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AG News: 9/29/2006


A Lesson On Web Sites For Radio Industry

Over the past couple of weeks we've taken a look at what the radio industry is, and isn't, doing online. The IS department has crowded web pages, little relevancy, and boisterous presentations as the headlining features. The ISN'T department (or, what's lacking) is led by easy navigation, interactivity, and search engine positioning.

Today, consider a few terms that will help; radio personas, predictive modeling, and persuasion architecture. Combining the three allow stations to build an online presence that delivers better results.

Building a radio persona will let you create predictive marketing that gives clues to how you should build your web site with persuasion architecture.

Rather than get into a long discussion let me lead you to two articles recently published at ClickZ. Both are written by Bryan Eisenberg, cofounder of marketing consulting firm Future Now. Ironically, his words revolve around the web sites of broadcast competitors Sirius and XM Satellite Radio.

Digest the content. The description of what is wrong with these satellite radio web sites - and the suggestions for improvement - shed light on how the radio industry may become better at communicating online.

Satellite Radio and Listening to Personas, Part 1

Satellite Radio and Listening to Personas, Part 2

















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President, Audio Graphics, Inc.
Ken Dardis
Online Since January 1997



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