audio content marketing - abd el-rahamn wahba

Confidential © Innovolve LLC

Audio Content: Marketing like you’ve never seen

before!

Abdelrahman Wahba

Iqraaly

Co-Founder & General Manager


Contents

• Why audio content?

• Case: iqraaly

• Audio content marketing

– Effect of audio vs image/text

– Audio content marketing case studies

• Souq.com

• SOM

• Building blocks and ideas


The idea & vision

Iqraaly || اقرأ لي

THE Digital Mobile Audio content platform in

MENA for people

On-the-go Click here to see the introductory video of iqraaly on youtube

http://www.youtube.com/watch?v=LxIfDfO8YPY




Why Audio content?


Why Audio Content?

• Time spent in traffic and waiting areas

2-3 hrs daily* = 1,100 hrs/year+

= 1 year in University!

• FM Radio shortcomings– Highly regulated, hence no

content variety– Content is broadcasted

without personalization

© Iqraaly.com 5*survey www.gulftalent.com 2007


Case: iqraaly

the mobile app for Narrated Arabic Audio Content


• A Mobile app (& mobile website) with daily narrated audio content

• Books, News, lifestyle, tech, sports, book reviews, others

http://get.iqraaly.com

© iqraaly.com 7

Iqraaly is:


Performance to date• App downloads

Total: 150,000+

• Monthly listened minutes

1,500,000+ minutes• Monthly Traffic

230,000+ listens• Produced audio

30,000+ pieces total

~1,000 pieces monthly

• Secured Partnerships


The main idea:People want to listen to intelligently personalized audio content on the go

Provide a premium quality & on-demand alternative to FM

radio, where the user can choose what to listen to from

a wide variety of content


Iqraaly in the media

11/11/11 © Menassah.com 10

Top 20 finalist in


Iqraaly Cinemobilefilm award


Iqraaly’s audio content is now on Shorouknews!


Audio: the road companion

Proof by numbers


Traffic & user engagement

Jan ‘13 Jul ‘13 Jan ‘14 Jul ‘14 Sep ‘14 Aug ‘15

D: DownloadsL: ListensM: Listened Minutes

D: 3,400+L: 61,000+M: 144,000+

D: 64,000+L: 101,000+M: 107,000+

D: 101,000+L: 115,000+M: 351,000+

D: 135,000+L: 224,000+M: 969,000+

D: 150,000+L: 233,000+M: 1,600,000+

D: 500,000+L: 1,000,000+M: 6,000,000+


Traffic distribution

Traffic Distribution*

Web users20%

Smartphone users80%

Drivers vs. Passengers**

Drivers67%

Passengers33%

*Identified automatically via our analytics **Identified via market research with our users


Demographics: Cultured Premium Users

• Age:– 20-45 years

– 70% @ 25-35 years

• Gender

• Mobile Phones– High-to-mid-end

smartphones

– Decent mobile internet package

• Education– Higher education, 90%

University Degree

– Culturally aware with relative sophistication

Males60%

Females40%


Audio Content Map


Top Performing Content

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

May '14 Jun '14 Jul '14 Aug '14 Sep '14

ثقافة وكتب

سياسة

أخبار

تنمية ذاتية

ترفيه

دين

رياضة

تكنولوجيا


Effect: Audio vs. image+text

http://www.mobilemarketer.com/cms/news/research/15900.html

http://www.mobilemarketer.com/cms/news/research/15900.html


Audio Content: Foundation for Engagement

• Top listener loyalty program


Audio Content: Foundation for Engagement

• Puzzles about the content


Case Study: Souq.com


Iqraaly &

• Iqraaly’s offering

– Branded Content• Link to Souq’s channel on

iqraaly

– Audio ad campaign

• Branded Content

– Product reviews, product comparisons, shopping tips

• Performance

– 14 Produced episodes

– 12,405 listens

– 45,880 listened minutes

– 2 months & ongoing

– Top performing content:

• جاالكسيمقارنة بين سامسونج

جاالكسيو سامسونج 3نوت نوت نيو

http://menassah.com/show/598/souqcom

http://menassah.com/a/21328/souqcom/%D9%85%D9%82%D8%A7%D8%B1%D9%86%D8%A9-%D8%A8%D9%8A%D9%86-%D8%B3%D8%A7%D9%85%D8%B3%D9%88%D9%86%D8%AC-%D8%AC%D9%84%D8%A7%D9%83%D8%B3%D9%8A-%D9%86%D9%88%D8%AA-%D8%AB%D8%B1%D9%8A--%D8%A5%D9%86-9000-%D9%88%D8%B3%D8%A7%D9%85%D8%B3%D9%88%D9%86%D8%AC-%D8%AC%D9%84%D8%A7%D9%83%D8%B3%D9%8A-%D9%86%D9%88%D8%AA-%D9%86%D9%8A%D9%88-7500-


Building Blocks


Building Blocks

• Building Blocks:– Identify the brand voice

– Define the key messages

– Add value to the listeners, then the brand• Knowledge

• Entertainment

• Motivation/Inspiration

– Compliment the Brand value proposition

– Make use of the emotional twist of the medium and engage the listeners


Exercise

Branded Audio Content Ideas


Special Announcement

Iqraaly 2.0


For more information please contact

Abdelrahman WahbaFacebook.com/abdelrahman.wahba

[email protected]+20100 50 60 500

mailto:[email protected]