营销革命4.0
Have you heard about Google’s A.I. personal voice assistant?
您是否听说过Google的AI个人语音助手？
You’ll now be able to ask Google to schedule appointments for you without having to make the actual arrangement yourself. You just tell Google that you want to schedule a hair cut appointment, a restaurant reservation, or any other arrangement, and Google will call and set it up. In Google’s presentation, the person on the other line of the phone didn’t even realize they were talking to an A.I.!
现在，您可以要求Google为您安排约会，而不必自己进行实际安排。 您只需要告诉 Google您想安排理发预约，餐厅预订或任何其他安排，Google就会致电并进行设置。 在Google的演示中 ，电话另一端的人甚至没有意识到他们正在与AI对话！
That’s both scary and amazing.
这既可怕又令人惊讶。
This voice command example (plus the amazing A.I capabilities) sets the tone on how audio is getting more relevant in today’s world and how it’s changing our behavioral patterns. It’s definitely something you should consider adding to your marketing strategy.
这个语音命令示例(加上惊人的AI功能)为音频在当今世界中变得越来越重要以及如何改变我们的行为方式定下了基调。 您绝对应该考虑将其添加到营销策略中。
Let’s look at how audio is conquering its way into our lives.
让我们看看音频如何征服其进入我们生活的方式。
音频软件助手 (Audio Software Assistant)
Big companies are releasing their own help assistants and they mainly operate through the audio input. It’s faster and less tedious than writing down the commands.
大公司正在发布自己的帮助助手 ，它们主要通过音频输入进行操作。 它比编写命令更快，更轻松。
Apple has got Siri, Amazon has Alexa, Microsoft has Cortana, and Google well…it’s just called Google Assistant.
苹果有Siri，亚马逊有Alexa，微软有Cortana，以及Google很好……它被称为Google Assistant。
Not very creative, but it gets things done.
不是很有创造力，但是可以完成工作。
Kids are doing their homework accompanied by one of these virtual assistants. Teenagers are getting entertained by asking them trivia and silly questions and helping them order food and chose music playlists. Adults are using it to arrange their schedules, book transport tickets, and other work-related things in addition to their usual entertainment assistance.
孩子们正在其中一位虚拟助手的陪伴下完成作业。 向青少年询问琐事和愚蠢的问题，并帮助他们点菜并选择音乐播放列表，从而使青少年变得很有趣。 成人除了通常的娱乐帮助外，还使用它来安排时间表，预订交通票和其他与工作有关的事情。
Note: If you want to know which of these audio assistants works best, Google’s narrowly beats Alexa to be ranked in the first place.
注意：如果您想知道哪种音频助手效果最好，请以Google的微不足道优势击败Alexa排名第一 。
We are relying more and more on them not just to help us out with our errands but also to fill an emotional void. For instance, people in Asia are making strong emotional bonds with these devices and are also helping them cope with their loneliness. It’s quite a different feeling to listen and talk to a machine than typing and reading it.
我们越来越依赖于他们，不仅是为了帮助我们解决差事，而且是为了填补情感上的空白。 例如，亚洲人正在通过这些设备建立强烈的情感纽带，并正在帮助他们应对孤独 。 聆听和交谈机器与打字和阅读机器是完全不同的感觉。
Sound makes it come alive and feel it like a person.
声音使它栩栩如生，感觉就像一个人。
So audio is reaching even the most intimate parts of our lives and people are becoming more receptive to audio inputs in their everyday routines. They feel more comfortable talking to an A.I and they’re more willing to reduce the amount of time they spend looking at a screen. Just look at all the Google results suggesting ways to reduce your exposure time to digital screens.
因此，音频甚至到达了我们生活中最亲密的部分，人们在日常工作中也越来越接受音频输入。 他们与AI对话更自在，并且他们更愿意减少在屏幕上花费的时间。 只需查看所有Google搜索结果，即可找到减少数字屏幕曝光时间的方法。
People are too much attached to them.
人们太爱他们了。
Brands have to become aware of audio’s importance to the consumer and learn how to market themselves sonically. However, they should avoid harming the customer’s experience in the process. Don’t just pile them up of ads that don’t respond to a clear and meaningful marketing strategy.
品牌必须意识到音频对消费者的重要性，并学会如何超音速推销自己。 但是，他们应避免在此过程中损害客户的体验。 不要将它们堆积在没有响应清晰和有意义的营销策略的广告中。
Think of smart and creative ways to blend in and really contribute to your customer’s audio experience.
考虑巧妙和创造性的方式，以融合并真正为客户的音频体验做出贡献。
For instance, if your company makes running shoes, have music playlists on Spotify available for your customer’s running environment: a calming run by the sea playlist, an urban high paced playlist, and so on. You’re not only giving your client the product (sneakers) but the whole running experience.
例如，如果您的公司制造跑鞋，则在Spotify上提供可用于客户的跑步环境的音乐播放列表：海边播放列表的舒缓播放，城市高速播放列表等等。 您不仅在为客户提供产品(运动鞋)，而且还为您提供整体的跑步体验。
What if your company also collaborates with audiobook online shop so you can offer exclusive content to your customers during their running exercise?
如果您的公司还与有声读物在线商店合作，以便您可以在客户的跑步锻炼中向他们提供独家内容，该怎么办？
And that leads us to our next part.
这将引导我们进入下一部分。
有声读物 (AudioBooks)
Audio is getting so intertwined into our lives that as of today, we’re listening to an average of 4 hours of audio a day. And our most preferred place to enjoy this experience? Inside of a car.
音频与我们的生活息息相关，以至于今天，我们平均每天收听4个小时的音频 。 而我们最喜欢享受这种体验的地方是？ 车内。
When we say audio, this can be a podcast, an audiobook, a talk radio shows, or simply music (which is still the most listening audio domain).
当我们说音频时，它可以是播客，有声读物，脱口秀节目，或者仅仅是音乐(仍然是听得最多的音频领域)。
Audiobooks are simply books that are read to you out loud. People have been listening to spoken audio for a while, mainly poetry and plays, and the trend with audiobooks has only recently been increasing quite a lot.
有声读物只是简单地读给您听的书。 人们已经听了一段时间的语音，主要是诗歌和戏剧，而且有声读物的趋势直到最近才有很大的增长。
As of 2019, 20% of Americans say they listen to audiobooks, compared to 11% back in 2011. This industry has already surpassed the $1 billion revenue threshold in the US and it has been growing by almost 25% per year since 2017.
截至2019年，有20％的美国人说他们听有声读物 ，而2011年为11％。该行业在美国已经超过了10亿美元的收入门槛， 自2017年以来每年以近25％的速度增长 。
But how can a company benefit from this trend?
但是公司如何从这种趋势中受益呢？
For starters, a brand could add tasteful ads inside audiobooks that have relevant topics to the company’s line of work. For instance, if you’re in the swimsuit market you could try to add a brief sonic logo in audiobooks that contain your keywords (summer, beach, party), are tailored to your target audience, and end up being advertised in let’s say summer romance audiobook novels.
对于初学者来说，品牌可以在有声读物内添加与公司的工作主题相关的雅致广告。 例如，如果您在泳装市场，则可以尝试在有声读物中添加简短的声音徽标 ，这些徽标包含您的关键字(夏季，海滩，派对)，并针对您的目标受众量身定制，最终在夏季进行广告宣传浪漫有声读物小说。
A company should find clever ways to reach their audience without getting in the way of the “reader’s” listening experience. It has to be appropiate to audiobook’s content and try to make it feel like a natural conclusion or pathway to your product or service.
公司应该找到巧妙的方法来吸引他们的听众，而又不会妨碍“读者”的聆听体验。 它必须适合于有声读物的内容，并试图使其成为您的产品或服务的自然结论或途径。
其他音频习惯 (Other Audio Habits)
We can start by mentioning the most futuristic and sci-fi audio habit that comes from none other than Elon Musk. With his company Neuralink, Musk has been working on a way to put music directly to your brain. Don’t mind the ears, just straight into the gray matter.
我们可以从提及伊隆·马斯克(Elon Musk)来的最具未来感和科幻的音频习惯开始。 与他的公司Neuralink一起 ，Musk一直在研究一种将音乐直接传到大脑的方法 。 不要介意耳朵，只是直接进入灰质。
This step “forward” into becoming cyborgs with implanted microchips will get our brain directly hooked to a variety of audio experiences. Somehow this reminds me of a subplot in a science fiction book by Clarke and Baxter, “The Light of Other Days”. People from the future had microchips implanted in their brains and they behaved like a unitary being because of this interconnectedness. They didn’t have the need to speak since they shared everything through this hardware link in their brains.
通过植入微芯片成为机器人的这一步骤将使我们的大脑直接迷上各种音频体验。 不知何故，这让我想起了克拉克和巴克斯特的科幻小说中的一个子情节， “其他日子的光” 。 未来的人们在大脑中植入了微芯片，由于这种相互联系，它们的行为就像一个统一的生物。 他们不需要讲话，因为他们通过大脑中的硬件链接共享了所有内容。
Anyway, back to the point at hand.
无论如何，回到当前的观点。
Another interesting trend portrays how sound is being incorporated in places and situations where there were none before.
另一个有趣的趋势描述了声音是如何在以前没有的地方和情况下融合的。
Silence is being replaced by sound.
沉默被声音代替。
For instance, electric cars are very silent, but this advantage actually causes 40% more pedestrian accidents than with conventional cars. The lack of sound is detrimental in this case. There’s no sound signal to alert people when passing from one sidewalk to another and before they know it, they get hit by a car. So companies are now designing distinctive sounds to make electric cars more visible to pedestrians.
例如， 电动汽车非常安静，但与传统汽车相比，这种优势实际上导致行人交通事故多出40％。 在这种情况下，声音的缺乏是有害的。 当人们从一条人行道通向另一条人行道并且在他们不知不觉中被汽车撞到时，没有声音信号来提醒人们。 因此，公司现在正在设计独特的声音，以使电动汽车对行人更加可见。
But not just any sound.
但不仅仅是声音。
Car companies are teaming up with major league composers, like Hans Zimmer, to make their car even more unique. In the case of electric cars, sound is used both for security and aesthetic reasons.
汽车公司正在与Hans Zimmer这样的主要联盟作曲家合作，以使他们的汽车更加独特。 对于电动汽车，出于安全和美观的原因，都使用声音。
Another interesting field that’s benefited from new sounds is the airline industry. Especially for the inflight food service to enhance the taste of food through sound.
另一个受益于新声音的有趣领域是航空业 。 尤其适用于机上餐饮服务，以通过声音增强食物的味道。
Yes, you heard right.
是的，您没听错。
Certain sounds can boost particular flavors and also diminish others. For instance, studies show that high pitch notes can induce sweetness while low pitch sounds amplify the bitter flavor. Music composers are hired to make a sound ambiance for each meal and bring the best out of each food plate.
某些声音可以增强特定的味道，也可以减少其他声音。 例如，研究表明，高音音符可诱发甜味，而低音的声音放大的苦涩味 。 聘请音乐作曲家为每顿饭营造出良好的氛围，并从每个餐盘中提取出最好的食物。
We‘re starting to see how brands are turning to sound to create amazing experiences for their customers. And people are lovin’ it!
我们开始看到品牌如何转变声音以为其客户创造出色的体验。 人们都喜欢它！
最后的想法 (Final Thoughts)
When is the best time to get onboard this audio revolution? Yesterday.
什么时候是参加音频革命的最佳时间？ 昨天。
The second best time is NOW.
第二好的时间是现在。
We are changing the way we interact with things around us, whether it’s using an A.I. audio assistant, listening to audiobooks, or influencing our driving and food tasting experiences.
我们正在改变与周围事物互动的方式，无论是使用AI音频助手，聆听有声读物还是影响我们的驾驶和美食体验。
And this is only the beginning!
这仅仅是开始！
There are so many other applications for sound and music in marketing:
市场营销中还有许多其他声音和音乐应用程序 ：
- Relaxing soundscapes in Spas 在水疗中心放松声景
- Enhancing our purchase intention in retail stores 增强我们在零售店中的购买意愿
- Changing our waiting time perception (over the phone or while standing in line) 改变我们的等待时间感知(通过电话或在排队时)
- Boosting the brand’s recall 提升品牌召回率
- Improving our learning curve 改善我们的学习曲线
- Amplifying emotional reactions videogames, movies, documentaries, and other audiovisuals. 扩大电子游戏，电影，纪录片和其他视听作品的情感React。
And so on.
等等。
Sight has always been considered the most important of the five senses, but isn’t it time for sound to show what it’s capable of doing too?
视线一直被认为是五种感官中最重要的一种，但是不是时候该用声音展示它的功能了吗？
营销革命4.0
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