Audio marketing though a latecomer to the digital marketing scene is growing at an extreme pace. These days every major marketing campaign includes podcasts and webinars, and users are engaging in more audio platform on the internet. In 2015, Edison Research found that 53% of Americans, ages 12 and older, listened to online radio, a steady increase from 21% in 2008, and these numbers are expected to rise to 76% by the end of 2016. Users are also listening to online audio for longer periods of time. In 2015 the average number of hours spent online had doubled from about 6 hours to almost 13 hours.
These statistics only shows why you should start harnessing the power of audio marketing. Below is some more reason that explains why audio marketing is expanding so fast and why you should in –
1. AUDIO DOES NOT REQUIRE VISUAL COMMITMENT
People like to listen to some form of audio content on their mobile devices while commuting to their workplace. Not only this, but they also take the help of audio material to pass the time while working, cooking and doing other such kinds of work.
Unlike videos or other visual content, users can continue doing what they are doing while listening to audio. With audio in the background, they can go about their business and complete the task at hand.
2. AUDIO IS HERE TO STAY
People will continue to commute to work, go to the gym, and travel, etc. for many years to come. So also, it is likely that they will continue to listen to audio as they perform these tasks. And there is also a wide variety of audio options available such as internet radio, podcasts, audio books, music, etc. for users to choose because of streaming. This will continue to attract listeners to audio streaming and presents itself as a great advertisement opportunity.
3. AUDIO STREAMING PLATFORMS ARE GROWING
Due to the availability of a variety of content from streams, people prefer streaming platforms compared to physical media or digital downloads. Streaming platforms are now the most preferred choice of listening to music and ad-supported streams is steadily gaining traction.
Take, for example, Pandora and Spotify; the two most popular audio streaming platforms have been enjoying an influx of registered users over the past few years, and there is no stopping. In 2015, Spotify reported 60 million registered users and Pandora had 81 million. Most of these accounts are ‘freemium’ accounts, so the platforms make money by opening up advertising spaces through their listening time.
4. AUDIO STREAMING USES TARGETED MARKETING
In audio streaming, it is easy for marketers to target their audience due to their enhanced metric features. Pandora follows ‘one ad per interaction’ technique that gives your advertisement the user’s full attention. Amidst all the marketing clutter, this is very good news to any marketer.
With audio streaming platforms, you can be sure that your advertisements will reach your true potential customers since these are distributed to your local area. If you want to advertise on a national and international scale, you have to options for that too. Another good thing is, they capture audience information like age, gender, and listening habits thus getting valuable insights on the audience they should be targeting your advertisements towards.
5. AUDIO STREAMING CREATES OPPORTUNITIES TO ENGAGE THE AUDIENCE
Streaming creates a unique opportunity for the brands to engage with their customers. For example, Spotify allows brands to create playlists with user-chosen tracks. Companies can then brand the playlist with their logo and links to their websites and campaign pages. This allows the users to come in contact with the company’s information each time a user accesses that particular playlist.
This also creates a platform where brands can interact with the users as they select songs. It goes a long way in developing a relationship with the brand. These user playlists are also a way to reach Spotify’s close to 30 million paying subscribers who use the program without advertisement
6. AUDIO STREAMING ELIMINATES PUSH MARKETING PROBLEMS
Push marketing sometimes invades a user’s privacy by interrupting their activity. Push marketing such as text messages, pop-up ads, etc. thus can even create a negative image for the brands. A Burst Media survey found out that more than half of the respondents they have negative opinions of brands that use push marketing.
This is not the case with audio marketing because the customers expect to hear advertisements if they aren’t paying to stream. Also, most streaming platforms play one advertisement per stream, which is not disrupting especially when customers already expect it.
A user’s current task is also not disturbed in case of audio advertisements since it only plays in the background.
Audio streaming has a bright future due to its non-visual and flexible nature. Moreover, users are spending more time streaming audio while they do their daily task.
Founder of BusinessBoost.xyz
Award winning author | Serial entrepreneur | Business coach