Shawn Fanning and Sean Parker, co-founders of Napster have ignited the fire of the digital music revolution. Their famous lawsuit against Metallica gave the change a different dimension. Napster, the first impactful MP3 exchange platform, showed digital music’s potential, but the case against Metallica proved that copyright issues must be resolved for this revolution to be permanent.

After some legal MP3 download and streaming services, there came Spotify. It’s fair to say that Spotify took the digital music revolution one step further.

Physical music formats like CDs and vinyl records are for collectors only these days, and most of us don’t download MP3s anymore. We mostly rely on audio streaming services to listen to our favorite tunes. As these services reach millions of users every single day, they can be considered as media. A media very valuable for advertisers.

What Is the Real Value of Audio?

Almost 80% of the music the world listens to is listened to from digital audio streaming services. Spotify alone has 345 million users. These figures prove that the reach of digital audio is enormous.

But only reach is not enough for modern-day advertising. The value of a medium is also defined by its targetability. And when it comes to targetability, music is the answer.

The music we listen to tells a lot about our demographics and personality. That’s why Spotify has one of the best personalization algorithms on the planet. It’s possible to identify a person’s demographics like age, gender, location as well as his/her personality and mood.

Programmatic and Audio

When the power of programmatic is combined with the potential of audio streaming services, a precious targeting opportunity emerges for advertisers.

But it’s fair to say that the use of programmatic in audio is not on the same levels as other streaming services like video. Programmatic in audio is relatively new, but has considerable potential. There are some programmatic advertising services for audio, and their number is expected to rise in the future.

Another development that helped audio streaming services was the rise of podcasts in the last year. In 2020, 55 million Americans listened to a podcast at least once. This new content distribution channel offers new targeting capabilities to audio streaming platforms.

This Can Be an Important Step for Programmatic

Programmatic advertising is a revolutionary technology for media buying but comes with some conservative aspects. Many media buyers framed programmatic as a technology related to the web only. But recent implementations of programmatic go beyond websites and applications. Programmatic advertising started to be used in CTVs and outdoor advertising. But programmatic advertising in audio can be “the thing” that demonstrates the impact of the programmatic outside of websites and applications.

There is no exception; digital marketing is for everyone. You don’t have to manage a marketing budget of million dollars to benefit from digital marketing. Even if you run a small shop in your neighborhood, there are lots of opportunities waiting for you. And also, some threats, if you ignore the digital world…

Take It Serious and Know Your Stuff

You do it or not; digital marketing changes the scope of competition in your business. To be one step ahead of your competitors, you have to understand the dynamics of digital marketing. You have to consider this endless learning process as a part of your business. There are many valuable paid and free resources on the internet. If you haven’t taken a step yet, today is the perfect day to start.

Have a Plan

Having a digital marketing plan is a must for every business. Investing in digital marketing without a plan can be costly. Set your goals and define the tactics which will help you attain these goals of yours. At that step, it’s not a bad idea to get consultancy from a professional.

Be on Top of Things

Digital marketing is a fast-paced world, and you must take your actions accordingly. If you are selling online, you must dispatch orders as soon as you can. If there is a customer complaint on social media, you must address the problem quickly. Speed will be one of the most important assets you’ll have in this very competitive world.

Build Trust

It’s hard to create a good reputation, but very easy to lose it. In the online world, losing reputation is much easier. Nasty comments about your products or services will spread much faster than the good ones. So, maintaining your reputation takes more than doing your best.

If you decide to have your own webstore, make sure that you take all the security precautions. Before having your own webstore, you can also consider selling your products on a reputable marketplace. It can be easier for you to start the trust-building process on a credible marketplace.

Invest

You have to spend money to make money, right? It’s no different in the online world. You have to spare some of your budget for your digital marketing efforts. But don’t be scared. With a bit of creativity and knowledge, you can create wonders in the digital world.

Advertising will have an essential part in your digital marketing budget. As you probably have a limited amount of money at hand, you have to spend it wisely. Pay attention to targeting and budget allocations. You can find free digital advertising courses online, and if you don’t still feel comfortable, you can hire a professional to manage your digital campaigns.

Even if you are running a small business, digital marketing is here for you. Change is scary for most people, but even small efforts in digital marketing can create a difference for your business if you overcome your fears.

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But this time it’s different. Google warned website owners of an upcoming update for the first time in its history. So it’s fair to say that this update will be huge and you’ve got to be prepared for it.

If you haven’t done anything yet for this update, don’t worry. You’ve still got time. Google will roll out this update in May 2021. Continue Reading…

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A new year brings hope. But we’ll continue to live the effects of the pandemic next year as well. Let’s see what 2021 will bring to the digital marketing world. Continue Reading…