I love the way this Mashable article takes on trends Music consumption we have all read a lot about and digs deeper into the complications for producers, consumers, and digital advertisers.
New entrants and consumers shifting from downloads to streaming radio have made determining the "advertising funnel" and "life cycle of a fan" much more complicated. Surprisingly, our ability to track consumer behavior as it relates to streaming music seem to trail the mounds of data we have about consumer behavior elsewhere on the web. I think I may now understand how U2 so miscalculated who might actually would find it "cool" to have their album automatically available on their phone for free.
I know that this "streaming radio black hole" won't exist for very long and I am intrigued and excited to see what comes next in terms of opportunities for better marketing in music. Music is one area where I think people crave customized recommendations and perhaps are willing to try something they haven't encountered before or done a ton of "prior research" -which is really ideal for digital marketing optimization. Hopefully our ability to better track consumer behavior comes up to speed quickly!
http://mashable.com/2014/09/19/marketing-digital-music/
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