Spotify is a streaming music service with over 16 million songs. It has three tiers - free with ads, unlimited streaming, and premium with no ads. Advertisers can run audio, display, and other ad formats. To be effective, ads need to identify users' music interests, adapt to their context and mood, connect through shared passions, and encourage co-creation like branded playlists. Interrupting users negatively impacts brands, while engaging ads add value.
A brief insight into Spotify brands and ads. What formats they allow you to advertise, their connection and positive connection with brands, and how they are targeting audiences.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
A brief insight into Spotify brands and ads. What formats they allow you to advertise, their connection and positive connection with brands, and how they are targeting audiences.
Analysis of Spotify's Customer Management Framework for all phases: development, creation, growth and retention.
Recommendations focusing on some executional and strategic issues.
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.
PowerPoint presentation about the most popular music streaming app nowadays: Spotify.
Type of file: .pptx
Fonts: "Montserrat Black" and "Montserrat Light"
Theme made by me.
Disclaimer: I don't own Spotify, this is a simple school presentation.
Spotify - Social Media Strategies (Digital Marketing Today: S18)Julian Gamboa
As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies.
CREDITS
Client: Spotify
Project Director: Julian Gamboa
Project Manager: Johnathan Zhou
Project Team: Ethan Crick, Janice Widodo, Jeslyn Anthonius, Ashlen Mezrahi
Everything you should know about TikTok AdsRight Service
If you’re curious about marketing on TikTok but don’t know where to start, we’ve got you covered. But you should first keep in mind that this platform isn’t the right tool for all types of businesses, it differs according to your target audience and type of content you are willing to share.
Geschäftsmodell & Business Model Canvas von Spotify (Sommersemester 2015)Michael Groeschel
Geschäftsmodell & Business Model Canvas von Spotify (Sommersemester 2015), erstellt als Übungsaufgabe im Rahmen der Veranstaltung E-Business im Sommersemester 2015 unter der Leitung von Prof. Dr. Michael Gröschel
Spotify's business model and copyright infringement issueYeonKyung Lee
- Time: February 2014
- Organization: College(undergraduate)
- Class: Network Economy (Economics)
- Project description: Research on Spotify's business model and copyright infringement issue.
Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
A Digital Marketing Strategy for Spotify Maura Hickey
This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.
Activation: From thinking to tweaking it, how we do it at Spotify TheFamily
By Aurélie de St Preuve & Charlotte Andersson (Growth & Activation at Spotify)
Inscrivez-vous au prochain meetup! — http://www.meetup.com/GrowthHackingParis
Pour ne pas rater les prochains évènements, c'est ici : http://www.thefamily.co/education/
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.
PowerPoint presentation about the most popular music streaming app nowadays: Spotify.
Type of file: .pptx
Fonts: "Montserrat Black" and "Montserrat Light"
Theme made by me.
Disclaimer: I don't own Spotify, this is a simple school presentation.
Spotify - Social Media Strategies (Digital Marketing Today: S18)Julian Gamboa
As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies.
CREDITS
Client: Spotify
Project Director: Julian Gamboa
Project Manager: Johnathan Zhou
Project Team: Ethan Crick, Janice Widodo, Jeslyn Anthonius, Ashlen Mezrahi
Everything you should know about TikTok AdsRight Service
If you’re curious about marketing on TikTok but don’t know where to start, we’ve got you covered. But you should first keep in mind that this platform isn’t the right tool for all types of businesses, it differs according to your target audience and type of content you are willing to share.
Geschäftsmodell & Business Model Canvas von Spotify (Sommersemester 2015)Michael Groeschel
Geschäftsmodell & Business Model Canvas von Spotify (Sommersemester 2015), erstellt als Übungsaufgabe im Rahmen der Veranstaltung E-Business im Sommersemester 2015 unter der Leitung von Prof. Dr. Michael Gröschel
Spotify's business model and copyright infringement issueYeonKyung Lee
- Time: February 2014
- Organization: College(undergraduate)
- Class: Network Economy (Economics)
- Project description: Research on Spotify's business model and copyright infringement issue.
Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
A Digital Marketing Strategy for Spotify Maura Hickey
This is a digital strategy for Spotify, delving into a situation analysis, customer analysis, competitor analysis, external factors, objectives, digital marketing channels strategy and tactics, measurement and control and strategy implementation.
Activation: From thinking to tweaking it, how we do it at Spotify TheFamily
By Aurélie de St Preuve & Charlotte Andersson (Growth & Activation at Spotify)
Inscrivez-vous au prochain meetup! — http://www.meetup.com/GrowthHackingParis
Pour ne pas rater les prochains évènements, c'est ici : http://www.thefamily.co/education/
Ads Personalization at Spotify - NYC Data Engineering 10/23Kinshuk Mishra
Spotify engineers (Kinshuk Mishra and Noel Cody) share their experiences about building personalized ad experiences for users through iterative engineering and product development. The slide explains their process of continuous problem discovery, hypothesis generation, product development and experimentation. They deep dive into the specific ad personalization problems Spotify is solving and explain their data infrastructure technology stack in detail. They also explain how they've experimented various product hypothesis and iteratively evolved their infrastructure to keep up with the product requirements.
If we’re pushing ourselves, innovating, and trying new things, we'll inevitably make some mistakes on our path to a brighter future. Knowing this, how can we make sure that when we do make mistakes that they are moving us in the right direction? In this talk, I'll share some strategies for making "better" mistakes along with specific examples of tactics and techniques we use at Spotify to help us learn better and faster.
Most of the people think that quality in software development is limited to manual testing on the latest stage before releasing a product. That might be true 20 years ago in the industrial era. But current world is much more dynamic than before. Time to market became the most crucial metric nowadays. Releasing code to production need to be done faster and faster. How to maintain quality on a sufficient level in this fast paced environment? How to find a time to work on quality improvements? Those are two main questions I want to answer during this talk. Do not expect a silver bullet or even receipt to success. But definitely expect a lot of information about continuous delivery/deployment/improvements with a case studies and lessons we learned at Spotify.
Spotify Engineering Culture:
https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
https://labs.spotify.com/2014/09/20/spotify-engineering-culture-part-2/
Scaling Agile @ Spotify
http://blog.crisp.se/2012/11/14/henrikkniberg/scaling-agile-at-spotify
Scaled Agile @ Spotify
http://vimeo.com/111131934
Spotify was founded with an agile and lean mindset already from the start. Since then we have grown quickly as a company - and we've put a lot of effort into not only building a great product, but also building and maintaining a great culture and find new ways of working that helps us become more effective. I will share some key learnings and personal reflections from that journey.
https://tech.rakuten.co.jp/
How Spotify Builds Products (Organization. Architecture, Autonomy, Accountabi...Kevin Goldsmith
This was an extended version of the talk that I gave at InfoShare 2016 in GDansk. This version of the talk was presented at ao.com and Think Money in Manchester UK in May 2016. This is a remix of several earlier talks and some new content to tie Spotify's autonomy and continuous improvement culture to it's data-driven product development approach to show the complete picture. As usual, I tend to talk to slides instead of putting a lot of the content into the slides themselves, so sorry if these don't have all the info.
Growing up with agile - how the Spotify 'model' has evolved Peter Antman
Spotify is known for its agile organization. But how did we end up with it, what are the founding principles and how has it evolved? Speech held at the Bay Area Agile Leadership Network 3/15 2016.
These are the slides for the talk I held during the Barcelona Developers Conference 2013. In this talk, I cover some of the scalability issues we've been facing during our intense growth experienced since 2008. The talk is mostly focused to systems and backend engineers.
Note: some of the slides are not superawesome because the transitions are lost in the conversion to PDF.
The final slide deck for Spotify Chords, a product partnership proposal between Spotify and Riffstation. With Spotify's richly organized content library and Riffstation's automatic chord detection technology, these two can create a product for musicians and aspiring musicians to easily learn how to play their favorite songs.
This talk is an updated version of my earlier talk "Failing Up" that I presented at Tom Tom and at App Builders Switzerland, 2016. It's a talk about how to create a failsafe environment for software companies and teams. It's critical to acknowledge that failure is necessary for innovation. So, if failure is a given, how do you fail well?
This version of the talk was first presented at Seattle Code Camp 2016
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.
This year has been eventful for Spotify playlist promotion company, but we've heard very little about the artists.
It doesn’t matter whether you are being included in a small or a big playlist, the more you share, the more you boost your chances of streaming.
2022 is shaping up to be a fantastic year for artists. Stay tuned for frequent updates on established labels' and successful indie artists' finest Spotify promotion strategies.
Visit - https://playlistpumppr.agency/
With Spotify being one of the most popular music promotion services to date, it does make sense for aspiring musicians to get featured.
However, there’s a good number of musicians who struggle each day and end up getting rejected by the curators.
Fret not! We’ve got you covered. In this post, we will let you know about a handful of full-proof ways to get on a Spotify playlist.
Visit - https://playlistpumppr.agency/
Báo cáo tổng quan về Spotify in Vietnam 2020, cung cấp các thông tin như: số lượng users, hành vi và thói quen của người dùng Spotify tại Việt Nam. Để được tư vấn thêm thông tin chi tiết, bạn có thể liên hệ tại website www.thinkdigital.com.vn hoặc www.digitaltrend.asia/medialab
There are a plethora of tools and music promotion services available to assist you in promoting your music on Spotify and other platforms.
These include everything from music promotion tools that help you gain better insights into your audience and performance, to services that help you connect with popular playlists, to the more dubious services that aim to increase your following and play counts on the site.
Visit - https://playlistpumppr.agency/services/
Spotify: the largest on-demand music service in the world, and growing fast. They offer a “freemium” as well as a paid premium model, allowing users the option to avoid advertisements and listen offline.
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.
Music is an incredibly powerful force for good,
uplifting the soul and the imagination. Creating art
in these times is key. We at Believe want to make
sure you, as artists are supported and give you all
the tips and tricks you need to connect with your
fans.
Check out our new playbook focused on video : what would be your video strategy in the coming weeks?
=> https://www.slideshare.net/LopoldCazemajour/believe-video-playbook
Despite the impressive changes in technology and accessibility, customers are feeling underwhelmed and unsatisfied by brands that fail to exceed their expectations.
Due to these evolving expectations, brands are continually playing catch up.
This presentation aims to provide insight on:
– Why customer expectations have drastically increased
– What this means for brands
– How brands can meet customer expectations
Brian Vella, MD, DTDigital, and Corinne Wilson, Digital Marketing Manager, Honda Australia, explore how successful ecommerce appeals to both our emotional and rational sides.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
2. What is it?
Spotify is an on-demand streaming
music service offering digitally
restricted streaming of selected music
from a range of major independent
record labels.
“Access is replacing ownership,
like it or not.”
Gerd Leonhard, author of The Future of Content
3. How it works
There are three streaming services available; Free streaming,
Unlimited Streaming and Premium.
Access to millions Unlimited streaming Spotify on your Offline mode for
No Advertisements
of tracks of music mobile playlists
FREE
UNLIMITED
PREMIUM
4. Functions
FUNCTIONALITY DISCOVERY MOBILITY
Access to millions Related artists Use anywhere
of tracks
Import local files Artist radio Mobile music
Create custom playlists Bibliographies Offline mode
5. Why it works
Streaming music services negate both the
cost and compatibility problems users have
with music downloads.
“It’s all the music you can listen
to, served to you in real time and
it’s FREE!– which is why Spotify
is the hottest thing going
right now.”
Michael Miller author of The Ultimate Digital
Music Guide: The Best Way to Store, Organize,
and Play Digital Music
6. Why should you care?
“Spotify’s launch in Australia has been the
most successful launch globally to date.”
Radinck van Vollenhoven, Senior Sales Manager, Spotify, Australia & New Zealand
— Library of 16 million songs, with 10,000 new tracks
added every day.
— Estimated 10,000 new subscribers a month.
— +2.5 million global users in the last month.
— 20 million monthly active users (5M paying subscribers,
15M non-paying).
Spotify
— Estimated 700+ Playlists created every day. Music Ally
Billboard
8. Spotify Ads
There are 8 different ad units on Spotify;
Audio ads, Display ads, Billboard ads, MPUs,
Homepage Takeovers, Branded Playlists,
Lightbox and Advertiser Page.
The units include spots of up to
30 seconds of advertising.
Marketers also have the opportunity to build
upon Spotify’s already established platform
by developing branded apps.
9. Advertising on Spotify
The best and worst thing about Spotify ads is that they’re unavoidable.
Although you’re guaranteed eyes and ears,
you’re still interrupting the listener’s experience.
Ads on Spotify can either:
1. Detract value from the listener’s experience
_ +
2. Add value to the listener’s experience.
10. Detracting value (interrupting)
Spotify Ads are often
confronting, invasive
“I would rather listen to toothpaste fighting
and irrelevant. cavities”
_ Abruptly interrupting “Obnoxiously long - and the content is odious”
a user’s listening “It’s frustrating when the ads are completely
experience with irrelevant to me”
marketing jargon will
“What is very annoying are ads that are not even
only lead to negative close to the genre of music that I’m listening to.
brand association When I’m playing a classic rock album, I get ads
for a hip hop artist”
and backlash.
“...it’s the fact that they’re really compressed, loud
If not done right, it’s a and interrupting my peace that I can’t cope with”
lose-lose situation to
both the listener and Spotify Community Forum
the advertiser.
11. Adding value (engaging)
Add to the listener’s
user experience by
“I wouldn’t hate Spotify ads so much if they
integrating marketing weren’t so offbeat...literally. They’re so irrelevant
messages into their to me and my music preferences”
Spotify ecosystem.
“If the ad actually matched the music I was
+
listening to, then I would be interested in
Identify, adapt, sampling that product and even consider
connect, co-create making a PURCHASE”
and share musical
“I don’t mind Spotify ads when they’re not
interests. invading my musical space with random
nonsense... Show me a brand with similar
musical interests, and I’ll happily walk into their
Leverage users’ musical
shop to purchase their products”
passion points and
positive affiliation with Spotify Community Forum
music to accentuate
your brand’s message.
12. Spotify Ads on the engagement scale
1. AUDIO ADS 3. DISPLAY ADS 5. HOMEPAGE TAKEOVERS 7. ADVERTISER PAGE
High impact, unavoidable Places leaderboard and High impact, unavoidable format; An ad-served microsite, seamlessly integrated
format comprised of audio ad, skyscraper ads in the Spotify allows for effective redesign and into the Spotify player. The advertiser page can
campaign cover art, and player, served when the user is brand-ownership of Spotify. contain practically any content you'd display
clickable scrolling text. actively interacting with Spotify. It's the first thing a user sees on a webpage, including videos, clickable
when they open Spotify. images, blogs, news, links, comments and more.
INTERRUPTING
ENGAGING
2. BILLBOARD ADS 4. MPU ADS 6. LIGHTBOX 8. BRANDED PLAYLISTS
A format with huge standout; Standard online format for the An overlay window launched by Custom user-generated
acts like a screensaver after a Spotify player homepage: the any Spotify ad format, hosting playlists with brand logo,
few minutes of player inactivity. default start-up page for all content such as Flash video, custom text and optional
users when they log in to Spotify. data capture, competitions, live link to your campaign.
streaming or game demos.
13. Engaging - 4 key rules
1. IDENTIFY 3. CONNECT
Identify your target market’s musical Build strong relationships with users
interests and listening habits. by leveraging musical passion points.
2. ADAPT + 4. CO-CREATE
Adapt the tone of your ad to the Foster branded communities by
musical context of the listener’s mood. encouraging and rewarding user
participation.
14. Engaging
To build a solid
communication foundation
on Spotify, you must first
+
identify your audience’s
listening behaviours.
Get in tune with your
target audience. Levi’s partnered with Spotify, The Clash and a series of
emerging UK bands, to help promote an array of gigs at
its flagship store. Band fans were encouraged to visit the
IDENTIFY Levi’s microsite to determine the set-list, cover tracks
Tailor your Spotify and support acts for the gig.
Identify your target communications according The unique musical partnerships and creative execution
across Spotify successfully embraced Levi’s rugged, yet
market’s musical interests to your target audience’s timeless brand appeal, making their brand more relatable
music preferences. to a new generation of Spotify users.
and listening habits.
15. Engaging
Interrupting consumers
while they’re listening to
their favourite music will
+
result in negative brand
association.
Stop interrupting
and start engaging.
Clipper Tea created an interactive ad to
ADAPT induce trial. The ad targeted listeners
whose musical interests lied with
serene/classical music.
Adapt the tone of your
Clipper Tea consciously acknowledged
ad to the musical Optimise genre targeting the musical context and made the
to adapt the tone of your interruption as non-invasive as possible.
context of the
ad to a user’s mood.
listener’s mood.
16. The emotional content of
Engaging music is highly subjective.
A user’s playlist is often a
personal reflection and
expression of their identity.
Let the user’s positive
+
affiliation with music
accentuate your
brand image.
Spotify Apps enable
marketers to create unique Through the FitList App, Reebok created a
cross-platform connections controlled encounter that integrated the
CONNECT with the user. consumer’s workout, favorite artists and the
Reebok brand into a single integrated brand
(Music + Lifestyle + Social)
experience. The consumer’s positive
Build strong associations with the artist, workout
and overall experience added value
relationships with users to the consumer's experience.
Create a consumer
by leveraging musical self-provisioning app to
passion points. enhance personal
affiliation with the brand.
17. Engaging
Chances are people in a
brand’s target market have
+
similar tastes in music.
Encourage listeners
to build playlists
In order to connect with a young target market, Skoda
around your brand. developed The Family Composer. The campaign acted as a
CO-CREATE musical dating service, matching Spotify users with
similar music tastes. User generated playlists encouraged
young Spotifiers to share their favourite tracks with one
Foster brand Build a playlist to facilitate a another, and with Skoda. The fun and uniqueness of the
experience sparked an online Skoda community, making
communities by mood in-line with your brand. the brand identifiable with young demographic.
This will engage users with a
encouraging and
similar taste in music to band
rewarding user together over your brand.
participation.
18. Summary
It’s time to stop interrupting and start engaging.
— Estimated 10,000 new subscribers a month.
— Over different 8 advertising options + App opportunities.
— Guaranteed eyes and ears, but theres a brand risk if you get it wrong.
— Our advice....follow the 4 key engagement rules.
19. Next Steps
Identify: Identify your target market’s musical interests and listening habits.
Adapt: Adapt the tone of your ad to the musical context of the listener’s mood.
Connect: Build strong relationships with users by leveraging their musical passion points.
Co-Create: Foster brand communities by encouraging and rewarding user participation.
20. THANK YOU!
For more information please email
tim.evans@dtdigital.com.au or david.pountney@dtdigital.com.au
dtdigital.com.au
facebook.com/dtdigital
twitter.com/dtdigital