Tag Archives: Digital Media

Digital Radio: The Next Marketing Frontier

Date Posted: March 31, 2015 by

ScreenShot2015-03-31at3.31.50PMOver the past few years internet radio has been testing the traditional radio market. People are not only listening to music through a radio in their home or car, but instead they are streaming music through a web browser or app. Unlike traditional radio, we are now able to customize what we are listening to via internet radio sites such as Pandora, iHeartRadio, iRadioPhilly and Spotify. So how did we get here? And why should marketers be aware of the emerging market of internet radio?

When radio began it was a form of communication for news and entertainment. The invention of the television shook up the radio industry, and ever since, radio has become more of roadside companion. Now radio is facing competition once again. Internet radio began in 1996 with sonicwave.com. After the introduction of internet radio, the Digital Millennium Copy Right Act was enacted, forcing internet radio broadcast to pay additional royalty fees compared to traditional radio’s charges. Even with the additional royalties, internet radio companies have been flooding the market with great success.


Radio has many listeners, especially people commuting to and from work or school. The issue marketers tend to have with radio is that it is broadcasted to a wide audience that is not easy to track. However, internet radio listeners must have a registered account, so it is possible deploy messages based upon demographics and other audience specific metrics. What is helping to make these internet radio sites attractive to listeners is the ability to customize music stations. For example, Pandora’s Music Genome Project creates personalized playlists based on each listener’s unique tastes based on their choices, and subsequently linked with genres, artists and songs.

The share of time adults spend between media channels has been shifting throughout the past five years. EMarketer has shown that Pandora’s growth has doubled, while traditional radio dropped by 3%. By the end of 2014, Pandora reported 81.5 million active listeners, while Spotify and iHeartRadio, reported 60 million listeners, each. According to The Infinite Dial, just under 2/3 of 12-24 year olds listen to online radio weekly. Therefore, internet radio caters to a younger demographic, which have been more of a struggle to reach for most marketers.


Internet radio advertising has the advantage of targeting within their platform. For instance, most internet radio providers can target by age, gender, zip code, time, day, and device on which the ad is shown. Beyond that, internet radio companies offer the use of ad banners, takeovers, sponsored sessions, audio, video, custom playlist, and engagement functionalities within the site and app to provide advertisers a full brand experience. Beyond advertising as a junction in the listening experience, some listeners with opt in for ads to have longer period of time without them. As an example of such a tactic, Spotify now offers a sponsored session where listener receive 30 minutes of ad-free listening if they watch a video in its entirety.

So what does all of this mean for the future of the radio industry? Radio is still a large part of people’s lives and should not be overlooked, at least not yet. Internet radio is evolving and could soon be as integral of a part of the daily commute as traditional radio. Car are currently being built with Wi-Fi capabilities, which will make it easier to stream internet radio while driving. However, Android may be taking it a step farther with Android Auto, creating an platform for vehicles that would be optimized for driving with integration within the digital world – apps, music, and directions. All-in-all the future of radio is changing and marketers should embrace the new channels that are emerging as a way to better reach specific audiences, and tie back exact performance metrics.




How Leveraging Mobile Matters to Marketers

Date Posted: March 19, 2015 by

In light of the release of the Apple Watch, it is imperative to recognize the momentum and merit of digital technology. Whether it be wearable tech or the GPS programmed into your

Recently, Google worked with Ipsos and Sterling Brands to measure the influence of mobile technology on consumer shopping behavior and expectations. This research revealed that 71% of consumers cited the increasing importance of their smartphones to their in-store experience.

Perhaps one of the more prominent pieces of information drawn from this study (and one that we as marketers should draw from) is that the consumer experience begins well before the act of in-store shopping. In fact, 87% of shoppers look for information before going into any store. Whether to compare prices, diversity of goods, or user ratings of product value, consumers increasingly look toward their mobile devices to sway their decision of where, when, and how to shop.

The value in this information lies in the knowledge that consumers will avoid stores that lack searchable information on location and stock availability. Indeed, data shows that 3 in 4 shoppers who find local information via search results are more likely to visit stores.

But the necessity of mobile-compatible search and utility isn’t exclusive to the pre-shopping process. Consumption of online information also occurs during a shopper’s in-store visit, as well as afterwards. Whether for retail, technology, food or healthcare shoppers, the availability and accessibility of shopping information is evermore essential to the shopping—and marketing—landscape.

At the end of the day, mobile more than matters: it has become a lifeline between the consumer and the brand. As eMarketer predicted, smartphone usage worldwide would have grown 25% in 2014, with the number of smartphone owners totaling more than 1.76 billion by the end of last year. The merit of this is immense; shoppers today carry a communication channel in their pocket and are equipped with amounts of information unlike ever before. If we, as marketers, want to continue to enliven our brands in this digital age, we must embrace and optimize mobile utility for brands and respective consumers.

Where Technology and Marketing Meet

Date Posted: July 7, 2014 by

It’s been a few fun, hectic weeks here at i76 Solutions. As a digital agency that provides both technology and digital marketing services to clients in Philadelphia and around the world, we are constantly coming across marketing projects that are fun yet challenge us to live out our brand message of “Think and Do.” While you read in a previous post about our efforts to dig deeper into inbound marketing with our partners at Hubspot, in this post we wanted to focus on a great project that defines who we are as a digital agency.

Our business at i76 is driven by providing clients with digital solutions that enable them to conduct business better, quicker, and with a greater opportunity to accelerate their revenue and increase customer engagement. That means building responsive websites that can be accessed across multiple devices, developing mobile applications which can enable a field technician to troubleshoot a problem in the middle of nowhere, or upgrading a database so it can deliver better analytics and business intelligence across an organization.

In the case of Scriptacom, a medical transcription provider, i76 is providing an over-haul to their entire business process and, eventually, will set and execute their digital marketing and customer acquisition efforts. At the heart of Scriptacom’s business is a database engine which manages the uploading of audio content from physicians and transports that audio to their team in order to be transcribed and eventually shipped back into the physician’s patient file. This is a process that has many moving parts including a billing engine which records lines of type per audio file. Up to this point, Scriptacom has relied on a series of scripts and dated technology that required a lot of manual updating and prodding. With the updated technology platform being built using the latest in responsive design and a more robust back-end, Scriptacom will now have an automated workflow from end-to-end and will have the ability to add on layered services and, more importantly, account for them in more revenue. All of this will result in less human intervention, better business intelligence, and, most importantly, a better customer experience.

The other important part of the Scriptacom project we are working on currently at i76 is the redesign of their site so that it is a responsive website. Stating a bit of the obvious, but with almost 60% of web traffic now coming over from mobile devices, it is critical that Scriptacom’s site can be seen and function across any browser or device. Below is the initial look at Scriptacom’s responsive web site:Scriptacom

In an upcoming post, we’ll talk further about our digital marketing strategies which will include a deeper look at inbound marketing as well as other forms of digital marketing including search engine optimization (SEO) and pay per click (PPC) marketing. If you’re curious in the meantime, check out Katie’s recent blog postdiscussing digital media marketing. Until then, keep thinking and doing. #THINKandDO.

What is Digital Media Marketing?

Date Posted: June 23, 2014 by

Happy Monday! This is Katie, Digital Media Analyst here at i76 Solutions. In my everyday here at the agency, I work with organizations to build and optimize custom digital campaigns to fit their message, consumer and budget. The first thing that is crucial to build the most effective campaign is understanding the distinguishing features that a digital campaign brings to the table.megaphone

With traditional media, marketers operated under the assumption that you speak AT the consumer with minimal metrics that can be directly linked to the campaign. Think of it like a megaphone. Sure, you can place the megaphone in certain areas you want to send the message, but it’s not concerned with who it’s speaking at.  Because it’s only emitting a message, it does not react to the people on the other end. You might not be aware if the volume is too high or too low, or even who is listening.

Digital media, however, is able to act as more of a conversation between the user and organization. Its multiple channels have unique ways to reach an audience who not only will be interested in your product/message, but will give you feedback about your campaign. There is much more freedom to make seamless changes, whether shifting budgets, adding or removing geographic regions, extending the length of a campaign, etc. in real time. More than the responsive nature of a digital campaign, the resulting metrics can be used to better understand customer profiles, engagement and resulting sales.conversation

Now that you’ve got a handle on the range of ways that digital media differs from traditional media, it’s time to create a strategy to reach your goals and customers. Here are some of the tools we at i76 Solutions use to build digital media marketing campaigns:

  • Channel: Whether you want to focus on a Google display-driven campaign, social media visibility, search engine rankings, geo-targeted email campaigns or a channel catered to your specific subject matter, we can help you select which options will give you the best fit.
  • Audience: We are able to show your message to a relevant audience that fits your target customer, based on gender, age, household income, interests, geography and device – just to name a few. This cuts down on wasted funds, and gets your message to the most receptive potential and existing customers. See our previous post on inbound marketing for more on pitching to your target audience. 
  • Optimization: The way we respond to customer interactions by shifting the budget to the most effective ads, refining bidding strategies, and managing the audience filters allows us to adapt your campaign based on performance. This includes testing A/B versions of creative, controlling where ads can show up, and even how often consumers see your message.
  • Tracking: By using code, we can continue to show your message to consumers as they continue to other websites and even track how many of them convert into customers, whether directly through the ads, or because they return on their own within 30 days.
Thanks for stopping by. Hopefully this information left you with a better idea of what a marketing campaign is capable of in the digital marketing space. If digital media marketing is right for you, or you want to know more, send us an email for a consultation. Until next time, don’t forget to #ThinkandDo!