Audio marketing might be a latecomer to the digital marketing scene, but it surely is catching up. Podcasts and webinars are becoming a staple in every major marketing campaign, and users are engaging in more audio platforms on the internet.
In 2015, Edison Research found that 53% of Americans, ages 12 and older, listened to online radio, a steady increase from 21% in 2008, and these numbers are expected to rise to 76% by the end of 2016. Users are also listening to online audio for longer periods of time. In 2015 the average number of hours spent online had doubled from about 6 hours to almost 13 hours.
The statistics alone are already enticing, but here are a few more reasons why audio marketing is expanding so rapidly and why you should be joining in.
1. Audio Does Not Require Visual Commitment
The average time spent commuting to work is 26 minutes, one way. With the ubiquity of mobile devices, people typically spend this time listening to music or some form of audio content on their mobile devices. Then there is also time spent working out, cooking, etc. where people help pass the time with audio material.
Unlike videos or other visual content, users can do these things while listening to audio. They can go about their business with audio in the background and still compete the task at hand.
2. Audio Is Here to Stay
People are still going to be commuting to work, going to the gym, travelling, etc. for many years to come. And they are likely to keep listening to audio as they perform these tasks. Also, listeners have a wide variety of audio options including, internet radio, podcasts, audiobooks, music, etc. at their fingertips because of streaming. This variety will continue to attract listeners to audio streaming, creating great advertisement opportunities.
3. Audio Streaming Platforms Are Growing
More people are choosing streaming platforms as their way of listening to music. This is mainly because of the variety of readily available content they get from streams compared to physical media or digital downloads, which have been declining over the years.
Ad supported streams are steadily gaining traction, with their global revenue rising by 17.6%, earning half a billion dollars by 2014.
Audio streaming platforms like Pandora and Spotify have been enjoying an influx of registered users over the past few years, and it seems to only be increasing. Spotify reported 60 million registered users in 2015; Pandora had 81 million. Many of these users are registered on ‘freemium’ accounts, so the platforms make money by opening up advertising spaces through their listening time.
4. Audio Streaming Uses Targeted Marketing
Streaming platforms are also improving their metrics and making it easier for marketers to target their audience. Pandora promises one ad per interaction, which gives your advertisement the user’s full attention. With all of the advertising clutter today, that’s very good news to any marketer.
Most platforms will distribute your advertisement to your local area, so it will reach your true potential customers. If you operate on a national or international scale, there are also options for advertising to that level of audience. They capture audience information like age, gender, and listening habits, which gives them valuable insight on the audience they should be targeting your advertisements towards.
5. Audio Streaming Creates Opportunities to Engage the Audience
Streaming is allowing brands to interact with their customers in a whole new way. For example, Spotify allows brands to create playlists with user chosen tracks. Companies can then brand the playlist with their logo and links to their websites and campaign pages, so each time a user accesses that playlist, they will come in contact with the company’s information.
These branded playlists allow companies to interact with users as they select songs. This participation may encourage users to develop a relationship with the brand. These user playlists are also a way to reach Spotify’s close to 30 million paying subscribers who use the program without advertisement.
6. Audio Streaming Eliminates Push Marketing Problems
Push marketing refers to when marketers try to advertise to potential customers without them requesting it. It could include text messages, pop-up ads, and more. Customers are not receptive to push marketing because it comes across as an invasion of their privacy and interrupts what’s on their screens. According to a survey by Burst Media, more than half of the respondents said they have negative opinions of brands that use push marketing.
Audio marketing solves this problem because the customers expect to hear advertisements if they aren’t paying to stream. Also, most streaming platforms will play only one advertisement per stream, which is not too disruptive, especially to customers already expecting it.
Audio advertisements also don’t interrupt the user’s current task on their screens since it’s not visual and will play in the background.
Audio streaming is undeniably staking its claim in the advertising industry and has a bright future. Its non-visual nature and flexible usage give it power over other mediums, which is why users are spending more time streaming audio while they do their daily tasks.
Marketers should take advantage of this growing phenomenon in order to reach more potential customers like never before. The key to driving traffic to your website is that you need to create engaging content that makes the audience want to follow through. Whether you’re writing blog posts, crafting headlines or producing podcasts, you must ensure that the quality is of a high standard and worthy of the audience’s attention.
Podcasts are literally a great way to have your voice heard. You can leverage these resources by using my Done-For-You System.
With this system I have been given the tools to know What To Do and What NOT To Do: You’ll learn how to avoid the same mistakes I did (saving you time and money), and focus on what has been PROVEN to work.