The advertising market is growing at 8.8% per year, and the share of digital in the total split of budgets is growing at an average of 15% per year. Technologies are actively developing, new formats and platforms are appearing, and advertisers and agencies are quickly adapting to new realities.
Many marketing companies now consider audio for various reasons, but at the heart of all this is the fact that audio really applies to everything – personal, emotional, social, attractive, interactive and mobile. In this article, we have prepared for you 5 main reasons why marketers should use audio in 2020.
Audio and Marketing Studies
Music marketing is one of the strongest tools for emotional impact on consumers. For example, a study on the influence of music content on brand perception was published in the African Journal of Business Management. The subjects were offered a fictional brand of mineral water. Then they were presented with several promotional videos with the same content, but with different musical accompaniment: two with music, one without it and the third with a very famous motive. Each video was presented to only one group of people. After that, the subjects described their impressions of the brand.
Thus, the average score for goods with music videos was much higher than others, and a video with a known melody scored the maximum number of points. Based on this, it was concluded that the use of different melodies that are suitable for the message and brand, but differ in pace and emotional tone, create positive emotions regarding the product and the brand itself. At the same time, music allows you to recognize the brand without the usual logo or visual style – just by chance to hear a piece of the melody.
Music can generate emotions and feelings in us. This property is recognized by all researchers. Physiologists have found in numerous experiments that emotions in humans and animals are generated in the central regions of the brain. Music is able to change the pattern of synchronization of biorhythms of the human body, which allows you to have an impact on health, mood and mind, thereby solving the problems of mankind. For example, you probably have music that energizes you. Music that can magically cheer you up. Music that will give strength in a few minutes. And if this music is associated with a certain brand, then you involuntarily not only remember it, but also become loyal to it.
Marketers all over the world know these and other positions of the influence of music on the human body and use them when promoting a brand. It is important to form the maximum number of contact points between the client and the audio that he likes and has an associative binding to a specific product or brand.
The impact of audio on sales cannot be overemphasized: many people know that often we make purchases under the influence of impulses and moods. Also, music can be seen as an emotional stimulus that decides in favor of acquisition. For example, a person was so impressed with your brand while watching an ad filled with wonderful sounds or a familiar melody that he has an interest in products and wants to buy something. And the better the mood, the stronger the sensations of joy and triumph in the atmosphere of the company, the more willing people are to part with money and buy goods.
So why should marketers use audio?
1. Audio consumption and time
On average, an Indian user spends 2.5 hours a day on audio. Billions of minutes are spent on digital audio every month in India. Moreover, 80% of this time, they cannot be achieved using visual media. According to eMarketer, in 2020, digital audio will surpass listening to the radio worldwide, which means that if your marketing is largely based on showing the video, you are wasting valuable time with the consumer.
Sachs audio is everywhere with us, in our houses with speakers connected, on the wrists and even in our cars, and this is the only element that can penetrate this ecosystem. We can consume information from the podcast in the background when we cook, work, train, do household chores or play. This ubiquitous distribution of audio allows marketers to interact with consumers wherever they are. Consumers spend their time on audio throughout the day and you can be there.
2. Actual marketing moments
The music is contextual. It creates your mood, moments and way of thinking.
The great thing about music is that it provides context. It reflects how you feel and what you do. Audio allows you to go far beyond the primary data related to the location, gender, age and type of device, and really be in the moment. Audio brings instant marketing to life.
3. Deep connection
Audio is the oldest form of communication. Our brain processes information through sound 22 times faster than through visualizations. Audio evokes emotions, motivates people to act, draws pictures and evokes memories. Have you ever walked away from the daily rush, closed your eyes and just turned on the music? We are all like that.
Brands can use this deep connection to provide enhanced sensory sensations with a full sound palette – 3D audio, ASMR, immersive effects, entertaining narration and great music – to tell stories that people remember. Dynamic audio in real time can create thousands of creatives on the fly, and be personalized at the moment. You can make consistent messages by telling a story from one announcement to another.
4. Adding video content
Multi-format campaigns (audio and video) contribute to the growth of the brand’s popularity. They showed a 1.8-fold increase in recall of advertising than video ads alone.
Multimedia advertising campaigns ensure that brands complement the user’s journey with different content from creative and fun static videos to exciting sound when users switch to non-screen devices. This is a combination of using billions of data points, storytelling, and ubiquitous use across devices to reach the ears and eyes of consumers. Measure visibility, completion counts, and target performance, and you may be pleasantly surprised at how well it works.
Podcasts have been around for more than ten years, but only recently they have begun to gain great popularity and are now in the spotlight. This can certainly be a completely new opportunity for the marketing industry. Based on a study conducted by Spotify, 81% of listeners took action after listening to audio ads during a podcast. It can be branding on social media, researching an online product, or talking about a brand with other members of a podcast. More and more people are beginning to listen to podcasts for the consumption of information for education, reflection and entertainment. This gives different brands an excellent opportunity to express themselves, own a part of the culture and meaningfully mark their niches.