Who is Audio Marketing for?

By Erica Famojure

13 March 2020

Is Audio Marketing Right for Your Business?

Businesses have many digital marketing tools at their disposal. From email newsletters to the latest social media platform, the strategies are endless.

One of these tools–audio–is currently a front-runner in the race for the latest and greatest digital marketing strategy.

Audio marketing isn’t new, though. Businesses have been advertising on radio since 1922. Though audio marketing is resurging and evolving rapidly.

Sound is one of the most efficient ways to disseminate information. With the advent of smart-speaker devices, audiobooks, and podcasts, getting users to sonically engage with brands is essential.

But with all of the new technology and digital strategies on the table, are certain types of businesses better suited for audio marketing than others?

Audio marketing isn’t industry-specific, so there’s a good chance that it will boost marketing efforts regardless of niche.

In this article, we describe 5 goals audio marketing achieves.

To determine if audio marketing is a good fit, consider whether these goals align with your company’s mission and objectives.

Goal #1: You want to connect with your Gen X/Y/Z audience

people working

Does your target audience include GenZ, millennials and GenX? Great news. Audio marketing will work wonders for your business.

Why?

People enjoy listening to audio sources

Millennials lend their ears to businesses for 18 hours each week by consuming audio content. They are eager to build human connections with the brands they love. Audio is a great way to nurture the business-customer relationship.

Streaming music, online radio, and podcasts is the preferred source of audio content for GenZ and millennial consumers. Middle-aged Americans are also tuning in – 40 percent GenXers listen to podcasts monthly.

People want to be heard

Voice technology also plays a key role in consumer habits. Of the 53 million people in the U.S. who own a smart speaker, nearly a third use their device several times a day. Even better, 65% of millennial and GenX audience consider themselves heavy users of their smart speakers.

It’s hard to deny the impact of audio when your target consumers use audio and voice technology daily.

Meet your audience where they are through your brand’s digital audio presence.

Goal #2: You want to make a lasting impression on-the-go

working woman

Imagine your target customer: mid-30s, professional, surfing your website for hours on end.

Hard to picture, right?

People are too busy to indulge in endless scrolling on websites. The fast-paced modern life and desire for increased productivity make multi-tasking a necessity.

Audio is engaging.

Even during passive listening, what we hear remains in our minds 5x longer than things we see.

No matter the activity, people are never too far away from their smart devices. Sound is the most portable way to get your content in front of your audience. Americans spend close to 5.5 hours on their smartphones every day. Most of that time is spent consuming digital audio.

While you might not get someone’s eyes glued to your site for 20 minutes, you can capture their attention through their earphones.

Goal #3: You want to be accessible

connected

Over 15% of the world’s population lives with a disability. As emphasized by Salesforce founder and co-CEO, Marc Benioff, “Equality is accessibility.”

Audio and voice technology are essential to a holistic marketing-led digital accessibility strategy.

Using voice search is almost 4x faster than typing. This is crucial for people with limited dexterity. For those with limited to no vision or those living with illiteracy, on-site text-to-voice audio players make consuming written content possible.

Digital accessibility is vital for people with disabilities, but it also creates a better user and customer experience for all.

Goal #4: You want to stand out amongst the rest

people

Sound advertising is not new for brands. If asked, you can probably sing the jingle for your favorite childhood snack–flawlessly.

While jingles may not be as popular, audio still plays a major role in how consumers identify brands.

Apple creates signature default ringtones for the iPhone. If you’re an iPhone user (who doesn’t customize their ringtone) whenever you receive a call, everyone in your presence knows which brand’s phone you’re about to pull out.

One way to have a similar effect is with curated playlists which can serve as sonic mood boards that draw customers into your brand’s story. Similarly, Micro-casting keeps a conversation going with your customers, answers their questions, and provides bite-sized content for their frequent consumption.

There are many other ways to create an audio signature. Play around with various formats and be heard, not just seen.

Goal #5: You want to stay ahead of the trends

airplane

It’s predicted that every month in 2020, there’ll be 200 billion voice search queries. Businesses in the U.S. are expected to spend over $20 billion in audio marketing. With over 20% of the U.S. population listening to podcasts every week, the audio marketing boom shows no signs of slowing down any time soon. Forward-thinking brands notice how consumers integrate audio into daily life. In a time-strapped society, consumers seeking efficiency continue to adopt new audio and voice technologies. In the near future, voice-enabled advertising in autonomous vehicles will present exciting marketing possibilities.
With just 800,000 active podcasts, podcasting is still a growing industry. Creating branded content for the platform will assist you in attracting loyal listeners-turned-customers. Savvy marketers are thinking ahead and seizing the opportunity to use these tools for success now. Who is audio marketing for?

Audio marketing is an effective tool for virtually every business. Whether you’re a business coach starting a podcast to build thought leadership or a start-up looking for ways to differentiate your brand from others.

Any business with the goal of building long-lasting relationships with its customers can gain something from implementing an audio marketing strategy.

If this sounds like your business, start by trying out audio on your blog for free: https://bingewith.com