As advertising becomes even more competitive and sophisticated, it’s crucial for brands to find innovative ways to connect to existing customers while engaging new ones. This entails providing a personalised experience that customers can relate to on an emotional level — and music can provide that experience. The universal language of music can be used to reach customers across the globe; when used in a mobile context, music can convert mobile experience to an effective advertising channel for brands.
While traditional advertising channels, like TV and print are still prevalent in most markets, implementing mobile marketing as an integral part of a brand’s strategy is gaining popularity. Not only is this channel cost effective, it’s effective for engaging consumers long-term because of how mobile has become an extension of everyone’s lifestyle. According to research by Smart Insights last year, the number of global users of mobile devices has overtaken those of desktop users, with over 1,800 million preferring their mobile screens to that of the 1,700 million desktop users.
With product and services information available to consumers via their smartphones 24/7, the focus of advertising have shifted from telling consumers “what they want” to giving them the opportunity to “determine what they want when they want it”. How does music streaming play a role in this power shift to the most sought after millennial consumers? Let’s take a closer look.
The most important screens are the small ones
In a survey released by Bank of America, “nearly 4 in 10 millennials (39%) say they interact more with their smartphones than they do with their family, friends or co-workers.” Smartphones have become an extension of millennials’ everyday life and the way to win their hearts is to be a part of their day-to-day mobile lifestyle. +74% of them use frequently use music apps, which make music streaming the second highest activity on mobile after social networking.
Millennials are constantly checking into cafes on Facebook, tagging the bars they visited with mates on Instagram, ordering Ubers, booking into Airbnb and even looking for potential dates nearby on Tinder. I believe that in the next couple of years brand experience and online shopping are going to evolve into a “mobile-centric” space where contextual data (like location) will be combined with a user’s personal information (like listening history) to provide a more intimate mobile experience.
The mobility and accessibility of smartphones makes them the most powerful communication channel of all. They offer the chance to data mine real-time insights based on a consumer’s location, user activities and mobile behaviour. With the rise of smartphone usage comes the challenge for brands to engage millennials, whose attention is constantly fragmented by booming apps and mobile content. Incidentally, music streaming is primarily a mobile experience and hence, it provides an opportunity for brands to be a part of the millennials’ day-to-day mobile routine.
Mobile advertising taps millennials through music
Today, companies are faced with challenges around marketing to the biggest spending generation: millennials. According to Forbes, millennials are looking to brands to create an authentic experience in order to build trust. And the fastest way to build trust with millennials is through music, because it speaks to them on a deeper level.
A marketer who invests in traditional infomercial advertising is beating a dead horse in this mobile era. In a recent e-marketing research published by Forbes, it was revealed how “millennials don’t want to be talked at.” They also want to take control of the messaging they receive, and are expecting to be rewarded or easily incentivised for their loyalty. Brands can offer a free memorable music streaming experience to reward customers and cross-sell products, similar to how American Eagle did it using a branded music streaming platform.
Savvy marketers are now investing heavily in mobile strategies, and mobile ad revenues in the U.S. alone are targeted to reach $58 billion by 2018. Among these mobile strategies, marketers are finding that music is the Trojan horse — the real secret ingredient to engaging consumers in a personalised digital brand experience that will not only increase conversion but also engender loyalty to the brand. By creating a buyer persona that’s customised to each consumer, music provides not only an engaging hook to reach out to customers but also a non-intrusive way to gather important user data (such as location, gender, and music preferences) through device use, app permissions and social media interaction. In the end, this information — garnered by music — can help retailers build buyer personas so that they can target their offers in a more customised way to consumers, which can ultimately result in increased customer engagement and conversions.
We launched Nada Kita in Indonesia because I believe that music is the pillar on which brands can build highly valuable marketing personas via various engagement methods and business intelligence. Allowing these consumer brands to go one step further in providing narrowcast communication methods to their consumers will not only produce great revenue for the brand, but will also ensure that the consumer is happy, getting relevant messaging that they appreciate. Is it achievable – I definitely think so!
This is the second of a two-part blog post from Tuned Global.
Top photo: © Getty Images / Gilaxia