In today’s digital-first world, traditional media often gets overlooked. But radio advertising isn’t outdated. It’s a powerful tool that, when paired with digital marketing, creates a full-funnel experience that builds trust, boosts engagement, and drives measurable ROI.
At The Digital People, we’ve seen firsthand how our partnership with our sister company, The Radio People, helps brands craft campaigns that reach wider, resonate deeper, and convert faster. Here’s how radio and digital work better together.
Radio Builds Trust. Digital Delivers on It.
Radio is built on trusted, familiar voices. Listeners return to the same hosts every day, during commutes, at work, or while relaxing. That consistency builds a personal connection, and that connection builds brand trust.
According to Nielsen, radio delivers $12 in ROI for every $1 spent in key retail categories. It’s one of the most cost-effective advertising tools available. When combined with digital targeting, you get the best of both: human connection and data-driven precision.
This is the power of cross-platform advertising: radio builds emotional engagement, and digital marketing turns that trust into action.
Radio Sparks Action. Digital Measures It.
Radio doesn’t just build awareness; it motivates behavior. According to Edison Research, 79% of audio listeners have searched for a brand online after hearing a radio or streaming audio ad.
And with tools like trackable links, unique landing pages, and phone number attribution, we can prove the direct impact of radio on digital marketing performance metrics; from clicks and web visits to conversions.
A 2024 study from Cumulus Media showed that campaigns using both radio and digital saw up to 3x higher brand recall and purchase intent compared to campaigns using either format alone.
Repetition Makes It Stick
Repetition is key to brand recognition, and radio excels at it. A single campaign can reach the same listener multiple times a day, embedding your message in their routine.
When paired with digital retargeting, this frequency multiplies. After hearing your radio ad, a potential customer visits your site, then sees your ad again on Facebook, YouTube, or across the web. It’s a constant, strategic reminder that drives conversions.
Katz Media reports that radio + digital campaigns boost purchase intent by 90% over digital-only efforts. The takeaway? Repetition across multiple channels doesn’t just increase awareness, it accelerates decision-making.
Ready to Maximize Your Marketing?
Most campaigns operate in silos. But radio and digital marketing together create a seamless, high-impact brand experience. The Digital People and The Radio People work hand-in-hand to deliver campaigns that blend radio’s trusted reach with digital’s targeting and track-ability.
Let’s build a strategy that turns listeners into leads, and leads into loyal customers.
Contact us today to learn how we can amplify your marketing across every channel.
Ready to learn more? Read our blog, “What’s the Difference Between Branding and Marketing.”
