The Uses of Sound in Marketing
Sound is regularly used as a complementary medium that enhances video and sometimes images. Various individuals and brands have also implemented Podcasts into their marketing strategies while companies like BMW and Apple use sonic logos for greater brand differentiation & customer memory retention (example).
The Benefits of Using Sound
Sound and music is receiving growing attention as a marketing tool that can be used to enhance user perceptions, expectations and behaviour. To find out more about the effects of music, read “The Effects of Music on Consumers in a Fine Dining Establishment“.
Influences Consumer Expectations
Sound allows users to build a comprehensive understanding of an event, service or experience through certain musical queues, genres and technicality.
Induces Nostalgic Effect
A sense of nostalgia can be induced when exposing listeners to a progression of musical queues associated with a specific time period or environmental similarity.
Affects Consumer Behaviour
By manipulating various musical elements such as tempo or mode, music can be used to affect consumer’s in-store behaviour to favour company objectives.