December 17, 2014 Garyeoghan

Spin The Black Circle: Why Vinyl Makes Digital Marketing Better

We have 3 copies of Thriller on vinyl here in the office. Some would say that is two too many. We’d say it’s never enough. It might sound a bit far-fetched to compare what we do as a company to having a good vinyl collection, but when you figure out the similarities that exist and the work needed to look after everything from your charity shop finds to the eBay gem you pray doesn’t come delivered in a few dozen pieces, being passionate about caring for your records is just like running a digital campaign for any company. Don’t believe me? Drop the needle on the start of Thriller, pop on your headphones and read on.

Analogue forces you to appreciate music
Advertising something physical in a digital space is easy. Advertising something physical in a digital space without a connection that makes sense is difficult. Selling something in a store on the high street and online are two entirely separate entities. You put something on a shelf and it sits within a defined space, whereas online it is compressed in to a space that has to be found. If you’ve ever bought an album that has been Mastered for iTunes, you’ll have bought an album especially made for every single computer and mp3 player in the world. Buy a new vinyl of a classic album and it’ll be top notch. Imagine treating a website in the same way.  A little love and care and your visibility will soar.

It would be rude not to on #halloween #thriller #vinyl #mj

A photo posted by BoydDigital (@boyddigital) on

Take your time
You take a record out of the sleeve, safely put it down, gently lower the needle, wait a few seconds, walk away and let it play.  You play a song on your iPod (or any generic mp3 device) and you’ll be prone to hitting the next button more than you’d think. Our humble vinyl player is a constant reminder we need to take our time and get the work done right. It’s the simple difference between looking at a sleeve for information and having to right click “get album info” on iTunes a dozen times just to get what you wanted i.e. people hate having to find what they want over and over.

Your clients are vinyl
One of the more important aspects of having vinyl and playing it, is the upkeep. You have to look after that plastic and make sure the thing won’t be dropped, stepped on, scratched, warped or blown up (in the worst case scenario). You don’t want the same thing to happen to your clients. Having a great looking portfolio or shiny clients in good condition is akin to a pristine record collection. Of course everyone will have a copy of Born In The USA or Rumours in there, but if you have a well looked after Entroducing or Sign O The Times, you’ll have quite a good looking work profile.

It is quality over quantity
While the majority of this office love their vinyl and are avid collectors; I am a complete convert to digital. Even though the space on my phone is taken up more by podcasts than albums, I can still understand why having good quality content is better than having every single album out this week a heartbeat away. When Random Access Memories came out I downloaded it straight away, listened to it walking to work and decided after one listen it was a dud and had to immediately be unsynced.

Fast forward a few months later and anytime someone starts playing the vinyl in here and I’m enjoying the sound of the summer every single time.  The same applies to what you deliver to a client. Reporting that you improved a 100 rankings the clients never cared for is ok, but improving a few authoritative terms that slot perfectly in their niche (and sales) is a better hallmark.

It makes for a good landing page
If you’ve made it this far in to the post without skimming up and down the page, you’re automatically better than the 50{262b22605905d7bdadc9d0423a4a46028d1c16e5c2069f052c9de36584b442a6} of people who can’t make it to the end of a song on Spotify without hitting next. If you had a website with that kind of bounce rate you’d be searching high and low for ways to fix it. Think of how you organise your site/social plan/outreach instead of shuffling through all your options at once and hoping one sounds sticks and takes your fancy.

Digital can be a strain
Do you own a pair of Beats? How often can you listen to a full album without your ears crying out for some reprieve? Modern headphones (how old does that make us sound?) work on the basis of amping up the bass and eliminate dips. So where a needle will pick up on the subtle differences of the vinyl and adjust accordingly, your headphone jack is only relying the mp3 information to go from loud to soft, loud to soft and back again all while compressing the information. It would be the same as comparing a client’s traffic throughout the year to looking at a year’s data and focussing in on the peaks and dips. Figuring out what happened between these contrasts if more important in delivering a better campaign.

What a way to kick off the day #BoydDigital #vinyl #stoneroses #thestoneroses #record #redords #music #technics

A video posted by BoydDigital (@boyddigital) on

A typical mp3 is 4mb. A vinyl works with roughly 1mb per second of play. You can’t offer a client’s site the mp3 when they expect that vinyl sound. The next time you sit down to plan out what work you need to make site your site perform to the standards you want it to, pop on a vinyl. You might just end up with something that has more quality and longevity than you’d expect.

 

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