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Why there is no rhythm without sound in your marketing strategies

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Hearing is hard to turn off, even during sleepd. This cannot be said about watching videos. I listen to podcasts a lot. While running, traveling, cleaning and occasionally changing a diaper for my one year old baby. My four-year-old daughter recently asked Siri what CPI is. When I laughed, my daughter rolled her eyes and said, “Hey, Alex, play” We’re not talking about Bruno. ”

Now I can create audio, but our house is not the only one. Audio usage has grown by 30-50 percent over the past five years. Australians listen to 52.94 hours of audio per month. Compared to 60.34 hours of monthly TV viewing, it is clear that we listen as much as we watch. But, add hours of viewing on your computer or phone, and it’s no wonder we’re tired of video. Which is an audio capability.

Audio has a deeper interaction than any other channel. It can be a great hands-free distraction, can help focus and has more content than other media. This is why digital audio is fast becoming the most important external and internal channel of a brand.

So let’s take a look at how brands can benefit by turning their communications from visual to audio.

Branding strategies should include sound

80% of brands do not have a logo. Doesn’t matter? If your customer doesn’t watch, how does he recognize you? Can you tell me the Intel slogan? How about how Intel sounds? How does Nike sound? Hard to say, but what about Netflix or HBO?

When designing an audiologotype, make it unique. Consider the music, instruments, sound effects, voice and overall atmosphere of your brand. What’s most important when your audience hears your logo? What is your tone? What are your values? Will the public hear this in your logo? Check out the podcast 20,000 KHZ episode on sound brands for more.

Audio advertising works better than any other channel

For 25 years I have been doing radio advertising, TV and video advertising, as well as all kinds of content. People don’t like commercials that interrupt the show. Especially bad advertising. This means ads that are not memorable, that can be sung, ads that sell too much or have no history. Basically, if the ad isn’t entertaining or informative, the audience switches channels or just turns it off.

Sometimes audience satisfaction doesn’t matter for advertising to be effective. Frank Walker of the National Tiles can have an annoying voice suitable for local radio, and advertising, cheap and fun to do. His, “Hiooooooo, Frank Walker of the National Tiles,” has existed for many years. It’s an open-selling, overly straightforward and very old school radio. But the only Tile brand I know of is National Tiles. This is consistent. While National Tiles may stand out in the radio commercial because of Frank’s voice, his commercial won’t work in podcasting because it’s intrusive – radio commercials are fighting for audience attention.

If your sound stays the same long enough, your audience will feel familiar and connected to your brand. And if you have a device to get your audience’s attention, like Frank’s beep, it can work on the radio.

Advertising in podcasts works differently – during breaks there are fewer ads, they are usually read by presenters to match the show – so, in fact, reading presenters is more like a recommendation than an advertisement.

In 2017, the industry consensus was that podcast advertising should be listened to for fun and learning. Brands such as Mailchimp and Squarespace created ads according to the tone of the podcast, rather than through program advertising. Their sales have proven that their audio strategy has worked, but as podcast advertising grows, that perception may diminish if brands don’t learn from some of the mistakes made by radio and video advertising. In podcasting, the brand pays more attention than any other medium – 60 percent, youtube – 51 percent, and radio – 22 percent. What attention do you get in your audio and video advertising?

Recent research has shown that, on average, podcast listeners listen to> 80 percent. Given the average duration of a podcast is 38 minutes, that’s a lot.

When brands are considering investing in podcasting, return on investment is a big conversation, but keep this in mind: what is the return on investment in video advertising? Where is your video ad located? What does it cost you on Twitter, Instagram, YouTube or LinkedIn and how deeply is your brand viewed?

Do you compare apples to turkeys when choosing a marketing mix? Millions of impressions that include 2 seconds of viewing as “viewing” will bring you results … but you doubt how many videos you make for an audience that is not focused on your content? What about your long content? Or your internal content?

Audio creates communication in the hybrid workplace

Less than 10 percent of brands have an internal podcast. We use Email, Slack, Teams, etc. all day. These platforms make it easy to chat, but they don’t always have an emotionally positive impact or encourage employee interaction. Twenty-one percent of internal emails do not open, and only 20 percent of those who read them actually read the email properly.

Because two out of three Australians work in hybrid settings, 80 per cent of employees feel uninvolved. Audio can help. It is personal, intimate and can move listeners into conversation, share the connection and affiliation of remote employees.

When an organization moves to communicate with its employees through sound, they hear team members, new employees, or the CEO talk about what’s going on; they can listen if it is convenient. The company can create weekly 10-minute status updates while giving everyone a chance to be heard. Can you imagine saving time and money if these long weekly meetings are removed from your calendar? And this 10-minute update for the CEO, which costs $ 2,000 for filming and editing, which has seven rounds of change and requires two months of planning to film … which looks less than a quarter of the company? What if it was recorded via audio and transmitted to your company’s audio channel (such as Spotify) so that your employees could listen when they were comfortable and not when they needed to sit at a table? Will it improve your listening speed? What impact will it have on your business? How about learning through audio – will employees hear and perceive this information better than reading a large pdf?

Whether internal or external, Audio can create a connection between your brand and audience like no other media. But first think about what your different audience wants to hear from you and what you want to say. They can just listen.

Josh Bath is the founder and executive producer of Ampel Audio.

https://www.marketingmag.com.au/featured/why-your-marketing-strategies-are-missing-a-beat-without-audio/

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