Music festivals are huge events in the cultural calendar and they have now extended their reach globally by attracting a much wider audience of non-festival goers, who will tune into social media because of the “halo effect” that influential celebrities bring to these events. It’s the clothes they’re wearing, how they’ve done their hair and who they are with, that people are also interested in. No doubt, fashionable celebrities coupled with exciting performance line-ups have turned festivals into a massive social media phenomenon.
With advancements seen in mobile technology, customers are now more powerful than ever. Mobile allows consumers to be always connected, and with that comes the ability to find information instantaneously. As a result, they want to be in control of their own experience. This power shift to consumers has disrupted traditional marketing models to find ways to connect with consumers by giving them what they want, when and where they want it. One company that is doing that is True Religion.
This new initiative by True Religion aims to improve brand loyalty by outfitting their retail store employees with the Apple Watch, including integration with iBeacons to give their customers a more personalised and pleasurable shopping experience.
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.
Well let’s take a look …
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.
Effective customer engagement is driven by five key strategies, which can easily be applied to mobile marketing. When you combine the two, you get a potent mix of loyal customers and a strong brand. Summed up perfectly by Brian Solis, Principle Analyst at research company, Altimeter Group; “Every consumer, practically, has a mobile phone. Many of them are on social media. Everyone is using apps and has access to the Internet. We live in a real-time world that is quickly evolving into an on-demand economy".
So let’s take a look at the five most effective customer engagement strategies for mobile marketing and the companies that are already using them and seeing the benefits:
If you’re not actively thinking about mobile customer engagement for your brand, chances are you probably won’t be reaching the entire target audience that you’d hoped for. In fact, your company strategy may be looking as outdated as one of those 90’s Internet ads …
“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.
According to Nielsen, with over 15 million Australians owning smartphones, time on mobile devices (43%) is now higher than time spent on desktop computers (39%). Nielsen also found that 35% of Australian’s dedicate time to social media, with entertainment (excluding gaming) next at 16%. Mobile is now the leading device used by Australians when accessing entertainment, information and social apps.
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: