Summary

The article discusses the rise of the low touch economy in response to COVID-19 and its implications for brand marketing, emphasizing the increased use of sound and haptic feedback to create customer experiences that minimize physical contact.

Abstract

The onset of the COVID-19 pandemic has led to a shift in consumer behavior, fostering a low touch economy where people are more cautious about physical interactions. This economic shift has necessitated innovative approaches to brand marketing, with a particular focus on leveraging sound and voice activation to engage consumers without the need for touch. The article highlights the use of voice assistance, ultrasonic haptics, directional speakers, and ambient sound design as tools for brands to build trust and sincerity with their audience. It suggests that integrating sound strategically into marketing efforts can not only cater to the current low touch environment but also enhance long-term brand recognition and customer experience.

Opinions

The author posits that sound is a universally understood medium that can guide consumers through the altered landscape of the low touch economy.
Voice-activated products and experiences are seen as a low-bar entry into effective sound in marketing, with the potential to strengthen brand identity.
The use of haptics, such as ultrasonic vibrations, is considered a significant development for simulating touch in user interfaces where physical contact is minimized.
Eye tracking in marketing and advertising is valued for its ability to determine consumer interest and intent, particularly in VR and video game environments.
Directional speakers are praised for their ability to create personalized audio experiences in public spaces, such as museums, without disrupting others.
The article emphasizes the importance of creating peaceful and trustworthy sound environments as a key strategy for aligning with customers in a low touch economy.
The author advocates for the integration of sound into a comprehensive sonic strategy, suggesting that neglecting this aspect could hinder brand success in the evolving marketplace.

The Low Touch Economy and What It Means For Your Brand

Creating feelings with voice and vibration.

COVID changed some stuff. Whether we like it or not, we’ve all become a bit more standoffish. We don’t shake hands right away anymore because our brain automatically second-guesses the situation. Public devices like ATMs and bathroom doors make us stop and evaluate if we have a wet wipe available.

‘Do I want to touch?’ ‘Should I touch?’ Caution was caused by the chaos and we’re still reeling.

The low touch economy came about as a means to ease our nerves as we transition back to a state of community.

The low-touch economy and sound

Sound is that calming factor that can help guide us through these altered times. It is something we all understand and relate to. The use of sound is also one of the first ways our brain receives information and determines action.

We hear something; we react. No touch necessary.

Here are some ways that sound is being utilized in our low-touch economy that is available to your brand today.

1- Voice assistance and voice activation

The introduction of a more low-touch economy brought about the need for more voice-activated products and experiences. Some examples of this are voice-activated elevators, cars, kiosks, smart speakers, directional speakers, and other smart technology.

Using strategic voice assistance is a low-bar entry into effective sound in marketing. Adding branded functional sound alongside these voice prompts could strengthen the brand even more.

Marrying sound and music into the brand marketing is a strong way to create trust and sincerity between brand and consumer.

Ultrasonic haptics and gesture manipulatives

A bit more under development but a definite factor at play is the use of haptics. This is the use of ultrasonic vibrations to simulate touch. This can be used in instances where a touchpad is needed but the actual touching has been hindered or is undesired. It can also be used to sense eye direction. Eye tracking in marketing and advertising can help determine a lot of things. Specifically, it can help determine, interest and intent most notably used in VR and video game-related elements.

Ultra Leap is one such company using haptics. Their hardware and software map hand gestures and create action and intent through things like VR devices. This improves the performance of things such as wearables, accelerometers, and gyroscope-based activity recognition systems.

Directional speakers

Companies like Holosonics are creating feelings through the use of directional speakers. These aren’t just speakers panned left and right. They are a bit more advanced in the fact that they are designed specifically with direction in mind.

Directional speakers can create an individual experience within a crowded space.

This allows for the extraction of community headphones in museums. Through the use of directional speakers, the museum-goer can learn all about the piece of art they’re witnessing without disturbing anyone outside of the speaker's proximity.

Ambience

Lastly, I leave you with the most simplistic of ways sound can create a feeling. Creating an environment of sound that brings peace and trust is the #1 way to align with your customers without asking them to touch anything. Create an experience of ease and comfort in your brick-and-mortar, online store, devices, software, social media, etc. through sound.

Sound for the win

The low-touch economy isn’t just something to expect for the next several years, it is an additional arm to future marketing. Not keeping this environment in mind as we further develop our brand and brand marketing is only going to keep us from succeeding in what we sell.

Want to learn more about how sound can benefit your brand? Check out my latest eBook “Building Revenue For Small Business Through Sonic Strategy”.

Building Revenue For Small Business Through Sonic Strategy - eBook -

This book goes over the essential definitions of sound marketing, demystifies sound strategy and sonic branding…

soundinmarketing.com

Jeanna Isham is a sound strategist and author at Dreamr Productions and SoundInMarketing.com. She creates, consults, and educates on the power of sound in marketing. Follow her on Linkedin and Twitter or join the Sound In Marketing Newsletter here.