Power shift to Olympics fans boosts brand building

With an estimated worldwide audience of 3.6 billion according to Global Web Index, the 31st Olympiad kicked off with a dazzling opening ceremony in Rio at the weekend. These Olympic Games are expected to be the most watched ever and for this very reason, brands (official sponsors and otherwise) are on the lookout for opportunities to be associated with the biggest sporting event in the world and to capture the attention of Olympic fans as a means to drive business impact.

The Australian Olympic team has gotten off to a great start with two gold medals for men and women in swimming, another gold medal in women’s trap shooting and a the first Olympic media was a surprise bronze in men’s archery. The team’s hashtag #OneTeam has been trending all weekend as the first medals have been won.

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How music streaming creates a unique digital brand experience

In today’s mobile arena, it’s crucial for customers to connect with your brand. Through business intelligence tools, brands can gather important data (such as location, gender, and music preferences) every time a user listens to their favourite music. By utilising this data, brands can create buyer personas that will enable them to reach out and figuratively grab consumers on a personal level.

As marketing 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 customer engagement strategy for brands.

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How music can boost customer loyalty in the fashion-minded buyer

In the past year, we’ve started to see many fashion and accessories brands making their first foray into the world of music streaming. They’re taking the lead from the consumer technology, car and luxury brands that have already used music to deeply engage with their customers on an emotional level, in order to build brand advocacy and customer loyalty in order to increase sales.

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Brand engagement succeeds with music festivals

Marketers have been facing a shift in the way they create their brand engagement models when it comes to Millennials. What once worked for the older generations no longer has the same effect with Millennials. Music festivals for example have quickly taken over as the best way to reach out to Millennials, with companies like Reb Bull, Mercedes-Benz and MasterCard leading the way in music event sponsorship. Millennials prefer to build memories by attending live events. But what are the hard numbers to support this?

Well let’s take a look …

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Which music streaming solution fits your brand experience strategy?

With the list of music streaming services growing by the minute, it’s hard to see which one is more effective for customer acquisition, retention and brand user experience. Each is unique and offers different variations of music streaming services, costs, music catalog and social elements. Depending on what your company offers and is looking to provide, it’s important to understand what the main differences are and how it will impact your brand experience strategy. According to Digital Music news, “a minority (47%) of 16-34s reported listening to fewer than 3 hours a day, with most self-reporting between 3-6 hours daily.” With this in mind, it’s now time to figure out which of the music streaming services are better suited to your brand.

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How do I include a musician in my digital brand experience?

“Every time a brand uses music—in marketing, sales or in a PR context, regardless of the music, genre, style, artist, or channel through which it is played, the music is influencing a customer’s perceptions about the brand. It is effectively creating an asset or liability for its overall brand equity.” Ruth Simmons, CEO of Soundlounge, makes a valid comment on the growth of digital brand experience through music.

This thought is well supported by industry research by companies like Nielsen and Momentum Worldwide. In fact, in recent studies by Momentum Worldwide, 93% of Millennials claimed that they like brands that sponsored live events.

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How to build sound into your brand experience strategy

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.

Just as technology develops, so does a consumer’s taste for marketing which impacts your brand experience strategy. Putting it simply: music has the power to evoke real emotion in your customers and it causes them to act, all whilst building a total brand experience.

Here are a few ways that you can begin to implement music in your strategy and effectively target your growing Millennial consumers:

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How brands offer free & legal music for effective customer engagement

Many companies may not realise this, but they have the ability to evolve their brand by providing free legal music. Companies like Uber and Starbucks already connect with their customers by offering free and legal music.

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How to drive effective customer engagement? Think mobile

Most consumers have already researched your store online (if it’s new to them) before they’ve stepped a foot inside the brick and mortar. But what if the brick and mortar is where you’ve spent all your time building your brand?  If you’re not seeing the ROI you want, it could have something to do with the mobility of your brand and its lack of effective customer engagement. What has worked in the past may no longer be working for your audience as Millennials take over the buyer’s market.

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5 Brands who stream music for better brand experience

The 2016 Australian Record Industry Association (ARIA) statistics have showed that music streaming services have doubled from $23 million to $46 million, which now gives digital music the main hold of the market share, accounting for 62%. Australia has also seen the revenue for recorded music increase 3.2% globally, according the the International Federation of the Phonographic Industry. This is an impressive climb in supporting artists and the music industry overall. It is no surprise that these 5 companies have used streaming services as part of their brand experience.

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