The only way is audio ‚Äď the growth of audio channels for marketing

AgroMatrix Systems for Agricultural Marketing

Clubhouse exclusivity ‚Äď a help or hinderance?¬†

Part podcast, part conference call, part social media app, Clubhouse¬†has been making waves since¬†it¬†launched¬†in March 2020 ‚Äď a somewhat serendipitous timing in hindsight!¬†

Operating¬†an exclusive inviteonly membership,¬†Clubhouse¬†currently¬†has¬†around 6m users.¬†It has¬†already¬†gained¬†the attention of some tech¬†heavyweights¬†including¬†Mark Zuckerberg and Elon Musk.¬†Once onboard, the audio-chat app enables users to either initiate or listen to conversations¬†or a combination¬†via¬†different¬†‚Äėrooms‚Äô.¬†

Two of our AFCC guests,¬†Alison¬†Teare, marketing director and podcaster at‚ÄĮSimply Marketing¬†and former BBC post-production specialist, James¬†Sopp, now a digital marketer at‚ÄĮBuzzin¬†Digital¬†even¬†met on Clubhouse.¬†

As Alison explains;¬†‚ÄúIt‚Äôs a hugely useful networking tool, and what you get with voice, above all else, is that connection‚Ķ it‚Äôs far greater¬†networking tool¬†than Twitter, LinkedIn or any other social media platform I‚Äôve used.‚Ä̬†

Being able to share conversations, pick topics or¬†identify¬†specific groups or demographics that you want to reach obviously has real benefits¬†for building your professional network.¬†However, cutting through the hype, Clubhouse is currently only available to ISO devices¬†‚Äď making it instantly unavailable to 50% of the population.¬†¬†

I like our third guest,¬†Russell Goldsmith, founder of‚ÄĮAudere¬†Communications‚ÄĮand host of‚ÄĮthe¬†csuite¬†podcast, am an¬†Android user.¬†So,¬†Clubhouse‚Äôs exclusivity to Apple is¬†a sizeable shortfall in terms¬†of audience reach.¬†Admittedly,¬†it‚Äôs¬†early days, and developers¬†plan to¬†roll out an update of the system¬†to fill this huge gap in its potential user-base.¬†

However, when marketing a brand, inclusivity is an important consideration. Therefore, not alienating your existing customer base is essential. As Russell summarises: 

‚ÄúThe exclusivity works for Clubhouse, not the brand.‚Ä̬†

Source: www.Agricultural Marketing.co.uk

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