Any experienced marketer knows that strong branding happens through an emotional attachment.
Hearing a familiar jingle or a person's voice describe a product does the trick. So far, companies have done little in the way of audio marketing on the Web, mostly due to technological constraints and inexperience with applying sound to a site. But recently some companies have been implementing more sound on their sites to aid customer service and increase the overall brand experience. Most audio that people experience on the Web is either streamed-in or incorporated as a part of a Macromedia Flash file. Both require a plug-in such as RealPlayer or Flash.