Yesterday, two major brands in audio had competing product debuts on separate coasts. In Cupertino, California, Apple debuted the next generation of the AirPods Pro. In NEW YORK, Bose debuted its new QuietComfort EarBuds 2. And in the tale of two headphones, the latter is targeted on being music-first instead of being distracted by also making other styles of tech.
Once you consider the landscape, you have these incredible tech giants which are out there which are making TVs and laptops and phones and Television shows and music platforms and ad networks, Bose Chief Marketing Officer Jim Mollica told Digiday. We only create products and experiences for music.
Mollica never mentioned Apple by name, however in an interview yesterday afternoon, he said the business has created a fresh platform for marketing the EarBuds II that aims to highlight the many ways music is built-into peoples lives.
While pay for traffic still has its purpose throughout marketing, it can’t be the primary component of everything you do, and the way you communicate and engage consumers.
Jim Mollica, CMO, Bose
This conversation has been edited for brevity and clarity.
Once you discuss having a fresh brand platform, what does that entail?
While pay for traffic still has its purpose throughout marketing, it can’t be the primary part of everything you do, and the method that you communicate and engage consumers. We are able to all skip ads. Youre streaming, youre DVRing youre skipping ads online, blocking them, with all those other elements. That leads to a more difficult environment where to connect and that means you have to find different, more authentic and organic methods to connect.
Many advertisers experienced issues reaching audiences due to changes created by Apple and different new data privacy laws. Has that been challenging for Bose, and is a few of the content strategy gone to compensate for that?
I understand this as more of such as a publisher, and the filter with that have been using because of this is just about music, and folks that love music and sound. This past year, we’d a campaign that people launched and there have been probably 50 different segments which were behavioral and psychographic mounted on it instead of traditional demos. And thats really considering people, what they think and how they behave. Those content tracks are assisting to feed content which will be very different for you personally and different for me personally.
Its plenty of work creating those forms of content. We created a studio, partly internally, partly with some production companies unique of agencies which were churning out probably 250 different bits of content weekly. Thats another sort of model. It doesnt mean everythings likely to obtain the polish of an above-the-line TV spot, nonetheless it is capable of doing incredibly well for different audiences.
Just how much is paid media versus organic and how has ad spending evolved with various products and amid shifts in the economic outlook?
You wish to have some degree of consistent [ad] spend over a period. Once you take long lulls as well as medium lulls to obtain back to another point requires a lot longer. And for a period, Bose had underspent using markets and youre likely to see us begin to enter into these markets in a stronger fashion. So we shall have the largest media push that weve had in an exceedingly long time with this particular latest campaign. Thats type of an overarching presence.
From my standpoint, if youre likely to make this content, you need to put pay dollars behind it to obtain it to be seenAs we transfer to this campaign and future campaigns, its really around where sound is essential and where we are able to have outsized influence or cultural moments. Youre gonna see us have big content creations and spends round the start of NFL season, music sports around certain athletes. If it draws big audiences, theres a large connective tissue there.
How have your findings about marketing insights informed Boses product development strategy?
We were considering the role that music played in peoples lives how it arrived every day therefore we created most of these listening moments that happen and we began to see the forms of products that folks use for these different moments. It began to show where there have been opportunities. For instance, as portable speakers Bluetooth speakers what we realized is that the period of time that folks actually utilize them for venturing out to a spot such as a park or perhaps a beach, and putting that speaker down and having a celebration or gathering with relatives and buddies is quite, very rare. However, it becomes an enormous aspirational use case for that, and folks actually buy the merchandise knowing that. So you begin to consider how that product can be used, how portable it really is and what forms of features it has for that moment. That switches into product development. In addition, it changes just how that people started creating content.
Lifestyle and music exactly like Fashion Week, exactly like art are intertwined.
Most of the competition in the audio hardware space appears to be centered on lifestyle marketing. Searching to expand beyond core audiophiles?
I dont think it is possible to separate lifestyle from music. Lifestyle and music exactly like Fashion Week, exactly like art are intertwined. Its very difficult to state that youre likely to separate this, because music drives culture. Music is defined by culture. Music is established by whats happening for the reason that moment. They call them artists for grounds; Theyre creating this craft. That component of lifestyle and providing people who have inspiration and a soundtrack to accomplish extraordinary thingsThats why youll see us combine our article marketing with interesting artists, interesting athletes, interesting entrepreneurs, and interesting chefs. This expands.
With everyone centered on video, it looks like maybe theres a white space for audio.
Its funny you say that, as you have YouTube music, that is still video-focused and audio is merely having an overlay, right? You have Tidal, which might get yourself a larger audience, ultimately, due to the concentrate on sound quality there. Youre likely to see as technology improves that sound quality will explode and at some time, you will see room for more personal curation from people, tastemakers and people instead of just [artificial intelligence]The audiences is only going to start to continue steadily to grow as you see this renaissance of audio continue steadily to swell.