Brand radio: La segmentación personalizada como modelo de negocio

Abstract

It is possible to point the configuration of a new radio environment in the corporate sphere, with stations designed for specific companies, constituting what is known as brand radio (Martínez-Costa; Prata, 2016). The brand radio was born based on the new business models that the broadcasting assumes from the new platforms of communication (Prata; Martins, 2011; Prata; Martins, 2012; Prata; Avelar, 2014). The configuration of this new radio environment in the marketing field is generated from the transformations of the media ecosystem with the different scenarios of transmission, the interactive multiplatforms, the offer of emotional and intuitive experiences for the audience, the expansion of the offers and the search for alliances. The radio industry can be a lucrative business and Brazil has many examples that can demonstrate this. But corporate radio, specifically tailored broadcasters, are not deep resea rch to demonstrate their business potential. In this sense, the objective of this work is to analyze the corporate radio from two theoretical fields - communication and marketing and, from there, to carry out a study of case of a specific Brazilian radio station that can be configured as a prototypical model of brand radio. Radio Luiza, a bespoke station, has been operating for more than ten years as an internal communication tool for the company Magazine Luiza, transmitting personalized content 24 hours a day to around 800 points in Brazil and reaching an audience of 30 thousand people. This research shows how personalized targeting is a form of effective communication.