The Age of Audio: The Relevance of Sound in Branding and Marketing Part 2
The Age of Audio: The Relevance of Sound in Branding and Marketing Part 2
The Age of Audio: The Relevance of Sound in Branding and Marketing Part 2
سونكبران
24/07/2025
سونكبران
24/07/2025
سونكبران
24/07/2025
The Relevance of Sound in Branding and Marketing
How voice assitance turns into intent for non users
The Relevance of Sound in Branding and Marketing
How voice assitance turns into intent for non users
The Relevance of Sound in Branding and Marketing
How voice assitance turns into intent for non users
Smart speakers
Smart speakers, the mainstream flagship of voice first and voice assistance, has served as a bridge; transporting mainstream consumers into the unfamiliar yet intriguing voice first space.
With a low price point and a fairly straight forward learning curve, core functions are easy to introduce into a routine. For example, adding milk to your grocery list, playing music, listening to the news, etc. It’s no wonder that as of 2020, 320 million homes globally have a smart device.
Smart speakers have expanded and morphed into more than just a “what’s the weather” use case. Multiple iterations now have displays. There are smart speakers specifically for children, and for music lovers. Some speakers can even be configured to use multiple voice assistant software (ie Google or Amazon).
During COVID-19, smart speakers were a link to the outside world. According to the Smart Audio Report, as of spring 2020, smart speaker users requested 10.8 different types of tasks every week on their devices; up from 9.4 in 2019. (19) Smart speaker users bought more devices to help entertain their family and listened to an average of 1-3 hours of news a week to stay connected and informed.
Those wisened by age have also increased their usage. Smart devices have allowed them to keep in touch with loved ones, and vice versa, set reminders for medication and other daily tasks, stay engaged through conversation with the AI and/or by listening to books and music.
Smart technology has become a companion during isolation.
Podcasts and Brands
Many companies and brands have found great value and success in creating or partnering with a podcast. Creating branded programming, allows extra time “to talk” to customers about the brand and what it does.
By investing the time and resources to create a relevant podcast, a brand increases its exposure by adding this additional marketing platform to their strategy. Podcasting creates notoriety and holds potential for additional revenue streams.
A podcast audience is an engaged audience. According to Edison Research, this captive audience is 54% more likely to consider the brands advertised on their trusted podcast shows. (20) With 1.7 million active podcasts to choose from as of 2021 and 41% of said audience being non white (22), brands are sure to find a large and diverse audience to market to.
Podcast Advertising
If a branded podcast is not of interest, podcast advertising is also a lucrative option. By placing ads on a podcast that is inline with a brand’s buyer persona, they are able to speak directly to a hyper targeted audience. Podcast advertising creates a much higher chance of audience’s acting on a brand’s call to action.
It is also important to consider who is voicing your ad. According to Neilson’s podcast effectiveness survey, “host read ads have a 71% higher level of consumer, purchase, and recommendation intent,” than pre-recorded ads produced by the brand itself.
“Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.”
Choosing podcasts to align with allows brands the ability to hyper target within a large and growing audience. As of 2021, 35% of Americans listen to podcasts on a monthly basis. The average weekly US podcast listener listens to 5.1 shows per week. 74% of those weekly listeners consume more than just one episode.
Whether the focus is lead generation, selling or advertising products, or just increasing brand exposure, podcasts are a smart way to diversify a marketing strategy. Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.
POS and Other Functional Sounds
Sound used as a design element is certainly underutilised as it is not completely understood yet. Treating sound as an accent or part of the “decor” of marketing can truly make a brand stand out. However, not all accents work.
Understanding a room, its attributes, and the decor already set in play must be a consideration before introducing new elements. Sound design is where the good sound is separated from the bad sound and/or noise. It is also how functional sound is successfully created.
Functional sounds such as Point of Sale (POS) sounds are great ways to incorporate a unique identity to a brand. In the case of POS especially, finding a sound trait that associates with a brand is a relatively new thought but becoming highly sought after.
POS sounds are the last, or one of the last impressions a brand has on a customer. For example, the sound emitted on a chip reader. Until recently, that sound was either generic and impersonal or annoying and off putting. If this is the end of a customer’s sales journey, to hear something pleasant and memorable as they put their credit card back in their pocket makes logical sense. By leaving happy and satisfied, the possibility of future visits, purchase increases, and brand loyalty is heightened.
Other functional sounds associated with a brand are ringtones, application sounds, oh-hold music, interactive voice response (IVR), voice over or voice assistance, presentation music, environmental sounds, campaign video music and sound effects, interactive VR, etc.
Functional sound has the potential to be a subtle yet incredibly powerful form of brand recognition, loyalty, and advocacy.
Smart speakers
Smart speakers, the mainstream flagship of voice first and voice assistance, has served as a bridge; transporting mainstream consumers into the unfamiliar yet intriguing voice first space.
With a low price point and a fairly straight forward learning curve, core functions are easy to introduce into a routine. For example, adding milk to your grocery list, playing music, listening to the news, etc. It’s no wonder that as of 2020, 320 million homes globally have a smart device.
Smart speakers have expanded and morphed into more than just a “what’s the weather” use case. Multiple iterations now have displays. There are smart speakers specifically for children, and for music lovers. Some speakers can even be configured to use multiple voice assistant software (ie Google or Amazon).
During COVID-19, smart speakers were a link to the outside world. According to the Smart Audio Report, as of spring 2020, smart speaker users requested 10.8 different types of tasks every week on their devices; up from 9.4 in 2019. (19) Smart speaker users bought more devices to help entertain their family and listened to an average of 1-3 hours of news a week to stay connected and informed.
Those wisened by age have also increased their usage. Smart devices have allowed them to keep in touch with loved ones, and vice versa, set reminders for medication and other daily tasks, stay engaged through conversation with the AI and/or by listening to books and music.
Smart technology has become a companion during isolation.
Podcasts and Brands
Many companies and brands have found great value and success in creating or partnering with a podcast. Creating branded programming, allows extra time “to talk” to customers about the brand and what it does.
By investing the time and resources to create a relevant podcast, a brand increases its exposure by adding this additional marketing platform to their strategy. Podcasting creates notoriety and holds potential for additional revenue streams.
A podcast audience is an engaged audience. According to Edison Research, this captive audience is 54% more likely to consider the brands advertised on their trusted podcast shows. (20) With 1.7 million active podcasts to choose from as of 2021 and 41% of said audience being non white (22), brands are sure to find a large and diverse audience to market to.
Podcast Advertising
If a branded podcast is not of interest, podcast advertising is also a lucrative option. By placing ads on a podcast that is inline with a brand’s buyer persona, they are able to speak directly to a hyper targeted audience. Podcast advertising creates a much higher chance of audience’s acting on a brand’s call to action.
It is also important to consider who is voicing your ad. According to Neilson’s podcast effectiveness survey, “host read ads have a 71% higher level of consumer, purchase, and recommendation intent,” than pre-recorded ads produced by the brand itself.
“Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.”
Choosing podcasts to align with allows brands the ability to hyper target within a large and growing audience. As of 2021, 35% of Americans listen to podcasts on a monthly basis. The average weekly US podcast listener listens to 5.1 shows per week. 74% of those weekly listeners consume more than just one episode.
Whether the focus is lead generation, selling or advertising products, or just increasing brand exposure, podcasts are a smart way to diversify a marketing strategy. Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.
POS and Other Functional Sounds
Sound used as a design element is certainly underutilised as it is not completely understood yet. Treating sound as an accent or part of the “decor” of marketing can truly make a brand stand out. However, not all accents work.
Understanding a room, its attributes, and the decor already set in play must be a consideration before introducing new elements. Sound design is where the good sound is separated from the bad sound and/or noise. It is also how functional sound is successfully created.
Functional sounds such as Point of Sale (POS) sounds are great ways to incorporate a unique identity to a brand. In the case of POS especially, finding a sound trait that associates with a brand is a relatively new thought but becoming highly sought after.
POS sounds are the last, or one of the last impressions a brand has on a customer. For example, the sound emitted on a chip reader. Until recently, that sound was either generic and impersonal or annoying and off putting. If this is the end of a customer’s sales journey, to hear something pleasant and memorable as they put their credit card back in their pocket makes logical sense. By leaving happy and satisfied, the possibility of future visits, purchase increases, and brand loyalty is heightened.
Other functional sounds associated with a brand are ringtones, application sounds, oh-hold music, interactive voice response (IVR), voice over or voice assistance, presentation music, environmental sounds, campaign video music and sound effects, interactive VR, etc.
Functional sound has the potential to be a subtle yet incredibly powerful form of brand recognition, loyalty, and advocacy.
Smart speakers
Smart speakers, the mainstream flagship of voice first and voice assistance, has served as a bridge; transporting mainstream consumers into the unfamiliar yet intriguing voice first space.
With a low price point and a fairly straight forward learning curve, core functions are easy to introduce into a routine. For example, adding milk to your grocery list, playing music, listening to the news, etc. It’s no wonder that as of 2020, 320 million homes globally have a smart device.
Smart speakers have expanded and morphed into more than just a “what’s the weather” use case. Multiple iterations now have displays. There are smart speakers specifically for children, and for music lovers. Some speakers can even be configured to use multiple voice assistant software (ie Google or Amazon).
During COVID-19, smart speakers were a link to the outside world. According to the Smart Audio Report, as of spring 2020, smart speaker users requested 10.8 different types of tasks every week on their devices; up from 9.4 in 2019. (19) Smart speaker users bought more devices to help entertain their family and listened to an average of 1-3 hours of news a week to stay connected and informed.
Those wisened by age have also increased their usage. Smart devices have allowed them to keep in touch with loved ones, and vice versa, set reminders for medication and other daily tasks, stay engaged through conversation with the AI and/or by listening to books and music.
Smart technology has become a companion during isolation.
Podcasts and Brands
Many companies and brands have found great value and success in creating or partnering with a podcast. Creating branded programming, allows extra time “to talk” to customers about the brand and what it does.
By investing the time and resources to create a relevant podcast, a brand increases its exposure by adding this additional marketing platform to their strategy. Podcasting creates notoriety and holds potential for additional revenue streams.
A podcast audience is an engaged audience. According to Edison Research, this captive audience is 54% more likely to consider the brands advertised on their trusted podcast shows. (20) With 1.7 million active podcasts to choose from as of 2021 and 41% of said audience being non white (22), brands are sure to find a large and diverse audience to market to.
Podcast Advertising
If a branded podcast is not of interest, podcast advertising is also a lucrative option. By placing ads on a podcast that is inline with a brand’s buyer persona, they are able to speak directly to a hyper targeted audience. Podcast advertising creates a much higher chance of audience’s acting on a brand’s call to action.
It is also important to consider who is voicing your ad. According to Neilson’s podcast effectiveness survey, “host read ads have a 71% higher level of consumer, purchase, and recommendation intent,” than pre-recorded ads produced by the brand itself.
“Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.”
Choosing podcasts to align with allows brands the ability to hyper target within a large and growing audience. As of 2021, 35% of Americans listen to podcasts on a monthly basis. The average weekly US podcast listener listens to 5.1 shows per week. 74% of those weekly listeners consume more than just one episode.
Whether the focus is lead generation, selling or advertising products, or just increasing brand exposure, podcasts are a smart way to diversify a marketing strategy. Podcasts increase the accessibility of a brand, encourage loyalty and trust, engage a wider and more diverse audience, and evoke a more emotional connection.
POS and Other Functional Sounds
Sound used as a design element is certainly underutilised as it is not completely understood yet. Treating sound as an accent or part of the “decor” of marketing can truly make a brand stand out. However, not all accents work.
Understanding a room, its attributes, and the decor already set in play must be a consideration before introducing new elements. Sound design is where the good sound is separated from the bad sound and/or noise. It is also how functional sound is successfully created.
Functional sounds such as Point of Sale (POS) sounds are great ways to incorporate a unique identity to a brand. In the case of POS especially, finding a sound trait that associates with a brand is a relatively new thought but becoming highly sought after.
POS sounds are the last, or one of the last impressions a brand has on a customer. For example, the sound emitted on a chip reader. Until recently, that sound was either generic and impersonal or annoying and off putting. If this is the end of a customer’s sales journey, to hear something pleasant and memorable as they put their credit card back in their pocket makes logical sense. By leaving happy and satisfied, the possibility of future visits, purchase increases, and brand loyalty is heightened.
Other functional sounds associated with a brand are ringtones, application sounds, oh-hold music, interactive voice response (IVR), voice over or voice assistance, presentation music, environmental sounds, campaign video music and sound effects, interactive VR, etc.
Functional sound has the potential to be a subtle yet incredibly powerful form of brand recognition, loyalty, and advocacy.
Electric vehicles
Electric vehicles are the future of the automotive industry. They are not only fuel efficient (i.e. require none) but also support a greener ecosystem. Electric cars can be both functional and luxurious and are a new way to travel from one point to another. But with electric engines comes a lack of sound. All sounds emitted from electric vehicles must be engineered from scratch. Sound must exist as it aids in prompts for both drivers and nearby pedestrians. It tells the driver to stop and/or the pedestrian to wait. There are operational sounds, trigger sounds, and alert sounds that are emitted both inside and outside of the cabin.
Companies are meticulously developing their electric vehicle sounds while also adhering to carefully regulated sound schemes. For instance, US automotive companies manufacturing electric vehicles must follow the Quiet Vehicle Compliance Tool ordinance enacted by the National Highway Traffic Safety Administration (NHTSA). This ordinance determines “if pedestrian alert sounds for motor vehicles meet the standard established in Federal Motor Vehicle Safety Standards (FMVSS)”.
These sounds must be familiar, yet unique, all while following strict guidelines.
Directional and Live Sound
Maybe the most familiar form of voice in commerce is live sound. Live sound is a form of immersive audio that is experienced within a larger audience. Live sound can be anything between concert venue sounds, overhead music played within a brick and mortar store, presentation music for a product launch, or the sounds heard within an art exhibition or a company event.
Directional sound is a more focused immersive audio experience. It is sound technology that is aimed in a particular directional field, rather than spreading naturally according to traditional sound engineering principles. One way of getting such an effect is by using ultrasound rather than traditional radio waveforms to position the sound exactly where it needs to go.
“A foot to the left or a foot to the right is the difference between sound experience and lack thereof.”
A great use case is museum exhibitions. Instead of having the user put on headphones that need to be constantly cleaned and maintained, the customer can simply walk in front of the display and enjoy the experience with the historical or factual information presented to them individually through a directional speaker. A foot to the left or a foot to the right is the difference between the sound experience and lack thereof.
What is sonic branding?
What has been discovered through this new age of audio is that sound can be attributed to marketing. And with marketing, branding has to be considered. Sound branding, or sonic branding is creating a unique sound for a brand or company that can then be incorporated into all of the brands’ audio touchpoints in one way or another.
Sonic branding is mouldable and flexible. It can change over time and be rethought to represent different demographics and locations and establish relevance in world changing circumstances.
It’s not just music. Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations. By releasing the idea that sound branding is only music,the formation of new entry points into future marketing and technology outlets as a whole can be realised.
“Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations.”
With our society demanding a more and more immersive customer experience, a rise in multimodal and cross modal technology, and the post COVID demands for touch less devices and interaction, brands need to be ready to communicate in every possible way which includes communicating through sound.
A part of sensory marketing
For whatever reason, we have always gravitated towards visuals above the other senses. A century or so of official marketing history has shown this to be true. However, when television showed up in the early 20th century, brands and marketers had to retrain themselves to think in a more multi modal capacity; sight and sound. And when the idea of creating a multi sensorial experience presented itself, this is where it got really interesting.
The term sensory marketing showed up in the 1940’s alongside television. Sensory marketing is the utilisation of one or more of the five senses within marketing and branding strategy. It’s a more intimate and emotionally driven way to connect with an audience. (28) Where traditional mass marketing focuses on the company dictating the marketing message, sensory marketing focuses on the product as the persona. The product’s “emotion” tells the story. Marketers use it to try and delve in deeper to the psyche of the consumer. (29)
“There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.”
There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.
Conclusion
The world has changed. The consumer is now asking for seamless and immersive customer experiences. The usages and implications of audio and sound assist in the innovation of a more immersive sensorial perspective.
What once was subconscious acknowledgement has transformed into an expected everyday immersion. Our ads and sound experiences must be sonically relevant and flawlessly produced. Our ears will recognise bad sound and automatically discount whoever or whomever emitted it.
“What once was subconscious acknowledgement has transformed into an expected everyday immersion.”
Audio and sound can create an incredibly positive and powerful user experience. This leads to brand loyalty, brand advocacy, and rich brand equity with future ROI.
Mindful sound and audio is a long term investment with high reward.
Electric vehicles
Electric vehicles are the future of the automotive industry. They are not only fuel efficient (i.e. require none) but also support a greener ecosystem. Electric cars can be both functional and luxurious and are a new way to travel from one point to another. But with electric engines comes a lack of sound. All sounds emitted from electric vehicles must be engineered from scratch. Sound must exist as it aids in prompts for both drivers and nearby pedestrians. It tells the driver to stop and/or the pedestrian to wait. There are operational sounds, trigger sounds, and alert sounds that are emitted both inside and outside of the cabin.
Companies are meticulously developing their electric vehicle sounds while also adhering to carefully regulated sound schemes. For instance, US automotive companies manufacturing electric vehicles must follow the Quiet Vehicle Compliance Tool ordinance enacted by the National Highway Traffic Safety Administration (NHTSA). This ordinance determines “if pedestrian alert sounds for motor vehicles meet the standard established in Federal Motor Vehicle Safety Standards (FMVSS)”.
These sounds must be familiar, yet unique, all while following strict guidelines.
Directional and Live Sound
Maybe the most familiar form of voice in commerce is live sound. Live sound is a form of immersive audio that is experienced within a larger audience. Live sound can be anything between concert venue sounds, overhead music played within a brick and mortar store, presentation music for a product launch, or the sounds heard within an art exhibition or a company event.
Directional sound is a more focused immersive audio experience. It is sound technology that is aimed in a particular directional field, rather than spreading naturally according to traditional sound engineering principles. One way of getting such an effect is by using ultrasound rather than traditional radio waveforms to position the sound exactly where it needs to go.
“A foot to the left or a foot to the right is the difference between sound experience and lack thereof.”
A great use case is museum exhibitions. Instead of having the user put on headphones that need to be constantly cleaned and maintained, the customer can simply walk in front of the display and enjoy the experience with the historical or factual information presented to them individually through a directional speaker. A foot to the left or a foot to the right is the difference between the sound experience and lack thereof.
What is sonic branding?
What has been discovered through this new age of audio is that sound can be attributed to marketing. And with marketing, branding has to be considered. Sound branding, or sonic branding is creating a unique sound for a brand or company that can then be incorporated into all of the brands’ audio touchpoints in one way or another.
Sonic branding is mouldable and flexible. It can change over time and be rethought to represent different demographics and locations and establish relevance in world changing circumstances.
It’s not just music. Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations. By releasing the idea that sound branding is only music,the formation of new entry points into future marketing and technology outlets as a whole can be realised.
“Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations.”
With our society demanding a more and more immersive customer experience, a rise in multimodal and cross modal technology, and the post COVID demands for touch less devices and interaction, brands need to be ready to communicate in every possible way which includes communicating through sound.
A part of sensory marketing
For whatever reason, we have always gravitated towards visuals above the other senses. A century or so of official marketing history has shown this to be true. However, when television showed up in the early 20th century, brands and marketers had to retrain themselves to think in a more multi modal capacity; sight and sound. And when the idea of creating a multi sensorial experience presented itself, this is where it got really interesting.
The term sensory marketing showed up in the 1940’s alongside television. Sensory marketing is the utilisation of one or more of the five senses within marketing and branding strategy. It’s a more intimate and emotionally driven way to connect with an audience. (28) Where traditional mass marketing focuses on the company dictating the marketing message, sensory marketing focuses on the product as the persona. The product’s “emotion” tells the story. Marketers use it to try and delve in deeper to the psyche of the consumer. (29)
“There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.”
There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.
Conclusion
The world has changed. The consumer is now asking for seamless and immersive customer experiences. The usages and implications of audio and sound assist in the innovation of a more immersive sensorial perspective.
What once was subconscious acknowledgement has transformed into an expected everyday immersion. Our ads and sound experiences must be sonically relevant and flawlessly produced. Our ears will recognise bad sound and automatically discount whoever or whomever emitted it.
“What once was subconscious acknowledgement has transformed into an expected everyday immersion.”
Audio and sound can create an incredibly positive and powerful user experience. This leads to brand loyalty, brand advocacy, and rich brand equity with future ROI.
Mindful sound and audio is a long term investment with high reward.
Electric vehicles
Electric vehicles are the future of the automotive industry. They are not only fuel efficient (i.e. require none) but also support a greener ecosystem. Electric cars can be both functional and luxurious and are a new way to travel from one point to another. But with electric engines comes a lack of sound. All sounds emitted from electric vehicles must be engineered from scratch. Sound must exist as it aids in prompts for both drivers and nearby pedestrians. It tells the driver to stop and/or the pedestrian to wait. There are operational sounds, trigger sounds, and alert sounds that are emitted both inside and outside of the cabin.
Companies are meticulously developing their electric vehicle sounds while also adhering to carefully regulated sound schemes. For instance, US automotive companies manufacturing electric vehicles must follow the Quiet Vehicle Compliance Tool ordinance enacted by the National Highway Traffic Safety Administration (NHTSA). This ordinance determines “if pedestrian alert sounds for motor vehicles meet the standard established in Federal Motor Vehicle Safety Standards (FMVSS)”.
These sounds must be familiar, yet unique, all while following strict guidelines.
Directional and Live Sound
Maybe the most familiar form of voice in commerce is live sound. Live sound is a form of immersive audio that is experienced within a larger audience. Live sound can be anything between concert venue sounds, overhead music played within a brick and mortar store, presentation music for a product launch, or the sounds heard within an art exhibition or a company event.
Directional sound is a more focused immersive audio experience. It is sound technology that is aimed in a particular directional field, rather than spreading naturally according to traditional sound engineering principles. One way of getting such an effect is by using ultrasound rather than traditional radio waveforms to position the sound exactly where it needs to go.
“A foot to the left or a foot to the right is the difference between sound experience and lack thereof.”
A great use case is museum exhibitions. Instead of having the user put on headphones that need to be constantly cleaned and maintained, the customer can simply walk in front of the display and enjoy the experience with the historical or factual information presented to them individually through a directional speaker. A foot to the left or a foot to the right is the difference between the sound experience and lack thereof.
What is sonic branding?
What has been discovered through this new age of audio is that sound can be attributed to marketing. And with marketing, branding has to be considered. Sound branding, or sonic branding is creating a unique sound for a brand or company that can then be incorporated into all of the brands’ audio touchpoints in one way or another.
Sonic branding is mouldable and flexible. It can change over time and be rethought to represent different demographics and locations and establish relevance in world changing circumstances.
It’s not just music. Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations. By releasing the idea that sound branding is only music,the formation of new entry points into future marketing and technology outlets as a whole can be realised.
“Sonic branding can be anything. It is not limited to tonal music. It can be music or sound or even vibrations.”
With our society demanding a more and more immersive customer experience, a rise in multimodal and cross modal technology, and the post COVID demands for touch less devices and interaction, brands need to be ready to communicate in every possible way which includes communicating through sound.
A part of sensory marketing
For whatever reason, we have always gravitated towards visuals above the other senses. A century or so of official marketing history has shown this to be true. However, when television showed up in the early 20th century, brands and marketers had to retrain themselves to think in a more multi modal capacity; sight and sound. And when the idea of creating a multi sensorial experience presented itself, this is where it got really interesting.
The term sensory marketing showed up in the 1940’s alongside television. Sensory marketing is the utilisation of one or more of the five senses within marketing and branding strategy. It’s a more intimate and emotionally driven way to connect with an audience. (28) Where traditional mass marketing focuses on the company dictating the marketing message, sensory marketing focuses on the product as the persona. The product’s “emotion” tells the story. Marketers use it to try and delve in deeper to the psyche of the consumer. (29)
“There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.”
There are five senses available to us; sight, sound, touch, taste, and smell. They all contribute to the immersive customer experience. The more we are able to activate a genuine emotional response through these experiences, the more powerful our brand identity becomes.
Conclusion
The world has changed. The consumer is now asking for seamless and immersive customer experiences. The usages and implications of audio and sound assist in the innovation of a more immersive sensorial perspective.
What once was subconscious acknowledgement has transformed into an expected everyday immersion. Our ads and sound experiences must be sonically relevant and flawlessly produced. Our ears will recognise bad sound and automatically discount whoever or whomever emitted it.
“What once was subconscious acknowledgement has transformed into an expected everyday immersion.”
Audio and sound can create an incredibly positive and powerful user experience. This leads to brand loyalty, brand advocacy, and rich brand equity with future ROI.
Mindful sound and audio is a long term investment with high reward.
لندن
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
أمستردام
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
المملكة العربية السعودية
الطابق الرابع، محكمة إلسلي
20-22 شارع جريت تيتشفيلد
لندن W1W 8BE
ت. +44(0)70 123 456
ب. info@sonicbrand.com
الاتجاهات
لندن
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
أمستردام
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
المملكة العربية السعودية
الطابق الرابع، محكمة إلسلي
20-22 شارع جريت تيتشفيلد
لندن W1W 8BE
ت. +44(0)70 123 456
ب. info@sonicbrand.com
الاتجاهات
لندن
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
أمستردام
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
المملكة العربية السعودية
الطابق الرابع، محكمة إلسلي
20-22 شارع جريت تيتشفيلد
لندن W1W 8BE
ت. +44(0)70 123 456
ب. info@sonicbrand.com
الاتجاهات
لندن
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
أمستردام
الطابق الرابع، محكمة إلسلي
20-22 شارع غريت تيتشفيلد
لندن W1W 8BE
T. +44(0)70 123 456
e. info@sonicbrand.com
الاتجاهات
المملكة العربية السعودية
الطابق الرابع، محكمة إلسلي
20-22 شارع جريت تيتشفيلد
لندن W1W 8BE
ت. +44(0)70 123 456
ب. info@sonicbrand.com
الاتجاهات