Balancing trust with engagement

It comes as no surprise that traditional media is typically more trusted than digital options, but this should not mean you focus your media monitoring efforts completely on one or the other.

Recent studies have shown that engagement is a crucial factor in social and new media, making it an ideal platform for having conversations with consumers. Supporting traditional media campaigns on digital and social platforms is a good place to start, as it allows consumers to join in the conversation and share their own opinions on the content.

According to a 2015 study by Radio Ad Lab (RAL), there are a few key synergies achieved when radio and digital media are combined. These include:

  • Improved ad recall
  • Positive effect on brand preference
  • Increased visitation to brand websites
  • Consumers more likely to purchase related products

Online testing by RAL found that consumers were more likely to remember ads that were displayed online and shared via radio stations, compared to just internet ads on their own (27 per cent versus 6 per cent).

Radio and internet working together reach about 83 per cent of the average adult population.

It seems that when a campaign uses both traditional and digital advertising, the two platforms reinforce each other and are ultimately more effective than one platform on its own. In fact, the RAL report found that, on a daily basis, radio and internet working together reach about 83 per cent of the average adult population. This is on par with the reach of television on its own, which could mean that coupling television with digital solutions may result in even bigger gains.

However, not all the glory can be given to digital solutions, with traditional media solutions required to lend authority to the digital content. 

"A recent survey in Australia of people aged 18 to 64 years old found that 79 percent of people trusted traditional media formats such as print newspapers and television, while only 40 percent trusted blogs and social media," Impact PR Director Fleur Revell revealed.

In fact, a 2015 study from Pew Research Centre found that of the almost 9 in 10 people who follow local news closely, many still rely on TV and their daily newspaper to gain more trustworthy insights.

Only about one in ten said social media was the most important way to get local news, and around 40 per cent rely on the internet as their key source. At the same time, the daily newspaper was the key source of information for more than 40 per cent of consumers, which is dwarfed by the 63 per cent who turn to television for local news.

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