the changing tide of technology.
A current example of a forward thinking radio company making early moves is The Australian Radio Network (ARN), a subsidiary of APN News and Media. ARN have embraced technological changed and are using it to compliment their core business of selling radio advertisements. They have been innovating with their advertising product by integrating mobile marketing keywords into radio campaigns. This has had the effect of doubling or tripling the number of leads that clients get from their advertising campaigns. In addition, because listeners are texting in, Account Managers can finally demonstrate and prove the effectiveness of the medium. Further benefits are seen with increased interactivity between listener and broadcaster. At the top of the management tree, senior management also have a strategic window into the emerging mobile & digital market.
One of the ARN stations in Brisbane, 97.3 FM has been innovating with mobile keywords and a recent notable campaign resulted in listeners being able to receive a mobile coupon to their phone via SMS. To receive the coupon, listeners were asked to text BOAT to 19 33 33. Then, the listener could take the SMS coupon to the Brisbane Boat Show, present it at the registration desk and receive a 25% discount on entry.
Taking a pro-active approach to digital technology and the mobile revolution is a sensible choice for the management at 97.3FM. ARN are ensuring that their radio stations and their advertising product stay relevant to clients. By using new technology they make their products innovative and are able to grow and protect their valuable existing revenue base. This is demonstrated clearly by the response from clients:
"It was our account manager Naomi Westaway at ARN (97.3FM - Brisbane) who planted the seed for us to start using SMS promotions in the first place.
"She provided great suggestions and advice on how to use radio to get the best results. Thanks to her we were able to integrate radio advertising with mobile coupons that visitors redeemed at the door.
"Naomi's expertise and the integrated mobile option made advertising on radio very compelling and certainly influenced our decision to go with 97.3FM" says Nicholle Smith - Marketing Officer- Marine Queensland
By trying new things and adopting what works, ARN are much better positioned to weather any storms that disruptive technology may throw at them.
