Why Smart Local Businesses Are Rediscovering Radio & Digital as a Growth Engine
In a marketing world crowded with dashboards, algorithms and rising digital costs, many local business owners are asking a simple question: What actually drives customers to take action?
Increasingly, the answer is not to choose between traditional and digital. It is integrating them.
Despite the perception that radio is a legacy medium, modern AM/FM advertising, when paired with targeted digital marketing, remains one of the most effective and efficient ways to reach local audiences, drive online engagement and improve overall return on investment.
Reach + Precision: The Power Combination
Local businesses do not need a national scale. They need the right people, in the right place, at the right time. Radio delivers broad, trusted local reach. Digital marketing provides precision targeting, measurable follow-up and trackability.
In the Indianapolis market alone, 92.3 WTTS —an affiliated radio station of ST Digital— reaches more than 184,000 adults 18+ each week. That kind of consistent exposure builds familiarity and trust, especially during commute times when consumers are physically near stores and service providers.
Nationally, AM/FM radio commands roughly 64% of all ad-supported audio listening, far surpassing podcasts and ad-supported streaming music. That represents the largest pool of audio attention available to advertisers.
Digital platforms — ranging from search engine marketing to streaming TV, display ads, streaming audio, and retargeting— reinforce those radio messages online. They ensure the brand appears again as consumers search, browse, or scroll through content.
Radio Fuels Digital Performance
One of the biggest misconceptions is that radio and digital operate separately. In reality, radio acts as an online multiplier.
Research shows listeners exposed to radio advertising are significantly more likely to:
• Include the brand in their online browsing
• Search for the brand within hours
• Visit a website or retail location shortly after exposure
Across multiple studies, AM/FM radio has driven an average 13 to 14% lift in attributed website traffic, with some retail campaigns seeing traffic increases as high as 5 times when radio is added to the mix.
Radio creates awareness. Digital captures and converts it.
From Awareness to Action
Radio builds mental availability through repeated exposure during daily routines. It moves consumers into active consideration, often quickly. When paired with clear offers and strong digital landing pages, it contributes to measurable lower-funnel results, including leads and sales.
Digital marketing then:
• Captures high-intent search traffic
• Retargets website visitors
• Tracks calls, form fills and conversions
• Reinforces messaging across devices
This integrated approach is effective for nearly any local business looking to increase awareness, drive engagement and generate measurable results.
Why the Combination Wins on ROI
Radio remains under-allocated in many media plans relative to its audience share, creating value for their advertising dollars and strong reach at scale. Sales-effect research shows that adding audio to a balanced media plan can increase overall campaign ROI by more than 8%.
Meanwhile, digital provides accountability through measurable performance data.
Together, radio and digital create both scale and precision, building awareness, driving online engagement and delivering measurable growth.
For local business owners looking to make smarter use of their marketing dollars, the future is not radio or digital. It is both; working together as a unified growth engine.
-ST Digital
Full-service Digital Advertising Agency: Sarkes Tarzian
ST Digital is a locally owned and operated boutique digital marketing agency specializing in customized, data-driven advertising solutions. Focused on personalized service and hands-on client support, ST Digital helps businesses in Indianapolis and beyond grow through uniquely crafted campaigns that deliver measurable results.
