How Does Audio Marketing Work?

Abstract

Audio marketing is an important part of new media marketing. Its estimated market size increases by 44 times within seven years, and the growth trend of the industry is explosive. However, within a decade of development, there are still many problems to be solved. The purpose of this paper is to verify the significance, problems and countermeasures of audio marketing. Data was collected by literature retrieval and induction method was employed for analysis and interpretation. Findings show that the main problems of audio marketing are focused on audio content production (audio products/services) and platform management, and there is a relative lack of discussion on audio market analysis and target marketing analysis. Finally, it is suggested that future research should start from these two directions and give recommendations on audio marketing.