Audio is an integral part of our everyday lives. For some, it's the background music playing at a café while they read or study. Others tune in to their favorite tunes on the way to work or school. Many find themselves lost in thought with their headphones blocking out distractions around them so that they can get in the zone and focus on the most important task at hand.
As of 2021, Smartphone users spent 3.8 trillion hours on their mobile, and this number is expected to increase along with demand for more audio content. With such an inclination towards audio, it only makes sense that brands would want to tap into this as a marketing tactic and reach as many consumers as possible through the power of audio advertising.
Appealing That Taps in Consumer's Emotions
Tapping into emotions has been used for centuries to encourage action, and that custom hasn't changed in the digital age. In 2022, we will see a shift from simply using words to talk about a product or service but placing a greater emphasis on how it makes your customers feel.
Words are incredibly powerful and can evoke strong emotions that will motivate your customers to take action or pass by. Your brand should resonate with your customers based on what you offer and by using words that stir up feelings.
Rise of Podcasts
While not as common as video ads, delivering advertising through podcasting has also gained significant traction among adults. According to Activate Tech & Media Outlook, podcasting is expected to double in reach and create over 15 billion hours of content by 2022. Similarly, as per IAB and Edison Research, almost two-thirds (65%) of podcast listeners are more likely to consider purchasing a product or service advertised via audio marketing.
Podcasts have been around for a long time now, but thanks to services like Spotify and Pandora, customers find themselves tuning in more than ever to what they love listening to, and audio ads through podcasts are becoming more common because of the shift in how people consume media.
Tailored Audio Content Will Be Needed
With so many different devices and gadgets capable of playing audio, this chasm in connectivity will only grow when it comes to reaching consumers across all these mediums. Brands moving forward should consider investing in creating more customized campaigns targeted at specific audiences.
This can be achieved by producing content that your audience loves listening to based on what you know about them. Tailoring your messaging in a unique way will help convince customers why they need your products or services, which could lead to higher ROI.
Voice Search Optimization
As we become more reliant on our gadgets and wearables, we'll naturally search for answers to our questions through voice rather than typing. According to a study by Google, voice searches constitute about 20% of overall search volume. This surge in popularity is also accompanied by an increase in results from long-tail keywords that are more specific.
When done right, creating ads directed to voice search will help brands stand out amidst a slew of competitors, leading to higher returns than traditional digital marketing channels.
Conclusion
Audio advertising doesn't need to be a hard sell because it offers value through entertainment or even education. As the global population becomes increasingly mobile, audio advertising has become a highly influential and effective marketing tool across all mediums, including radio ads, podcast sponsorships, online streaming advertisements, social media ads, and even native audio content on websites with videos.
It's time to think outside of the box when it comes to reaching your target market through audio-based advertising to cause an emotional response in your listener by tapping into their desires while entertaining their ears at the same time.