Good morning, is your company doing any audio marketing right now? 

Nielsen estimates that consumers are spending just under 12 hours a day on media platforms as they shelter-in place, with many turning to their smartphones to stay connected. 

“For the first time in history, we are seeing a decline in live TV viewership during a crisis,” says Natalee Geldert, director of brand and media partnerships for PMG, “Typically, natural disasters or public crises are a driving force behind rising time spent with live TV, but not in this instance. In its place, consumers are turning to mobile now more than ever.” 

What does this mean for marketers? Consumer behavior is shifting — people are spending more time with audio content, things like podcasts and streaming music platforms. To better connect with their audiences, Geldert says brands need to embrace audio-based marketing strategies. To start, she advises marketers develop an audio content strategy that demonstrates awareness and sensitivity to current conditions and mindsets and to incorporate new targeting strategies while also being agile with your messaging against the current environment.

“With consumption behavior shifting and engagement rates surging, the audio market’s growth offers a unique environment for brands to stay top of mind and further drive consideration amongst consumers,” says Geldert. 

For MOPs teams, this strategy may mean a new focus on podcast ad platforms not currently in your brand’s marketing mix. But don’t despair, there’s a whole range of available podcast tools. Last December, Podcorn launched a self-serve ad platform, and Spotify offers a podcast analytics dashboard with listener demographics and data. There’s also tools like Acast that can help your brand launch its very own podcast

We have more for you below, including a look at how COVID-19 has impacted work productivity levels. Also, Quora’s making its data available via a third-party integration with Socialgist. 

Amy Gesenhues,
Senior Editor

MarTech Minute

Quora pulls back the veil on its data with Socialgist partnership

Quora is partnering with the integration platform Socialgist to deliver data products built on insights gleaned from millions of questions asked on Quora monthly. “The partnership ensures important insights are available to enterprise-level clients who seek to more thoroughly understand and engage with Quora’s highly active community,” according to the announcement. This is the first time Quora’s data is being made available via a third party platform through its API. The available data will include enterprise-level real-time insights across various verticals, including B2B, tech, SaaS, finance, education, job and careers.

Why we care: With so much uncertainty right now, most of us feel as if we are stumbling around in the dark, trying to determine what our strategy will look like in the coming months. Having access to Quora’s business insights — data pulled from the more than 300 million visitors that come to the site every month to ask questions — could be a flashlight for many marketers currently in the dark. 

In other martech news …

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The Big Picture

More than 60% of companies experiencing a dip in productivity because of COVID-19

In April, the number of employees working from home jumped from five million to 75 million, and with this transition, many companies witnessed a dip in productivity. 

“Sixty-two percent [of companies] have already experienced a fall in employee productivity,” said Erica Gunn, VP of product marketing for Workfront, referencing a recent survey conducted by 451 Research. “Thirty-four percent of those surveyed have delayed or halted their strategic hiring and 22% have actually changed their go-to-market plans for products or services.”

It’s no secret that many of us are working in new environments while having to simultaneously manage massive strategy pivots to survive current economic conditions. Gunn says, right now, it’s especially important for marketing teams to connect strategy to delivery to avoid productivity dips.

“We now have new strategies. New priorities. We need to manage that intake and we need to make sure we’re balancing new work against work in flight to make the right decisions for allocating resources,” says Gunn.


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

This Video Chat Prediction From 1918 Was So Much Cooler Than Zoom – Gizmodo

Chrome to block resource-depleting ads – Marketing Dive

Microsoft acquires RPA startup Softomotive to bolster Power Automate – VentureBeat

Azure Cognitive Services learns more languages – TechCrunch

The Relationship Between User Experience and Branding – UX Matters

Can Data Visualization Improve The Mobile Web Experience? – Smashing Magazine

While The World Falls Apart The Stock Market – And Ad Tech Especially – Keeps Pumping – AdExchanger