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Wednesday, 25 January 2017 11:07

Branding offer with POSmusic launch of new music app

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POSmusic, a global marketing platform that helps brands connect and engage with customers through music, says Australian brands will now be able to offer their own branded music apps for the first time with their newly launched platform.

The POSmusic platform merges in-store music, online and mobile music technology.

Hailed as the first of its kind by POSmusic chief executive Harley Sedman, the POSmusic platform leverages Spotify’s data and technology to create branded customer engagement apps for brands, giving them a deeper understanding of their customers while encouraging customers to give real-time feedback on the brand’s playlists, or brand sound.

According to Sedman, a specialist in brand sound with more than a decade’s experience working with leading retail and hospitality brands, brand building is now a two-way street and POSmusic’s technology is “helping to bridge a gap that exists in the market”.

{loadposition  peter} “Loyalty is created when customers have the opportunity to help shape the brand conversation, and it’s this sense of ownership that translates quickly into measurable metrics,” he said.

“Music builds advocacy in an authentic and meaningful way, particularly with millennials. It’s an effective channel for marketers, especially when technology such as ours has advanced to the point where businesses can better track the return of investment in music as a marketing tool.”

Sedman said POSmusic’s team of musicologists work with brands to identify and create their own signature sound by choosing from a database of more than 40 million legally available songs.

The platform’s technology then refines and optimises selections based on customers' demographic data and in-store staff feedback, automatically monitoring relevant music events and region-specific music trends, allowing ever-evolving sound and more meaningful customer engagement.


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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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