Brand playlists: a strategy to connect with customers in eCommerce

The concept of sound marketing is gaining popularity as an effective way to strengthen brand identity and create deeper connections with consumers. Brand playlists have emerged as an innovative strategy in eCommerce, allowing companies to convey their values, personality, and emotions through music.

What is a brand playlist and how can it enhance engagement?

Brand playlists are selections of songs curated by a company to reinforce its identity and connect with its audience more emotionally. In an environment dominated by visual and written content, incorporating music offers a way to stand out and create a more immersive experience.

Why integrate playlists into your marketing strategy?

Music has a profound impact on consumer behavior and emotions, making it a key tool in marketing and eCommerce. Some of its most notable benefits include:

• Generates emotions and memories: Music can evoke feelings and past experiences, creating an emotional connection with a brand or product.
• Influences mood: Upbeat songs can make consumers feel more positive and receptive, while relaxing melodies can reduce stress and improve the shopping experience.
• Affects decision-making: The right musical atmosphere can motivate a consumer to spend more time in a physical store or online store, increasing the likelihood of purchase.
• Reinforces brand identity and loyalty: Brands that use well-selected playlists can more effectively convey their values and personality. Additionally, a consumer who identifies with a brand’s music is more likely to remember and recommend it to others.
• Increases retention and engagement: A well-chosen sound can make customers associate the brand with positive emotions, fostering loyalty.
• Generates shareable content: Playlists can become viral content on social media, increasing the brand’s visibility and reach.
• Improves concentration and performance: In work or study environments, music can help maintain focus and improve productivity.

In summary, music not only entertains but also influences consumer behavior and decisions, becoming a powerful ally for any marketing strategy.

Examples of brands that have created their sonic identity

Several brands have successfully adopted this strategy:

• Nike: With motivational playlists on platforms like Spotify or Amazon Music, it reinforces its message of achievement and energy to accompany athletes during their training sessions.
• Starbucks: It has created playlists that reflect the warm atmosphere of its cafes, creating a cozy environment that its customers can take home.
• Absolut: The vodka brand has collaborated with DJs and artists to create lists that convey its identity of nightlife and creativity.
• IKEA: Its playlist combines relaxing and energetic music to accompany different times of the day, reinforcing its message of well-being at home.

Music streaming platforms

Today, the music streaming market is dominated by several platforms offering vast catalogs and various advantages depending on users’ needs. Spotify remains the leader with its freemium model, personalized lists, and a strong focus on music discovery. Apple Music, on the other hand, bets on seamless integration with the Apple ecosystem and superior audio quality.

Amazon Music has positioned itself with options like Amazon Music Unlimited and its free Prime version, in addition to enabling the import of playlists from other platforms. YouTube Music stands out with its catalog including videos and live versions, ideal for those seeking more than just audio. Other options like Tidal, with its focus on HiFi audio and exclusive content, and Deezer, with its Flow recommendation system, complete the offer for the most demanding listeners. Each one has its own proposal, but all seek to attract listeners with more personalized experiences.

3 months free of Amazon Music

If you want to experiment with brand playlists without commitment, Amazon Music offers 3 months for free for new users. It is an opportunity to explore how music can strengthen your business identity and connect with your audience. However, note that after the free period, the subscription costs €10.99/month VAT included, unless you cancel beforehand. The offer is available until April 16 and applies only to new customers.

Why use Amazon Music for your brand playlist?

• Global reach: Access to millions of users worldwide.
• Effortless integration: Share your lists on social media, newsletters, and even on your online store.
• Wide musical selection: A vast catalog to customize your playlist according to your brand’s values.
• Ease of transition: You can import your playlists from other music streaming platforms, making the switch without losing your sonic identity.
• Insights and details about the team behind each song: Amazon Music provides information about the artists, the creative process, and interesting anecdotes, enriching the listening experience even further.

Tips for creating your own brand playlist

If you want to join this trend, here are some key tips:

1. Define your brand’s sonic identity: Think about the values and emotions you want to convey.
2. Choose appropriate genres: Not all brands align with the same music styles.
3. Create playlists for specific moments: For example, a sports clothing store can have one list for workouts and another for post-exercise recovery.
4. Update regularly: Keeping the playlist fresh and updated helps maintain public interest.
5. Promote your playlist: Share the link on social media, newsletters, and on your online store.

Brand playlists are an original and effective way to connect with customers, providing value and reinforcing your business identity. With platforms like Amazon Music, implementation is easier than ever. It is time to add some rhythm to your marketing strategy!

The future of sound marketing in eCommerce

Brand playlists are much more than just a list of songs. They are an innovative way to build identity, create community, and cultivate customer loyalty. With platforms like Amazon Music, their implementation is more accessible than ever. Are you ready to add rhythm to your marketing strategy? Start today by creating your brand playlist and ensuring your customers carry it with them at all times.