Key Takeaways:
- SoundsOfThings (SoT) is a sound-based social network and advertising platform looking to revolutionize digital marketing.
- SoT shifts the focus from visual content to audio content in social media advertising.
- SoT’s business model operates both online and offline, providing an immersive multichannel marketing experience.
- The platform has generated a significant user community in Italy and counts Eni gas e luce and Pardgroup spa among its clients.
Introduction
In recent years, social media advertising has been dominated by visual content, with imagery and video playing a crucial role. However, SoundsOfThings (SoT), a startup based in Merano, Trentino-Alto Adige, Italy, envisions a future where sound forms the primary basis of digital advertising. Focusing on the immersive and emotionally resonant qualities of sound, the company has developed a brand new social network and advertising platform that centers around audio content.
SoT’s innovative concept challenges the established norms of visual-based advertising in the increasingly competitive social media landscape. According to industry forecaster Zenith, global advertising expenditure is set to reach around $581 billion by the end of 2018, with sponsored content on search engines and social media ads being the primary drivers. In this context, SoT presents an “easy to adopt” yet potent alternative that leverages the advent of voice assistants, and anticipates a shift from visual to audio-centric content.
Startup Differentiators
SoT’s central aim is to foster user engagement and interaction through Sound Emotions (SEs) – an audio-based content form that stimulates imagination and recall memory. This concept of using sound rather than visuals forms the flagship offering distinctively separating it from competitors like Snapchat, Instagram, and Facebook. Additionally, brands can use the Sound Villages (SV) component of the platform to create impactful, resonant campaigns.
Another unique aspect of SoT is its ability to operate across both online and offline channels. GPS-based Sound Emotions can be created in real-world locations, sparking a direct connect between digital contents and offline experiences. Such experiences can help generate real-user traffic in physical retails, making SoT the first social network of its kind that interacts with users’ immediate surroundings.
Conclusion
Given the current shift towards audio-based interactions powered by voice assistants like Siri and Alexa, there’s immense potential for SoT’s unique concept. As the company marks its successful launch in Italy, global expansion, starting with the USA, and increasing its user community is the current growth path. If all goes as planned, SoT might just be the pioneering force that propels sound-based social advertising into the future of digital marketing.
Check out SoundsOfThings on their Website, Twitter, Facebook and LinkedIn for more insights and updates.
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