Radio + Digital Aren't Competitors. They're Better Together.
- fwright8
- 2 hours ago
- 2 min read
Radio and digital aren't competitors. In fact, they're one of the strongest combinations you can put in a media plan.
In this episode of Wheeler Wise Guys, Cameron May and Fredy Wright sit down with Brett Sharp, morning show host on WSLC 94.9 Star Country, to talk about why radio and digital work so well together.
Radio Builds the Brand. Digital Closes the Deal.
Radio gets you remembered. Digital gives people a way to act.
Hear the business on the radio. See it later on Facebook. Recognize the name during a Google search. Visit the website. Become a customer.
That's not radio versus digital.
That's radio making digital stronger.
And there's research to back it up.
Radiocentre's Radio: The Online Multiplier study found that people exposed to radio advertising were 52% more likely to browse for the advertised brand online. Even better, 58% of the browsing attributed to radio happened within 24 hours of hearing the ad.
The same research found radio was four times more cost-effective at generating brand browsing online than the other media in the campaigns combined.
[Source: Radiocentre, Radio: The Online Multiplier]
More recent Radiocentre analysis of 800+ radio campaigns also found that radio advertising increased brand consideration by an average of 18%, while around 20% of people who recalled an ad said they searched online for the brand or visited its website.
[Source: Radiocentre, The Performance Multiplier]
Why The Combination Works
Radio brings reach, repetition, familiarity, and personality.
Digital brings targeting, search, retargeting, measurement, and a way to reach that same customer when they're ready to act.
Radio gets you remembered. Digital gets you clicked.
And personalities like Brett are part of what makes radio different. Listeners don't just hear him. They spend their mornings with him. That familiarity creates a connection that's difficult to replicate with a display ad or paid search result.
Stop Asking Radio OR Digital
Your customer doesn't experience your marketing one channel at a time.
They might hear you on the radio Monday, see your ad Tuesday, Google you Thursday, and become a customer Friday.
The click might get the credit.
But radio may be the reason they recognized your name.
That's why radio and digital don't need to compete for your marketing dollars.
They need to work together.
Radio builds the brand. Digital closes the deal.
Watch Wheeler Wise Guys
Watch the full episode above as Cameron, Fredy, and Brett talk radio, digital advertising, local personalities, and why these two channels belong on the same team.
For more Wheeler Wise Guys, visit WheelerWiseGuys.com.
About Wheeler Digital
Wheeler Digital is a full-service digital marketing agency based in Roanoke, Virginia, helping businesses grow through Google Ads, SEO, AI search visibility, social media advertising, streaming TV, display advertising, website strategy, analytics, and more.
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