If we ask the right questions, the interactions will be far more valuable
By Chante Schatz
Harnessing digital footprints became a popular point of discussion for Radio Days Africa audiences as Marco Broccardo Broccardo, chief executive of of ColonyLive, discussed how radio can effectively engage and understand listeners.
“The future is bright for radio,” says Broccardo as he emphasized the future of ColonyLive’s next step for engaging with their listeners. ColonyLive is a cloud based application and online media platform, which has formed partnerships with local radio stations for audience assisted broadcast and analytics. It is a South African product, which operates in different markets around the world.
Broccardo takes the innovation of understanding listeners to the next level as he discusses, engaging, analyzing and monetizing as a means of capturing audience interactions.
Engaging with listeners is every radio stations main objective as a means of understanding their audience. Broccardo notes that it is this engagement that radio stations need to value in order to open up the mind of the listener and by so doing, one is able to understand what the listeners want and how their needs and wants can be maximised and re-marketed.
Broccardo also discussed the path of traditional media that is under threat. He emphasised the importance of digital media noting that one of its greatest advantages is that it can be measured. According to the ColonyLive chief executive, having the power to measure interactions allows radio stations to target specific individuals and understand who they are as audiences.
Furthermore, Broccardo shared his views on the usefulness of resurrecting data and re-marketing it. Data mining allows one to take the value of that data and determining what could be captured from there.
Broccardo concluded with the importance of engagement. “If we ask the right questions, the interactions will be far more valuable”, he said.