The power of voice should not be underestimated in a world where there is an ever-increasing emphasis on visual platforms. Audio remains particularly important on the African continent, where our history is an oral one and many people learn through storytelling. Podcasting, one step, is fast gaining traction to connect and engage with niche audiences who are smart, affluent and make the decisions. This is the view of CliffCentral’s Gareth Cliff, speaking at a creative exchange hosted by the Mobile Marketing Association last week. Social media is a visual platform, says Cliff, offering consumers a plethora of things to see. But the visual response required by social media doesn’t lend itself to multitasking, something that has become essential in today’s environment, which is driven by time efficiency. “You can’t check Instagram while driving your car or cooking dinner, but you can listen while you do pretty much anything else,” says Cliff, adding that in a time-pressured world audio...

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