Algorithms Are Not The Future Of Marketing, Humans Are
Algorithms and automation have become the focus of marketing over the last few years, but fear not, marketers, it’s still the human touch that’s responsible for delivering great results for businesses.
Steve Hughes (pictured below) of Mood Media explains why.
Marketing tactics are increasingly becoming technology-driven, with algorithms, automation, and data driving a lot of decisions.
However, when it comes to customer experience design and sensory branding, the human touch still has the edge.
Take for example the design of music for retail – this is one area where professional curators outplay machines. More than four in five Australian shoppers (84 per cent) like hearing music when in a store.
According to a study by Curtin University Professor Adrian North, the right kind of music can direct shoppers to purchase.
North conducted research in a British bottle shop and found that playing discernibly French music led to consumers buying five times more French wine.
The music was not designed to promote French wine, but rather turn a 50/50 decision into a 51/49 decision in favour of French wine. Getting this right requires human experts, not machines.
So what does this teach marketers about music as an in-store sales tool that is designed by humans for humans?
Beyond data
It might be tempting to outsource music choice to an algorithm. Plenty of streaming services claim to have data on what your demographic enjoys listening to – and we can’t argue with that. What algorithms don’t do, however, is connect the listener with your brand. Data is a good starting point, but it should not be the lone factor informing your playlist.
Using algorithms and automation is marketing-by-numbers: it reflects your target market but does not optimise your brand.
And that rule applies to any marketing. The difference an expert music curator makes in this space is profound.
Not only can a professional human curator weed out inappropriate songs – whether they have strong language, depressing themes, innuendo or cultural references that algorithms will miss – they can also select music to set a mood.
And part of setting that mood is using the music selection to encourage shoppers to spend the optimum length of time in-store – whether you have a need for speed to increase turnover and keep revenue ticking, or want shoppers to browse at a relaxed pace so they have time to fall in love with something.
‘I’m with the brand’
Song selection is also incredibly important to align with a brand.
In a recent quantitative survey, 72 per cent of participants stated that if a store plays music they like, they feel it is a brand they can relate to and connect with; this figure sky-rockets to 87per cent for millennials.
Curators are not only the experts in music and audience, they also seek to understand the DNA of the brand. They start with the brand image and then select music to match.
To create a music strategy, they ask clients questions like:
- What is the purpose of the music?
- What is the ambience of the space?
- What role does music take in terms of the customer experience?
- How does the brand want to make their customers feel?
- How will the music make a unique statement about that brand?
- What are the demographics of the customers?
- Is staff engagement a consideration? (Do we need to energise staff at 3pm?)
These questions are outcome focused, directed at setting a mood within the store to optimise the shoppers’ experience.
This can also be adjusted seasonally, for example in one season a clothing range might feature tropical prints, so the curators would introduce tracks which have a tropical feel to them.
As with the French wine example, it’s not a matter of directly selling a tropical trend but setting the mood for customers to be open to buying clothing with a tropical theme.
The current Country Road experience is a good example of that.
All Aboard combines a nautical theme with a weekend getaway vibe.
The soundtrack features the feelgood track ‘Across The Sea’ by the smooth-voiced Falqo, and ‘Take It Easy’ by Purple Disco Machine, both of which, in addition to having marine themes, pulses at a beat that dances the line between laidback and ‘open to adventure’.
Time for Change
The expertise of curators really comes to the fore when it comes to changing the mood throughout the day.
While Country Road has a particular market with a focused playlist, a department store like Myer caters for many different demographics at different times.
The energy needs to change throughout the day and week, as well as during sales periods. To match these changes in energy, we set the tempo and styles of music to change too.
A professional curator will also be able to judge the specific ratio of song to in-store messaging for each different retailer.
See why the human touch trumps marketing algorithms? Some marketing decisions need to be based on a deeper understanding than data alone can give.
So next time you turn to data to create a playlist, understand that data can give you information but it does not understand your brand and your intent.
Every track on your brand playlist should be reviewed multiple times by living, breathing human beings who go through and listen to the song and the lyrics.
An incredible amount of thought and insight goes into this marketing tool, and for it to truly deliver ROI you need the expertise of a professional human curator.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.
Thanks for your comment Craig. You’re right – there are some marketing solutions that can have AI do the grunt work and humans do the in-depth understanding and strategy. But we see time and time again that some customer experience and branding solutions cannot rely on algorithms.
I am all for using technology – that’s why we have beacon-technology retail solutions and digitised offerings – but don’t believe the outcomes are successful when human involvement is cut out. Only the human touch can perceive things, bring context to understanding, interpret innuendo, and interpret brands and audiences in detail. Technology can’t eliminate human expertise from any element of marketing.
I completely agree that businesses need to move away from the ‘music for everyone’ model. And while the music needs to be something that a customer would enjoy listening to, the best playlists do more than that. They reflect the brand, represent the ideal customers, are the right pace to encourage the right length of time in store and also highlight products and create the best purchasing environment. That’s more than what an algorithm or personal song choice can do.
I appreciate the specific example of music at retail, but think it’s a generalisation to stretch that across all forms of marketing.
Even with in-store music, I can see ways to move from the ‘music for everyone’ model to allow each individual in the store to access a custom playlist, customised to their mood & selected based on influence on their buying behaviour – learnt over time via algorithmic (AI) learning.
With everyone having mobile personal devices, why should anyone be stuck listening to the generic tracks broadcast by a retailer? Why not offer every individual the opportunity to listen to what they love – and tracking their purchase behaviour at the same time such that the numbers can be crunched to identify which combination of songs maximises purchase behaviour.
BTW if you’re still using generic in-store music (the same track delivered to every customer at the same time) – AI can still contribute by crunching your purchase data to identify impacts (or on staff productivity) and is quite capable of screening tracks – or live talk-back – for inappropriate terms.
Moving past in-store music – every organisation should be measuring all their marketing to the degree possible, and using AI to identify trends and associations that would take humans far longer to identify (if at all). Humans are used for the high-value work of understanding those trends and associations and defining how they should be used – at which point machines can take over much of the implementation process under human direction.