Is audio marketing replacing written and visual content marketing?
Using headphones

Is audio marketing replacing written and visual content marketing?

Are you a good listener? A lot of people seem to be, as the audio industry has seen sales steadily rise in recent years. Audiobooks and podcasts have witnessed a 21.5% growth from 2016 to 2018. As people’s behaviour changes, so will marketing.

It’s no surprise that consumers’ senses are constantly stimulated by different marketing messages. Providing a multisensory experience is key as peoples’ lives get busier. So, which type of marketing is the most effective – written, video or audio marketing?

Nothing beats watching a commercial on TV or reading a blog? Well, studies report a bigger emotional appeal with audio compared to any other form of marketing. Since sensory words which ‘light up’ certain areas of the brain now replace visual stimulation.

Evolution of audio marketing

In the past, the prime example of audio marketing was radio advertising. With the introduction of audiobooks, podcasts, streaming music services and so on, businesses have been lending an ear to customers’ changing needs and adopting audio marketing using new channels.

Audio marketing is effective because it caters to the on-the-go consumer. People can passively consume content when commuting, in the gym or even at work. Audio marketing is a convenient and highly targeted form of marketing.

Streaming services such as Spotify, Apple music, iHeartMedia and Pandora are becoming the primary way people listen to music. So it’s no surprise that advertisers fill ad slots song after song. Similarly, there’ no shortage of ads when listening to audiobooks or podcasts. These channels are chosen based on listeners’ interests and, sometimes, location, making audio marketing highly targeted. Marketers can now use ads to promote nearby stores and local offers.

Audio marketing doesn’t stop there, the rise in voice-first devices has led to an increase in voice-enabled advertising. For example, WPP the multinational advertising and PR company partnered with Waze, a social navigation app to offer in-car advertising. This form of audio marketing aims to drive footfall to nearby shops.

Marketing strategies will have to change as more focus will be put on Voice Search Optimisation (VSO). Audio marketing content needs to reflect voice commands (i.e questions). The “Five Ws” (Who, What, Why, When and Where), is a great way to create audio marketing content. These are the five primary ways humans ask questions.

Typically, when people ask where they can buy a new phone case or new shoes, Alexa or Google Home often give customers only one choice or, rarely, two. So it ‘s important that your website content matches questions asked by customers, especially since the voice search market is becoming extremely competitive.

Final Thoughts…

Audio marketing seems to be an unstoppable force in today’s society but there is no sign that written and visual marketing will slow down as a consequence. This means consumers will continue to be bombarded with different messages using different channels. To discover the best platform to ensure your marketing messages reach your target audience get in touch with our marketing experts today.

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