Why Music Matters in Digital Marketing

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 18 in Digital Marketing, 2024, pp 219-225 from Springer

Abstract: Abstract Music plays a significant role in digital marketing due to its ability to evoke emotions and enhance brand recall. By combining music with branding, organizations can create deeper connections with their target audience. Music advertisements tell stories and differentiate brands, aiding in memorability and product recall. Various types of music used in digital marketing include jingles, background music, popular music, custom compositions, licensed tracks, ambient music, user-generated content, live performances, mood music, brand anthems, thematic music, and cultural or regional music. Emotional marketing leverages music to create strong connections, while stimulus-response theory uses sensory inputs like music to influence consumer behavior. Music enhances decision-making, with background music in retail environments increasing the likelihood of spontaneous purchases. Popular music in advertising leverages well-known songs or artists to connect with target audiences. Companies must secure the proper licenses to use music in digital marketing, typically involving synchronization and master use licenses. Effective strategies include integration with social media, creating playlists, sponsoring concerts, custom music production, and collaborating with musicians. By harnessing emotional marketing, leveraging popular music, using custom compositions, and integrating music into social media, companies can create impactful marketing campaigns. Key takeaways for managers include optimizing social media integration, sponsoring music events, collaborating with musicians, and using music to evoke emotions and influence consumer behavior.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_18

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