There’s never been a more exciting — or overwhelming — time to be an advertiser.
Not that long ago, your marketing choices were simple. You picked between radio, print, billboards, maybe some flyers, and that was plenty. A few strong placements and a consistent message could take you a long way.
Today?
It feels like there are a thousand places to put your budget — and every platform claims to be “the one” you need.
Google Search. Streaming audio. YouTube. Digital billboards. Online magazines. Addressable display. Connected TV. Geofencing. Retargeting. Search ads. Social ads. Website takeovers.
Just reading that list is exhausting.
But here’s the good news:
Even though there are more options than ever, we also have more clarity than ever. Modern tools let us reach people based on real behaviour and intent — not guesswork.
The key is knowing where to start.
Below is a simple roadmap to help you approach advertising the way consumers actually shop today.
1. Know Your Audience — Really Know Them
There was a time when “knowing your audience” meant knowing which radio station they liked or newspaper they read.
Now, you need to understand:
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What sparks their interest
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What problems they’re trying to solve
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What their lifestyle looks like
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How quickly or slowly they make decisions
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What motivates them to act
Why?
Because we can now target people based on these real-world behaviours.
Modern advertising lets you reach your audience based on:
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their interests
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their search activity
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the content they browse
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their buying signals
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and the moment they show intent
The more you understand them, the stronger your strategy becomes.
2. Understand Where Your Audience Actually Is
Your audience’s attention is spread across many touchpoints.
Some examples:
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Urgent customers turn to Google Search first.
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People planning bigger purchases browse reviews, articles, and comparison sites.
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Busy parents scroll social media between tasks.
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Shoppers planning renovations watch YouTube tutorials.
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Many people listen to streaming audio while working out, cooking, or relaxing.
Once you know where your audience spends their time, you can meet them there — consistently and strategically.
3. Understand the Path to Purchase
Different industries have completely different buying journeys.
Urgent Needs:
Furnace repairs, plumbing leaks, towing services
→ Instant search → immediate action.
Planned Purchases:
Furniture, landscaping, home renovations
→ Weeks or months of browsing, comparing, researching, and saving ideas.
Experience-Based Decisions:
Events, tourism, hospitality
→ Influenced heavily by visuals, storytelling, and social proof.
What matters isn’t just who your customer is — but how they buy.
A homeowner shopping for a TV doesn’t see one ad and decide. Instead they:
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compare models,
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watch reviews,
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read articles,
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talk to friends,
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visit stores,
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and then eventually act.
If they’ve been consistently met with your brand throughout that journey —
on streaming apps during Sunday football,
or on local radio during their commute,
or through online display ads while researching —
they’re far more likely to choose you.
4. Know What Goal You Want Your Campaign to Achieve
A successful plan starts with clarity.
Ask yourself:
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Do you need more traffic?
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More awareness?
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More calls?
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More booked appointments?
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More store visits?
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Stronger brand recall?
Each goal uses different tools.
When your tactics match your goals, your marketing stops feeling scattered — and starts feeling strategic.
Final Thoughts: Advertising Is a Long Game — and That’s a Good Thing
One of the biggest misconceptions in modern marketing is expecting instant results.
People don’t wake up and decide it’s:
“National Buy a Couch Day.”
But at some point in the coming months — they’ll need one.
Your job is to make sure they’ve:
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seen your brand,
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heard your message,
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recognized your name,
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and built trust…
before they start researching.
That’s where consistency and frequency matter — especially with digital.
You’re not just catching them once.
You’re guiding them through the journey.
The businesses that win aren’t the ones who advertise occasionally.
They’re the ones who show up all year long, in the right places, at the right moments.
When you understand your audience, their behaviours, and their buying path, advertising becomes less guesswork — and more momentum.
Are you an advertising partner, already working with one of our Vista Radio sales reps? Great — they can help you build the right advertising plan. If not, I’m happy to connect and help build a custom strategy that suits your business and your audience.