The sound track to successful digital marketing campaigns

Given the fierce competition for limited consumer attention, digital marketers are increasingly harnessing music to boost campaign impact today. Music can evoke emotions, create memorable moments, and reinforce brand identity, making it a powerful tool in a marketer’s arsenal.

Let’s explore the current trends in music selection for digital marketing campaigns and the strategies brands employ to resonate effectively with their audiences.

Personalised music curation

With the advancement of data analytics and artificial intelligence, marketers can now tailor music selections to specific audience preferences. Personalised music curation has emerged as a key trend, where brands use insights from consumer behaviour data to choose tracks that align with the interests of their target demographics.

For example, a brand targeting Gen Z might leverage popular tracks from TikTok or YouTube to appeal to this audience. In contrast, a luxury brand may opt for classical or jazz music that aligns with a more sophisticated brand persona.

Platforms such as Spotify and YouTube provide drilled-down data helping brands understand which genres, artists, or even moods resonate most with their audiences. This granular insight allows brands to move away from generic background music and instead create a more customised experience that feels personal and meaningful to the listener.

Emotional targeting

Research shows that consumers are more likely to engage with content that matches their emotional state or desired mood, and brands are leveraging this understanding by incorporating mood-based playlists into their campaigns for emotional targeting.

Music that evokes positive emotions, such as joy or excitement, can encourage audiences to form positive associations with the brand. Conversely, tracks that evoke melancholy or nostalgia can be effective for storytelling campaigns, especially those aimed at eliciting empathy or raising awareness for social causes.

For instance, Nike often uses high-energy, motivational tracks to amplify its messages of endurance and achievement, perfectly matching the aspirational tone of the brand. Meanwhile, brands promoting products for relaxation or self-care might select calm, soothing music to create a tranquil ambiance that aligns with the product’s intended use.

Regional and cultural relevance

As digital campaigns reach global audiences, it has become essential for brands to consider regional and cultural preferences when choosing music. Localised music selection ensures campaigns resonate with audiences in specific regions, fostering a sense of familiarity and relatability. Brands targeting diverse markets are increasingly opting for multilingual tracks, local artists, and culturally relevant sounds to ensure they connect with their audience authentically.

For example, during India’s festival seasons, brands commonly incorporate traditional Indian instruments or classical tunes that are culturally relevant. Similarly, in campaigns targeted at Latin American audiences, brands often use reggaeton or Latin pop music to capture the vibrant spirit of the region. This trend highlights the importance of respecting and celebrating cultural identities, while also strengthening a brand’s presence in those local markets.

Marketing nostalgia

Nostalgia marketing, where brands use elements from past eras to evoke sentimental memories, has become increasingly popular, and music is often a key component of this strategy. By selecting songs from the past or covering popular vintage tunes, brands tap into the emotions tied to certain eras, fostering a sense of connection with audiences who associate those songs with personal or cultural milestones.

A powerful example of this trend is the use of ’80s and ’90s hits in campaigns targeted at millennials and Gen X. These generations often feel an emotional connection with the music of their youth, and brands capitalise on this by including classic pop and rock tracks in their ads. A well-known recent example is Apple’s use of retro music in its campaigns, evoking a sense of nostalgia and timelessness that aligns with the brand’s innovative image.

Fusion experiments

Genre fusion, or the blending of multiple musical styles, has emerged as a dynamic trend in digital marketing. Brands seeking to convey creativity, innovation, or inclusivity are incorporating unconventional mixes of genres—such as electronic with traditional folk sounds or jazz with hip-hop beats—to make their campaigns stand out. This trend appeals particularly to younger audiences who appreciate genre diversity and the breaking of conventional music norms.

Fashion brands, for instance, have been leading the charge in genre fusion by pairing EDM with classical sounds or indie music with ethnic beats, creating a fresh, contemporary vibe. This approach not only captivates audiences but also reinforces the brand’s image as forward-thinking and culturally attuned.

Collaborative campaigns

Involving consumers in music selection has become another popular strategy as brands move toward collaborative and user-driven campaigns. Platforms like TikTok and Instagram have fueled this trend, allowing users to select or create music for branded content, which adds a layer of authenticity to the campaign. Some brands even invite artists to contribute original music or remix existing tracks, giving campaigns a unique sound that cannot be easily replicated.

For instance, brands targeting Gen Z might launch challenges on TikTok that encourage users to make their own videos using a brand-specific sound or track. This approach can drive user engagement and also extend the campaign’s reach as user-generated content spreads organically across social networks.

Making lasting connections

The landscape of music selection for digital marketing campaigns is becoming sophisticated, with personalisation, emotional connection, cultural relevance, and innovation emerging as the latest trends.

As brands strive to connect deeply with their audiences, a careful selection of music is no longer an afterthought but an essential component of campaign strategy. By staying attuned to the evolving trends in music, digital marketers can create memorable and impactful campaigns that capture attention and forge lasting emotional connections with consumers.

As these trends continue to evolve, the brands that experiment with new music styles, embrace cultural diversity and involve consumers in the creative process will likely find the most success in building authentic and memorable brand experiences.

- Vitasta Kaul, chief marketing officer, Hoopr.ai