The role of digital marketing in enhancing listener engagement for local radio stations

Abstract

The project aims to evaluate and research the importance of implementing Digital Marketing techniques into traditional media such as local radio stations. As Digital Marketing has paved the road for many businesses to expand, engage, and reach a global digital audience, it is crucial for traditional media to use the effectiveness of all digital marketing tools and platforms. Raising awareness, reaching new audiences, expanding to a global level of consumers, and most importantly, engaging with all active listeners both live on air and in the digital world are all positively impacting the future of marketing in the broadcasting industry. This thesis will analyze all of the above segments, as well as receive data from questionnaires from potential listeners of local radio stations, who will share their behaviour on consuming digital content from live radio stations. Moreover, the results will be reflected in the digital marketing plans and strategies that a radio station should include in its overall marketing strategy.