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Radio Industry News On The Future Of Radio, And Radio 2.0 » Click Of A Button http://www.listeneractive.com/blog Ideas, Tips, and Tricks For Radio 2010 And Beyond. Sun, 07 Feb 2010 00:23:10 +0000 http://wordpress.org/?v=2.8 en hourly 1 Radio Industry And A New Generation of Listeners http://www.listeneractive.com/blog/19/radio-industry-and-a-new-generation-of-listeners/ http://www.listeneractive.com/blog/19/radio-industry-and-a-new-generation-of-listeners/#comments Mon, 01 Feb 2010 23:57:20 +0000 admin http://www.listeneractive.com/blog/?p=19 As a new generation of music listeners converge with updated technology, commercial radio is faced with a dilemma: how do we retain our market share of the listening public? Faced with the challenges of an audience that thrives on individual control, radio conglomerates must explore ways to relinquish control to the audience over their listening experience beyond the ability to change the station. Stations must engage the audience more than ever before by making them part of the music experience. Radio stations will be able to accomplish this by embracing emerging trends in both technology and popular culture.
It’s a New Age
Today’s youth are having the greatest impact on the current chaos in radio. Known as Millenials, Generation Y or GenMe, young adults of today are putting greater importance on the needs and wants of the individual. According to Dr. Jean Twenge in her book, Generation Me, “this generation is interested in products that satisfy personal wants [...] and that young people today have less money left over for luxuries.” (pg. 221-223) She also states that her research indicates today’s youth are more likely to be upset by interruptions. These trends clash with the business model that radio companies currently utilize. Radio provides opportunities for guided listening experiences punctuated by advertisements. Today’s youth balk at these interruptions and find the idea of someone else dictating their listening experience appalling. Unfortunately for traditional radio, internet technology has given the audience a taste of music freedom.
It’s a New Playing Field
The Internet has shaken up mass media. It has become a vehicle of the individual producer, allowing anyone to create their own streaming media, on demand podcasts and disseminate music with the click of a button. This has helped fuel the desires of the new generation, providing them with the ability to exercise individual control over their media environment. Through cell phones, MP3 players and personal computers, users have been able to bring their customized music experiences with them usurping radio from its place as the dominant force in mobile music. Research shows that while “74% of all US adults are online, younger users ages 12-28 have embraced online applications that enable communicative, creative, and social uses. ” [Source: Marketingcharts.com ] Radio, as a creative, communicative and socially influential media is well positioned to either move into the Internet scene or to be taken over by it.
Playing by the Rules
Radio, in order to reach the new generation of listeners, must be willing to play by the new rules of the game. Radio must figure out how to balance personalization, interactivity, portability across platforms, and incorporate subtle advertisements into each aspect. Solutions such as ListenerActive will help radio accomplish just that, without too much of a deviation from the current business model. Without some means of reaching out to this new generation through the Internet, it will be difficult to convince Millennials  of the benefits of radio. After all, if they never turn it on, how will they know it’s there?

The radio industry is it changing? As a new generation of music listeners converge with updated technology, commercial radio is faced with a dilemma: how do we retain our market share of the listening public? Faced with the challenges of an audience that thrives on individual control, radio conglomerates must explore ways to relinquish control to the audience over their listening experience beyond the ability to change the station. Stations must engage the audience more than ever before by making them part of the music experience. Radio stations will be able to accomplish this by embracing emerging trends in both technology and popular culture.

It’s a New Age

Today’s youth are having the greatest impact on the current chaos in radio. Known as Millenials, Generation Y or GenMe, young adults of today are putting greater importance on the needs and wants of the individual. According to Dr. Jean Twenge in her book, Generation Me, “this generation is interested in products that satisfy personal wants [...] and that young people today have less money left over for luxuries.” (pg. 221-223) She also states that her research indicates today’s youth are more likely to be upset by interruptions. These trends clash with the business model that radio companies currently utilize. Radio provides opportunities for guided listening experiences punctuated by advertisements. Today’s youth balk at these interruptions and find the idea of someone else dictating their listening experience appalling. Unfortunately for traditional radio, internet technology has given the audience a taste of music freedom.

It’s a New Playing Field

The Internet has shaken up mass media. It has become a vehicle of the individual producer, allowing anyone to create their own streaming media, on demand podcasts and disseminate music with the click of a button. This has helped fuel the desires of the new generation, providing them with the ability to exercise individual control over their media environment. Through cell phones, MP3 players and personal computers, users have been able to bring their customized music experiences with them usurping radio from its place as the dominant force in mobile music. Research shows that while “74% of all US adults are online, younger users ages 12-28 have embraced online applications that enable communicative, creative, and social uses. ” [Source: Marketingcharts.com ] Radio, as a creative, communicative and socially influential media is well positioned to either move into the Internet scene or to be taken over by it.

Playing by the Rules

Radio, in order to reach the new generation of listeners, must be willing to play by the new rules of the game. Radio must figure out how to balance personalization, radio interactivity, portability across platforms, and incorporate subtle advertisements into each aspect. Solutions such as Listener Active will help radio accomplish just that, without too much of a deviation from the current business model. Without some means of reaching out to this new generation through the Internet, it will be difficult to convince Millennials  of the benefits of radio. After all, if they never turn it on, how will they know it’s there?

]]> http://www.listeneractive.com/blog/19/radio-industry-and-a-new-generation-of-listeners/feed/ 0 Interactive Radio Benefits For Improving Customer Service http://www.listeneractive.com/blog/24/interactive-radio-benefits-for-improving-customer-service/ http://www.listeneractive.com/blog/24/interactive-radio-benefits-for-improving-customer-service/#comments Fri, 29 Jan 2010 23:55:59 +0000 admin http://www.listeneractive.com/blog/?p=24 Radio, which has shied away from incorporating the Internet into its business model, would be wise to consider increasing its use as means of providing customer service.  Quickly becoming the mantra of all businesses attempting to push through the recession, excellent customer service can engage listeners and encourage them to return for future visits.  Analysts argue that the increased demands for quality service will continue long after the economic decline is over. How then can radio, otherwise content to let listeners tune in and out, harness opportunities for improved customer service?
Building Trust
Trust is the cornerstone for building a loyal listener base and opportunities to build trust occur when interaction options increase. If a radio station has a call to action based on a competition or song request, the experience of the listener during that call to action will lay a foundation of trust. Listeners who are able to query a radio station and receive a timely and accurate response are more likely to come back and recommend the station to acquaintances with similar music tastes and needs. The Internet has given listeners the ability to request songs at the click of a button and removing the need to wait. By utilizing Internet technology, such as through ListenerActive, radio will be able to increase its methods of customer service. A person can text a query for the name of a song they just heard and the technology generates a quick and accurate response, setting up a positive relationship between the listener and the radio station.
Make Human Contact Easy, Ample and Varied
Radio has the infrastructure to support human contact for their media while many Internet music services do not. Internet music relies almost exclusively on automated systems to provide the illusion of a personalized response. While these measures will provide a certain level of customer satisfaction, it is increasingly apparent that a human response will provide an edge to customer service. Many radio stations are already set up to do this through staffing. Increasing these opportunities through DJ chats, shout-outs, voting and song requests, will strengthen radio’s ability to provide quality customer service. According to Selena Maranjian this growing need from today’s consumer ” creates enormous opportunity for those companies that are willing to significantly improve their customer service. By doing so, they can stand out among their competition and win more business.” [Source: Motley Fool]
Make Systems Employee and Customer Friendly
Today’s audience wants low intrusion advertisements that are relative to their needs. Ease of use such as being able to find the station across many platforms, and the ability to query the system as easily as possible will result in overall consumer satisfaction. At the same time, a system that streamlines the process for employees will increase its chances for success. Utilizing a system such as ListenerActive will provide new avenues t o engage in dialogue with listeners while only requiring minimal training for staff. Having technology set up to provide a positive experience on both ends will increase the likelihood of a positive interaction.
Ron Zemke and Tom Connellan in their book e-Service, state that  ”Customer Service is your brand.” Without the opportunity to provide quality customer service radio is missing out on the opportunity to reinforce their brand. By increasing opportunities to interact with listeners radio will increase the opportunity for a positive customer experience. With every positive experience they will create a lasting impression that will keep listeners  coming back for many of their music needs.

Radio, which has shied away from incorporating the Internet into its business model, would be wise to consider increasing its use as means of providing customer service.  Quickly becoming the mantra of all businesses attempting to push through the recession, excellent customer service can engage listeners and encourage them to return for future visits.  Analysts argue that the increased demands for quality service will continue long after the economic decline is over. How then can radio, otherwise content to let listeners tune in and out, harness opportunities for improved customer service?

Building Trust

Trust is the cornerstone for building a loyal listener base and opportunities to build trust occur when interaction options increase. If a radio station has a call to action based on a competition or song request, the experience of the listener during that call to action will lay a foundation of trust. Listeners who are able to query a radio station and receive a timely and accurate response are more likely to come back and recommend the station to acquaintances with similar music tastes and needs. The Internet has given listeners the ability to request songs at the click of a button and removing the need to wait. By utilizing Internet technology, such as through ListenerActive, radio will be able to increase its methods of customer service. A person can text a query for the name of a song they just heard and the technology generates a quick and accurate response, setting up a positive relationship between the listener and the radio station.

Make Human Contact Easy, Ample and Varied

Radio has the infrastructure to support human contact for their media while many Internet music services do not. Internet music relies almost exclusively on automated systems to provide the illusion of a personalized response. While these measures will provide a certain level of customer satisfaction, it is increasingly apparent that a human response will provide an edge to customer service. Many radio stations are already set up to do this through staffing. Increasing these opportunities through DJ chats, shout-outs, voting and song requests, will strengthen radio’s ability to provide quality customer service. According to Selena Maranjian this growing need from today’s consumer ” creates enormous opportunity for those companies that are willing to significantly improve their customer service. By doing so, they can stand out among their competition and win more business.” [Source: Motley Fool]

Make Systems Employee and Customer Friendly

Today’s audience wants low intrusion advertisements that are relative to their needs. Ease of use such as being able to find the station across many platforms, and the ability to query the system as easily as possible will result in overall consumer satisfaction. At the same time, a system that streamlines the process for employees will increase its chances for success. Utilizing a system such as Listener Active will provide new avenues t o engage in dialogue with listeners while only requiring minimal training for staff. Having technology set up to provide a positive experience on both ends will increase the likelihood of a positive interaction.

Ron Zemke and Tom Connellan in their book e-Service, state that  ”Customer Service is your brand.” Without the opportunity to provide quality customer service radio is missing out on the opportunity to reinforce their brand. By increasing opportunities to interact with listeners radio will increase the opportunity for a positive customer experience. With every positive experience they will create a lasting impression that will keep listeners  coming back for many of their music needs.

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