The days of the passive consumer have passed. Thanks to the proliferation of mobile devices, audiences are now perpetually lean-forward, active and engaged with content while they’re on the go. And if brands and marketers can’t keep up—delivering messages that hit consumers at the right time in the right place with the right relevance—they may be left struggling to keep pace, much less lead.
Music streaming is one of the biggest drivers of engagement among mobile consumers. According to App Annie, the average person has over 30 apps on their phone, but they only use less than 5 of them regularly—and Spotify is one of them. In fact, over 80% of listeners tune in to Spotify multiple times throughout their week, every week—and over a quarter of people use it for over 20 days each month!
If those numbers surprise you, think about your daily routine and and how you might engage with your smartphone throughout your day. You’ll probably check your mail, scan your social media feed, use a messenger app, and listen to music. The unprecedented levels of engagement we see on apps that power these activities tells us that connecting with consumers on the go is about more than just being mobile. It’s about being essential.
Running and rocking at the same time
The workout moment is a prime example of how brands can leverage music streaming to be truly in the moment with their audiences. Working out is one of the biggest use cases for streaming music—people have created over 9 million “workout” playlists on Spotify to help them feel the burn, and naturally, they’re playing them the most on mobile.
Knowing how large a role music plays in the workout moment was a key impetus for Spotify Running, a feature that matches music to the tempo of your run. It’s also a reason why Nike+Running developed its latest app in partnership with Spotify, building on the success of the Nike+ Run Club playlists on Spotify to enhance runners’ in-run music experience.
Connecting in a mobile moment
Of course, these are just examples of how brands and platforms can play a bigger role in a mobile moment. The opportunities for mobile marketing extend beyond the fitness and health categories. Today’s consumers are always on the go and always connected to their devices. As a result, there are rarely moments when marketers cannot reach consumers now.
Here are three steps to get started:
Pinpoint your audience. Take a close look at both your existing audience and consumers you want to target outside of that base. What are the similarities and differences in how they behave, especially as it relates to mobile moments? Discovering what your audience wants (and wants to hear) and how that connects to experiences your brand can specifically own should be the first stage to adjusting existing plans and developing new campaigns.
Know the moment. Scattershot selling no longer works with today’s consumers. That becomes even more important for mobile and streaming services. Platforms like Spotify keep innovating to more precisely target specific moments, moods, devices, genders, genres, etc. And so, understanding how, when and where your brand can uniquely engage with consumers will not only mean more effective messaging, but more cost-efficient marketing as well.
Tune your message. Simply transferring past marketing programs to mobile platforms will not work. Mobile is a more intimate platform, and music can be a more engaging medium. So consider creative executions that leverage your distinct authority and value. Maybe your brand can bring value to consumers on the go by sponsoring an ad-free listening session. Or perhaps audio storytelling provides a more organic way to showcase your brand.
Get in touch with us to learn more about making mobile connections that count.
Sources: Spotify for Brands