Jingle: hidden ads in plain sight

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive more into how brand jingles are turning into one of the most favored marketing tools in today’s world. 

When it comes to advertising, do you have a very memorable ad that is always spinning in your head?

In today’s modern world, there are numerous methods on how to market your products/services. Most methods have the same purpose, which is to empower and make your products/services more visible or more recognizable to consumers. In this case, one method in particular is seemingly more favored among Indonesian brands, brand jingles. 

Brand jingles are advertisements hidden in a song that have many advantages in terms of building a form of free advertising triggered by the impressions, feelings, and thoughts of customers through word-of-mouth marketing. Well-crafted jingles often have catchy lyrics and choruses that are remembered consciously or subconsciously by those who hear the song. In the early 20th century, when radio was primarily used for broadcast advertising, jingles were an excellent branding tool. A good jingle stays in the mind of the audience, but it also makes a statement about a brand’s uniqueness. It leaves a message that lingers with potential customers long after they first hear it. Hence, brands can easily build a new customer base with a few simple lines of the song.

One of the popular e-commerce companies in Indonesia, Tokopedia, always makes a jingle when they open “Waktu Indonesia Belanja” promo on the 25th until the end of the month. WIB promo is held when Indonesian workers get their salary. They also use famous people as their models to make their jingles even more engaging. This is the example of today’s Tokopedia WIB promo jingle.

The campaign that Tokopedia did paid off greatly. Not only they received millions of views on their YouTube channel and heartwarming comments from all across the archipelago, but also in 2021, Tokopedia managed to have the most application visitor traffic for two consecutive quarters with a total of 135.1 to 147.8 million and also managed to have the largest transaction value in Indonesia with a transaction value of US$ 37.45 billion.

Another brand’s memorable jingle comes from an instant noodle brand in Indonesia, Indomie. What goes in your head when you hear their jingle? It gives you little flashbacks about your childhood, right? Yes, it’s because they created their jingle many years ago. Every year, they always recreate their jingle without changing the lyrics. It allows us to memorize every word in their song. Compare the Indomie’s jingle that existed in 1997 and 2022! Not too different right?

The marketing carried by Indomie success made them become the most-eaten instant noodle in Indonesia. Indomie can control the instant noodle market in Indonesia by 70.7%. Moreover, they always increase their profits every year.

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.