#marketingdataanalytics

[ethanblagden-blog]

Spotify Analysis of Leicester

TOP 10 - SPOTIFY MAP - LEICESTER

When You're Smiling - Jersey Budd

Run Away - Yung Haych, JB Scofield

Ice Cream - Easy Life

Real Love - D-Block Europe, Yxng Bane

Wild and Winning - K-Trap, Sharna Bass

Droptop - Yung Fume, M Huncho

Gucci - Stardom

Statement - Ay Em

I Aint Fussed - M Huncho

Associate - Charly Black

I was surprised at how large a hold Alternative, Rap, Hip-Hop etc.. had in Leicester as this is the case for almost all of the 100 tracks for the city. It also could help provide an idea into the demographic of Spotify Users within Leicester.

For artists or record label in the area, it shows an up to date list of the style of music and the type of artists trending and being listened to. This can help tailor when you choose to release certain tracks as well as the type of music you choose to release. It could also be used to keep an up to date track on how your music is faring against competition within the area.

The Map displays a combination of : Distinctive Music: played there disproportionately relative to in other countries Emerging Music: just starting to take hold Popular Music: streaming from windows, headphones and cars Viral Music: shared left and right

[ethanblagden-blog]

Digital Footprint Task

Social Media and Accounts: Facebook, Twitter, Instagram, Snapchat, Tumblr, Pinterest, Google+, YouTube, Reddit, Discord, WhatsApp, Spotify, Microsoft Office, BBC, Netflix, Amazon, eBay, Dropbox, Mega, Sonos, PlayStation, Food@Uni, Unidays, Uber, Strava, Deliveroo, JustEat

Most Used: Snapchat and Instagram

Instagram: people I follow, things I like, things I watch, hashtags I post with, search history, photos I DM, photos I post, email, phone number, facebook account, educational institution, gender, full name, birth date, access to my camera roll

Snapchat: people I’ve added, chats I’ve sent, photos I take, things I post on my story, my location, birth date, name, email, phone number, access to my camera roll, frequency to which I message people

These two main forms of my social interaction have the ability to pass onwards and distribute any of my data unless specifically specified by the data policy or terms and conditions.

Instagram: 

States that my information will be used to provide, personalise their products (Information across Facebook Platforms, Location-related, product R&D, Face Recognition, Ads and Sponsored content)

Provide measurements, analytics and other business services

Promote safety, integrity, security

Instagram also states that it will share information with third-party apps for analytics, to advertisers, partners offering goods or services in their products, vendors and service providers, researchers and academics, law enforcement and legal requests.

Snapchat:

Uses the information to develop, operate, improve, deliver, maintain and protect our products and services

Send communications including email, for responses to support inquiries and promotional offers

Monitor and Analyse trends and usage

Contextualising your experience in the app

Enhance the safety and security of their products and services

Verification of identity to prevent fraud or other unauthorized and illegal activities.

Snapchat also shares this data with other Snapchatters, Business Partners, General Public, Affiliates, Third Parties (Service Providers, Legal Requests, Meger or Acquisitions)

[ethanblagden-blog]

The 7P’s Marketing Mix

Product - A product should be developed to fulfil a need or want within the market. It is important for producers to research their market to ensure their product is beneficial to their consumers. In the context of music, this could be physical media, digital media, streaming service, tickets, merchandise and more.

Price - Products are only worth what customers will pay for it, the price should be competitive however that doesn’t mean it should be cheap. By providing a better service towards your customers or offering things at a better value for money then smaller companies can easily compete with larger rivals. Price is also the only element of the 7P’s that generates revenue and as such should also be creating profit. Generation of revenue in relation for music can come through a variety of streams. Artists mainly see this through royalties from Radio and TV but also in the form of ticket and merch sales from events.

Place - Accessibility to the product should be in line with the market in which you’re selling. The Location, Time and Quantity of a product should be effective for the market while keeping Storage, Inventory and Distribution costs within a goal. 

Promotion - This covers how a company chooses to communicate their workings and offers to their customers. It includes branding, advertising, PR, corporate identity, social media outreach, sales management, special offers and exhibitions. The promotion of a product must be appealing to customers while maintaining a consistent message and giving customers a reason to value this product over others.

Process - Customers no longer buy a product alone they invest in a journey which includes discovering, purchasing, receiving and experiencing the product. Tailoring and adapting this experience enhances the effect it provides on a customer base.

People - This covers the aspect of customer satisfaction. Your product will leave an impression on those it comes in contact with as well as those who provide access and physically lease with the customers. Hence it is important to present the people and product in a suitable way.

Physical Evidence - Persuading customers to buy a new or unfamiliar product is ‘risky’ as they won’t know how good the product is until after purchase. By providing an opportunity for customers to interact with the product it helps reduce this risk. Physical Evidence is an important area within a music sense of marketing as having access to some form of a copy of an artists music through previews (iTunes) allows the customers to sample their work before purchase.