UNIFYING PHYSICAL AND DIGITAL EXPERIENCES
Key to successful integrated marketing and brand development is consistency, and entertainment media is one of the most recognizable ways to create it. Brands can increase or scale engagement by leveraging in-location music and video strategies across platforms.
“If comfort comes from consistency, and comfort drives sales, brands must be consistent and predictable across every platform.”
BEING AUTHENTIC STARTS WITH BEING CONSISTENT
How many internet-connected devices are within your reach right now? A laptop, phone, and tablet, maybe even a wearable like a watch? In all likelihood, several of your connected devices are within the product line—or ecosystem—of a parent brand. You bought the first one, trusting that the next purchase would give you a consistent and enjoyable experience. We value seamless transitions and complementary experiences between our devices. Why should it be any different for an entire brand?
Consumers seek to know what’s real, what’s true. They crave authenticity. What brands often fail to realize is that real authenticity is just being consistent. Without consistent experiences, consumers experience brand confusion. If event, in-person, and digital touch points offer completely different tones, consumers won’t know which aspect of the brand is authentic, what expression of the brand is real.
THE POWER OF A SEAMLESS EXPERIENCE
Creating a seamless experience is essential to creating an authentic brand voice. It makes it easy to have a two-sided relationship between brand and customer. The customer knows what to expect if they have the same experience in a retail environment as they’re having online, with the same content and the same visuals.
A holistic approach will benefit customer as they identify with—and are entertained by—the in-store experience. If comfort comes from consistency, and comfort drives sales, brands must be consistent and predictable across every platform.
MULTIPLY YOUR MESSAGE WITH INTEGRATION
Entertainment media can unify the customer journey. The secret is integrating the physical and digital. When web, in-store, social media, mobile, and event experiences are completely tied together, messages are consistently delivered and constantly reinforced. A connected multichannel experience increases engagement and customer loyalty. A truly seamless experience makes it possible to fully connect with consumers wherever they are and whenever and however they want.
PUT THIS ECOSYSTEM TO WORK FOR YOU
How can you connect the customer journey, maximize engagement with each channel, and increase the performance of each touch point?
We can help define this ecosystem and deliver each component.
THE INTEGRATED EXPERIENCE
The concept of accessing a brand across an entire ecosystem of touch points is becoming more and more common. With that in mind, brands have to evolve with the changing consumer environment in order to build equity. They must be future-forward. Companies have to think about what innovation means for their business and how it sits between creative and technology.
That’s more possible now than it has ever been. API-based micro-services have the capacity to live, exist, and interplay with any modern technology, other APIs, or open-source code. It might involve making branded content accessible through devices in order to effectively engage the consumer. It’s distribution: giving the customer the opportunity to listen to brand-curated music where the customer wants to engage, while ensuring that the sonic identity of that brand is consistent across every platform.
As marketers strive to integrate all channels, music can be used to easily unify channels in recognizable ways. The same music heard in physical locations—stores, hotels, restaurants, and more—can also be used with digital properties, social media sites, broadcast spots, mobile apps, and events. It can even be a central part of loyalty programs, physical installations, artist promotions, and more.
Harnessing the power of music and media is one of the most effective ways to express who you are as a brand and stay top-of-mind. Authentic and consistent experiences give consumers multiple opportunities to respond and continue the relationship beyond the store. Consumers can access the brand when they want it, wherever they want it. For a business, is there anything more valuable?
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