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EARFLUENCE: MARKETING HAS CHANGED AND AUDIO AS A MEDIUM IS GROWING

Sound can express a brand’s values and beliefs in an emotionally direct way.

We respond to sound much quicker – even faster than touch and a picture. And If a picture is worth a thousand words, where does audio fit into this visually saturated world of marketing?

The answer is everywhere – even places where video and pictures can’t reach.

In our digital world, video has once again become the star and is great when you’re at home watching YouTube content. Images help to tell a story when you are reading an article online or stops your thumb when you’re scrolling through social media.

Audio is different. People wake up to a tune, get ready for work while listening to the news, driving they listen to podcasts, they exercise to the rhythm of music, they unwind to audiobooks.

“Audio as a medium will grow and give rise to ear fluence,” says Jennifer Kavanagh, senior vicepresident of marketing and media at the Philadelphia Eagles.

Sound can express a brand’s values and beliefs in an emotionally direct way, which is why a brand’s sonic signature is so important – it is the audio equivalent of their name.

According to Edison Research, podcasting has been on a steady rise since 2006, growing by an impressive 300%.

Juniper Research predicts that by 2022, Americans’ use of voice-assistant-enabled devices will increase by 95%.

So, what are some of the elements to consider for your sonic brand strategy? First, remember that there’s more to audio branding than a single jingle.

Every sound that plays during a customer’s experience with your brand, is an element of audio branding.

From the music you play in a physical store to the theme track on your TV commercial, to the short notification sound that pops up on your app and the call centre experience — you need a consistent approach to audio branding.

Second, remember that sounds make us think and feel a certain way. It’s a highly emotive sense. Do you want to be dramatic and exciting? Gentle and welcoming? Fun and family-friendly? Make sure your audio matches that.

Third, your brand voice is a critical part of your identity – the way you sound is part of what makes you unique.

While you can convey aspects of your voice through your content marketing, you’ll need to ensure your tone is reflected in your audio.