Your brand’s next social media platform — Spotify

Spotify’s launch in 2008 struck the music listening world by storm; with 71 million paying listeners and 101 million ad-based listeners, it is clear that your brand needs to be reaching out to this audience, and I’m here to tell you how.  

Music has always been a point of connectivity between human beings. Whether it’s a trip to the record store, a heartfelt burned CD, or a custom playlist—people are always wanting to know what other people are listening to. In the age of social media, people are finding this same connection between large brands and influencers, opening up the opportunity for businesses to engage with their consumers on a deeper level. Consider Spotify as your next platform to engage with your followers on, and keep reading to find out how you can and why you should.  

Music streaming has become a very dominant trend worldwide, and very well could have been the pioneer of the subscription rather than ownership trend that Netflix, Hulu, and many other sites have adopted. Amongst these platforms we have Apple Music, Amazon, and Tidal; but the company holding nearly 36% of the subscriber market share is Spotify. Spotify possesses unique features where you can follow friends, brands and influencers, share on social media, and discover new music regularly.

Over the past 10 years, Spotify listeners have increased exponentially, with the average listener spending about 25 hours a month streaming music.

The growing traffic on Spotify is a marketer’s paradise, with a unique and focused group just waiting to be targeted mid-Beyonce-and-Jay-z-album.

Spotify Ad Studio

The first tactic I’d like to cover is a bit obvious, paid ads, but Spotify has created a new platform to make this easy and affordable. Spotify Ad Studio is a new self-service advertising platform where you can easily manage and create audio ad campaigns. With Ad Studio, you can:

  • Build an audio ad campaign in less than 10 minutes
  • Create a new audio ad from scratch
  • Forecast impression estimates based on your target audience
  • Track and manage all your campaign reporting

    Source: Spotify

Image Source: Ad Week

These ads are served to Spotify’s free subscription listeners (about 101 million of them) during song breaks. You can target your audio advertisement by genre, location, gender, age, activity, and device. With this audio spot you also are given ownership to the Cover Art area, allowing your ad to be clickable and drive traffic to a URL destination.

Here is Spotify’s guide to making the best audio ad.

Once you create your advertisement, you can return to Ad Studio and view insights such as:

  • A summary of the ad campaign and its targeting
  • The start/end dates
  • The budget
  • Total number of ads served
  • The number of clicks
  • The CTR
  • The number of unique people who heard your ad/reach
  • The number of times each person heard your ad/frequency

Something also important to note is how valuable audio streamers are to your brand. According to Spotify:

  • Streamers are twice as likely to pay more for brands.
  • 61 percent of streamers are more likely to recommend brands to a friend.
  • 74 percent of streamers are more likely to describe a brand as “the only brand for me.”
  • Did someone say brand loyalty? Keep reading and you’ll learn how to grab the attention and gain the trust of these listeners.

Branded Profiles and Playlists

Recently, brands have been building personalized playlists and profiles to boost engagements with their target market. Carnival Cruise Lines created the playlist Carnival Cruise Tunes to engage people on and off the boat. With uplifting and tropical music, this playlist makes listeners not only feel like they are on a cruise, but also feel like they should be on one. This playlist doesn’t end just at Spotify either, users can share the music they’re listening to on other forms of social media, only extending the reach of this playlist.

It’s important to note that these playlists need to be treated like advertisements. The selection and order of the songs need to be highly considered. This form of advertising makes your brand feel genuine and down-to-earth, so it is important that your efforts parallel that.

Starbucks is another great example of a brand utilizing Spotify. They partnered up back in 2015 because Spotify needed subscribers and Starbucks needed reliable and shareable playlists. Spotify is now linked to the Starbucks App where you can easily connect to the music currently playing. Their Spotify profile has almost 85,000 followers with playlists updated nearly every day.

In a statement regarding this partnership, Howard Schultz, chairman and CEO of Starbucks, commented:

“Music has played a pivotal role in our stores for over 40 years and we have been at the forefront of how to integrate it into a retail environment. Today is the next era in that experience. We are merging the physical and digital, providing new access points for Spotify as they continue to grow globally, placing more control into our customers’ hands and giving artists the world’s largest stage for them to share their talent.”

Some other top brands to check out on Spotify are Reebok, McDonalds, Jose Cuervo, Coca-Cola, and Bacardi.

A big partnership isn’t always necessary in order to gain customer trust, continue on for some beginner techniques that your brand can use to merge the digital and the physical and generate awareness and traffic.

Spotify Codes

Spotify took a note from Snapchat’s scanning feature and added Spotify Codes. You can now quickly share songs, artists, playlists, and albums between your friends and social media accounts by simply scanning a QR-style code on your Spotify app. These codes can drive traffic to your profile from print ads, emails, and other forms of published content. It’s digital and physical uses are great ways to quickly release new updates to playlists and songs. Here’s the code for the Starbucks’ Coffeehouse Playlist, and you can create your own here.

Spotify and Instagram

Go on Instagram for a few minutes and I guarantee you’ll see someone post what he or she is currently listening to. Previously, users would post screenshots of their music, but now you can post directly to your Instagram story from the Spotify App. The best part? This post has a link where viewers will be taken directly to that song or playlist. Brands can post songs from their playlist and users now can easily engage.

With the addition of Instagram’s story highlights, you can permanently keep this link at the top of your profile—I recommend a designated Spotify Music Highlight section. This partnership between the two platforms makes it easier for users to jump from app to app, and keeps them always in close reach to your brand.

These organic methods of advertising are great ways to connect with your customers on a deeper level and discover more about what these listeners do and don’t enjoy.

Consumers are ready to begin engaging with brands on music streaming platforms, and brands should be preparing for this engagement to gain an edge in the social music field. Music has always been a point of connectivity and conversation between people, and now by using Spotify, brands can utilize that same form of relationship with their consumers. Utilizing Spotify’s paid advertising also will provide your brand with what type of people are interacting with your brand and profile—which could help you with future advertising and general target marketing awareness.

This is a post from our New York consulting intern Erin Butrica. Erin will graduate from the University of Dayton in December where she studies Graphic Design and Marketing.

Email Marketing: Turn One-Time Donors into Recurring Supporters

Creating Recurring Supporters with Email Marketing

Email marketing is a powerful tool that nonprofits rely on heavily to collect donations. Emails make it easier than ever to touch donors and make it just as easy for them to donate quickly and safely. You’re probably already using this incredible resource, but are you using it to its fullest potential to create recurring supporters?

For many of your nonprofit’s supporters, their passion for your cause extends past the day they make a one-time donation. However, the vast majority—more than 72%—of contributions to nonprofits are made by one-time donors. Clearly, there’s room for improvement on how we speak to potential donors. They might have ongoing love for your organization and cause, but it’s not reflected in the data.

Shoot High

Many nonprofits don’t actively encourage recurring donations in their emails. Why? Well, it’s not an outlandish idea. The argument that email recipients are going to find the idea of giving $50 just this once more appealing than giving $50 monthly forever is a logical one. But what reader is going to become a recurring supporter when you never ask them to be (or, worse yet, never stress the importance of being one)?

While your emails don’t need to push donation subscriptions too aggressively, the old adage is true: “What can it hurt to ask?”

Recurring Donations, Recurring Good

While donation asks and subscription sign-ups are an important part of your nonprofit’s email marketing, don’t forget that your email list is pretty used to getting your emails. If recipients regularly open nearly identical promotional scripts, eventually, they’ll stop opening the emails altogether.

Show potential recurring supporters what their monthly donation is doing out in the real world. Send them content that shows what their $10, $50 or $100 can do when it’s put to good use. Supporters are emotionally moved when you bring them closer to the causes they’re helping with their donations, so don’t keep all of that good work to yourself! Broadcast what your nonprofit is doing to your network of past, present and future donors.

Your nonprofit is out in the world doing incredible things. Your past donations have made all of that possible—now imagine what could be done if 72% of those donations kept on giving.

How to Craft a Contagious PR Message

For many people, sharing their message is easy. The real hurdle is how to get people to listen. The fact is, that can be a moving target, but there are some guidelines you should understand in order to craft messages that are heard, understood, and acted on.

The big x-factor in this process is to understand there are two aspects of the campaign to consider:

  •     What you really want to communicate
  •     How to get your audience to connect with that message

The first part of step one is to understand your own key message. What is the core of what you want to communicate. If you had to take one thing and say “this is it, this is what they MUST understand,” what would it be? You may want to say “everything,” but that doesn’t get you any closer to where you need to be.

Here’s the thing, if you don’t establish and perfect a Key Message, then you open yourself up to message confusion. You are saying a lot of things, but you need to understand which “thing” is the absolute most important aspect of the message, the fundamental element upon which everything else is based. If you don’t establish a key message, you allow your audience to determine which aspect of what you are saying is the most important. That’s the first step on the downhill slope toward message confusion.

Your core message should be clear, simple, and easy to remember and repeat. You don’t just want people to hear it, you want them to tell others about it without messing up the message. This is why soundbites, which so many people “don’t like,” remain so effective. They are easy to remember and repeat.

Your key message should also create an emotional response. The best way to do this is to use active language. In your message, someone should be doing something. If you want to create a positive emotional connection, the “someone” should be doing a “thing” that directly benefits the audience. If you want to create a negative emotional response (tread lightly here) then you want “someone” to be doing something that somehow disturbs or upsets the audience.

A lot of people will immediately identify these dynamics with political conversation, but it works for a lot more than just politics. Product sales, nonprofit initiatives, worthy causes, countering opposing messages — all of these efforts benefit from active language that creates an emotional response.

Finally, you want your message to plant a seed. That seed may create curiosity and compel the audience to learn more. It may cause a question in their minds that you could answer, or it may call them to take some action. Just don’t give them a message and leave it at that, give them a reason to embrace that message and carry it to others.

The post How to Craft a Contagious PR Message appeared first on 5W PR News and Updates, NY Public Relations Agency Blog.

Sense’s Wrap Up London charity campaign shortlisted for Campaign Event Award

This year’s Campaign Event Awards, which celebrates the best work in experiential marketing and brand experience, features a new category Experience for Good, and Sense’s Wrap Up London charity campaign for Hands On London has made the winners’ shortlist.

This new category is for campaigns promoting a good cause and few could be as important as saving the lives of vulnerable people at Christmas, which was the aim of Wrap Up London. Managed by charity Hands On, Wrap Up London is launched each winter to encourage Londoners to donate their old coats to people in need to help prevent cold-related deaths. In 2017, 20,000 coats needed to be collected, a 50% increase over 2016.

“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Sense Deputy Managing Director Lou Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.

“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”

The campaign was highly successful, with 24,109 coasts being donated to help London’s most vulnerable people.

The post Sense’s Wrap Up London charity campaign shortlisted for Campaign Event Award appeared first on Sense London.

The 6 Stages In The Evolution of AI and Customer Experience

Guided Selling and Medium cited Integer’s artificial intelligence research in “The 6 Stages In The Evolution of AI and Customer Experience.”

Customers want your business to use Artificial Intelligence (AI) to improve their experience and make their life easier — even if they don’t know what it is or what it does.

8 out of 10 businesses have either already implemented AI (37%) or are planning to adopt it by 2020 (41%). They understand that they must enable AI-powered experiences to better serve customers and to keep up with competitors.

But even with adoption and interest being as high as it is, we’re just at the beginning of the AI journey.

Click HERE to read more.

‘Crazy Rich Asians’ has pretty much already recouped its TV budget

“Crazy Rich Asians” is on track to rake in nearly $30 million in its first five days in theaters, or nearly triple the investment Warner Bros. has made to promote the movie on stateside TV.

Since debuting on Wednesday, the romantic comedy has brought in $8.8 million in box-office sales, a windfall that has emboldened the studio to up its projected take to $29 million through this weekend, up from the original forecast of $20 million. If those figures hold upand some box-office watchers believe “Crazy Rich Asians” could generate more than $35 million in sales through Sunday nightWarner effectively will have recouped the film’s relatively modest $30 million production budget in less than a week.

Warner is on pace to make back the $11.1 million it has spent to air promos for “Crazy Rich Asians” since the first teaser aired during the season finale of the CW’s “Riverdale” on May 16. Per data, Warner since that soft launch has concentrated on reaching basic-cable audiences, buying time in repeats of “Friends” on Nick-at-Nite and TBS, as well as in encore episodes of “Family Guy” on Adult Swim and “The Big Bang Theory” (TBS).

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Crafting the Perfect Headline: How To Make Your Audience Click

Whether you’re drafting a headline for your latest blog posts, Google or Facebook Advertisement, developing a “click-worthy” headline is an important first step to gauging a healthy conversion rate.

Developing a catchy headline helps attract potential users to click your ad or blog. Once they click your headline, you’re one step closer to converting that user to a customer. However, drafting a headline that works and get’s user to click can be a tricky feat. So what works and what doesn’t?

We have a few tips to have you consistently producing strong headlines. An effective headline is crucial to not only content marketing, but helping your paid media efforts to retain a higher click-through-rate (CTR).

So where do we start?

Step 1: Use Numbers & Data in your Headline

Several studies have conducted that headlines with numbers usually generate 73% more engagement.

Numbers are compelling to readers, as it gives our brains a chance to organize information. Odd numbers tend to be more effective since they appear more authentic to the reader.

Step 2: Give Readers a Clear Understanding Why to Click Your Headline

This includes a certain action item, that lets the user know what they can achieve by clicking your headline. Examples include:

  • Tips
  • Reasons
  • Ideas
  • Facts
  • Ways

This can help the reader understand the value they get from reading through your content. For example, the headline “7 Tips to Writing an Effective Headline” makes the value of the article clear; readers can tell that they will receive effective tips on how to write effectively.

Step 3: Use Simple, Easy To Understand Language

Using simple language is often more “click-worthy” in the sense that it gives readers an easy-to-understand direction.

If you try to be clever, it can very easily confuse the reader and prevent them from clicking your ad or blog. If you try to be too simple, it may not gauge the viewer’s interest enough to click. A great example of a simple, but powerful headline can is:

How to Set Goals for Every Content Piece You Create

Step 4: Target Highly Searched Keywords

It’s important to include keywords that people are actually searching for. This helps optimize your headline to drive organic and paid traffic to your advertisement.  

Reader’s often click headlines that include the keyword that they initially placed into the search query. However, it is important to do your research.

Highly searched keywords come with increased competition, so placing a highly competitive keyword sometimes isn’t the most effective — especially if you have a lower ranking website.  

Recognize your website’s position online. If it is highly competitive, use highly searched keywords. If it has some competition, target medium search volumes.

Step 5: Create Urgency

This encouraged users to act quick. So if you want users to click, appealing to the reader’s FOMO (fear of missing out) works great.

Adding in copy such as “limited seats left” or “2 hours left” helps users believe if they don’t click now, they are losing value by not taking action.

Creating this sense of urgency helps headlines have more value and increases CTR’s, as it helps the headline appear high in demand and forces users to click before the value of your offer rises.

Step 6: Do Research on Competitors

Research your competitors. What topics are they discussing? What pieces of content are they looking to advertise and how are they ranking?

Use tools such as BuzzSumo to see what headlines are trending and catching a lot of traction online.

Once you have an idea of what topics are trending in your industry, and what headlines are being shared, drafting a headline should be easy. All that’s left is adding your creative touch and using the tips mentioned in this article.

Step 7: Make a Bold Statement

Making a bold statement is a sure way to help spike up click-through rates. Bold statements leave your audience wanting more, and make the headline harder to resist.

Delivering a bold statement in your headline gives users more of a reason to click your headline, as it carries a high opportunity cost.

For example, the headline “Become a millionaire by age 30” is a bold statement. Yet, by not clicking this link, you potentially lose out on the opportunity to learn how to get rich at a young age.

These few simple but effective tips to writing effective and “clicky-worthy” headlines will help boost your content and paid media marketing efforts. Begin applying these simple strategies and witness an increase in not only CTR but conversions!

If you would like to learn more on how to boost your conversion rates, call TechWyse today at 866.208.3095 or contact us here.

The post Crafting the Perfect Headline: How To Make Your Audience Click appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

New ESPN chief sees ‘better schedule’ for ‘Monday Night Football’

ESPN’s “Monday Night Football” will boast a better selection of games and new anchors this season, President Jimmy Pitaro said, giving the Walt Disney Co. sports network a chance to boost ratings following a drop in 2017.

Speaking with reporters at ESPN’s headquarters in Bristol, Connecticut, Pitaro also said the network’s relations with the NFL have “positive momentum” after some tense years.

“The relationship, the partnership is incredibly important to us,” Pitaro said, citing weekly discussions between the league and network executives. “That programming cuts across everything we’re doing. We’re feeling very positive momentum.”

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