Just about the only group with higher levels of anxiety than these consumers are the retailers selling to them, and online merchants are no exception. Nobody knows what to expect going forward.
You might think that online retailers cut their ad spends during uncertain times and many certainly have done so. However, as I have noted in a recent CyberSiteSearch Blog post, search marketing clients generally have not decreased their PPC ad spending. But what has changed is that they have increased their conversion optimization efforts by a whopping 300%!
This is certainly a strategy that makes a lot of sense. Decreasing PPC ad spending can only lead to lower traffic to a merchant's site, which of course translates into lower sales. Not exactly an appealing option to most online retailers, but one that many choose out of economic necessity.
But what if that lowered ad spend could actually yield the same sales as the old, higher advertising budget? Or maybe keep the same budget, garner more customers and actually increase sales?
The key to that approach is of course converting more visitors into paying customers. Always a noble goal, it has become exceptionally important now since we are operating in an incredibly complex economic environment. Even small changes to landing pages, site navigation, and usability can mean the difference between success and failure.
Study after study has pointed to a starkly sobering fact: if site visitors cannot quickly locate products of interest on a web site, they leave and try the next site. Even more sobering is the fact that the time it takes for them to make that decision is usually measured in seconds.
The key to engaging these visitors and converting them into paying customers is a robust e-commerce style site search. It helps visitors to not only rapidly locate products of interest, but also assists them in making favorable buying decisions by showing product images, promotional messages, product availability information, etc. One of our customers has recently reported a whopping 40% increase in Google sales using our CyberSiteSearch product.
In this economic environment, conversion is no longer King; it's become God!
At the heart of any brand's public face is a logo. Whether it's golden arches or Olympic rings, a logo can truly be the picture that tells a thousand words about a brand, reminding us of many associations and values in a single glance. Logos have been so effective for so long that it's no wonder every company has one - but this is exactly where the problem lies.
I call the problem ‘overmessaging'. Each of us now encounters a staggering 30,000 commercial messages every single day, and the vast majority of them are visual. This means that for the next few years at least, sonic logos – by which I mean short sonic mnemonics that are the exact audio counterparts of the visual logo – must be worth trying simply because they're uncommon, which means they can be powerful differentiators. However there's more to sonic logos than curiosity value alone: used wisely, they work exceptionally well. The also go back much further than you might think.
Sonic logos have actually been around for hundreds of years: street calling used to be the main way tradesmen advertised their services, as wonderfully romanticised in the film Oliver. It's only a few decades since that practice ended: I can remember the ‘rag-and-bone' man's mournful shout of “anyoldiron?” from my childhood in London. The modern-day equivalent is the ice cream van: just watch the cathartic effect of its chimes on surrounding buildings on a hot summer's day to see the potency of sonic logos deployed in the right place at the right time. Most ice cream chimes are generic, but in Sweden the Hemglass ice cream tune is a universally known and loved sonic brand.
As soon as the advertising industry got sound to play with, it saw the potential of memorable music/voice combinations and the jingle and tagline were born. The dividing line between jingle or a tagline an a sonic logo is blurred. In general, jingles and taglines come and go with campaigns and rarely live for more than a few years. Even the most memorable usually get retired. “For hands that do dishes…”; “It's the real thing”; these and many more once-mighty jingles or taglines are now languishing in retirement homes, though the brands are still very much with us today.
Some taglines are so strong that they have become sonic logos. One in particular has outlasted entire generations of customers: Tony the tiger has been saying “they're gr-r-r-r-reat!” since 1951. This is probably the longest-running sonic logo in the world, and it has now outlived its voice-over artist. Thurl Ravenscroft voiced many Disney characters but Tony was his greatest achievement. He voiced the tiger for 54 years until his death in 2005, when Lee Marshall was appointed to carry the tradition forward.
Over the years, some sonic logos have even been registered as trademarks or service marks: the roar of the MGM lion and the old NBC three-tone chime are two examples.
These examples notwithstanding, it wasn't until the 1990s that sonic logos started to be taken really seriously and their use considered by many major brands. The sea change came with Intel. Its four-note sonic logo, composed by Austrian musician Walter Werzowa, has become one of the best-known sounds in the world, and has spearheaded Intel's extraordinary success as a brand – given that this is a product nobody ever sees and nobody ever buys.
Today, sonic logos are more in play then ever before. UK insurance giant Direct Line has a sprightly bugle call, which speaks volumes about urgency, assistance and playfulness in just three seconds. Apple has its comforting, uplifting start-up sound, engineered in 1991 by Jim Reekes and still shipping 16 years later. (It is inexplicable that the mighty Microsoft has never seen the value of a single start-up sound; the sound of Windows has changed with every successive version of the software, so that now there is no sound of Windows. They may be learning through: huge amounts of time and money were invested in ‘a language of sounds' for the Xbox 360.) Lufthansa has invested in a corporate sound, comprising four rising tones that are aimed to convey feelings of taking off and wellbeing. Siemens has recently added a seventh element to its branding: sound has now joined logo, claim, typeface, colours, layout and style as one of the basic building blocks of the Siemens brand. The company has created both an ‘audio signature' (aka a sonic logo) and also some mood sound as part of its new palette. Even political parties are joining in: Wales's Plaid Cymru has a short sonic logo to welcome you in peace and harmony to its website.
The evidence is that more and more major brands are creating a sonic logo as a matter of course. With the continuing rise of mobile devices (along with custom ring tones and downloaded digital sound) I believe we have not yet scratched the surface of the sonic logo.
Is it time your brand found its voice – before your competitors find theirs?
Both Gen Wright & Julian Treasure are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Gen Wright has sinced written about articles on various topics from Terrier Dogs, Acne Treatment and Lose Weight. & Other By CyberSit. Gen Wright's top article generates over 1220000 views. to your Favourites.
Julian Treasure has sinced written about articles on various topics from Computers and The Internet. Julian Treasure is a sound expert based on London, UK. His book Sound Business (. Julian Treasure's top article generates over 2400 views. to your Favourites.