A digital marketing plan for Pandora internet radio

1. s trategy
rketing
Ma
ital D L
Dig 201 3 NM
G
S PRIN
n
ing Ha
Xiaox

2. Dangers behind success
• Revenue VS royalty
cost
• competitors provide
similar services:
Spotify

3. Target Audience

4. Everything related to
music
Pandora

5. Objective
O1: Stop losing money at
the end of 2014.
KPI 1: Advertising income =
loyalty fee at the end of 2014.
O2: Keep the leading place
(increase the number of loyal
audiences. )
KPI: Reach 100 million followers on
Facebook and Twitter, have twice
subscriptions until 2015.

6. Pandora
Explorer
Books & Movies Events
News
Music related Music events
Music express
books & information
every day top
great sound
news
track
Weather Bars & Restaurants
Music weather
Places that have great back
forecast
ground music

7. Customer generated content
@Pandoranews
Name of
the song
@Pandorabookmovie @Pandoraplaces
Images or location
links of the information
books and
movies

8. Budget
Method 1: Digital marketing calculator：$
4.8 million per year.
Method 2: If the cost of one
hour is $250, it will be 7.3
million per year.
Final decision:
Total revenue :80 million
10% * 80 million = 8 million

9. Thank you!