Digital marketing thrives on synergy. Few marketers today would rely solely on one channel, and radio is no exception. Instead, forward-thinking companies view radio as a trigger—one that initiates user journeys which unfold online. The success of this journey depends first on visibility. A well-executed website promotion plan ensures that users exposed to your radio campaign find your brand when they search online. It’s the bridge from awareness to exploration. Yet conversion only happens if the infrastructure holds. Proper site maintenance is essential to handle increased traffic loads and deliver a seamless UX. Inconsistencies or downtime during a live radio campaign can lead to user drop-off and wasted media spend. What amplifies this even further is Yandex Direct management. Retargeting campaigns can catch users who may have engaged briefly but didn’t complete an action—effectively reactivating leads with contextual online messages. When radio and digital ads are coordinated, the result is a marketing ecosystem where each channel strengthens the other. It’s not radio versus internet—it’s radio within the internet.