Spotify is a leading on-demand music streaming service with over 140 million paying subscribers. It operates on a "freemium" model where basic services are free but a premium subscription unlocks additional features like ad-free listening and offline downloads. Spotify has dominated the on-demand music market through its huge library of songs and playlists, as well as personalized recommendations and features like Discover Weekly. It is also expanding into new areas like podcasts. Spotify delivers value to customers by providing personalized access to music and audio content to enrich every moment.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
I share ideas for what Spotify (my favorite app) could be doing better as far as new product features and partnerships along with demographic data (see appendix). This deck is for fun and relates to personal opinions as a user along with real data. Enjoy it!
Spotify Marketing Campaign for Marketing Theory & Practice Mary Peters
Spotify provides a music streaming service used primarily by millennials since they seek a trendy and personalized music experience. Since it was launched in 2008, it has over 140 million users with 60 million users paying for its premium service, used in over 60 different countries, and gives its users access to a library of music of more than 40 million songs. Spotify’s biggest competitors are Apple, Amazon, and Pandora. It differentiates itself by orienting its features around creating a truly personalized listening experience after purchasing a premium subscription which allows for offline streaming, ad-free listening, unlimited song skips, and complete control over their listening experience.
My group and I researched Spotify, who is currently dominating the online streaming industry. In our project we were able to find Spotify's value proposition and target market. Using this information, we were able to discuss and evaluate their current digital marketing strategies and how they could improve. We also provided a competitive analysis against their two main competitors, Apple Music and Pandora.
I share ideas for what Spotify (my favorite app) could be doing better as far as new product features and partnerships along with demographic data (see appendix). This deck is for fun and relates to personal opinions as a user along with real data. Enjoy it!
Spotify Marketing Campaign for Marketing Theory & Practice Mary Peters
Spotify provides a music streaming service used primarily by millennials since they seek a trendy and personalized music experience. Since it was launched in 2008, it has over 140 million users with 60 million users paying for its premium service, used in over 60 different countries, and gives its users access to a library of music of more than 40 million songs. Spotify’s biggest competitors are Apple, Amazon, and Pandora. It differentiates itself by orienting its features around creating a truly personalized listening experience after purchasing a premium subscription which allows for offline streaming, ad-free listening, unlimited song skips, and complete control over their listening experience.
Brand Management analysis of Spotify and how it ensures dominance in the competitive music streaming space. This deck will help you to analyze the various aspects of brand management and how it's crucial to ensure presence in the right spot and format to gain maximum traction.
Keywords: Company Analysis, Brand Elements, Key Consumer Segments, Porter 5 Forces, Perception Map, Brand Resonance Model, Points of Parity and Difference, Channel and Marketing Strategy.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
Final MBA Presentation of Spotify based on a case study. It reviews the company's status and has recommendations on what strategically, their next move should be.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
Learn more at www.oneskyapp.com/
In this deep-dive case study, learn the 3 key growth strategies that Spotify used to gain early footing in the APAC region, break past Asian cultural and technological barriers, and continue to grow their customer engagement in 7 key markets.
Want to go global yourself? Visit www.oneskyapp.com to see how our localization team has helped companies like Spotify expand internationally.
Questions? Comments? Contact us at hello@oneskyapp.com
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
Brand Management analysis of Spotify and how it ensures dominance in the competitive music streaming space. This deck will help you to analyze the various aspects of brand management and how it's crucial to ensure presence in the right spot and format to gain maximum traction.
Keywords: Company Analysis, Brand Elements, Key Consumer Segments, Porter 5 Forces, Perception Map, Brand Resonance Model, Points of Parity and Difference, Channel and Marketing Strategy.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
Final MBA Presentation of Spotify based on a case study. It reviews the company's status and has recommendations on what strategically, their next move should be.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
Learn more at www.oneskyapp.com/
In this deep-dive case study, learn the 3 key growth strategies that Spotify used to gain early footing in the APAC region, break past Asian cultural and technological barriers, and continue to grow their customer engagement in 7 key markets.
Want to go global yourself? Visit www.oneskyapp.com to see how our localization team has helped companies like Spotify expand internationally.
Questions? Comments? Contact us at hello@oneskyapp.com
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
My final project for my Stoytizing class, taught by Bob Pearson! I walk through different digital models (including ABCDE, 1:9:90, and 5 R) to help Spotify solve the problem of an emerging duopoly (them vs. Apple Music).
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Media.
"While the landscape of content is rapidly changing, this fast pace opens opportunities for innovation in the way content expands, reaches and captivates audiences.
Key content partnerships are forming to keep up with where audiences are going, while the familiar channels are being constantly invigorated with new means of storytelling.
Publishers are constantly raising the bar on not only how content is delivered, but also how audiences experience content. Things are getting more immersive, and technology is helping to transport audiences beyond mere spectatorship to a more active, sense-heightening participation."
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
The Media Consortium 2014 Conference: Revenue PanelLisa Skube
This deck was shared with participants at The Media Consortium's Annual Meeting end of February, beginning of March of 2014. Three panelists rounded out the revenue talk, Pat Kitano of the Breaking news network talked about his #Support News crowdfunding platform, Mike Antares of TX Observer brought fresh ideas and proven methods that have sustained the Observer for decades, and mwa - Lisa Skube - offered this deck to launch the discussion - a transformative perspective for indies to start with an audience "service design" with tips & ideas how to diversify the revenue mix. An inspiring collection of publishers, producers, ethnic media makers and social change agents. Networking, conversation, breakouts and beer parties brought high impact indie news together for collaboration and learning. There was even a two hour conversation with Julian Assange (by Skype).
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
Strawberry Hill Productions reviews the opportunities that brands have to enage podcasting and connect with millions of potential customers. Great brands create content, not just interrupt it.
Why Social is key to drive your Digital Innovation StrategyGerrie Smits
My talk at Social Media Summit 2015. Social is a Canary in the Coalmine. We can learn from the effects it has had on communications as well as from the culture that the social media companies cultivate.
Communication strategy for new product launch.
Mandate: execute a campaign that uses Vice media O & O channels to promote the new product, reach adults between 25-44 years old and establish a strong positioning.
Why You Should Be Using Podcasts for Your BrandPodcast.co
Podcasts are the best marketing tool to build better relationships with your customers. Share engaging stories, build trust, and give your business a voice with podcasts. Talk to us at hello@podcast.co.
Hastings Crossing BIA is Canada's first Social Innovation Business Improvement Area. The 2014 Executive Director's Report highlights the programming and advocacy of the organization from 2011-2014 and showcases the various Community Economic Development focused projects of the organization.
Infocomm Tech Startups In Singapore - 2021Swiftnlift
BANAHUB - is an industry enabler that connects individuals and businesses in the creative industry. That includes talents and professionals from different industries and businesses to their needs.
Grow your agency by providing a complete podcasting package to your clients. Offer exclusive audio experiences and increase your bottom line with an easy-to-use friendly platform - podcast.co/services/agencies
Similar to Spotify: Dominating Music In Real Time (20)
Measuring Innovation Pace in FinTech - October 2019LHBS
Innovation is a race. 37% of banks in Germany viewed
fintech as a possible threat.
In the financial service industry, legacy organizations and emerging fintech disruptors are competing in the same environment, for the same customers.
Innovation pace refers to the speed at which a business is innovating and releasing new consumer-facing features. By measuring this pace of innovation, you can begin answering:
- What kind of value does your business bring to the customers?
- More importantly, are you continuously delivering more value to the customers faster than your competitors?
We took the fast-changing fintech industry as a practical use case to demonstrate why and how innovation pace is measured and what it could mean for business.
Key content:
- The incredible pace of innovation in the current fintech sector by looking at N26 and Revolut
- Guides and examples of using customer value proposition canvas as a measuring tool for innovation pace
- Next steps of what comes afterwards to benchmark your business' innovation pace
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 2/3, exploring how traditional banks can react, respond and adapt to keep up with the pace of change.
- How banks can observe trends and expectations with effective monitoring
- How banks can respond with innovations their audience need and want
- How banks can quicken their ways of working for sustainable and accelerated innovation through seeing new competitors in a collaborative light
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 1/3, diving into the world of finance exploring how traditional banks need to act today to be around tomorrow.
- The current state of banking
- 5 Key expectations that banks should be responding to with both services and communications
- An opportunity for banks to begin exploring opportunities for self-disruption
The Agile Sprint is an approach to creating and improving user experience and product design, placing the business, technology and (especially) the user in the spotlight.
This is your guide to running successful Agile Sprints in your organization through exploring the What, Why & How of the Agile approach.
Retail is undoubtedly reverting to “under construction”. Customer’s expectations are changing, malls and shops are closing down, others are opening up and doing better than ever. Many brands are investing in customer experience, shaping them into something unforgettable for their store visitors.
How should stores navigate all the trends? How can they ensure customer’s come back for more?
This Snapshot explores the current state of retail, where it is going, customers’ expectations and best practices along the customer journey followed by implications for retailers.
Influencers Now: The Current State Of Influencer MarketingLHBS
Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up.
Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives.
This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations:
Who are they?
Where are they?
How are they used?
Touch-Point Technology: Transforming the Customer JourneyLHBS
Technology has become a part of almost every day-to-day activity. Things are no different for how brands do business. The customer journey has been transformed to address rising expectations in speed, precision, personalization and security through implementation of technologies at crucial touch-points, or the moments of interaction between the brand and the customer.
This snapshot explores three trends we see in today’s brands’ use of technology at touch-points along the customer journey:
Reducing customer effort
Re-humanizing interactions
From responsive to predictive
giffgaff's Strategy - The Underdog Leading in CXLHBS
giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin.
How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values?
This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience.
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
A Little More Conversation: Branding with Voice UILHBS
How we use and interact with machines and software is changing. Some assumed it was a fad, but we’re now seeing voice technology infiltrating our businesses, mobiles, vehicles and now our homes.
Brands are adopting the idea that voice is here to stay, which brings with it a shift in user experience, and in turn, customer expectations of usability.
Everything You Thought About Customer Service & Loyalty is Wrong // Toolbox S...LHBS
What we think about in customer service could be wrong, from what customers want to who’s the best personality for teams.
Technology research firm Gartner Inc. (previously CEB) recently presented findings from a number of studies carried out within the realm of customer service across the world.
The research spanned many different industries and consisted of over 125,000 customers, over 5000 service representatives, over 100 companies and revealed three major findings.
We explore these findings and offer actionable steps and useful resources to begin customer service transformations within any company.
Domino's Strategy: From Pizza to Tech Giant // Customer Value SeriesLHBS
Domino’s has been seeing double digit growth for several consecutive quarters. The pizza chain has been outperforming giants such as Google or Facebook on the stock market.
What contributed to the success of this company, once simply known for bad pizza? How did the brand harness technology to embed itself into the lives of its customers by delivering a better experience?
Take a look at our report where we provide some background on Domino’s and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
Amazon: Anything, Anywhere, Anytime // Customer Value SeriesLHBS
Experts predict that Amazon is going to become the most valuable company in the world this year. No other online retailer comes close to the e-commerce giant. With the introduction of Amazon Go, a new technology that provides a checkout-free shopping experience, the retailer is pushing further into the physical realm, setting new standards for the future of brick-and-mortar.
Amazon is striving to be “Earth’s Most Customer-Centric Company”. In this report we will shed light on how the e-tailer actually creates value for its customers in four interrelated but distinctive areas: core product innovation, added-value services, shopping experience and communication.
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At LHBS, we believe that brand or business strategies need to be prescriptive not just descriptive. A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life. We’ve created the Customer Value Series to analyze and share how leading companies bring their Customer Value Propositions to life through their core products, added value services, the customer journey and communication.
This issue highlights AMAZON.
We hope you enjoy this deck and are able to be inspired by it in your innovation process.
Welcome to our annual collection of top 25 signs according to marketing & innovation experts using & working daily with our Inspiration-Hub.
We have selected the 25 most game changing and important signs that drew the attention of our readers this year the most.
Explore the collection of disruptive signs from categories such as consumer insights, product innovation, service innovation, experience innovation & communication and see where the market is going.
Many experts and industry pundits are predicting the demise of retail in the face of digitalization. But the notion of ‘Pure Play’ has failed. Digital only and brick and mortar only retailers are on the decline, many purely e-retailers going out of business altogether. The largest retailer in the world, Amazon, is investing in traditional brick and mortar outlets. The fact is, stores are the ‘new black’.
One of the biggest opportunities for traditional retailers of all types is creating a unique and sought after customer experience. Customer experience can be applied to better, quicker and more efficient processes or to immersive, truly experiential events enabled by exciting newly emerging or maturing technologies.
We are now living in times where messaging context is slowly becoming a new model of publishing. Conversational apps grow faster than social networks.
Hence our interest and new report around the topic of CHATBOTS.
“App fatigue is real” and using a chatbot for building a relationship with customers feels more accessible, as it is like talking to a “real” person while an intimate, one-on-one interaction which is de-cluttering our mobile experience at the same time. It is also just cheaper to prototype an build a chatbot service rather than create a standalone smartphone app for a brand or business. If done right, it can definitely deepen meaningful relationships.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
the latest installment of our: Customer Value Series
SPOTIFY:
DOMINATING
MUSIC IN REAL
TIME
2. ABOUT.
INTRODUCTION
UNDERSTAND TODAY. SHAPE TOMORROW. 2
UNDERSTAND TODAY. SHAPE TOMORROW.
Discove Defin Develo Delive
At LHBS, we believe that brand or business strategies need to be
prescriptive not just descriptive. A strategy needs to drive action
through meaningful Customer Value Propositions.
That’s why we work with our Customer Value Proposition
Canvas as a navigation system for bringing strategy to life.
We’ve created the Customer Value Series to analyze and share
how leading companies bring their Customer Value Propositions
to life through their core products, added value services, the
customer journey and communication.
This issue highlights Spotify - the on-demand music service.
We hope you enjoy this deck and are able to be inspired by it in
your innovation process.
INTRODUCTIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
3. UNDERSTAND TODAY. SHAPE TOMORROW. 3
“We’re not in the music space-
we’re in the moment space”
Daniel Ek
CEO Spotify
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
4. UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Spotify: the largest on-demand music service in the world, and
growing fast. They operate on a “freemium” model where users
can search music by artist, album, genre, playlist or record label.
With premium, users can avoid advertisements and download
the music. Tens of millions of daily Spotify users generates data
that gives Spotify a unique opportunity to develop their
products and services based on user behavior.
This report will provide some background on Spotify and
explore their Customer Value Proposition using our CVP
Canvas. We will identify the brand initiatives surrounding
product innovation, added-value services, shopping experience,
and communication that contributed to a new success.
LHBS THE UNCONVENTIONAL STRATEGY FIRM. We help
companies to understand emerging customer needs & expectations
and shape business models, brand strategies and customer
experiences to unlock future growth.
http://www.lhbs.com
Abhijeet Patil
Consultant at LHBS
lhbs.com | ap@lhbs.com
INTRODUCTION
4
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
5. CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
CUSTOMER VALUE
CANVAS
CONCLUSIONS &
IMPLICATIONS
ABOUT
SPOTIFY
CONTENT
5
Chapter 1 Chapter 2 Chapter 3
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
6. UNDERSTAND TODAY. SHAPE TOMORROW. 6
ABOUT
SPOTIFY
Chapter 1
Quick facts about the company and its growth
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
7. UNDERSTAND TODAY. SHAPE TOMORROW.
SPOTIFY USERS
7
Premium SubscribersActive users
140M 60M
Source: Spotify
Fast Company
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
Spotify has an impressive 25% conversion rate from “Freemium” account to
“Premium” account
8. 148 MINUTES
Average time daily users spend listening to Spotify
UNDERSTAND TODAY. SHAPE TOMORROW. 8Source: Spotify For Brands
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
9. UNDERSTAND TODAY. SHAPE TOMORROW.
SPOTIFY DOMINATES ON-
DEMAND MUSIC AMONGST
PAID USERS
9
0
15
30
45
60
Spotify Apple Music Deezer Pandora Rhapsody
3,54,3
6,9
27
60
(data in millions)
Source: Statista
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
10. UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
APART FROM
LISTENING TO
MUSIC, SPOTIFY
IS ALSO
EXPANDING ITS
OFFERINGS:
10
Learning musical
instruments
Learning languages
Listening to short
stories and poetry
Source: The Odyssey Online
11. UNDERSTAND TODAY. SHAPE TOMORROW.
MISSION.
“Give people access to all the music
they want all the time - in a
completely legal and accessible
way.”
11Source: Spotify
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
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REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
SPOTIFY’S
CULTURE OF
INNOVATION
CONTRIBUTING
TO SUCCESS
12Source: Corporate-Rebels
• Active and collective sharing of the
mission
• Harness the power of technology
• Hire for culture, train for skills
• A flock of start-ups
• Fail faster than anyone else
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
13. UNDERSTAND TODAY. SHAPE TOMORROW. 13Source: Crunchbase
This year, Spotify have
already acquired four
new tech firms.
These will enable
them to expand
and enhance CX.
Niland
AI search & recommendation
software for music
Mediachain Labs
Blockchain start-up
MightyTV
Video streaming app customized
to personal preferences
Sonalytic
Audio detection start-up for
identification, monitoring &
discovery
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
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REPORT TITLE // IMPLICATIONS.
DJ Tiesto, talking about Spotify’s Running
feature:
“This is where
music is heading.
Now the customer
creates the mood,
rather than the
artist”
Source: Billboard
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE ABOUT SPOTIFY
Source: Billboard
15. UNDERSTAND TODAY. SHAPE TOMORROW.
How is Spotify operating in the four areas of
products, services, experience and communication
to best meet emerging customer expectations and
to fulfill their customer value proposition?
CUSTOMER VALUE CANVAS
15
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
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CUSTOMER VALUE
CANVAS
Chapter 2
Spotify initiatives
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
17. UNDERSTAND TODAY. SHAPE TOMORROW.
The better a company manages the interrelation
between their products, services,
experience and communication,
the more value it will create for its customers
and in turn, generate value from its customers.
CUSTOMER VALUE CANVAS
17
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
18. Customer Value Canvas®
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality of your core product?
ADDED-VALUE SERVICES
How might your Customer Value Proposition inspire or influence
additional services to simplify or enhance that create added value
around the consumption or usage of your product?
COMMUNICATION & TOUCH POINTS
How might you create communication that
delivers your Customer Value Proposition and
not just promises it?
END-2-END EXPERIENCE
How might your Customer Value Proposition
inspire a smoother, more pleasant customer
experience in your omnichannel touch points.
CUSTOMER
VALUE PROPOSITION
A clear, concise and compelling
articulation of how the needs that are
important to the customer are satisfied by
the company / business unit.
Designed for: Designed by: Date: Version:
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
How does Spotify facilitate and
deliver services that enrich and
simplify the lives of their customers
around their core product?
Which products does Spotify create?
How does Spotify solve real customer
problems with their product design?
How is Spotify growing their core
capabilities of being a market place?
How does Spotify make searching for,
purchase and interacting with their
products & services a uniquely
positive experience?
What kind of content does Spotify
create that leads people to enjoy
consumption and sharing, rather
than wanting to escape the
advertisements?
LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANT CUSTOMER VALUE CANVAS
19. LHBS Put the Title of the Report here
HOW TO.
UNDERSTAND TODAY. SHAPE TOMORROW. 19
SPOTIFY’S
CUSTOMER
VALUE
PROPOSITION.
Customer Value Proposition
Access to a world of music,
individualized to enrich
every moment.
CUSTOMER VALUE CANVASLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
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CORE PRODUCT
WHAT IS THE CORE BUSINESS OF SPOTIFY, AND HOW IT IS
EVOLVING?
CUSTOMER VALUE CANVASLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
21. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Huge Music Library
At the heart of Spotify and generating the most
value for users is their huge library of music and
audio files.
Explore sign
Spotify offers those subscribed to the service access
to millions of music tracks as well as other audio
content.
The Spotify team also create many playlists, curated
for specific genres, decades, moods and even based
on what the user has been listening to recently.
21
CUSTOMER VALUE CANVASLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
22. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Curated Playlists
Spotify’s core product is evolving as they become
more known as content curated.
Explore sign
The Spotify team also create many playlists, curated
for specific genres, decades, moods and even based
on what the user has been listening to recently.
22
CUSTOMER VALUE CANVASLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
23. UNDERSTAND TODAY. SHAPE TOMORROW.
“We now have more technology than ever before to
ensure that if you’re the smallest, strangest musician in
the world, doing something that only 20 people in the
world will dig, we can now find those 20 people and
connect the dots between the artist and listeners.”
- Matthew Ogle on Discover Weekly feature
(Ex-Product Director Spotify)
23
CUSTOMER VALUE CANVASLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
24. UNDERSTAND TODAY. SHAPE TOMORROW. 24
ADDED-VALUE SERVICES
HOW DOES SPOTIFY FACILITATE AND DELIVER SERVICES THAT
ENRICH AND SIMPLIFY THE LIVES OF THEIR CUSTOMERS
AROUND THEIR CORE PRODUCTS?
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE CUSTOMER VALUE CANVAS
25. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Discover Weekly
The streaming service's Discover Weekly brings
users two hours of custom-made music
recommendations each Monday morning.
Explore sign
The playlists have been personalized to users based
on their previous week; their weekly delivery is
intended to make users feel like their best friends
made them a personalized mixtape every single
week. As user's taste evolves, Discover Weekly will
keep up.
More recently they released the Time Capsule
feature, a personal playlist for every user guessing
their teen-years favorites.
25
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE SHOPPING EXPERIENCE
26. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify & Waze
Partner For Seamless
Navigation
The new partnership means users can access
their music without exiting the app and visa
versa.
Explore sign
Working towards seamless connectivity, Spotify and
Waze have partnered to allow users to continue to
listen to their playlists while navigating within the
app, and Spotify listeners can access the Waze’s
navigation feature while in the Spotify app.
26
ADDED VALUE SERVICESLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
27. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Launches App
For Artists
The real-time streaming data collecting app will
let artists know how their music is being
explored.
Explore sign
The app is a one-stop shop for artists to track their
new music as it goes live, control their presence on
Spotify, and get to know how the music is being
adopted by the listeners.
Artists can use these pieces of information to better
understand their listeners, how they listen, their
gender, age breakdowns, where they’re listening
from.
27
ADDED VALUE SERVICESLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
28. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify For Gamers
Spotify will be available on the Microsoft’s Xbox
One in around 34 markets globally.
Explore sign
The Spotify integration will allow gamers to choose
the perfect music from Spotify while playing games
on their Xbox console.
The service offers users’ to personalize the
experience of gaming. They can simply play music on
demand, regardless of whether they have free or
premium account.
28
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE SHOPPING EXPERIENCE
29. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify And Hulu
Teams Up For Students
The platforms have teamed up to bring $4.99
subscription bundle to students.
Explore sign
The eligible students studying in the U.S. can
benefit “Spotify Premium for Students” along with
Hulu. For the students with a premium subscription,
already priced at $4.99 a month can activate the
Hulu plan
29
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE SHOPPING EXPERIENCE
30. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Is Offering
Personalized List Of
Concerts
The on-demand music service wants to help users
discover artists and their live concerts happening
around their location.
Explore sign
The feature Concerts, will generate and suggest a
personalized list of concerts happening in users' area
that Spotify thinks they’ll enjoy. The feature is
available in the Browse tab, where users can see
some live concerts that they can tune into around
their locations.
The user can also straight away purchase the tickets
to the concert, for which Spotify has partnered with
SongKick.
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LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE SHOPPING EXPERIENCE
31. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify and Tinder: It’s
a Match!
Users of the dating app Tinder can now also
choose potential matches based on their taste in
music.
Explore sign
A cooperation with streaming service Spotify lets
users listen to the favorite song of other people on
their profiles. It works with and without a Spotify
account.
Users can include their personal anthem on their
Tinder profile. When connected with a Spotify
account, users can also show which other artists they
listen to.
31
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
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END-2-END
EXPERIENCE
HOW DOES SPOTIFY DELIVER A SUPERIOR CUSTOMER
EXPERIENCE FROM SEARCH TO USE TO CUSTOMER SERVICE?
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE CUSTOMER VALUE CANVAS
33. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify With Scan The
QR Feature
Spotify is launching the new feature "Spotify
Codes", for instant streaming and sharing the
music with friends nearby.
Explore sign
Spotify Codes creates a unique barcode which can be
scanned with the new camera in Spotify's app search
button, located at top right corner.
The feature makes the process of sharing
information about songs hassle-free.
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END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
34. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify On Google
Assistant
Spotify users can now simply say “Ok Google,
Play Spotify” and interact with the Spotify
service entirely hands free.
Explore sign
Google announced that Spotify voice commands will
be fully supported on Google Assistant. The service
will be available to both free and premium Spotify
users.
The feature will be supported across all the Android
phones, Google Home products globally. For
frictionless experience, users just need to link their
Spotify and make it the default player on Google
Assistant.
34
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
35. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Easy Listening Across
Interfaces
Whether users want to listen online, offline, via a
mobile device or when driving, Spotify enables a
frictionless experience across interfaces.
Explore sign
Whether using the Spotify app, Spotify web player or
installing the program on your computer, users can
access their account and listen to music anywhere.
Anywhere could mean on a mobile device, on games
consoles, in the car, on TV or on speakers.
35
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
36. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Cancel Anytime
When subscribed to Spotify Premium, users are
able to cancel their account simply and at any
time.
Explore sign
Spotify users are not tied into a contract when they
purchase Premium, and there is a simple tutorial on
how to cancel their account which they can do at any
time, along with the words: “No hard feelings :)”
They also ask the reason why the person is choosing
to cancel their account, and the options such as “I am
moving abroad” means they can suggest an
alternative solution for this if users are not aware of
their global services.
36
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
37. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Assistant On
Facebook Messenger
The AI assistant called “M” will now start
suggesting songs that people should listen on
Spotify.
Explore sign
The intelligent assistant M delivers Spotify
suggestions when music is brought up in
conversation.
People can also search and share music within the
bot. It starts giving suggestions once the user
mentions relative phrases like “Play Music” or “Listen
to Music”. If users want to listen to songs from
specific artists, they can do so with the M.
37
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
38. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Creates
Playlists Based on
Weather & Location
Data
Partnering with Accuweather, Spotify created a
new playlist website: Climatune.
Explore sign
A new playlist generator created by Spotify takes into
account the weather of the location you are in.
Climatune is the result of a year of research that
compared the songs played on Spotify with the
weather of the location the listener is in. It showed:
the weather changes which music people listen to.
38
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
39. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Family Feature
Spotify offer a family option so everyone can
enjoy their own Spotify account under one roof.
Explore sign
Spotify advertise their family option as allowing
people to “Listen together, but also separately.” One
person in the household is designated as the one who
pays for the account, and everyone still has their
own, individual accounts with personal playlists.
The cost is much less than if each person was to
purchase a Premium account, making it a very cost-
effective option for families.
39
END-TO-END EXPERIENCELHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
40. UNDERSTAND TODAY. SHAPE TOMORROW. 40
TOUCH-POINTS &
COMMUNICATION
What kind of content does Spotify create that leads people to enjoy
consumption and sharing, rather than wanting to escape the
advertisements?
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE CUSTOMER VALUE CANVAS
41. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
"Thanks 2016, it's been
weird"
Spotify has playfully used their listener data to
kick off their largest-ever global, outdoor
campaign.
Explore sign
The whole idea is about aggregating data and turning
them into playful headlines such as:
- “Dear person who played 'Sorry' 42 times on
Valentine's Day, what did you do?"
- “Dear person in the Theater District who listened to
the Hamilton Soundtrack 5,376 times this year, can
you get us tickets?"
- “Dear 3,749 people who streamed 'It's the End of
the World as We Know It' the day of the Brexit vote,
hang in there."
41
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
42. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify is Looking for
Presidential
Candidates
In a job advert, Spotify is recruiting a “President
of Playlists” experienced in running a highly-
regarded nation and holding a Nobel Peace Prize
- descriptions fitting well to Obama.
Explore sign
Spotify recently released a new job advert on their
career section. The music streaming giant wants to
hire a President of Playlists that has successfully
created an eclectic summer playlist, has good
relationships with artists and musicians like Kendrick
Lamar, and that holds a Nobel Peace Prize.
42
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
43. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Launches
Cartoon Series About
Music History
The music streaming service is attempting to gain
traction with a new video series that provides
users with a history lesson about their musical
choices.
Explore sign
Spotify's latest video series, Deconstructing, is meant
to teach listeners about the history of their favorite
genres.
The video series is designed to be informative and
fun for users, and looks to engage them on a higher
level beyond curated playlists.
43
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
44. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Salutes Goofy
Playlist Names
Music streaming service Spotify continues to use
user data in its out of home campaign.
Explore sign
Spotify’s global billboard campaign based on listener
data that highlighted bizarre user habits is now being
continued. A follow-up campaign creates headlines
from unusually named playlists in some U.S. cities.
44
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
45. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Secret Social Event By
Spotify
The most secretive and exclusive event of the
year by Spotify has been announced.
Explore sign
To get the tickets of the event students will have to
comment on the campaign video of Spotify posted on
Facebook, Twitter and Instagram with the hashtag
followed by their university name.
The where and how's of the event has been kept
secretive, but once student wins the prize he/she will
be awarded two standard tickets for the Secret
Social event and a one night's accommodation at a
hotel confirmed by Spotify. On the event date,
students will be provided with the transportation
facility from specific pickup points around the city.
45
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
46. UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Is Hosting Hip-
Hop Tour
The music streaming platform is hosting a hip-
hop concert tour in partnership with Live Nation
across North America.
Explore sign
The series is titled “RapCaviar Live” and it will kick-off
in the Atlanta featuring Trap God, Guzzi Mane along
with some other artists. After Atlanta, the concert
will be hosted at Chicago, Houston, Los Angeles,
New York and Toronto.
46
TOUCH-POINTS & COMMUNICATIONLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
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SPOTIFY’S CVP
SUMMARY
LHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE CUSTOMER VALUE CANVAS
48. Customer Value Canvas®
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality of your core product?
ADDED-VALUE SERVICES
How might your Customer Value Proposition inspire or influence
additional services to simplify or enhance that create added value
around the consumption or usage of your product?
COMMUNICATION & TOUCH POINTS
How might you create communication that
delivers your Customer Value Proposition and
not just promises it?
END-2-END EXPERIENCE
How might your Customer Value Proposition
inspire a smoother, more pleasant customer
experience in your omnichannel touch points.
CUSTOMER
VALUE PROPOSITION
To enable people to listen to whatever
music they want, whenever they want,
wherever they want.
Designed for: Designed by: Date: Version:
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANT CUSTOMER VALUE CANVAS
Huge Music Library
Curated Playlist
Spotify For Seamless Navigation
Spotify For Artists
Spotify And Tinder
Concert Locator
Spotify And Hulu Partnership
Discover Weekly
Spotify For Gamers
Spotify Assistant On FB Messenger
Spotify Codes
Easy Listening Across Interfaces
Family Feature
Cancel Anytime
Spotify On Google Assistant
Spotify Playlist Based On Climate
Thanks 2016 - Outdoor Campaign
Spotify Looking For Presidential
Candidate
Spotify Cartoon Series
Spotify Social Event
Spotify HipHop Tour
49. CONCLUSIONS &
IMPLICATIONS
What can we learn from Spotify?
UNDERSTAND TODAY. SHAPE TOMORROW. 49
Chapter 3
CONCLUSIONS & IMPLICATIONSLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
50. ONE
Create a networking effect to connect customers and make
them stick
UNDERSTAND TODAY. SHAPE TOMORROW. 50
Spotify allows you to easily follow friends, enables simple sharing of songs, makes it possible to
collaborate on playlists and provides passive broadcasting to Facebook as people listen to songs.
The ease of using Spotify across different platforms and devices, further enables people to connect
wherever they are.
Once Spotify launched these features with Spotify connections, it dramatically boosted Spotify’s
value to each user with every new connection they made.
CONCLUSIONS & IMPLICATIONSLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
51. TWO
Harnessing Big Data, Machine Learning & Artificial Intelligence
can personalize & streamline experiences
UNDERSTAND TODAY. SHAPE TOMORROW. 51
Spotify has tens of millions of users logging on everyday for considerable amounts of time,
providing Spotify with tons of data. This data is used to create custom recommendations
like Discover Weekly.
As the service acquires more and more data, it’s training the algorithms to extrapolate
insights that impact the business and the experience of listeners.
CONCLUSIONS & IMPLICATIONSLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
52. THREE
If you’re collecting big data, share the goods
UNDERSTAND TODAY. SHAPE TOMORROW. 52
Partly a communication stunt, partly giving back. Spotify’s campaigns which shared user
data in amusing ads provided an element of value to the ones who supplied the data in the
first place.
Not being coy and keeping data secret to purely benefit themselves was a clever,
transparent way of showing they’re interested in their users and using the data to not only
personalize service but to give them a laugh with funny trivia regarding fellow users.
CONCLUSIONS & IMPLICATIONSLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
53. FOUR
Convert customers by increasing perceived value
UNDERSTAND TODAY. SHAPE TOMORROW. 53
Spotify’s impressive conversion rate (25%) is a result of greater perceived value, which is
offered in the form of escaping advertisements+features and functionalities including
offline listening and accessing accounts across borders.
CONCLUSIONS & IMPLICATIONSLHBS // SPOTIFY: DOMINATING MUSIC IN THE DIGITAL AGE
54. UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that helps clients to
better understand today and successfully shape tomorrow. LHBS
has extensive experience & expertise in business development,
brand building and customer experience. The firm works across all
major industries for clients from the FT Global 500, German
Mittelstand and fast growing startups.
http://www.lhbs.com
ABOUT
UNDERSTAND TODAY. SHAPE TOMORROW. 54
We work with legacy organisations to adapt their customer value
proposition to meet emerging customer expectations. Together with our
clients we discover business opportunities and deliver integrated customer
offers for products, services, experiences and communication.
http://www.lhbs.com
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HUB.
UNDERSTAND TODAY. SHAPE TOMORROW.
This case study has been created with the help of signmesh.
signmesh innovation hub is a tailored dashboard of curated insights and
business cases to keep your company ahead of the learning curve and
inspire ongoing innovation.
signmesh.com
SIGNMESH
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