Caroline Cuny et Marianela Fornerino, professors at Grenoble Ecole de Management, carried out a study on the impact of music on digital client experiences. Their study highlights that sound facilitates an immersive experience for website visitors, a fact that also helps create positive emotions.
To test the impact of music on digital client experiences, Caroline Cuny and Marianela Fornerino worked on a painter's virtual gallery. "Corrine Chaussabel-Boisadam paints while listening to music. We used sound when displaying her work to recreate her artistic universe. We then measured this marketing tool's impact on internet users." explains Caroline Cuny.
Creating an immersive experience for internet visitors
The study interviewed 250 people on their impressions after having visited the artist's website. The results demonstrated the positive influence of sound on each visitor. "The visitors declared they felt disconnected from the real world, connected to the artist's universe. They spoke about a positive experience and an environment that made them willing to recommend the website and more importantly, made them want to visit the painter's physical gallery." adds Caroline Cuny.
The use of music allowed internet users to feel as if they were part of another universe, if only for a moment. As a result, music represents a simple and cheap marketing tool especially in comparison with 3D, augmented reality or virtual reality tools.
Stay true to the brand
Despite these positive results, music must not be used in every situation. Music is a relevant tool if the strategy is to build an immersive and emotional marketing experience that creates a connection with the brand. "The key is to be coherent vis-à-vis the brand's position. Therefore you have to choose your music to match the brand." says Caroline Cuny.
Cuny C., Fornerino M., Helme-guizon A., Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?, Information and Management, 2015, vol. 52, no. 8, pp. 1025–1034