From musician endorsements, to commercial jingles, to lyrical brand references, music has played a huge role in marketing brands. Chrysler’s “Imported From Detroit” commercial featuring Eminem’s “Lose Yourself” is the perfect example of how music can aid a brand in getting its message across and instilling sentiment in its customers.
Today, music is aiding digital marketing in a variety of new ways. Consumers are increasingly moving toward more and more online activities. They watch TV, search for news, shop, and socialize online. In today’s world, display ads have the ability to play music, music videos are online, and music can be shared online in a social setting. Online music streaming sites such as Spotify and Pandora have boomed in the social sharing world, creating new opportunities for marketers. From 2004 to 2009, Millenial Internet users who listened to music online grew by 15%; Gen X users grew by 22%. With the extreme growth in this market, advertisers can link their brands and products to specific targets through these online radio platforms. A variety of stations, and Web-browsing habits, help marketers to target to specific groups.
One iconic brand that has been known historically for its connection with music in marketing is Coca-Cola. Coke recently partnered with Spotify in a music-sharing deal. While partnerships like this are one way to incorporate music into digital marketing, there are many other advertising opportunities available as well. Ads on websites, as well as search ads, can also help brands reach their customers through music in a very targeted, relevant setting. Similarly, YouTube offers channels and other opportunities on which to advertise for brands to target specific music demographics.
Music can be a powerful tool in advertising in any setting. Online marketing has opened the doors to more interactive music advertising. It is a very measurable opportunity that almost any product or service can use to its advantage.