As a marketing geek, I am in a continual pursuit to collect best-in-class examples of platforms and services which delicately balance the needs of their core paying customer while cleverly optimizing for a different end user. I had to look no further than the music service I use every single day. In an age of royalty battles and stream-first consumption, Spotify has placed artists at the center of their business model while offering a freemium service to listeners. Not all artists have embraced the platform (sorry, Swifties), but most seem to recognize the value in testing new material, offering unique value to top listeners in the form of playlists and promotions, and quite simply, getting in front of younger, savvier audiences.Not only does Spotify understand their audience, but they’re experts at customer-driven demand-gen. Click To Tweet
Below I’ve cited a few campaigns which caught my eye and convinced me that not only does Spotify understand their audience, but they are experts at customer-driven demand-gen.
Year in Music
Spotify frequently curates personalized and global lists of their “marketplace” artists & songs from listening & sharing behavior. The three screenshots below are 1. their Year in Music landing page, 2. the sharing widget, and 3. the social embed. Interesting to note the sharing options they chose but also the ability to download the list image by itself. I assume this is to provide users with flexibility on sharing across their chosen platforms, social and digital. Cleverly, each of these lists become an independent web page whereas my own personal top artists of ’15 sharing link points to the entrance page of the engine itself (not my list). So though I may think I’m sharing my personalized top-artists list with my network, I’m actually just doing social demand-gen for Spotify. Well played, well played indeed…
Found them First
The “Found them First” campaign (FtF) appeals to the millennial (or hipster?) in all of us. Through analyzing consumption history and identifying users as “early listeners” of breakout artists, this beautifully crafted tool has tapped into three key consumer trends:
1. Digital Vanity: Have you ever heard the phrase “I liked them before they were big”? FtF empowers music snobs with real data to support their claims.
2. Music is Social: FtF generates personalized, highly shareable content, which in turn doubles as demand generation for the platform itself.
3. Artist Advocacy: FtF positions Spotify as a true champion of the artist. The scoring system defines success by number of Spotify streams, which suggests to listeners (and artists) that streaming is supporting, not stealing.Spotify has the advocacy model nailed, and adding The Beatles to their roster will only accelerate adoption and bolster user retention. Click To Tweet
Spotify has the advocacy model nailed, and adding The Beatles to their roster will only accelerate adoption and bolster user retention. You may be wondering why you’re reading about a music streaming service’s marketing tactics on a commercial real estate/tech blog. The reason is because Spotify is THE quintessential marketplace, serving both fans and artists beautifully. This is precisely what we’re building at RealMassive – a digital concierge connecting tenants and brokers and accelerating deal flow with open and accessible data. In summary, I’m a marketing-nerd/growth-hacker/demand-gen-x’er, and I want to be Spotify when I grow up!
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by Mike Westgate, Vice President of Marketing at RealMassive