Music as a Marketing Tool
Music plays a pivotal role in advertising because of its wide ability to enhance viewers’ arousal and effects, in fact, major brands use music in their advertisements to sell their brand with songs that send a message of their mission and vision which has been seen contribute enhancing brand loyalty. The music ability to connect and arouse our feelings catapulting distinct emotional connections makes it a perfect choice for marketers to exploit our emotions to push their products into our memory by selecting the right music for their target audience, the rhythm of both the song and the advertisement are synced to make a smooth flow that makes the advertisement unforgettable especially when its played over and over again. To understand the role of music in marketing this article has assembled unique features in music that make it a perfect tool for advertisement .
The use of music in advertising is popular because it provides marketers with a variety of choices in term of advertising costs, the costs incurred depends on the choice of the music artists you want to collaborate with, for example aligning with a popular artist who has sold millions of albums will cost you dearly, but collaborating with a growing artist with a potential of becoming successful is a great alternative because they are relatively cheap, furthermore am upcoming artist has a high level of engagement and loyalty because their followers are a mix of fans and friends which you can become your potential customers, furthermore aligning with a local artist gives your brand local visibility where your target audience mostly located.
Music can be applied in a unique way to attract the attention of viewers or listeners towards your business, products, or services, for example, if your business deals with merchandise that are sensitive to the environment you can pair with artists who are promoting environmental sustainability, this is because many artists today are teaching their audience about sustainability given the deteriorating global environment, therefore, partnering with the appropriate artists will help you drive people’s interest in what you offer.
Music has used a source of inspiration, this is because of its ability to evoke emotions and association with particular events, therefore, commercials that want to express their stand toward something and inspire peoples carefully select music that inspires their target audience which makes them start talking about the brand hence achieving their marketing intent. Those are some relationships between music and marketing.