by Mikko on May 2, 2019 at 12:27 pm
This article was originally published in Adweek. So far, studies have shown varying results on the effect of in-store music on customers. Whatever the outcome might be between positive and negative reactions, however, one thing is clear: The design of the soundscapes and their correspondence to the overall sensory experience of the service setting seems to be the watershed between them. For example, a study conducted in a U.S. supermarket chain found out that when the music was played in a faster tempo, consumers spent considerably less time in the store, and on average, the slower music ended up increasing the […] Read more »
by Toni Holappa on April 9, 2019 at 10:27 am
Top 5 Audio Branding and Audio Marketing articles, April 2019 Many things are happening around music and voice right now. The interest in audio branding and audio marketing is surging and will keep escalating as the year goes by. The recent number of media attention on the subject has grown exponentially and we have gathered the most interesting ones for you to read in this month’s ‘What are we hearing now?’ edition. Want To Break Through The Noise? Songsmith Your Brand (entrepreneur.com) We have been talking about “voice-first” era and screen free world for a while now. With the recent innovations […] Read more »
by Toni Holappa on March 12, 2019 at 2:58 pm
Last month it felt like audio branding was on everyone’s lips. Gary Vaynerchuck’s article was shared by every other marketer and Voices.com had a great article published in AdAge. This time, our monthly selection of articles takes a look at why audio branding deserves all the recognition. 5 Predictions For The Future Of Audio Marketing (CMO.com) Sound has an uncanny ability to enhance brand performance and like Ogilvy said about the latest marketing trends: “For the first time, marketers will have no choice but to consider the audio characteristics of their brands.” In our predictions for the future of audio published in […] Read more »
by Mikko on March 12, 2019 at 10:42 am
This article originally ran on CMO.com. In 2018, many companies started to explore the business potential of sound through audio branding. An increasing number of brands ventured into new territories, including podcasting, playlist curation, artist collaborations, and even hosting their own music festivals. But this is only the beginning. Based on hundreds of articles, customer cases, and industry trend reports, I am making the following predictions about the future role of sound in marketing with the hope that they will inspire your brand to use custom audio to empower your brand performance. 1. More Branded Audio Content Will Be Needed “Sound […] Read more »
by Mikko on February 5, 2019 at 11:20 am
This article was originally published in Adweek. The Super Bowl is one of the very few times in the calendar year when marketers are guaranteed to have consumers’ attention. Not many other events gather hundreds of millions of viewers in front of their TVs, eager to watch not only the game itself but the big ads, which have come to gather an almost cult-like following. To make the most of their spot in the Big Game, each of these ads have been visually perfected to the last pixel. But how many have given similar thought to the other side of […] Read more »
by Toni Holappa on January 15, 2019 at 11:31 am
It’s again time for our monthly selection of top audio branding and marketing articles of the month. For January’s ‘What are we hearing now’ we picked a few top articles from last year that are more than relevant in 2019 and three fresh prediction posts that will guide you during the coming year. 3+3 = 2018, The Year of Audio Branding (Audiodraft.com) We started the year by predicting the role of audio branding to grow in brand marketing. Indeed, it looks like voice search and digital assistants really are here stay, and their sales are very likely to continue growing this […] Read more »
by Toni Holappa on December 4, 2018 at 11:32 am
This time, our selection of audio branding and marketing articles takes a look at how to capitalize sound in marketing. We’ll even uncover the answer to the question you didn’t even know existed: What tune should you pair with your favorite cheese? A Sound Presence Boosts Brand Metrics (warc.com) Technology is allowing us limitless access to podcasts, audiobooks, music streaming, and voice assistants. Despite this, many brands continue to heavily prioritize visual communication and are failing to truly leverage the potential of sound in their branding efforts. How Music Grows Brands? (marketing-interactive.com) Music is an emotionally engaging and memorable way to […] Read more »
by Mikko on November 28, 2018 at 9:22 am
To create an emotional impact, brands need to establish a link between the visible brand persona and the call to action through music. Since videos now make up over half of the on-demand music consumption across the globe, the marketing ROI on unified visuals and audio content is more evident than ever. This alliance not only helps to bring forth the wanted emotions but also reaches more people than ever. However, leaving the musical choices as an afterthought won’t cut the chase anymore. The DNA of engaging content consists of credibility, authenticity, relevance, and urgency. Translating these qualities into music […] Read more »
by Mikko on November 20, 2018 at 10:54 am
Article originally published in Adweek on October 8th, 2018. Popularity on mobile has pushed for improved quality So far in terms of mobile content, the quality, diversity and engagement have been skillfully mastered and integrated into user experiences. But this soft excellence has to be matched with similar prowess in quality of the hardware production. For instance, music is becoming an increasingly important element in the smartphone-based customer experiences. Instagram recently announced that their Stories feature will allow users to add music into their photos and videos. That’s a billion users worldwide receiving audible information whenever they want, not to […] Read more »
by Mikko on October 2, 2018 at 11:38 am
Did you know, that 90% of live music fans are saying brands could step in with their musical offering to enhance concert experiences? This is absolutely brilliant news for brands! It is a clear invitation for them to join the party and bring their audio content along. Even better, they now have a time and a place where people will feel the least interrupted and the most indulgent for receiving audible branded information. How many local live music events and festivals are arranged near you? That’s where the majority of the listeners say your brand should be at. More to the […] Read more »
