The Importance of Music in Marketing and Advertising

In a marketing strategy and corporate positioning, music can be a great resource for emotional connection with the audience you want to address.

Music is essential for marketing and advertising; indeed, music is essential to life itself. Let’s talk about myself: I’m obsessed with listening to music. I listen to it when I shower, when I go in the car, when I study, when I work, there was even a time when I couldn’t sleep without background music.

Why is this relevant to you? Because I am sure that many will identify with me. And it is that music is an immense emotional trigger, which we know that when used well, it can create the best communication strategies: iconic and memorable. 

First of all, let’s talk about the value that music can bring to your brand.

Here we will quote Eric Sheinkop, President / CEO, Music Distributors, and co-author of Hit Brands: How Music Builds Value for the World’s Smartest Brands:

“Music adds value to a brand in three ways: identity, commitment, and topicality. Specifically, the use of music to establish an emotional connection with a brand increases brand recognition, generates excitement and enthusiasm beyond the brand’s core products or services, and can empower consumers, providing them with valuable content to discover and share.

Music creates the value brands need to win the war for attention and develop a genuine connection with their consumers. When used correctly, music creates not only loyalty but true defense. “

With all this said, we can conclude that yes, the music absolutely “hits” that emotional nerve in all of us; a nerve that connects us. Music can play a role in that aforementioned brand loyalty-building, so to speak, though it’s surely not the only contributing factor.

The thing is to use all the tools you have at hand to contribute to this loyalty and appeal to the feelings of consumers to remember you.

How many commercials do you not remember when you listen to certain songs? What brands do you think of when you hear the odd melody? It is very easy to appeal to the senses when it comes to music since the ear is a great receptor and catalyst of signals that within us become emotions. 

Music can trigger emotions and memories (cool, right?). Take a moment to think and think of your favorite song. What / who does it remind you of? Now that you’ve felt that little moment of excitement, realize how a simple song can affect your mood.

Imagine this strategy well used all that it can achieve in one person. 

Music stimulates various brain regions. When we like what we are listening to, we relax and our body begins to produce endorphins, the hormone of joy: it is easier for the consumer to buy in this state.

According to an experiment carried out by the University of Leicester, in the wine section of a supermarket, 77% of customers bought a French wine on the day that French music was played in the background. Coincidence? 

Similarly, let’s take the case of HP when it used a song by singer Meghan Trainor to promote its tablet. The campaign generated a sales increase of 26% in 12 weeks.

Although it can be more expensive to use copyrighted themes, it is often worth purchasing or collaborating with artists to achieve great results.

A good song can tell a complete story and make you feel what the performer wants you to feel. Depending on the mood you are in, you can listen to any song, any genre, and feel that it represents you. For example, we all know that The Killers’ Mr. Brightside is going to provoke a moment of internal euphoria anytime it is played.  

Let’s recall that music can be a great memory trigger, which is extremely important for marketing. Why? Because one of the most important parts of marketing is persuading the consumer to do something. To get your audience to do what you want them to do, you have to appeal to their emotions.

As I mentioned earlier, music triggers all kinds of emotions. Combine a good commercial/publicity with a good song and… what do you think? Something memorable.

And that’s not all … Did you know that music can also help in human resource management purposes? Music brings people together and creates bonds; creates a pleasant work environment. That is why you should never hesitate when wanting to share a good song with your colleagues. 

The role of music in marketing and advertising is often overlooked in the digital strategy of small and medium-sized businesses. The truth is, you don’t need a large advertising budget to include music in your campaigns. We are in a digital age where content is consumed in large quantities every day through different media.

We are familiar with dynamic content: from simple videos to games to virtual reality. Our senses are constantly seduced by all means of communication; you have to seduce them with attractive elements that create emotions and attract memories: music.

Now, a tip: while you can get great royalty-free music or buy the rights to original songs (which can be more expensive), having a custom song can be the perfect punch to get people to remember you.

If this song/melody is done right, something catchy and memorable can be achieved. Make sure this song is consistent with your mission, vision, values, and brand personality – it sounds complicated, but I assure you that with melodies of just seconds you can reflect all this and more. 

And finally remember, it is not only about being something cool or trendy but something that provides the results you are looking for.

Final tip: add music to everything you can! Take advantage of social networks and ads in video format to put those tunes that you want to represent you or your brand. Don’t take anything for granted and remember, everything counts!