Why You Should Use Audio Marketing To Boost Your Brand
By Sng Ler Jun
As consumers look to consume even more content and information while on the go, many have turned to music streaming platforms, podcast applications and even online radio to do so. Digital audio, it seems, is no longer taking a backseat today. In recent times, digital audio consumption has seen an increase in uptake. According to this report, more than three-quarters of internet users are already listening to digital audio. In fact, the growth of podcast listenership in America is expected to reach 125 million every month in 2022.
Read: Podcasting for Business: 5 Benefits Businesses Can Reap with Podcasts
As consumers’ desire to consume digital audio increases, businesses and brands ought to reassess their marketing strategies to better leverage these mediums. Here’s how digital audio is generating a lot of noise for advertisers.
Digital Audio Is Everywhere
With smart technology—think smartphones, voice-activated programmes, and connected vehicles, digital audio experiences have started to become a larger part of our lives. They pop up in our daily commute, at home, and even while we exercise. In fact, podcasts are quickly gaining ground due to their ease of access and download.
With increasing smartphone usage and connectivity these days, this very mobile nature of digital audio is a sign that advertisers should not ignore.
Consumers Want More Time, Digital Audio Delivers
If there’s one thing we don’t mind having more of, it’s time. And digital audio, miraculously, seems to be our answer to help us do more daily.
Digital audio, for the most part, has helped us make better use of our pockets of free time, whether you are in the midst of prepping dinner or fetching your child to and from the daycare. Think voice-search functions on our smart devices. This convenience is easily simplified as an intimate experience as well.
As you plug in and go about doing your daily chores or multitasking, you tune out all surrounding distractions and are focused on the content whispered in your ear. Audio marketing thus works hand-in-hand with digital audio content, such as podcasts, to deliver advertisements that matter.
The Power of Human Voice: Creating Personalised, Emotive Messages
Despite the lack of visual cues, digital audio still has its merits. The human voice associated with it helps listeners perceive depth and emotion. Listeners can easily discern personality or emotions through voice inflections or the unique timbre of an accent. These seemingly intangible qualities of the human voice are some of the reasons that make podcasts a favourite form of escape today.
Brands should look to create personalised and emotive messages to engage listeners, whether it’s through an anecdote narrated by a host with an amiable personality or a short radio jingle.
Podcasting Is A Refuge For The Senses
The media environment today is extremely cluttered. Advertisers are competing with one another through eye-catching visuals on multiple screens. Podcasting, thus, stands out as a digital medium for consumers to consume content because it offers a form of escapism, void of excessive imagery displays.
There is value in podcast advertising too. According to thisstudy, podcast advertising revenue has increased from US$118 million (S$162 million) in 2016 to US$401 million (S$550 million) in 2018. Podcasting is expected to grow into a US$1 billion industry by the end of 2021, says a report by Business Insider. Furthermore, each podcast episode rarely has more than one audio advertisement laid in the midst. This means businesses and brands have listeners’ undivided attention as they tune in to the podcast.
Keen to find out more?
Check out this year’s Asia Podcast Festival (1 Nov - 3 Dec 2021) where we celebrate and recognise podcast excellence in Asia. Join community conversations as we bring together only the best in the industry to discuss themes revolving around the unique landscape of podcasting in Asia. Or simply sign up for Podlab, a four-week long workshop where you get to learn from industry experts to supercharge your podcast career.
