Let’s take a look at how digital music services can use location based marketing (LBM). Marrying the digital experience with the physical world is a smart solution to target brands with the respective music taste and enhance the streaming experience through personalization. Proxera has curated real life cases of location based music marketing and we conceptualized some solutions to exemplify the innovative potential of location aware technology.
Spotify created a video showing how they alert pedestrian users in New York while crossing the streets. “Over 5,000 pedestrians were killed crossing the street last year. Nearly half the death victims were wearing headphones – Safetify”. Beacons were installed at the most dangerous intersections. They synced the volume to fade down as soon as they get off the sidewalk so users can be more aware of car honks. The volume returns once the crossing is complete.
They are addressing and helping solve social issues by taking control of the listeners’ perception and allowing them to be more alert to car honks. Besides the priority that is saving lives, this increases brand affinity and gains respect for taking responsible actions.
For more recreational uses of LBM, streaming companies like Spotify or Anghami can target certain lifestyle areas. People who visit the beach, shop at malls during Christmas, or visit certain music festivals can be targeted via location to tune into special playlists relevant to their whereabouts. This will boost app usage and downloads in a smart manner.
As of 2015, 62% of Spotify users are using mobiles to stream in an average of 2.5 hours a day. That’s almost 93 million listeners out of the 150 million. Using mobile location-based marketing will surely help sustain and increase users.
Coffee shops, retails, and other lifestyle environments can partner up with streaming applications through loyalty programs. Businesses and their employees can join the premium streaming service for free to play music in-store and at home. Customers can earn loyalty points to subscribe to the premium features. LBM is extremely effective in promoting the loyalty program since it can target the majority of visitors. This is the future of CD sales on the counter.
Wouldn’t you wish this were a thing in real life? Almost every time people are at a store wanting to Shazam a song. They end up online and ready to Shazam a second after the song finishes and leaves them perplexed. Beacons can avoid this happening by allowing the customer to view the Spotify playlist being played and its history. This unique feature of taking playlist home is an engaging sonic branding tool. It creates positive memorable experiences and leaves an impressive association of brands.
Streamers are ad run as well. Routine and lifestyle are in direct correlation with time and space. After examining the user’s’ routine, well-timed playlist recommendations can complement their activities. “Morning Commute”, “Workout Adrenaline” or “Weekend Hype” playlists can now be a reminder at the perfect timing.
Streamers have the perk of lifestyle marketing. Music reflects a lot on the identity of people. It’s a “ you are what you eat” sort of thing. As long location is active and the user has history with the streamer, ad plugins can now be immensely effective. Listener’s whereabouts, routines, lifestyle, and music & brand partnerships all combined are the perfect recipe for an immensely effective, precise, and personal streaming ad.
Shazam partnership with Gimbal, a proximity-marketing giant, allows further engagement with the application users. Music analytics creates segmentations and builds off personalization on the user’s taste in music and brands. A real life scenario would be as follows: a person is in a restaurant in a mall, Shazams a song, and then receive a personalized and local campaign of a nearby store or service in the mall. Additionally, it could be a product related to the artist and lifestyle. Hear hip-hop, promote sneakers, hear classical, promote cinema, and so on.
Location aware mobiles can also boost sales of a single artist rather than a whole streaming service. In May 2017, Shakira’s El Dorado album was promoted using location-based-marketing. Being a world-known artist, Sony Music and Landmrk launched a worldwide treasure hunt campaign. They targeted Shakira’s 250 million followers on social media. Parks, squares and other high-traffic landmarks tuned mobile holders into exclusive content and information on Shakira’s upcoming album.