How Do You Listen To Music?

MUSIC STREAMING PLATFORMS IN AFRICA HAVE BECOME A BIG DEAL AND ARE TRANSFORMING HOW WE LISTEN TO MUSIC

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Tap your feet, nod you head, hum a beat, and dance on the streets, nobody seems to be walking straight these days – there’s either a tune in their heads or a beat in their steps. Coupled with the growing culture of headphones in Africa it just seems like a no brainer for this trend to take center stage. The way we consume music in Africa has obviously evolved and it’s certainly exciting. I sincerely can’t remember the last time me or any of my colleagues didn’t use a music streaming platform to enjoy great African music.

Listening to music used to be limited to turning on your radio, or the tv set, or downloading it on your device so you can share and also listen at a time of your choosing but right now we can stream it. These music streaming platforms have become increasing popular among the younger generations (millennials and generation z) as it is forming a large part of their lifestyle. These young people use these platforms to gain recognition in terms of followership and acceptability, make some money (some of these platforms pay you for streaming original content), have a good time, and stay up-to-date with entertainment trends.

Source: Vactualpapers

Source: Vactualpapers

Digital music streaming platforms such as Deezer, Spotify, Mtn Music +, Apple music, Habari, Boomplay, and so on have taken advantage of the rise in earphones culture, the increased penetration of smart devices, strong and affordable data, and a healthy youthful population in Africa to build a multi-million dollar business.

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It now seems ancient to just download songs to your device to listen or share, now we stream it. Music has always been the pulse of any vibrant community and it has found a way to be a part of our daily routine as it thrives on the back of these digital streaming platforms. After music is made, we stream it to hear it – it’s a whole new experience.

As a result, music producers and artists have adopted the digital first strategy – launching their work on digital media before going on traditional platforms - as they are certainly going to reach a larger number of Africans in so little time.

Like they say “content is king” therefore digital is the King Maker and if music is the beat, then music streaming platforms are the heart.

Fast and Nearly Furious

IN A WORLD WHERE TIME IS SEEMINGLY INSUFFICIENT AND LEISURE IS LUXURY, SPEED IS KING.

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Many times, when we see movies containing scenes with high speed car and bikes, high way chases, and speed in combat, we feel that pulsating burst of excitement because it is a reflection of what we actually truly want. Do you remember the last time you waited for a bus for longer than normal, or you had to stand in a long queue for you to get your order, or you tried to open a web page that seemingly took forever to display? I know you do, because I know you remember how you felt – awful.

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No one wants to wait so long for anything anymore which is why every business have adopted the culture of a high speed chase – you need to quickly respond to that customers’ need before your competition does. Everyone is in a race for sustainability and one major way to achieve that is customer centricity. If your business is centered around your consumer, your business is most likely going to stay afloat as it will have the speed and agility to evolve with the consumer as quickly as the cycle takes place. For example, just a few years ago people didn’t have any problem waiting 3 to 4 working days to get an order they made, but now if your business is counting response time on a per second basis, you are bound to lose more customers than you make sales.

This trend is largely evident in the world of digital, where the combination of mobile telephony, online payments, sales data and analytics technology have experienced massive increase in speed in terms of in order and delivery time, and network signal.

This is amazing to say the least. What do you TINK?

The Future of Activation

BRAND ACTIVATION DEALS DIRECTLY WITH CONSUMER EXPERIENCE AND IT IS AN INTEGRAL PART OF MARKETING COMMUNICATIONS BUT WHERE IS IT GOING?

I want to smell it, taste it, see it, feel it, and hear it. I want a product I can experience. These have the mantra of the modern day African consumer. No one wants to purchase a product that doesn’t connect with their daily living. Ask yourself, when was the last time you purchased a product you didn’t try or someone you trust didn’t tell you about? I’m sure you don’t remember, neither do I. little wonder why organizations are increasing their marketing budget and channelling it towards consumer experience.

Over the years there have been a few strategies that have been employed in experiential marketing, which are:

One-on-one marketing

This has become increasingly annoying as businesses use “brand ambassadors/guerrilla marketers” to intrude personal space while waving flyers in your face.

One-on-one marketing will never die; people want to have an experience making them feel like they are the only ones on the planet, however the strategy must evolve. Digital marketing and tech have found a way around this.

BA or what?

If we stop using street marketers as brand ambassadors then what should we do? Truth is, no one likes it when a BA steps up to them in the street and starts to market a product they don’t even care about. Technology like hologram is being experimented with in order to capture attention and prompt purchase; very effective, in my opinion.

Evolution/Approach

I would like to end this paragraph and this article with one sentence “tech is the future of activation marketing or consumer experience” but I can’t because activation wouldn’t be all tech, although it will be an integral part. Activation seeks to capture all senses, so whatever strategy that’s employed to achieve this will win.

Consumer X

THE NEED FOR MORE FAVOURABLE EXPERIENCES ON A CONSUMER JOURNEY IS THE NEW GOLD MINE

Source: Unsplash

Source: Unsplash

TINK will never get tired of talking about the consumer as they are ever evolving. For brands and marketing agencies to thrive, they will need to first utterly dissect the consumerism, understand what makes them purchase, what happens during purchase, and what they do after they purchase.

Thankfully TINK is bringing an important factor to your attention right now and it is called Consumer Experience. The term Customer Experience (CX) also known as client centricity or customer centricity is increasingly becoming a buzz word in the marketing communications industry globally. This may not sound new to you but I guarantee you, this changes every time. What was comfortable and acceptable yesterday may not be same today. Ever purchased commodities from an open air market before? It is stressful and annoying, all the hassles to purchase are extremely daunting, but if you’ve ever made purchase in a modern day retail store you will find out that point of purchase activities have become a lot easier.

Source: Unsplash

Source: Unsplash

Going forward, organization have chosen to improve their consumer experience in order to improve sales as a report released by forrester.com indicates that customers are willing to pay more for better experiences. No one wants to have a bad time interacting with their brands they love, heck, there’s too much troubles in the world already.

What Customers Want

NOBODY WANTS TO BUY JUST A PRODUCT; THEY WANT SOMETHING MORE, THEY WANT TO BUY A PERSONALITY.

Source: Unsplash

Source: Unsplash

If you are a frequent user of this website you would know by now how much we emphasize on the evolution of the modern day consumer. Dynamics are changing to meet the somewhat erratic behavioural patterns of consumers and as a result brand owners and marketers are working tirelessly to be on the same frequency with their consumers otherwise they stand the risk of being obsolete. Truth be told, the drivers that motivated you to purchase products and services a few years ago aren’t the same drivers today.

So it beckons the question, what is it that you look out for when you intend to purchase a product? Do you look out for price, quality, quantity, display, aesthetics, brand or something else? This question is left solely for you to answer. But I would have you know that because brands are working hard to keep you as a loyal customer they have deployed a new strategy, which in my opinion is “tha bomb”!

Source: IG/@aureliasbasket

Source: IG/@aureliasbasket

Source: IG/@thelekkigiftcompany

Source: IG/@thelekkigiftcompany

Brands these days have chosen to make their products of best quality and pocket friendly but beyond that they have chosen to consistently give you an experience. Interestingly there are organizations set up solely for this purpose such as Aurelias Basket, The Lekki Gift Company etc. Customers are no longer comfortable with just buying products; they want to buy an experience, an attitude, something beyond the commodity they take of the shelf. This is why we encourage brands to have a personality irrespective of the products (goods or services) you sell. You may not know it but your customers can see, feel, hear, touch and taste you and they expect to perceive your values or value proposition in everything you do.