The silent audio revolution around the world

“Alexa, good morning! What is the main news today?” This is the first conversation of the day in many homes around the world. The virtual assistant, which is controlled by voice, already occupies an important place in people's lives, helping them with everyday tasks, adding reminders, checking the weather and informing them about the main news of the day. With the intense routine of people in constant motion, audio brings convenience and speed to the consumption of information, content and message exchange.

And it's not just the virtual assistant that has become popular. In this scenario, we can also mention audiobooks, which are an important solution for those who want to optimize their time and immerse themselves in new readings, as well as audio converter and podcasts, which facilitate access to more dense content.

Another important example is voice messages on WhatsApp, which manage to shorten conversations and adapt to the listener's time availability. According to the MindMiners digital research platform, 56% of respondents said they liked or really liked sending audio, while 57% said they liked or really liked interactions via voice messages. We live the “Audio Revolution”.

Entertainment, journalism and advertising have always valued audio as a key element and connector of good stories, whether through an engaging jingle, a powerful voiceover or a striking vignette. 

Before, audio was seen as a supporting element, but with the fragmentation of the media and the increase in consumption on different devices, the marketing and communication areas are increasingly attentive and bringing audio as the protagonist of brands. One way to do this is through sound branding, which is the trademark of sound, sound logo or audio logo, that is, a sound signature that identifies the company in advertising campaigns and sensory marketing actions.

Although little explored in India, this concept has been gaining deserved prominence in the world. Another audio-related discipline is content marketing. 

And with all these innovations in audio production, distribution and consumption, how is radio doing in this innovative scenario?

In the United States, according to a study by Edison Research, FM/AM radio is the leading sound media in advertisement advertising, with 73% of the market, followed by podcasts with 15%, Pandora 5%, Spotify 4% and SiriusXM 4%. This proves that radio remains one of the most effective ways to reach and engage consumers.

All these actions place audio as a key part in brand positioning strategies and in the construction of sound memory, with sound branding projects, commercial radios, customized radios, sound vignettes, podcast players, newsletters and also in everyday routine.

In addition to being seen, it is important that your company is heard.

“Alexa, good night! What is the weather forecast for tomorrow?”

Disclaimer: No Asian Age journalist was involved in creating this content. The group also takes no responsibility for this content.