Radio website: How to do a good job of cross-border marketing?

Every day when you are watching the news on the local radio station, you will find that the local broadcast media is always the main channel for the large and medium sized enterprises to publish advertisements. What would happen if there were no special advertisements for the surrounding car dealer or the furniture store within that half-hour? While some advertisers are replacing TV commercials with paid-for-local search services, they may be ignoring opportunities on another network.

You may also overlook.

The website of the TV station is much better now than before. While still providing news, weather, TV shows and some traffic information, they have also become portals to daily life. These sites offer almost everything from entertainment news to astrological divination to classified information, job boards and community events, and even some sites that allow users to modify content on their Web sites as they would with Wikipedia.

The television station has the massive content thus to form own brand, has won the line on-line consumer's approval and the trust. Establishing good relationships with local radio stations is beneficial to advertisers. According to a study by the US's largest television platform, IBS (Internet Broadcasting Bae), 80% of web users prefer to browse advertising messages on local radio sites rather than on national news sites. In addition, about 2/3 of respondents said they would prefer to click on the ads on local news sites.

As part of the evolving Internet, media sites are attractive to the national famous brands that want to capture the local market. Marketing personnel do not have to direct and each site directly contact, as long as through the media network platform or to special outlets can buy ads location. IBS currently employs about 70 sites, while its competitor, CCC (Clear Channel Communications), has 40 Web sites in 25 national markets. IBS is directly responsible for all of its interactive media, while CCC is managed by Inergize Digital Media to manage the ad sales business, which is in charge of clear Channel television network services. Inergize acts as an intermediary between local websites and potential advertisers, and is responsible for placing ads on the site.

These ambitious agents are also not the only advertising exposure. IBS claims that its Web site has more than 12.9 million user visits per month, and that figure is growing at 50% a year. The CCC says 3 million of independent users have visited their websites each month and have a 72 million pageviews.

Given the placement of these ads, they and the well-known portals, like MSN and AOL, are not much different. Advertising forms are also very diverse, can be a regular banner ads, SMD video ads, can also be customized according to special requirements.

Because the sites themselves are focused on the local, some of them are willing to collaborate with advertisers to plan a more unique way of marketing. For example, IBS will work with advertisers to design some original promotional content, such as text and video guides. At the same time, zoning ads can display the customer's brand in the weather forecast, sports news, community news and other content.

It is commonplace for radio stations to plan marketing campaigns for local small advertisers, but it is also worth considering for a nationwide brand service. The reason is simple, if you want to know more about the consumer in a certain area, you just have to watch the local TV news.

(Original starting on March 15, 2007 compiled: Lalaice)