Marketing strategy: Audio is the missing piece of the pie

August 14, 2018
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With the staggering growth of social media marketing, the focus in marketing has been about video. We all love video. It’s an important part of a marketing strategy. But there is a resurgence going on in marketing and the trend is marketing with audio.

Think of your day-to-day life. We are driven by audio. Audiobooks are the biggest trend in book publishing, podcasts have boomed to new levels, and how can you forget everyone’s voice-assistant, Alexa. In marketing, audio can be music, spoken word, sound, storytelling, or testimonials. Audio is an excellent marketing strategy, used to retain people’s attention with storytelling.

“Audio is one of the most intimate forms of media because you are constantly building your own images of the story in your mind and you’re creating your own production,” Rodero says. “And that of course, is something that you can never get with visual media.”
Emma Rodero – Communications Professor at the Pompeu Fabra University in Barcelona.

Audio is by far not a new technology. However, by challenging your imagination to integrate music or voice into any type of marketing collateral, you can create a memorable and fresh new campaign. Think beyond the consumer’s interaction with screens and use music combined with print to create a multi-dimensional user experience. “Music is the most powerful sound there is … It’s powerful for two reasons. You recognize it fast, and you associate it very powerfully” explains sound consultant Julian Treasure. Sounds effects people in four ways: physiologically, psychologically, cognitively, and behaviorally. Tying sound into print can have tremendous results. Advice from Treasure about using sound includes “make it congruent, pointing in the same direction as your visual communication. That increases impact by over 1,100 percent”.

As today’s strategies of marketers include engaging consumers through brand experience, audio needs to be a piece of the marketing mix. “There are many intangible qualities to audio that heighten the experience of language and communication.” Says Juliana Pereira, the Head of Marketing at Smartling. “It’s no surprise that audio is becoming a central component to a portfolio of creating special and unique brand moments.”

When designing an audio marketing campaign, it is important to have a strategic partner who is experienced with integrating print with audio. Synergem is that creative partner who combines a deep knowledge of promotional strategies with knowledge of trending technologies to produce attention-grabbing materials. We are excited to have produced many Audio Brochure campaigns with successful results. Feel free to contact us with your ideas; our products can be customized to fit your needs no matter how impossible they may seem.

Synergem combines traditional print with technology and digital tools to provide Fortune 1000 clients with exciting marketing deliverables.

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