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Younger Australian­s place more value on music as a key element of marketing than older generation­s, according to research from audio branding specialist PHMG.

In the study, which surveyed 1000 Australian consumers, 75 per cent of 18 to 24-year-olds and 62 per cent of those under 45 say that music helps them feel more connected to a brand, compared to just 41 per cent of those aged 55 and over.

Daniel Lafferty, Director of Music and Voice at PHMG, said: ‘As the expectatio­ns of audiences shift, it’s important that organisati­ons don’t get left behind. Millennial­s place greater importance on music in marketing, so businesses should be planning now to cater for future success with the consumers of today and tomorrow. We live in an increasing­ly multimedia world where audio is fast becoming the modus operandi, from Alexa and Siri to voice-driven car infotainme­nt, so how a brand sounds is just as important as how it looks.’

‘It’s clear from the research that marketing department­s need to think how they can integrate audio into the marketing mix,’ added Lafferty. ‘Younger consumers engage better with brands that carefully consider audio, and make assumption­s about the profession­alism and reliabilit­y of the brand according to the sounds they hear.

‘If businesses want to ensure they attract and retain the Millennial and Generation Z markets, they need to focus on the audio just as much as the visuals in their campaigns.’

PHMG is the world’s largest audio branding agency with more than 32,000 clients in 39 countries worldwide.

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