We hear everything happening around us, regardless of choice: both the neighbor’s drill and the singing of tits outside the window. Of course, the singing of tits sounds more pleasant. We like melodic and not too loud sounds that are associated with pleasure or good memories. They can penetrate consciousness and create a mood.  

This is the principle behind audio marketing. For commerce, it is a proven and effective tool that helps properly organize the audio design of a venue or store. With high-quality sound accompaniment, it is possible to shape a certain mood in visitors and create a unique brand image.  

Features of audio marketing

As early as the 1980s, entrepreneurs noticed that businesses with appealing sound were more profitable. This is how audio marketing emerged—a way to attract and retain customers through the audio format. This is achieved through background music, sound effects, and audio branding.  

The advantages of this tool:  

– Sound influences the buyer’s emotions.

– Audio design can either keep a visitor in place longer or increase foot traffic, raising the likelihood of impulse purchases.

– Sound accompaniment complements the brand image and enhances recognition.

– A centralized audio management system can be configured to change the playlist depending on the time of day, day of the week, or season.

– The audio format can be used to transmit not only advertising but also entertainment or useful content.  

A properly selected indoor audio player allows controlling playback and integrating various audio elements into a single concept.  

Brand audio marketing

No matter how many years pass, we somehow remember the sounds from advertisements, movies, or TV shows we once saw. These melodies and phrases stay in memory precisely because they are well-chosen and stand out among everything we have heard.  

The goal of brands is to differentiate from competitors, find, and retain their audience. Audio marketing is perfect for this: sounds help people remember and recognize a brand, attract customers, and influence their behavior.  

Today, businesses have an increasing number of audio marketing tools at their disposal:  

– Background music where people directly interact with products or services—in stores, pickup points, and retail spaces.

– Audio logos—jingles or voiced slogans.

– Announcements for visitors—about discounts, new arrivals, or fitting room rules.

– Social media materials—clips and voice messages.

– Audio on various platforms—podcast services, streaming platforms.  

To ensure high-quality control and automation of content playback, it is worth using a centralized audio management system. It allows changing the music according to marketing tasks and adapting it to different retail or entertainment formats.  

Well-chosen audio design creates an atmosphere that encourages customers to stay longer, return more often, and make more purchases.

Podcasts are experiencing a new wave of popularity today

This is a modern way to interact with the target audience (TA) and maintain an image. People have started taking an interest in a brand’s values and philosophy, choosing what resonates with them. The conversational genre is the easiest way to convey one’s views. Podcast episodes allow brands to demonstrate expertise, share news and useful tips, and establish contact with the audience by responding to comments on social media or discussing listeners’ questions.  

Are there any limitations in using audio marketing?

It seems not. Even educational platforms integrate music during breaks or add sound effects to gamified tasks. Literally, all establishments are being voiced, including banks, pharmacies, and clinics.  

Audio marketing strategies

To create a unique “voice” for a brand or venue, making it pleasant and at the same time effective, marketers recommend following these principles:  

1. Find the right sound to complement your business image  

It should blend harmoniously with the atmosphere. For example, heavy rock in a vintage bakery would be inappropriate, just as nature sounds would be in a brutal gym. If you plan to manage sound accompaniment in large venues, consider a modern Digital Signage player, which allows automating content playback.  

2. Study your target audience

Their musical preferences matter, but other factors are also important. Consider the mood people are in when they visit you: to relax, unwind, energize, or relieve stress. For example, it doesn’t matter much what a girl listens to in her headphones on the way to a beauty salon. More importantly, the atmosphere should highlight her desire to feel like a VIP client. Light jazz or lounge music will add elegance, and an indoor radio player will help maintain a cohesive audio experience that easily adapts to visitors’ moods.  

3. Define what you want from clients

If you want people to spend more time at your venue, use slow-tempo music. If the goal is to encourage quick purchases, opt for rhythmic compositions.  

If customers have to wait for their order, avoid overly energetic music—it will make the wait feel unpleasant. To control volume levels and change tracks depending on the time of day, use an Android media player, which allows remote playback management.  

4. Build a cohesive concept  

All elements of the sound design should work together. If your café is styled after the ’90s and plays matching music, maintain this vibe across other communication channels. For example, on Telegram, launch an audio series called “Weekly ’90s Jokes.”  

5. Avoid excessively loud and intrusive music  

This can cause irritation and sensory overload. The optimal volume for cafés and restaurants is 30–40 decibels, so visitors can converse without disturbing each other. In stores, a comfortable level is 40–50 decibels. For the best sound quality in different zones, use a Digital Signage player, which allows integrating audio content into the overall marketing strategy. High-quality audio accompaniment creates the right atmosphere. This helps brands not only attract customers but also shape their emotional impressions.

Adhere to copyright

Do not play music intended for personal listening or downloaded from pirate sites in commercial premises. This may lead to lawsuits and fines. The best option is to sign a contract with copyright holders or purchase a license to use tracks from intermediary companies. An alternative is to order playlists from neural networks that select music according to the desired atmosphere and business format.  

If you plan to use songs for musical accompaniment, be cautious with Russian-language compositions. They may distract customers, making them focus on the lyrics, which often causes irritation.  

Avoid fixating on popular hits. First, music does not have to be recognizable to create the right atmosphere and highlight your brand’s style. Second, even the most popular songs can annoy people if they are played too frequently. This impression will extend to your establishment. To prevent such issues, use an indoor radio player that allows automatic playlist updates and content diversification.  

The effectiveness of audio marketing

Determining which audio solutions benefit your business and which hinder it can be done similarly to other marketing tools.  

One evaluation method is feedback from visitors. Surveys can help determine how comfortable the audio atmosphere in your establishment is. Additionally, it is important to analyze indicators such as the average duration of customer visits to a store or café, sales levels over a specific period, and the number of repeat visits.  

Social media and digital platforms can also provide valuable analytics. Monitor subscriber activity, review engagement statistics, and read feedback. For example, if you integrate audio branding into video content or advertising, you can assess how well users remember the audio logo or background soundtrack.  

To test the effectiveness of audio accompaniment, you can use the HADI cycle method:  

– Hypothesis — determine how a specific musical background affects customers.

– Action — implement changes (e.g., add a new playlist or change the music style).

– Data collection — analyze sales metrics, reviews, and visitor behavior.

– Analysis — evaluate results and formulate a new hypothesis.  

This approach allows for flexible adjustments to the audio strategy, adapting it to business needs. For effective sound management, use a Digital Signage player, which helps not only play music but also integrate audio ads, visitor announcements, and branded sound effects.  

Don’t be afraid to experiment

Audio marketing is an ever-evolving field. Using unconventional approaches can help you find your “gold mine” and attract more customers.  

People are drawn to novelty. Occasionally update playlists, adapting them to seasons or holidays. Create special themed audio selections that match the character of your establishment. For example, light instrumental compositions work well in coffee shops, while more dynamic rhythms are suitable for sports stores.  

The key is not just to play music in the background but to intelligently integrate it into your overall marketing concept. Modern solutions, such as a Digital Signage player, allow for automatic playlist adjustments and combining music with ad inserts, making audio accompaniment even more effective.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

Contact us and we will help you implement the most modern technologies to solve your problems!