Every time I set up a first time DR radio test with a new client, our ultimate goal is to identify those radio stations and properties that meet or beat the target ROI so we can profitably scale the campaign.  When driving leads to a call center, we meticulously assign radio-friendly phone numbers to each property cluster.  When we’re driving to a landing page, we create a memorable URL and assign unique promo codes to source individual leads down to a specific station.  We try and control everything.  If only!!!

If only listeners would just follow the rules!  Many do, don’t get me wrong.  But, just as many don’t.  Oftentimes, interested listeners search the internet first to find out more about the product or service they just heard about.  They may scour the advertiser’s website to gain a complete picture of the company. And, now, more than ever, they may search for product reviews (both favorable and unfavorable).  Back in 1974, Sy Syms created the slogan, “An educated consumer is our best customer” for his chain of off-price clothing stores.  I bet he never anticipated just how educated consumers could become in 2013.

The same premise applies to a listener’s response to radio ads.  Direct response marketers often try to identify which spot times delivered the best results.  They track exactly when their commercial aired and try and determine its individual effectiveness.  Well, the truth is that radio listeners are almost always doing something else while listening to the radio.  So unless you’re offering front row tickets to Beyonce’s (aka Mrs. Carter) upcoming tour to the first listener who responds to your ad, chances are response won’t be immediate.  They will, however, most likely show a pattern that can be replicated and scaled.  And, that’s the goal anyway, isn’t it?

The reality is that today’s consumers expect marketers to give them what they want when they want it.  And they want their way!  Looks like today’s consumers are in control.  What does that mean for marketers?  To me, that means that you have to accept that marketing is complex and that’s okay.  You can set up your metrics but you also need to acknowledge that most consumers now travel a less linear, more complex pathway to final purchase.  Factor these behaviors into your analysis, and you’ll get the real picture.

Lisa Sable is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com