Sound Business: Improving Your Audio ROI

“What does your brand sound like?” The rise of smart speakers and voice interactive technology is forcing brands to answer that question. Though resolute in their belief that audio (and more broadly, audio branding) plays a fundamental role in shaping consumer perceptions and communicating brand intent, many brands wrestle with turning these beliefs into actionable strategies that produce measurable results. In this article, we offer five suggestions to help you maximise – and measure – your brand’s “audio ROI”.

In today’s media rich environment, where audio-enabled touch points are increasingly available to consumers, there is no question that sound can have a significant impact on brand messaging and identity. The rapid adoption of smart speakers and voice assistants has made marketing less visible and more audible, forcing brands to consider how they differentiate themselves in a world where they can be heard, but not seen.

The rapid adoption of smart speakers and voice assistants has made marketing less visible and more audible, forcing brands to consider how they differentiate themselves in a world where they can be heard, but not seen.