Marketing With Music: Why Spotify is the Next Must-Have Marketing Tool
Earlier this year, Spotify, the online music streaming juggernaut, started offering playlist targeting, focusing on audience segmentation in addition to video takeovers and sponsored sessions for brands.
The playlist targeting feature uses first-party data to help brands track listeners across devices and allow for targeting based on activity and music tastes. Brands are now able to target their audience based on who they are (e.g., age, gender, geography, language), what they're listening to (e.g., playlist, genre), and when and how they're consuming music (e.g., time of day, device type).
"Music is an integral part of life, day in and day out," said Jeff Levick, Spotify's chief revenue officer, in a company press release. "Our new targeting solutions based on rich behavioral insights combined with our global footprint in 58 markets give brands unprecedented ways to reach streaming consumers."
Brands such as Madewell, Nike and many more have used Spotify to create playlists to encourage consumer engagement and brand awareness. Most recently, Spotify made headlines by penning an exclusive deal with Starbucks for a user-generated loyalty program.
The multiyear agreement is a win-win for both Spotify subscribers and Starbucks Reward patrons. The interconnectivity will allow Starbucks My Star Rewards (MSR) members exclusive access to Starbucks music on Spotify as well as the ability to highlight user-generated content with personalized in-store playlists. In addition, Starbucks’ MSR members earn "Stars as Currency." The move signals an enthusiasm to trade loyalty points for profit sharing with another giant brand.
For more information on Spotify's audience targeting suite, check out the infographic below: