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Analysis & Recommendations

Module: Mark5055 Managing Advertising and Marketing Communications

Submission Date: 13th Jan 2023
P No 2756441
Submitted to: Mohammad Torkestani
Word Count: 3,821
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Table of Contents
ANALYSIS.................................................................................................................................................4
Brand Analysis:.....................................................................................................................................4
Market Analysis:...................................................................................................................................5
RECOMMENDATIONS........................................................................................................................10
Objectives:............................................................................................................................................10
Target Audience:.................................................................................................................................11
Creative Proposal:...............................................................................................................................12
Media Proposal:...................................................................................................................................15
Evaluation Proposal:...........................................................................................................................16
References................................................................................................................................................19
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Table of Figures
Figure 1: Audible UK Logo............................................................................................................................4
Figure 2: Apple marketing...........................................................................................................................6
Figure 3: Spotify Marketing.........................................................................................................................7
Figure 4: Aubiobook Statistics.....................................................................................................................8
Figure 5: Visual Board..................................................................................................................................9
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ANALYSIS

Figure 1: Audible UK Logo

Brand Analysis:
Audible UK is a leading provider of digital audiobooks and other audio content, such as podcasts
and radio shows. The company was founded in 1995 and was acquired by Amazon in 2008. The
product offering of Audible UK includes a wide range of audiobooks, including bestsellers,
classic literature, and self-help books. The company also offers original audio content, such as
podcasts and radio shows, as well as a selection of audio-enhanced magazines and newspapers.
Audible UK's advertising campaigns have primarily focused on promoting the convenience and
accessibility of audiobooks, highlighting how they can be listened to anytime, anywhere. The
company has also promoted the variety of content available on its platform, including popular
audiobooks and original audio content. In terms of past and recent advertising campaigns,
Audible UK has primarily used digital channels, such as social media and online advertising, to
reach its target audience. The company has also advertised through television and radio, as well
as through partnerships with major publishers and media outlets. Overall, Audible UK is a well-
established brand in the digital audiobook industry, with a strong focus on convenience and a
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wide variety of content available on its platform. The company has primarily used digital
channels for advertising, with a focus on promoting the convenience and variety of its offering.

Market Analysis:
The audiobook industry in the UK has seen significant growth in recent years, with more and
more consumers turning to digital audiobooks as a convenient and accessible way to consume
content. According to the Publishers Association, the audiobook market in the UK was worth
£67 million in 2018, a 22% increase from the previous year. Podcasts and radio shows have also
seen growing popularity in the UK, with more and more people listening to these audio formats
on their smartphones and other devices. According to the Radio Joint Audience Research (de
Vries et al., 2017), 43.1 million people in the UK listened to a podcast in the first half of 2019,
an increase of 2.3 million from the same period in 2018. The audiobooks, podcasts, and radio
show industry in the UK is highly competitive, with a number of major players vying for market
share. Some of the leading companies in the industry include Audible UK, Spotify, and Apple
Podcasts. These companies offer a wide range of audio content, including audiobooks, podcasts,
and radio shows, and have strong presences on digital platforms such as smartphone apps and
websites.

Apple Podcasts, which is a platform for discovering, subscribing to, and listening to podcasts,
has employed a variety of marketing campaigns over the years to promote the platform and its
content (Kim and Hyun, 2011). Some examples of marketing campaigns by Apple Podcasts
include:

Advertising: Apple has run numerous advertising campaigns for Apple Podcasts, including TV
commercials, online banner ads, and ads in print and digital media. These ads have typically
focused on promoting the wide range of podcasts available on the platform and highlighting the
convenience and accessibility of listening to podcasts on Apple devices.

Social media marketing: Apple has also used social media platforms, such as Twitter and
Facebook, to promote Apple Podcasts and its content. This has included posts about new and
popular podcasts, as well as contests and promotions to encourage more listening.

Partnerships and sponsorships: Apple has partnered with a variety of organizations and
companies to promote Apple Podcasts and its content. For example, the company has sponsored
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podcast festivals and conferences, and has also formed partnerships with major media
companies, such as ESPN and NPR, to promote their podcasts on the platform.

Overall, Apple Podcasts has employed a variety of marketing campaigns, including advertising,
social media marketing, and partnerships and sponsorships, to promote the platform and its
content to a wide audience.

Figure 2: Apple Marketing

Spotify, which is a platform for streaming music, podcasts, and other audio content, has
employed a variety of marketing campaigns over the years to promote its podcast offerings and
encourage more listening. Some examples of marketing campaigns by Spotify for podcasts
include:

Advertising: Spotify has run numerous advertising campaigns for its podcasts, including TV
commercials, online banner ads, and ads in print and digital media. These ads have typically
focused on promoting the wide range of podcasts available on the platform and highlighting the
convenience and accessibility of listening to podcasts on Spotify.
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Social media marketing: Spotify has also used social media platforms, such as Twitter and
Facebook, to promote its podcasts and encourage more listening. This has included posts about
new and popular podcasts, as well as contests and promotions to encourage more listening.

Partnerships and sponsorships: Spotify has formed partnerships with a variety of organizations
and companies to promote its podcasts and encourage more listening. For example, the company
has sponsored podcast festivals and conferences, and has also formed partnerships with major
media companies, such as ESPN and NPR, to promote their podcasts on the platform.

Original content: In addition to promoting existing podcasts, Spotify has also invested in
producing its own original podcasts, which have included popular shows such as "The Michelle
Obama Podcast" and "The Joe Rogan Experience." The company has promoted these original
podcasts through a variety of marketing efforts, including advertising and social media
campaigns.

Overall, Spotify has employed a variety of marketing campaigns, including advertising, social
media marketing, partnerships and sponsorships, and original content development, to promote
its podcasts and encourage more listening.

Figure 3: Spotify Marketing

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Overall, the UK audiobooks, podcasts, and radio show industry is a growing and competitive
market, with increasing demand for digital audio content and a number of major players vying
for market share (Rapp et al., 2013).

Figure 4: Aubiobook Statistics

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Digital Visual Board on Past/Recent Advertising:

Figure 5: Visual Board

Audible UK is targeting customers, depending on the goals of the company and the
characteristics of its target audience. Some potential strategies for targeting customers could
include:
Segmenting the market: Audible UK has segmented its target market based on factors such as
demographics, interests, and behaviors. This helps the company to create more targeted and
effective marketing messages.
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Using targeted advertising: Audible UK uses targeted advertising to reach specific segments of
its target market. For example, the company uses targeted ads on social media platforms or
programmatic advertising to reach specific demographics or users with specific interests.
Personalizing marketing efforts: Audible UK wants to personalize its marketing efforts by using
data and insights about individual customers to create more relevant and engaging marketing
messages. This includes using personalized email campaigns or customizing marketing messages
based on customer data.
Utilizing customer data: Audible UK uses customer data to create targeted marketing campaigns
and segment its audience. This includes data about customer behavior, preferences, and
demographics.

RECOMMENDATIONS
Objectives:
It is likely that the marketing campaigns will be evaluated based on a number of factors,
including the effectiveness of the messaging, the relevance of the content to the target audience,
the quality of the execution, and the overall impact of the campaign (Barreda et al., 2015a).

Some people may think that the marketing campaigns of Audible UK are effective and engaging
and that they effectively communicate the value and convenience of the company's audio content
offerings. Others may have more mixed or negative reactions to the campaigns, depending on
their individual preferences and priorities.

Overall, the success of the marketing campaigns of Audible UK will depend on the company's
ability to connect with its target audience and effectively communicate the value and
convenience of its audio content offerings.

Increase brand awareness: One of the main objectives of the marketing communications plan
could be to increase awareness of the Audible brand among consumers in the UK. This could
involve promoting the brand through advertising campaigns and other marketing efforts, such as
partnerships and sponsorships, to reach a wider audience.

Drive app downloads: Another objective could be to drive downloads of the Audible app, which
is the primary way that consumers access the company's content. This could involve promoting
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the app through advertising and social media campaigns and partnerships with mobile carriers
and device manufacturers.

Increase content consumption: A third objective could be to increase the amount of content that
consumers are listening to on the Audible platform. This could involve promoting popular
audiobooks and original audio content through advertising campaigns and other marketing
efforts, as well as offering incentives and discounts to encourage more listening.

Enhance customer loyalty: Another objective could be to enhance customer loyalty by

encouraging existing users to continue using the Audible app and to recommend it to friends and
family. This could involve offering promotions and rewards for referrals and providing excellent
customer service and support to keep users satisfied.

Overall, the marketing communications plan for Audible UK should aim to increase brand
awareness, drive app downloads, increase content consumption, and enhance customer loyalty in
order to support the company's overall business objectives (Barreda et al., 2015b).

Financial objectives can vary widely from one organization to another and may depend on a
range of factors such as the size and scale of the business, the market in which it operates, and
the specific goals and priorities of the company.

Generally speaking, however, financial objectives for a company like Audible UK might include
increasing revenue, maximizing profits, growing market share, and improving the overall
financial performance of the business. The company may also have specific financial targets or
benchmarks that it aims to achieve over a certain time period, such as increasing revenue by a
certain percentage or achieving a certain level of profitability (Brodie et al., 2013).

Overall, the financial objectives of Audible UK are likely to be closely tied to the overall goals
and priorities of the business, and will likely focus on driving growth and improving financial
performance.

Target Audience:
The target audience for audiobooks, podcasts, and radio show companies in the UK is likely to
be diverse, with a range of individuals interested in these audio formats. In general, however, the
target audience is likely to include tech-savvy individuals who are interested in a wide range of
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topics, including news, entertainment, sports, politics, business, and more. Audiobooks,
podcasts, and radio shows may be particularly popular with busy professionals and commuters
who want to listen to content on the go, as well as with students and other individuals who want
to learn about a particular subject or topic. These audio formats may also be popular with
individuals who prefer to consume content in audio form, rather than reading or watching videos.
Overall, the target audience for audiobooks, podcasts, and radio show companies in the UK is
likely to be diverse and may include a wide range of individuals who are interested in audio
content and who value the convenience and flexibility of these formats (Bazi, Filieri and Gorton,
2020).

The target audience for Audible UK is primarily individuals who are interested in audiobooks
and other audio content, such as podcasts and radio shows. This includes a wide range of
consumers, including busy professionals who want to listen to content while on the go, students
who want a convenient way to consume educational materials, and avid readers who want to try
a new way of consuming books. A potential persona for Audible UK's target audience could be
"Anna," a 35-year-old working mother who is always on the go. Anna is an avid reader and is
always looking for ways to fit more reading into her busy schedule. She loves the convenience
and accessibility of audiobooks and frequently listens to them while commuting to work,
exercising, or doing household chores. Anna is also interested in podcasts and radio shows and
uses the Audible app to discover and listen to new content in these formats. She is tech-savvy
and enjoys using her smartphone and other devices to access the content. Overall, the target
audience for Audible UK is primarily individuals who are interested in audiobooks and other
audio content, and who value the convenience and accessibility of digital formats. The persona
of "Anna" represents a typical member of this audience, highlighting the key characteristics and
needs of this group.

Creative Proposal:
Audible UK is a provider of audiobooks and other audio content, such as podcasts and radio
shows. The company offers a subscription service that allows users to access a wide range of
audio content, including books, magazines, and other spoken word content (Park, Im and Kim,
2020).
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Audible aims to achieve high brand equity by providing a wide range of audiobooks and other
audio content, including bestsellers, classic works, and exclusive content at an affordable
subscription.

Audible UK wants to convey a variety of messages to its target consumers. Some potential
messages that the company may want to convey could include:

The value and convenience of its offering: Audible UK may want to emphasize the value and
convenience of its subscription-based service, which allows users to access a wide range of audio
content on a variety of devices and platforms.

The quality and diversity of its content: Audible UK may want to highlight the high-quality and
diverse selection of audiobooks, podcasts, and other audio content that it offers, and to showcase
the various genres and languages that are available.

Personalization and recommendations: Audible UK may want to convey the message that it
offers personalized recommendations and other tools that make it easier for users to discover
new audio content that aligns with their interests and preferences.

Innovation and leadership in the audio content industry: Audible UK may want to emphasize its
commitment to innovation and leadership in the audio content industry and to position itself as a
go-to source for high-quality, convenient, and personalized audio content.

Overall, the specific messages that Audible UK wants to convey to its target consumers will
likely depend on the needs and preferences of its target audience, and on the company's goals
and objectives (Park, Hyun and Thavisay, 2021).

For Audible UK, the tone of voice of its marketing campaigns could be influenced by a number
of factors, including the brand's personality and values, the preferences and attitudes of its target
audience, and the nature of the product or service being marketed.

Some potential tones of voice that Audible UK may consider using in its marketing campaigns
could include:

Warm and welcoming: Audible UK could adopt a friendly and approachable tone of voice that
makes it feel welcoming and inviting to its target audience.
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Inspiring and uplifting: Audible UK could use a positive and uplifting tone of voice to inspire
and motivate its target audience.

Innovative and forward-thinking: Audible UK could adopt a tone of voice that conveys a sense
of innovation and forward-thinking, positioning the brand as a leader in the audio content
industry.

Expert and trustworthy: Audible UK could adopt a tone of voice that conveys a sense of
expertise and reliability, positioning the brand as a trustworthy source of high-quality audio
content.

Ultimately, the tone of voice that Audible UK uses in its marketing campaigns should align with
the brand's values and personality and should be well-suited to the preferences and attitudes of its
target audience (Liu, Shin and Burns, 2021).

The design of a logo is an important aspect of branding and can significantly impact the overall
look and feel of a company's marketing materials. The specific design of a logo will depend on
the company's brand personality, values, and target audience, as well as the nature of its products
or services.

For Audible UK, some potential considerations for the design of its logo could include:

Color: The colors used in the logo should be chosen carefully, as they can convey different
meanings and associations. Audible UK may consider using colors that are associated with
creativity, innovation, and/or relaxation, depending on the brand's personality and target
audience.

Typography: The font and style of the text used in the logo should be chosen to reflect the
brand's personality and values. Audible UK may consider using a font that is clean, modern, and
easy to read, or one that is more unique and expressive.

Shape and form: The overall shape and form of the logo should be visually appealing and easily
recognizable. Audible UK may consider using an iconic symbol or emblem to represent the
brand, or a more abstract or stylized design.
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Media Proposal:
Television can be an effective marketing channel for Audible UK, as it allows the company to
reach a wide and diverse audience through visually appealing and engaging content (Kannan and
Li, 2017). When using television for marketing campaigns, Audible UK may consider the
following factors:

Target audience: Audible UK should carefully consider the demographics and interests of its
target audience when selecting television programming for its marketing campaigns. This could
include choosing shows that are popular with the brand's target audience, or targeting specific
networks or channels that are known to attract the desired demographics.

Message and tone: The content of the television commercials should be aligned with the overall
message and tone of the marketing campaign, and should effectively convey the brand's values
and personality. Audible UK may consider using a combination of video and audio elements to
create a compelling and immersive experience for viewers.

Timing and frequency: The timing and frequency of television commercials should be carefully
planned to ensure that they reach the desired audience at the right time. Audible UK may
consider using a variety of ad formats, such as 30-second or 60-second spots, and may want to
consider the optimal times of day or days of the week to reach its target audience.

Integration with other channels: Audible UK should consider how its television marketing efforts
can be integrated with its overall marketing mix, including other channels such as social media,
digital advertising, and in-store promotions. This can help to create a consistent and cohesive
brand experience for consumers.

Social media can also be a powerful marketing channel for Audible UK, as it allows the
company to connect with its audience in a more personal and interactive way(Zarei, Farjoo and
Bagheri Garabollagh, 2022). When using social media for marketing campaigns, Audible UK
may consider the following factors:

Platforms and targeting: Audible UK should choose the social media platforms that are most
popular with its target audience, and should carefully target its content to reach the desired
demographics. This could include using targeting options such as location, age, and interests.
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Message and tone: The content shared on social media should be aligned with the overall
message and tone of the marketing campaign, and should effectively convey the brand's values
and personality. Audible UK may consider using a combination of text, images, and video to
create engaging and shareable content.

Engagement and interaction: social media is a two-way communication channel, so Audible UK

should be prepared to engage with its audience and respond to comments and questions. This can
help to build relationships with consumers and create a sense of community around the brand.

Integration with other channels: Audible UK should consider how its social media marketing
efforts can be integrated with its overall marketing mix, including other channels such as
television, digital advertising, and in-store promotions. This can help to create a consistent and
cohesive brand experience for consumers.

Overall, using social media and television as a marketing channel can be an effective way for
Audible UK to connect with its audience in a more personal and interactive way, and can help to
build relationships and drive brand awareness and loyalty.

Evaluation Proposal:
Evaluating the effectiveness of advertising campaigns is an important step for Audible UK, as it
allows the company to measure the return on its marketing investments and make data-driven
decisions about future campaigns (Dolega, Rowe and Branagan, 2021). Some potential methods
for evaluating advertising campaigns for Audible UK could include:

Tracking sales: Audible UK may want to track changes in sales or revenue before and after a
campaign to determine its impact on the bottom line. This can be done by comparing sales data
from the same time period in the previous year, or by using control groups to isolate the effect of
the campaign.

Measuring brand awareness and sentiment: Audible UK may want to measure changes in
consumers' awareness and attitudes towards the brand before and after a campaign. This can be
done through surveys, focus groups, or social media listening tools(Barreda et al., 2015b).

Assessing website traffic and conversion rates: Audible UK may want to track changes in
website traffic and conversion rates (e.g. purchases, sign-ups, etc.) before and after a campaign.
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This can help to determine the effectiveness of the campaign in driving desired actions from
consumers(Hollebeek, Glynn and Brodie, 2014).

Evaluating social media engagement: Audible UK may want to measure the engagement (e.g.
likes, comments, shares) and reach (e.g. impressions) of its social media posts before and after a
campaign. This can help to determine the impact of the campaign on social media(Schultz and
Block, 2012).

Overall, it is important for Audible UK to use a combination of quantitative and qualitative

metrics to get a comprehensive understanding of the effectiveness of its advertising
campaigns(Zollo et al., 2020). This can help the company to make data-driven decisions about
future campaigns and optimize its marketing efforts(Kaplan and Haenlein, 2010).

Analyzing the financial results of advertising campaigns is an important step for Audible UK, as
it allows the company to measure the return on its marketing investments and make data-driven
decisions about future campaigns. Some potential methods for analyzing the financial results of
advertising campaigns for Audible UK could include:

Calculating return on investment (ROI): Audible UK may want to calculate the ROI of its
advertising campaigns by dividing the net profit generated by the campaign by the total cost of
the campaign. This can help the company to determine the profitability of its campaigns and
compare the results to other investments(Hollebeek, Srivastava and Chen, 2019).

Assessing cost per acquisition (CPA): Audible UK may want to track the CPA of its advertising
campaigns, which is the cost of acquiring a new customer through the campaign. This can help
the company to understand the efficiency of its marketing efforts in driving conversions(de
Meyer, Loch and Pich, 2002).

Measuring lifetime value (LTV): Audible UK may want to calculate the LTV of its customers,
which is an estimate of the total value of a customer to the company over the course of their
relationship. This can help the company to understand the long-term value of its marketing
investments.
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Analyzing margins: Audible UK may want to track changes in margins before and after a
campaign to understand the impact of the campaign on profitability. This can be done by
comparing gross margin and net margin data from the same time period in the previous year.

Overall, it is important for Audible UK to use a combination of financial metrics to get a

comprehensive understanding of the results of its advertising campaigns. This can help the
company to make data-driven decisions about future campaigns and optimize its marketing
efforts (Cheah et al., 2020)
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