How Brands Can Harness The Power Of Digital Music
Today’s marketers are astutely aware of the evolution of digital music consumption and the vast majority now regularly consume digital music on a multitude of devices. This is presenting brands with endless opportunities to use the power of digital music to provide a deeper connection to consumers, suggests Con Raso, managing director at white music label service, Tuned Global
As the custodians of content as we know it and the instigators of the “on demand generation”, today’s consumers are partly responsible for making digital music, and streaming in-particular, a key part of the customer engagement ecosystem. Music streaming now has a big part to play, mainly because of its ability to give consumers instant gratification.
1. Music creates emotional connectivity with the brand through positive association
Music acts as a personal identifier for each individual and can create a “halo effect” for a brand that associates with it, because it creates an emotional connection with consumers through the power of music they love. It has a unique affect on the brain, which produces happy memories that evoke strong emotions and it’s the reason you turn up the volume when you hear a song from your past.
For this reason, music can be a potent marketing tool, because consumers come to associate that good feeling with the brand that engaged them through the music they’ve streamed. It enables brands to build a long term relationship with consumers based on a shared passion for music that consumers will favour them for.
Some well-known brands, including MasterCard, H&M, Burberry and RedBull have all utilised the positive association with music as a way to emotionally connect with their customers and to build a relationship with them.
2. Consumers favour brands that engage their emotions through music
A lot of brands are struggling to cope with the deeper relationship consumers now crave with their products. Music is a universal language that your audience speaks fluently and with it brands can create that deeper connection back to the consumer.
Nielsen’s Music 360 Report said that music streamers feel more favourable towards a brand that engages them through music and 61 per cent will recommend those brands. While Spotify’s Music Streaming Brand Impact Study, found that music streamers are twice as likely to be stronger brand advocates and emotionally connected to the brand.
Having your brand’s own music streaming experience can help you create a relationship with your audience and a real community feeling, a comfortable environment where you can really promote your brand.
3. Consumers don’t want to pay for music
There’s no doubt that people love music and according to Edison Research’s recent ‘Share of Ear’ Report, people in the US spend an average of four hours per day listening to it, but many don’t want to pay for it because people feel they are being ripped off.
While most consumers say they are not keen on ad supported music content, they would rather watch an ad than have to pay for it. However the number of streamers is expected to grow by 192 per cent by 2019, there are currently 37 million paid subscribers versus 210 million of ad supported users according to MIDiA Research’s report.
This creates an enormous opportunity for brands to engage and reward their high value customers by offering a music streaming experience that offers them the music they want, when they want it, for free.
4. What is the real opportunity for brands with music streaming?
By offering their own streaming music solution, brands could create a loyal community and build a relationship with its consumers based on shared values. The consumer gets what they want from the brand they love and the brand stays engaged with them.
It is not question of competing with Spotify, Apple or Pandora, but I recommend that you take advantage of the trend they created to use music as a way to interact with your customers. What I am suggesting is a new engagement platform, fully integrated into your digital ecosystem and connected to your Customer Relationship Management system to create a long term, valuable and rewarding relationship with your customer, by offering them high value content.
Mass market music streaming solutions are powerful for short-term awareness campaigns because they offer a large audience. However you have to accept that you will be co-branded and you could be displayed near competing brands. Thus, Hyundai, Mini, Honda and VW have all run campaigns with Spotify recently. Moreover, the users are Spotify’s and therefore they own the data, so you lose the connection back to your customer and the opportunity to build a relationship with them.
You can use digital music as a loyalty tool for retention as well as for customer acquisition, the possibilities are endless. A retailer can reward its high value customers with a week of free music on its branded radio app any time they purchase specific products. A service provider could offer a year’s worth of access to its own music streaming solution when a new customer opens an account or renews their subscription. You get the opportunity to collect valuable data about your ultimate user, their preferences and interests so you can personalise your offering to them. The end result is a new powerful platform to promote your brand and your product that has a direct impact on your sales.
Digital music should absolutely be a key component in consumer brands’ customer engagement ecosystems. Marketers who do not recognise that music has a major part to play in their content marketing strategies are, in my opinion missing the opportunity to make a quantifiable and effective impact on their business.
Please login with linkedin to comment
homer hudsonLatest News
Resolution Digital Wins MyPlates Media Account
Following a rigorous competitive pitch of five shortlisted agencies, Resolution Digital has been chosen as personalised numberplates business myPlates’ traditional and digital media and SEO agency. myPlates CEO, David McGrath said they were looking for an agency with strong technical and strategic abilities. “As a data driven e-commerce company, we need a media agency who […]
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
In this op-ed, Paco Albie, co-founder of Digital Immersion calls out agencies that tell internal marketing specialists that investment in digital strategy takes three years to achieve. If you’re one of the many marketers, who has been told by an external agency partner that the results from your data intelligence, personalisation, and customer experience investments will […]
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love last night as all-new Farmer Wants a Wife hit the screens. The show was welcomed back with open arms and open eyes by the Aussie viewing public, picking up a total TV national reach of 2,260,000. Seven News was the show with the highest reach […]
The Growth Distillery Unveils The New Rules Of Influence
The Growth Distillery, in collaboration with Ogilvy and Kantar, released The Influence Codes, a ground-breaking research and insights program into ‘influence’, one of the world’s most powerful, least understood and rapidly changing human forces. The deep dive explores the seismic shifts in technology, society, and globalisation that are reshaping the landscape of influence, revealing how […]
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
Whittaker’s has launched its new brand positioning and creative platform via Bastion Shine, which celebrates Chocolate Lovers and their love of Whittaker’s. The new brand positioning, Hello Chocolate Lovers, encapsulates Whittaker’s unique way of making chocolate and will ensure the brand continues to build on their leadership position in New Zealand and strengthen its momentum […]
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Tyro has revamped its brand identity and launched a new brand campaign illustrating how industry-obsessed they are about their core customers with bespoke solutions across payments, banking and lending. ‘Into business big time,’ created by Howatson+Company, brings to life this customer obsession by highlighting Tyro’s dedication to supporting Aussie merchants in running and growing their […]
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
At an event at the NSW Teacher’s Federation Conference Centre last Tuesday night, a panel of IAB experts, including Are Media’s Jane Huxley and Lauren Leisk, unpacked the 2024 Affiliate & Partnership Industry Review research, discussing how major publishers are embracing affiliate opportunities. The research was designed and conducted in April 2024 by the IAB Australia […]
Optus Names NBN boss Stephen Rue As New CEO
Optus has named co-boss of NBN Stephen Rue as its new CEO just 6 months after the telco was rocked by an outage impacting 10 million customers. Rue, who has previously held positions at News Corp, will commence the Optus role in November. Former CEO Kelly Bayer Rosmarin left late last year following the outage. […]
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Enigma, one of Australia’s largest full-service independent agencies, today unveiled a bespoke placemaking campaign for URBNSURF – Sydney’s new, world-leading, purpose-built surf park. The creative team behind Enigma’s Property & Place division has developed a unique set of wayfinding and environmental graphics and signage for URBNSURF Sydney, ahead of its opening at Sydney Olympic Park […]
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Brand strategy and design consultancy, Houston has strengthened its creative offering, announcing the appointments of Alex Creamer to the role of Creative Director and Michelle Teh as Design Director.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
JCDecaux has been awarded the Transport for NSW (TfNSW) bus advertising contract for all buses in the Sydney Metropolitan regions. Lead image: Ben White, general manager. Winning the competitive tender process marks a significant expansion of JCDecaux’s current bus advertising contracts across Sydney. It extends JCDecaux’s Transit reach across the whole of Sydney Metropolitan regions […]
CommBank Launches The Brighter Side TV On 10 And 10 Play
CommBank has today unveiled The Brighter Side, a new television series to be broadcast on 10 and 10 Play to inform and empower Australians with practical tips and bright ideas to help them take control of their financial future. The Brighter Side showcases a diverse range of stories to inspire Australians to make their money […]
IMAA Announces Next Female Leaders Of Tomorrow Programme
The IMAA is celebrating the success of its inaugural Female Leaders of Tomorrow programme for providing a real-world solution to address the gender pay gap at senior levels* with events in Sydney and Melbourne. It has also announced its new 2024-25 programme. The 2023-24 programme’s 16 mentees and mentors, along with mentee leaders, IMAA directors […]
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Luke Spano, Managing Director at Avid Collective. You have an intriguing background as a professional poker player plus stints at JR Sports & NightGuru, how did that lead to native content? My previous work in the two startups were focused on marketing […]
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
Leading digital outdoor company QMS today announced a further expansion of its NSW network, signing a new agreement with the Australian Turf Club to manage key assets at Sydney’s iconic Rosehill Gardens Racecourse. The agreement, which was secured as part of a competitive tender process, takes effect on 3 June 2024 and covers six locations […]
VMO Signs Deal With Stockland Shopping Centres.
VMO has secured an exclusive agreement with Stockland to manage the operations of 22 large format digital screens, strategically positioned throughout nine Stockland town centres across Australia. These centres include Stockland Piccadilly in Sydney’s CBD, Stockland Merrylands, and Wetherill Park in Western Sydney, Stockland Green Hills in the Hunter region, Stockland Shellharbour on the south […]
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Day Management has appointed Tim Wall in a newly-created role of head of talent and publicity. Wall will be responsible for managing and overseeing Day’s broad and impressive portfolio of talent, including Day’s most-recent coup, the highly sought-after breakout star of Married At First Sight Australia, Lucinda Light. Wall was previously senior publicist at Paramount […]
Poppet’s Postive Party Celebrates First Birthday At New HQ
On Friday night, the new Poppet HQ was filled with free-flowing drinks and plenty of laughs at the production company’s 1st birthday party. After a prolific year, there was plenty to celebrate with Poppet’s industry friends and partners. Founded by Nat Taylor with senior producer Beth Malcher leading the production team, Poppet has experienced a […]
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.