Reasons Why Brands Should Start Using Audio Marketing
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Reasons Why Brands Should Start Using Audio Marketing

2015 is crazy about video content. Nowadays marketing is all about choosing the right market and finding content creators who will work in a very competitive space and catch the customers’ attention by developing unique content strategies for companies’ brands.

But video content is not the only way of getting clients’ attention. Companies are working more and more on the new ways to apply audio in their strategies. Like a video content, audio is not a new idea, podcasts and radio advertisement has been created long time ago. However, recent changes in Mass Media, music industry and audio content advertisement (for example, music apps are becoming much more popular and people are more attentive to the latest music trends) make it possible to apply new ways of audio marketing in todays’ business marketing.

Here are some of the brightest examples:

Podcast is a New Trend

Podcasts’ popularity has been rising over the past month with popular TV-show like This American Life. The statistics counted about 3.1 million listeners a week, what has created a massive rival to some other popular television series.

This created a new trend that has poured a lot of interest in podcast shows and marketing.

MailChimp’s advertisement at the beginning of each Serial episode was so successful that it created a ton of talks about the brand in online space. A little actress mistake when she said “MailKimp” instead of “MailChimp” was so popular that it inspired 1,300 tweets with hashtag #MailKimp.

Podcast marketing can be an effective tool in reaching clients who haven’t heard about your company yet. It doesn’t matter whether you would like to advertise your product as a mainstream one or it covers the specific field.

You can also consider creating your own company podcasts like tutorials, interviews and some inspiring stories.

ESPN releases a few podcasts a day to inform fans on sports news, while Chanel has a list of podcasts available on the iTunes store for purchase that makes their fans connect themselves more with fashion industry.

Think Creative on Music Streaming Platforms

Music and social media has a great connection.

Seven out of 10 most-followed Twitter accounts are created by musicians. Moreover, the main top Facebook pages are music-related, for example Shakira’s official page appears to have the greatest numbers of Likes– over 100 million!

Every day more and more music apps and products releases on the market, like Tunepics and Snapchat’s music addition, which allows you add music background to your Snapchat videos. At the same time, a number of music streaming platforms like Grooveshark and Pandora have a great quantity of features that makes them highly usable.

New popular feature of Spotify allows people to register using their Facebook account so that they can share the music they are listening with their friends.

In addition to advertising on music streaming platforms through traditional advertisement formats, companies can also attract audiences with branded content.

For example, Spotify’s free Branded Playlist feature allows brands to track playlists and add a stamp, logo or link below the content. As users choose the tracks in the playlists, it allows brands encourage audience participation.

It is also a great solution to reach 15 million Spotify users who pay for a Premium ad-free account and cannot be tracked by a simple advertisement.

One of the first appearance of a Branded Playlist become Herbal Essence’ “Song You Sing in the Shower” campaign, which was created in Spotify and Facebook on 2011. This campaign allowed fans to add their own songs to the playlist. The main prize was a year’s supply of products.

Later, the brand has teamed up with Pandora to continue their stream of songs in the shower. This has been advertised by a number of Facebook posts and Tweets offering free music downloads.

Search for Better Social Ad Targeting That Includes Audience Listening Tastes

Did you know that Face can track the favorite users music and automatically add it to their status update?

It only works if users have added it to the feature (called “Audio Recognition”), but it’s extremely interesting for brands as it could help make advertisement targeting based on peoples’ listening tastes more effective in the future.

Music tastes can tell us a great deal about a consumer. For marketing specialists, combining this data with other can help pick up products to a user’s specific interests. Keeping track of what users are actually listening to, instead of just the cool music they are telling to listen, would lead to messages that are more suitable.

This type of technology could also be an opportunity for social networks that don’t collect as much user profile information as Facebook – for instance, Snapchat – to offer more granular audience targeting to advertisers.

This technology can offer different social networks such as Facebook and Snapchat who does not collect a lot of private information about users to track information that is more specific and create a great advertising strategy.

No Sooner Said than Done

Sprinklr Global Evangelist Ekaterina Walter says that Customer Experience Management (CXM) is a process of providing unique and original experiences to your customers in every possible way – online, on the phone, on social media, and in person.

From podcasts to music streaming services and photo sharing apps combined with music field features, audio content is undeniably an important connection with your consumers. Brands that are working in this space and creating unforgettable experiences using audio content are most likely to become one of the top in the age of the customer experience economy.

What is your thoughts about the next viral trend in music field?


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