Overly long ad breaks that interrupt audio content with repetitive ads will soon be a thing of the past. Conversational marketing technology introduces a model that benefits audio publishers, advertisers, and consumers alike.
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Traditional audio marketing affects the audience depending on reach and frequency. That is, it deliberately attacks consumers with repetitive ads that most of us don’t think are relevant. This applies to all digitally available audio content, perhaps especially in radio broadcasts, where the current advertising load is particularly overloaded and unpleasant. A packed ad cluster represents a terrible user experience, and the advertiser’s experience is also terrible. Unfortunately, downward pressure on advertising prices and the lack of alternative strategies have forced us to make quantity decisions rather than these qualities. When digital audio content streams overdo it with ads, they also face the pressure to drive listeners to competing ad-free services.
Entering conversational marketing
New conversational marketing strategies offer another path. Traditional audio advertising presents a monologue of one-way communication from the brand we are accustomed to to consumers (often in one ear and in the other). In contrast, conversational marketing integrates speech recognition, natural language understanding (NLU), and machine learning to enable consumers to interact. Voice dialogue With advertisement. These interactions are not limited to simple “yes / no” robot responses. They are not like the “say” 1 “for billing” type of experience that most of us despise. Instead, consumers can speak naturally and fully understand as if they were talking to a person. Consumers then receive the appropriate response within the creative ad unit itself to move things forward or back into audio content. Machine learning constantly repeats and constantly improves these user experiences.
The transition from monologues to consumer dialogue is a game changer that allows brands to significantly increase their engagement rates.While Average engagement rate for passive audio ads is less than 1%, High-end conversational marketing advertising campaigns can engage on average 12%. At the same time, voice interactions provide easier and more natural engagement compared to advertising experiences that require clicks and swipes. Audio is hands-free and screen-free. Consumers can use the media everywhere, whether they’re listening to radio streaming while driving, listening to on-demand music feeds while taking a walk, or listening to podcasts at the gym.
The more natural user experience and diversity of voice-based advertising, and their much better engagement results, make it easy to predict the future of conversational marketing as the leading ad type across voice platforms.
“Would you like to get coffee?”
Here’s an example of real conversational marketing: Suppose Joe’s Coffee is running an audio ad on Monday morning. The advertising creative told listeners, “Hello Joe’s Coffee. Why don’t you skip the queue and wait for coffee tomorrow morning? Please let us know if you are interested.”
The ad then turns on the microphone on the listener’s device and listens to the listener. Advertising creatives include branching content that is prepared to keep the listener’s reply positive or negative, or simply silent. Suppose the listener says, “No, I don’t like coffee.”The ad says, “No problem. Thank you.” After that, the listener will immediately return to normal. Audio contentNo need to wait for irrelevant promotions.
Well, I’ll cut a few days until Wednesday. This advertising campaign uses a process called continuous dialogue to recognize that users of this device don’t like coffee. Here, the listener listens to this ad content. I know you said you didn’t like coffee, but why not check out our award-winning tea selection? “
Even micro-targeted advertising doesn’t always work to determine what consumers want. What works? Ask them a question. No matter how many passive ads you repeat, this listener won’t like coffee. Traditional advertising only annoys them, wasting time and brand money. In contrast, conversational marketing sells tea for the same consumer through two quick interactions that value time.
Enable real-time adaptation
As shown in this example, conversational marketing provides advertisers with valuable data and insights available in real time. With passive audio advertising, it’s impossible to know how an ad is echoing when consumers interact with it. Conversational marketing provides publishers and advertisers with real-time tracking of all ad interaction data, allowing them to optimize their campaigns on the fly ( rear Budget will be spent). This allows for A / B testing, new creative testing, and other rapid changes.
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Future outlook: Conversational videos and other advances
It’s not just audio. Conversational marketing is also emerging in video, delivering similar user experience benefits across platforms that deliver video content. At the same time, voice interaction data is rapidly evolving to accurately measure age, gender, and even consumer mood. With the increasing benefits of conversational marketing, the day consumers are waiting for their last passive, irrelevant ad is rapidly approaching.