Last Updated : 2020-06-01 04:20:23
Among the elements that could be considered 'paratextual' in marketing campaigns, those that are not the message itself but that surround it, accompany it, and reinforce its meaning, music is one of the most prominent. Music has a very high potential to transmit information, to establish links with consumers or to establish certain brand values.
Companies use it on a regular and recurring basis and also use it as a lever for many things. It is known, for example, the potential of background music as an element to control customer flows in retail. Supermarkets use softer music in off-peak hours to keep their customers in-store and pacing the aisles, and more lively music at peak times where they need their consumers to behave efficiently.
All this also happens without consumers practically realizing it, because music is one of that contextual information that is processed at a subconscious level. The neuromarketing studies have also shown that music that we associate with certain moments of our life has a calming effect and also that music influences our emotional states, we can make happier, more relaxed and happier.
Music to identify the brand! Of course, the power of music in marketing is not only how it influences our emotions and how it unconsciously contributes to meaning, but can also be an important element as content and experience. Music has to be integrated into the marketing content and becomes part of it. This is what some ads do that have songs that become iconic, even if they are not part of the brand message, and that helps conveys the company's values.
In recent years, many brands have begun to integrate audio into their marketing strategy by creating audio logos that improve brand identification. The sound logos, which range from Mastercard to Netflix, are not melodies or background noise, but rather a sound that leads consumers to think directly about the brand and its identity.
They have also been integrated into the idea that marketing to function in the 21st century must be multisensory. Music creates experiences! To all this is added the classic notion that music is a gateway to experiences and to connect with consumers through them.
It is what makes summer festivals become a vein for brands, or that music has been one of the tools to sell to millennials. Music allows you to live experiences, feel them, and connect deeply with them, which helps create stronger links between consumers and brands. Sometimes the brand itself and its products become the base piece for the musical experience.
About Author : Sazid is a freelance writer and editor passionate about writing on the realm of business tech. He currently works with SMEs through North America and Europe.
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