Music as a marketing strategy and its influence on consumer behavior

Abstract

Among the most important current challenges facing organizations are globalization, the changing global economy, the rise of information technology and the need for greater ethical and social responsibility, which implies the need to give the product added value that make it attractive for the market.

Like any art, music, sociological implications beyond mere aesthetic and today is used by marketers to reach the public consumer of your products or services. The ability of music to influence people is taken for it’s intimate relationship with language, music can, in certain circumstances, describe and convey feelings and emotions more effectively than the language itself. Thus becoming an important medium of expression used in advertising.

Marketing trends are towards creating a permanent bond that not only present but also promote sales to ensure future sales of the company.

This article aims to raise awareness of the use of music as a marketing strategy as trends in the XXI century are revolutionizing marketing practice in organizations. To this end we characterize the evolution of marketing, background music, their influence and use gives marketers, considering the technological, social and market that have emerged since the beginning of the millennium, to finally know how to use music as a strategy to influence consumer behavior used by the company.