Acoustic was created to fill a void in the industry. Competitors lack humanity, use AI as a buzzword, consider privacy an afterthought and force customers to work with disjointed technology that makes their jobs more difficult. Acoustic set out to address the unique challenge of resonating with marketers in a fresh way and helping them achieve better, more human results than the dry, corporate tech giants that previously dominated the marketing cloud space.
Carving out of IBM Watson Marketing provided a powerful opportunity for Acoustic to serve the marketing industry with a platform entirely focused of the needs of the modern marketer. Acoustic is more nimble and responsive to industry changes than competitors since its singular mission is to bring humanity back to marketing by actively meeting marketers’ needs in innovative ways. The company is not weighed down by a large corporate structure with multiple lines of business and target audiences, and it has the experience and capabilities to match industry incumbents while staying completely devoted to marketers.
One major goal the brand set out with and has since achieved is to become a top-four marketing cloud by the end of 2019. This achievement is evident through Acoustic’s recognition on both the Forrester Wave™ and the Gartner Magic Quadrant reports, which named Acoustic an industry “Leader” among well-established marketing clouds. Acoustic is committed to helping marketers find new ways to be creative and resonate with their customers.
Acoustic is run by marketers and works with 3,500 marketing clients, so leadership gathered robust intelligence from the marketing, sales and product departments to inform the brand launch. Leaders from across Acoustic shared insights that were used to craft the brand messaging and develop the visual identity over a series of workshop sessions and market tests with select employees and clients. The Acoustic team also conducted a competitive audit that analyzed brand purpose, messaging, name and visual identity to ensure that the Acoustic brand expressed a unique, resonant ethos that filled a void in the marketplace.
With a total focus on solving marketer’s most pressing challenges, Acoustic’s products are changing the marketing world. Led and built by the team of marketers who invented AI-powered marketing campaigns, Acoustic understands marketers and their need for connected solutions and results-driven tools that prioritize privacy and maximize revenue and customer satisfaction.
For instance, Acoustic AI solutions allow marketers to focus on creating real-time, human interactions by anticipating consumers’ needs and giving them what they want, when and where they want it – like a deal for an umbrella from a nearby pharmacy when they leave their office in the rain. The marketer makes a sale, and the customer has a personalized brand experience. Acoustic helps marketers identify and capitalize on these “moments” that are ripe for engagement and drive loyalty.
To bring Acoustic to life, the brand developed new positioning, new visual identity and refreshed product names that all represent Acoustic’s ability to foster more personal marketing environments through advanced technology. Acoustic empowers clients to reframe how they think about marketing by actively hearing and responding to what their customers want.
The new branding reflects how marketers need to create more personal relationships with their customers. To do this, they must merge the art of marketing with the science of listening through advanced technology. Acoustic means the science of sound, a perfect name for a company that listens to marketers’ challenges and then helps them create effective, innovative ways to connect with consumers through cutting-edge technology and human instincts.
In addition to new positioning, Acoustic also deployed various marketing and PR tactics to generate brand awareness and engage marketing executives by catering to their most critical needs. The business created twelve regional websites that resonate with key geographies globally, hosted launch events around the world, launched paid media campaigns and deployed key thought leadership assets to arm marketers with the tools and knowledge they need to get ahead. Utilizing its new brand design, Acoustic is also cultivating a strong social media presence, engaging with consumers via social networking and sharing updates on the company, as well as various marketing insights and thought leadership.
By sharing the Acoustic story with targeted reporters and through precise digital and physical marketing channels, the brand has differentiated itself by emphasizing its focus on the marketer, AI-powered technology that provides seamless and open collaboration, and core value system centered on privacy and ethics.
One major goal the brand has achieved is to become a top-four marketing cloud by the end of 2019. This achievement is evident through the Acoustic’s recognition on both the Forrester Wave™ and the Gartner Magic Quadrant reports, which named Acoustic an industry “Leader” among well-established marketing clouds.
Additionally, Acoustic has achieved web traffic of more than 55K users since launching, has been featured in 80+ media articles and has amassed over 115k social media followers. Traffic to Acoustic’s website has increased significantly, with the number of users jumping 29 percent between Q2 and Q3 and 16 percent between Q3 and Q4.
Acoustic has also succeeded in earning testimonials from clients that have found widespread success with the platform and used it to develop and execute marketing campaigns that drive sales. For example, by embracing an AI-driven approach to customer engagement through Acoustic, Buffalo Jeans has experienced up to 89% increase in conversion rate optimization, by increasing site revenues 70% in Canada and the US and driving a 109% lift in US transaction volume. TGI Fridays UK has seen a 30% rise in loyalty program sign-ups, 61% increase in loyalty customer visits and a 66% boost in loyalty customer revenues as a result of Acoustic’s products and services. Finally, STV Group now boasts a 50% increase in email open and opt-in rates, as well as an 81% lift in CTRs. The list of proof points goes on, and demonstrates that Acoustic is achieving the goal of client satisfaction every day.
