Spotify Takes Behavioral Marketing to the Next Level for Brands
Meghan Young — April 17, 2015 — Tech
Behavioral marketing is a powerful tool to understand as it directly relates to what a consumer is interested in. With that in mind, it's only natural brands would fall head over heels for Spotify's latest venture: Playlist Targeting. By tapping into first-party data to allow brands to track listeners across devices, Playlist Targeting will help them target consumers based on activity and mood and music tastes.
Through such behavioral marketing through audience segmentation, Spotify recognizes the power of direct contact with listeners. Brian Benedik, vice president of North America Advertising and Partnerships for Spotify, says, "That’s one of the big opportunities for Playlist Targeting; the notion of behavior targeting has been around for the last five to 10 years, but I think we’re taking behavioral targeting to level two now by being able to message to our users that are in the moment."
Through such behavioral marketing through audience segmentation, Spotify recognizes the power of direct contact with listeners. Brian Benedik, vice president of North America Advertising and Partnerships for Spotify, says, "That’s one of the big opportunities for Playlist Targeting; the notion of behavior targeting has been around for the last five to 10 years, but I think we’re taking behavioral targeting to level two now by being able to message to our users that are in the moment."
Trend Themes
1. Behavioral Marketing Targeting - Spotify's Playlist Targeting using behavioral marketing to target consumers based on their activity, mood, and music tastes, will disrupt how brands market to specific audiences.
2. First-party Data Utilization - Spotify using first-party data across devices to track listeners creating new opportunities for brands to engage with their consumers.
3. Advanced Audience Segmentation - Spotify is taking audience segmentation to the next level by messaging directly to users in the moment with Playlist Targeting.
Industry Implications
1. Advertising - Playlist Targeting is an innovative way for brands to advertise their product or service directly to their audience.
2. Music Streaming Services - Spotify is at the forefront of music streaming services by providing new opportunities for advertisers using behavioral marketing and first-party data.
3. Consumer Goods - Playlist Targeting creates an opportunity for consumer goods companies to specifically target consumers based on their music tastes, activity, and mood.
0.8
Score
Popularity
Activity
Freshness
