(image from studiosv2.com)
Radio broadcasters have benefited from having a geographical advantage as radio stations can tailor advertisements to particular cities, regions or borrows around their masts allowing for local small businesses to take advantage of this geographic segmentation to tailor advertisements to local residents.
Radio has always been popular with small businesses in relation to the cost and directness of its adverts but with the introduction of new technologies from web-browsers such as Safari and Chrome which has allowed them to acquire geo-location data from local WIFI masts, web marketing sites are now able to tailor advertisements directly to a particular street and even employees of a particular company.
This creates a big threat to small radio stations, as their geo-uniqueness will greatly be affected by direct competition from the likes of large corporations and with the introduction of Google Places for businesses and PayPal soon to follow its clear that they are aiming to gain the local marketing segment.
But the question that needs to be asked is whether local businesses, which are already on local radio will remove their ads and go in favour of new social marketing strategy?
