In the vast sea of marketing campaigns, how do you make waves? The answer: with sound waves of course! Ok, maybe it isn’t obvious, but; have you considered how sound design in marketing can elevate your campaign? How can it add to your engagement, recall, and message?
Attention and Engagement
With the constant bombardment of information and advertisements on a simple web surf, it is easy for audiences to tune out when it’s time for your ad to shine. In these low-attention environments, the advantages of targeted audio content must be addressed.
Those first seconds of content are crucial in an ad. With the potential of opening a new tab, checking out social media on the phone, or just scrolling somewhere else, those are the seconds in which a viewer decides whether they are tuned in or if their attention is elsewhere. They are most likely already tuned out! Since your viewer is unlikely to even be looking at the page, you need to bring them back somehow. That is where a strong soundbite, a jarring audio cue, or an exciting musical sting comes into play.
Sound design can capture attention and increase engagement with marketing content. A well-crafted audio introduction or hook can grab listeners’ or viewers’ attention and encourage them to continue or even start listening or watching. By using sound strategically, marketers can create a multisensory experience that captivates the audience and keeps them engaged with the brand’s message.
Memory and Recall
You have them hooked, but now what? Now you must make your mark.
Memory is the key to advertising. Generating brand awareness is the end goal, which means getting into the audience’s brains. Visuals and a simple voiceover alone cannot cement your brand in viewers’ minds.
Countless studies have demonstrated the connection between audio and memory, two of which are beneficial tools for marketing. First are mnemonic devices, aka your jingles. These earworms have been making a home in our heads for years. It’s a classic and one you may be aware of. The key is pairing a short phrase with a set of notes. Short and sweet, the notes themselves don’t matter much. It’s just the pairing of sound with information that counts.
However, the more exciting concept is contextual memory and how it interacts with sound. In short, contextual memory is the ability to recall something in the same context as when that memory was formed. With the power of sound, it’s possible to find creative ways to trigger audiences to think of your campaign. Whether it is a popular tune, sound effect, or anything else a consumer might hear daily, you can hijack their thoughts with a song, a car horn, or anything under the sun. They might know why they are considering your campaign, but now they can’t get it out.
However, having viewers pay attention and remember your campaign is nothing if the message is lacking.
First, sound design can enhance storytelling in marketing campaigns. By strategically using sound effects, music, and voiceovers, brands can create narratives that captivate the audience, conveying their message more effectively. Sound effects can add realism and depth, while music can underscore the mood and pace of the story.
Second, sound can evoke emotions and create a specific atmosphere. By carefully choosing and designing sound elements in marketing materials like advertisements, videos, or podcasts, companies can shape the emotional response of their audience. Pleasant or uplifting sounds can enhance positive associations with the brand, while suspenseful or intriguing sounds can generate curiosity and engagement.
Finally, sound design is particularly effective in transcending language and cultural barriers. Non-verbal audio elements can evoke emotions and convey messages without relying solely on language. By incorporating culturally relevant sounds or music, companies can connect with diverse audiences on a deeper level, fostering a sense of familiarity and resonance.
If you have not been considering how sound plays into your campaigns, now you have some reasons to. We have included some new approaches to how you can design the auditory experience of your next campaign. If you have any additional ideas or thoughts, please comment below.
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