More than two-thirds of respondents use digital audio in a 30-day span, a survey conducted by Mario Cabanas, the CEO of Targetspot, showed. These values are comparable to FM radio or video platforms and show more potential among audiences younger than 34 years old than the general population.
But how can we use this to our advantage? The answer is simple: “Be where your customers are”. In today’s world, attention is the main currency. In this attention economy, where there are numerous options for what kind of media you want to use, capturing your customers’ time becomes the pivotal task of all marketers. And audio meets this target more than enough. “Digital audio medium can work for any kind of advertising goals,” adds Mario.
So how does audio cooperate with these new trends? Omnichannel advertising is a holistic experience. It takes the customer on a journey, where the advertiser has the opportunity to lead his audience exactly where he wants it. The goal is to seize the right opportunities; the seed must fall on good soil. And in the marketing world, audio is one of the best. Reactions to digital audio ads are really positive compared to other digital formats, and the data backs it up. In research conducted in July last year, the majority of respondents found ads on internet radio to be the most inspirational, useful, and up-to-date.
In audio, you have all the tools to be successful: The only thing you have to do is build a comprehensive message. Meet the customers at the right place and time and enjoy the power of omnichannel marketing.
