You don’t have to be a marketing expert to understand that people can be attracted through their senses. This is evident in all the advertising strategies we are exposed to every day.
The power of hearing is so strong that every day we can see advertising strategies that focus on making us hear their message. And the reality is that these types of ads generate a huge impact, which translates into sales.
Do you think we’re exaggerating? Then try to remember those times in your life when you’ve caught yourself humming a jingle . Or reflecting on a message you heard in an advertisement. It happens more often than you think!
Now, with technology at the heart of marketing, we can safely say that you’ve also hummed some other jingle you heard on your smartphone . For this reason, it’s fair to say that, in the digital age, audio marketing is more relevant than ever .
Do you know what it’s about? Well, it’s a marketing technique that takes extreme advantage of the sense of hearing. It does so by creating advertising content in audio format.
It can include music, jingles , or narrated content. But that’s not all. It’s also designed to deliver advertising to users through innovative podcasts or audiograms . There are so many options!
Similarly, audio marketing reaches out through many smart devices . The most common are phones and computers, but it can also reach out through household appliances and even inside your vehicle.
Benefits of audio marketing
Audio marketing has been given a new lease of life by the emergence of digital platforms specializing in audio formats .
In fact, you probably enjoy audio content throughout your daily routine . Perhaps while driving or during your workouts. This is how this type of marketing has become an important part of your daily life.
This is something advertising experts leverage to leverage audio marketing for a brand’s products or services. Based on this, we can affirm that the benefits are substantial. Therefore, we highlight the following advantages:
- Feeling of well-being and acceptance towards the brand.
- Brand identification by connecting with customers through a fresh, sober or vibrant sound.
- Immediate memory and therefore what the brand sells or the service it offers is evoked.
- Users recommending a brand to other users simply because they remember it through sound.
- Substantial increase in sales and potential customers for the company.
- Brand growth relative to its competition and the sector it targets.
Without a doubt, the power of sound is present at all times. The average human being can’t go more than 24 hours without listening to an audio format they enjoy. We are naturally prone to audio marketing . Take advantage of it!
Difference between audiomarketing and neuromarketing
It’s true that sensory perception is linked to both audiomarketing and neuromarketing. Both strategies are closely linked to emotions to create an advertising campaign that resonates with people.
Therefore, rather than being differentiated, they can be correlated to ensure emotional advertising that is catchy and easily remembered .
Neuromarketing focuses on measuring consumer emotions by analyzing people’s brain reactions, as well as the subconscious response that advertising generates in the target audience.
Based on this premise, audio marketing focuses on the same goal, but with the difference that it focuses on the sense of hearing . This means it seeks to reach the consumer’s subconscious to influence their purchasing decision. But only through audio!
It can then be elucidated that the big difference between these two techniques is that audio marketing focuses on the power of sound , while neuromarketing involves many more sensory stimuli.
How to apply audio marketing strategy ?
If you want to implement an audio marketing strategy for your brand, you’ll be making a good decision, as it’s an accessible and highly cost-effective solution. However, you need to make sure you follow certain guidelines to ensure your audio marketing is a success. These include:
- Establish clear objectives and goals for what your brand wants to convey. What message will resonate with your listeners.
- Segment your customer or target audience. That is, specify which sector your content will reach.
- Personalize your content. Once you’ve segmented your target audience, you need to understand their interests and tastes. Then, you can speak to them clearly and engagingly about your brand and its benefits.
- Encourage interaction . Keep your customer engaged with your brand through dictation or voice response.
- Monitor the effectiveness of the strategy by checking the sales or new customers gained with this practice .
- Determine which communication medium or channel you will use. Below, we discuss some of the options you can consider:
1. Podcasts
These are audio pieces that offer extensive informative or entertaining content on a specific topic. This format is becoming increasingly popular thanks to the rise of smartphones.
Podcasts are the leading option in the world of audio marketing . You can find everything from audio tutorials to conversations with influencers or specialists on specific topics.
Advertising can be delivered within the message itself or as part of accompanying ads , even through the platforms where they are heard.
2. Audiobooks
If you’ve ever read an ebook, audiobooks might also be a good option for you. These are audio narrations of a traditional book.
These may be developed under the sponsorship of a brand or have advertising incorporated into their reproduction.
3. Audio assistance
This is the case with Google Search or the famous Siri. Your brand can generate an audio assistant to serve customers. If your company is featured on a website or app, you can create this type of audio marketing where your brand and your customer interact simultaneously . They’ll thank you, and it will reflect highly on you!
4. Audiograms
It’s a native Instagram app. It’s essentially created with an advertising image and an explanatory or reference audio for the photo. It can be exported to various social networks , reaching a large number of people.
Tips to capture an audience
- Create empathy . Convey a clear and natural message about your brand and what you offer.
- Focus on the emotions you want to evoke in people.
- If you use music, consider what type of melody fits your brand and your audience.
- Generate content periodically so as not to bore your audience.
- And, although it sounds cliché, be yourself!
