Marketers must make the most of audio channels as they exist now

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 04, 2020, 1:54 AM UTC

They could leverage the intimate personalisation opportunities audio offers.

In this article, the author points out that the industry requires a consolidated way of approaching audio. Here, audio must include digital and analogue radio, podcasts, streaming platforms and smart speakers.

The author notes that despite brands having an appetite for leveraging audio, the audio landscape is fragmented and complicated for brands to be able to see results that are comparable. Further, marketers expect to see in audio the kind of multiple metrics they see in digital campaign reports.

However, businesses must make the most of audio by exploring its intimate personalisation opportunities. Identifying the most receptive consumers could help in effective communications planning.   

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[5 minute read]