Radio in the Digital Age

The one medium which has seen a drastic alteration with the changing technology but may be poised to make a strong comeback is radio and audio content.  “The introduction of alternative mobile listening options over the past 15 years has questioned and shifted the meaning of ‘radio’ and ‘radio broadcasting’” (Pluskota, 2015, p. 326).  In the paper titled, The Perfect Technology: Radio and Mobility, Jonathan Pluskota highlights two changes the industry needs to make.  Those changes are, “understand the competition and changing consumer soundscape and break away from the traditional practices and requirements of broadcast radio, perhaps looking for new technologies or approaches that can help the industry redefine itself” (Pluskota, 2015, p. 327).

Radio is potentially an industry that could remain successful and viable into the future if they can change with the times.  As the market of smartphone users continues to rise, the content that can easily travel with people and be consumed in many different ways is audio content.  People can listen to content in their cars, while they are working out, while they are riding their bike, and many other places which would not support the consumption of other media.  Audio provides a unique experience which doesn’t directly compete with video and print in all instances.  Alternative radio and ways of marketing content now become extremely important.  There are listeners, but they might not just tune to the best sounding radio signal to find content.  As the market for radio content continues to be resilient, there is also much more competition from smaller outlets and independent outlets which make reaching listeners a vital part of the process.  All these changes require a shift in mindset from those in the industry and new ways of reaching an audience.  It requires radio professionals to learn new ways of branding and looking at their work.

This BBC Video examines the future of radio:

Pluskota, J. P. (2015, November). The Perfect Technology: Radio and Mobility. Journal Of Radio & Audio Media, 22(2), 325-336. doi:10.1080/19376529.2015.1083378

[Rob Charles]. (2014, February 6). THE FUTURE OF RADIO around the world. [Video File]. https://www.youtube.com/watch?v=bSslyoLasNQ

Search Engine Optimization

As technology continues to develop, the internet plays more and more of a role in every aspect of our lives.  Content being communicated online should be useful, unique, and professionally presented, but having strong content doesn’t ensure it will find readers once it is published.  Search Engine Optimization is the process of using keywords and titles to ensure the content places high when people use search engines.

Search Engine Optimization has come from something that was important, to something that is vital to content creators and businesses trying to brand themselves.   In an article titled, SEO Basics: 8 Essentials When Optimizing Your Site, Director of SEO for Chicago Tribune/435 Digital, Carolyn Shelby is quoted saying, “skipping the basics and spending all your time and money on social and ‘fancy stuff’ is the same as skipping brushing your teeth and showering, but buying white strips and wearing expensive cologne” (Edwards, 2013).  Communications Professionals should prioritize their knowledge of SEO and this is becoming a skill set that is necessary for content creators.  Getting more views to your media is the end goal and SEO is something that can reap vast rewards with little actual investment.

[Bluehost]. (2012, January 31). What is SEO and how does it work? [Video File]. https://www.youtube.com/watch?v=tqg3F-8jBec

Edwards, V. (2013, December 31). Search Engine Watch SEO Basics 8 Essentials When Optimizing Your Site Comments. Retrieved November 20, 2016, from https://searchenginewatch.com/sew/how-to/2259693/seo-basics-8-essentials-when-optimizing-your-site

Integrated Marketing Communications

To the marketer, technology has made things easier, but has also raised expectations and made their job more complex at times. In the article titled, Impact of Technology on Marketing, the benefits of greater connectivity is discussed. People are able to keep in contact with clients, co-workers, and business partners (Impact of Technology on Marketing, n.d.).

The other drastic change this has had is making the job of the marketer more complex and expectations can be loftier. With the multitude of media choices for a marketing campaign, professionals are often left with the task of creating a campaign which is cohesive, but also spans many different media. “Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media – such as TV, radio, magazines, the Internet, mobile phones, and social media” (Impact of Technology on Marketing, n.d.). This means marketers need a more versatile skill set and need to be able to work with many different media and tell stories many different ways. There must also be more planning and better cohesion within a team. To bring a unified message across many platforms, each component of the brand must complement and fit with the rest of the story being told.

 This video further explains Integrated Marketing:

Impact of Technology on Marketing. (n.d.). Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/the-marketing-environment-3/technology-32/impact-of-technology-on-marketing-170-7298/

[Tribus]. (2013, May 2013). What is Integrated Marketing? [Video File].  Retrieved from https://www.youtube.com/watch?v=k6WF0O1Mnvk