Digitalization has changed how we consume auditory content. Podcasts and music streaming are booming. The increasing use of voice-controlled assistants like Alex...
Digitalization has changed how we consume auditory content. Podcasts and music streaming are booming. The increasing use of voice-controlled assistants like Alexa, Siri, and Cortana is also fueling this new focus on audio and voice. The transformation can also be seen in the field of marketing. More and more brands are using auditory content to communicate with their target group.
Audible content as a strategy for brand awareness
More leads, more sales, more listens: what initially began with traditional radio advertising has now reached a whole new level with the increasing relevance of audio and voice. Not only does the huge range of channels available for sharing auditory content make it possible for companies to quickly expand their reach, but audio and voice marketing campaigns also offer them the opportunity to optimize their brand image and reputation on a long-lasting basis.
But what exactly is the difference between audio and voice marketing? While the latter is limited to the human voice as a tool, audio advertising refers to anything that appeals to people’s sense of hearing. The forms that it could take are as diverse as the content itself. In audio and voice marketing, the following strategies are especially popular:
#1 Podcasts as a marketing tool – modern radio advertising
Podcasts are rapidly evolving into a powerful tool in content marketing. While the majority of people still mainly listened to music playlists until recently, these are increasingly being replaced by podcasts. Therefore, it makes all the more sense for companies to tap into the potential of podcasts for their online marketing. Placing advertising content at the beginning, during, or at the end of a session is a proven strategy that companies can use to improve their reach through a podcast. Tailoring the ads to the digital listeners lays the foundation for a smooth and successful customer journey.
#2 Voice assistant marketing – subtle, but effective marketing
Voice assistants already play an important part in the everyday lives of many consumers. From a marketing perspective, the main advantage of the smart helpers is how closely connected they are to potential customers. Voice commerce using Alexa and similar assistants offers enormous potential for optimizing customer trust and retention. Voice content marketing in particular is ideal for reaching the relevant target group in this way. If a company provides content that isn’t blatant advertising, it reinforces the assistive function of the voice-controlled assistant and thus comes across as all the more authentic – well-implemented voice SEO is therefore a plus for the brand image and a first step toward the customer’s decision to purchase a product or service.
#3 Sound branding – more authenticity for brands
Once a brand becomes well-known, customers automatically associate certain colors, words, and products with it. When we hear the slogans “Just do it!” or “Let’s go places”, we immediately think of Nike and Toyota. Sound branding strengthens these associations by additionally giving the brand its own voice and thereby completing the corporate identity. For example, a brand voice, jingle, or soundscape can be used here. However, for the sound logo to work, all internal and external factors need to be thoroughly analyzed:
What attributes are characteristic of the brand?
Who is the target group?
What is the competition doing?
What sounds suit the brand?
Once everything has been clarified and defined down to the very last detail, there will be nothing standing in the way of creating a lucrative audio marketing concept.
#4 Interactive voice ads – “Say yes to hear more content”
In the audio and voice marketing segment, interactive voice ads are particularly innovative. American Internet radio station Pandora, for example, recently started testing new voice control features. When an ad is playing, potential customers are asked to confirm via a voice command whether they want to hear additional brand content – a simple “yes” does the trick. The advantage of this interaction: consumers can respond to the ad without having to lift a finger. This is extremely practical, especially for audio formats that are used on the fly – without the person sitting at the computer or using a smartphone.
Audio and voice: here’s what you need
Audio and voice marketing requires one thing above all: at least some basic recording equipment. Simple devices and free software programs are good if you’re just starting out. However, if you’re after audio and voice content of a really high quality and want to reach a mass audience, it is worth investing in professional equipment.
Achieving business success through audio and voice
In marketing, audio and voice are not just additional formats to bring content to customers – an auditory focus also helps companies expand their corporate identity. Whether sound branding, voice ads, or podcast marketing: in light of changed user behavior, entering the world of audio and voice content offers companies countless opportunities to distinguish themselves as a brand, generate new customers, and strengthen their brand awareness.
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