Take a second to think about your cell phone usage for the past day. Sure you probably made a few calls, but without knowing you, I can safely assume you also did something else- be it texting, checking email, playing a game, visiting a website, and of special interest to marketers consuming media.

Smartphones are lifelines in our society and successful marketing campaigns don’t ignore the mobile commerce market.
When someone picks up their phone to consume media, specifically through audio applications like Pandora, Slacker, iHeartRadio, and AccuRadio, advertisers should be there to reach them. Here are just a few ways this can be done:

• Click to Email: Properties (like Pandora) allow us to provide a creative, targeted email message for our clients and synch it with our audio ad. The user then clicks the ad and (usually) double opts in to receive a more in-depth email message. We give our clients a qualified lead.
• Click to Call: If you have a product that needs a little explaining, drive consumers to your call center using the same “tap your screen” technology.
• Click to Website: If your main goal is to drive impressions, use a click through to the website banner and allow consumers to research your product and find out what they need, then and there.

What we love most about all three of these options is that we can measure and track results. ROI is the name of the game these days whether you are branding or a DR client! Just for fun, what is your favorite media app?

Jasmine Hall is a planner, buyer, social media strategist and proud Syracuse Alum (Go Orange!) Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com