Five years ago, ad buyers weren’t too impressed with radio’s digital prowess. Today, Gordon Borrell of Borrell Associates has a wholly different story to share.
“Today, radio sales reps are as apt to be considered as digitally savvy as any other.”
In fact, Borrell declares, Radio has gotten its “Digital Mojo.”
According to Borrell Associates’ latest survey, Radio ranks higher than any other type of media in overall marketing savvy, with 41% of ad buyers saying Radio reps possess very strong marketing skills.
What’s the percentage of advertisers queries by Borrell who believe sales reps are “very” or “extremely” digitally savvy by type of media?
Radio’s strides are breathtaking.
Now, the challenge is to further siphon dollars away from Direct Mail while competing with broadcast and cable TV in a media mix that favors all over-the-air media.
