It’s one thing when audio professionals promote the benefits of audio marketing. It’s another when that principle is identified, quantified, and promoted by a researcher and marketing expert unaffiliated with any particular media category.
So we see that Mark Ritson, a globally recognized marketing professor and brand consultant, is presenting the results of a marketing study in a presentation called The Secret to Profit and Trust: Audio. (See the presentation deck HERE.)
“The case for audio’s effectiveness is unequivocal. In every market we’ve studied globally, audio is the catalyst that makes your whole campaign work harder.” Mark Ritson
What follows is a dozen data slides derived from a study conducted by global marketing awards company Effie. The study at hand comes from the Effie x System1 Databank research database that helps businesses strategize their advertising.
Five key findings emanate from the central fact of audio’s effectiveness:
- • Profit: +75% profit uplift (and roughly doubles profit when paired with emotional storytelling)
- • Trust: +81% increase in brand trust
- • Price Insensitivity: +81% higher price insensitivity (allowing brands to maintain or raise prices)
- • Customer Acquisition: +19% increase in acquiring new customers
- • Overall Average: +22% average uplift across 14 measured categories
The main point — that audio provides an emotional catalyst — is illustrated below.
Other charts measure points of benefit which accrue to audiom including:
- Profit lift scaling measured by spend
- The value of emotional delivery
- Several value equations that measure emotional fluency over time.
A key finding states: “Emotional audio campaigns are roughly twice as likely to achieve profit growth.
The original deck is freely available HERE.