Pandora Marketing Tips

As the online and mobile market grows, so do avenues for advertising. Pandora, a music streaming service, offers a number of features to keep listeners happy and connected to their service.

However, as advertisers and marketers, you can use these features to effectively target your audience.

Pandora Features

Pandora plays music for users based on his or her preferences in musical artists. For example, if the user likes Led Zeppelin, they create a “Led Zeppelin” playlist and then Pandora will conclude that the listener wants to listen to classic rock. It will then take this information and play similar artists from that genre. The idea is that the listener will get a variety of music at their fingertips based on their favorite genres and artists.

The playlist is further enhanced by a feature that allows the user to provide positive or negative feedback about each song that the service selects. The system’s algorithm will take that feedback into account when selecting future songs.

These features allow Pandora to fine tune each user’s playlist in an attempt to become the “perfect” radio station.

With 81 million active listeners and almost 5 million subscribers, Pandora is an excellent option in delivering ads to a very specific, highly targeted market.

 

Types of Ads

Pandora is not limited to audio ads as you can run banner and video ads as well. The software can actually determine when the user is interacting with the screen. “This isn’t a difficult feat of engineering in and of itself, but the fact that the company leaders thought it important to determine when users are looking at the screen is a testament to Pandora’s efforts to monetize every aspect of its service.”

Audio

Audio ads expose listeners to your brand. If the user is listening to Pandora’s free service, then he or she can not skip these ads, giving you the opportunity to expose your brand to millions of listeners. And because ads are not allowed to run more than four minutes per hour, listeners will find them less invasive than regular radio.

Banners

Banner ads can help you engage your target market. Since listener are required to input their age, gender and zip code upon signing up for the service, marketers can have access to this information, making it easier to engage the types of listeners that will be interested in their brand. With banners, you have the advantage of creative interesting promotions, offer coupons and other relevant incentives to get potential customers to interact with your website or call center.

Video

There is still an opportunity for video ads as people look at their phones from time to time when Pandora is playing. However, it is advised to keep these ads brief, around 15 seconds. If you choose this options, make these ads entertaining and fresh to keep listeners engaged.

 

Other Facts

Ignite Visibility suggests creating a landing page so that you can track your traffic and click-throughs from the ads. “That way, you’ll know how many people are responding to your Pandora ads and how many of them are becoming paying customers. Use standard Google Analytics URL tagging on that page make sure you associate it with a Pandora campaign.”

Also, ” you need to make sure that you have a solution that tracks and attributes installs to the right partner. Tracking and attribution are complicated, but a deep understanding of how to get it right is crucial for your success,” according to Pandora for Brands.

Advertising on Pandora is affordable for both large and small companies. It costs less than buying a spot with a local radio station. There are approximately seven display ads per hour and two and a half audio ads per hour.

As you can seem between millions of subscribers and its targeting and ad capabilities, Pandora is a great option for your brand.

 

For more information, or how to get your brand set up with Pandora marketing, don’t hesitate to get in contact with us here at Media Partners Worldwide! Send us an email or give us a call! (562) 439-3900

We would love to help your business grow.

 

5 Tips for Improving Your Email Marketing Campaign

Email is one of the most powerful marketing platforms. While serving a number of purposes, its greatest function is the ability to funnel your audience into one place.

According to Entrepreneur.com, “email is so powerful that the Direct Marketing Association says that you can get a return on investment (ROI) of $38 for every $1 you invest in email marketing.”

However, some email marketers end up narrowing their focus, limiting themselves to one goal: click-throughs. While getting the most traffic you can to your site is extremely important, you need to move a step further to keep your audience loyal to your or your brand.

Here are some tips to spruce up your email marketing campaign and keep your audience coming back for more.

1. Keeping Your Audience Informed 

Your first task is to make sure your email strategy is keeping your audience informed with important updates and reminders. This helps your brand stay fresh in the mind of your subscribers, and demonstrates value to them. Just make sure your announcements have real value and are relevant to your audience.

Don’t just send an email out for the heck of it. Stay focused and narrow your scope to contain what your audience will be interested in receiving.

2. Segment Your Email List 

Instead of lumping all your subscribers into one category and one email, try the segmenting approach. This means categorizing your subscribers based on relevant information, such as age, gender, activity to your site, purchase behavior or interests. People like personalization and feeling important as a customer.

According to a study conducted by Marketing Sherpa, “segmenting emails can boost email conversion rates by up to 208 percent.”

3. Timing 

As the saying goes, timing is everything. This goes for email marketing as well. Research shows that there are better times and days to send emails depending on your goals. According to coschedule.com data, the best time to send an email is between 10 and 11 a.m on Mondays during the week and on Sundays for weekends. Additionally, the best day to send emails to high open rates and clickthrough rates is on Tuesday.

Don’t forget about timezones too. Identify where the majority of your target audience is located and adjust your times and days accordingly.

4. Email Automation is Key 

If any of these steps seem overwhelming, remember that most email platforms have email automation. This makes it possible to send emails to different people at different times based on their time zones.

Familiarize yourself with this feature, as it will make your life easier and your audience reach more accessible.

Some email services are now introducing artificial intelligence for email marketing that will do all of this for you. Services such as Sendpulse, Infusionsoft, Active Campaign, and Ontraport, all offer this feature.

5. Social Media Integration 

Though this may seem simple, but a great way to encourage brand loyalty and keep a connection with your audience is integrating your social media into your email strategy.

According to Small Business Trends, “this mode of cross-pollination encourage some of your already-loyal social media followers to subscribe to your email list and encourages some of your interested email subscribers to get more involved on the social media front.” This way you will be encouraging more user participation, thus establishing stronger brand loyalty.

Marketing to Millennial Women

If you read our blog about millennials last month, you know that there are currently 80 million millennials in the U.S. with an annual buying power of over $600 billion. With a prediction of millennial spending power of $1.4 trillion in the next five years, it is not a stretch to say that women will hold at least half of this trillion-dollar bank.

With that being said, it would behoove your company or business to have a female-driven millennial marketing campaign in mind.

For some agencies, marketing to millennials can be intimidating. According to a NewsCred study, 30% of millennials flat-out refuse to read content that doesn’t either entertain or inform them, 60% will only share content that is thought-provoking and intelligent, and 70% share content that makes them laugh. That is a pretty tall order.

However, marketing to specifically millennial women might be a little easier. After all, since “70% of millennial women consider shopping to be entertainment,” you have ample opportunities to put your company in the line of fire. 

Here are some tips on how to get to know female millennials to make the most out of your marketing campaigns:

Great Personal

If you take anything away from this blog post, this is it. Millennials want you to get SPECIFIC. Part of the reason your marketing campaign isn’t working is because it’s too broad. Millennial women want to feel like their brands “get” them. Know your audience well, and create smaller segments or niches to make them feel like they have your full attention.

According to NewsCred, “Sephora is doing an amazing job with this by using their “Beauty Insider” in-store buyer rewards along with their customized skin tone-matching technique to target products to specific shoppers based on their previous purchases and coloring.” If you don’t have the technology to personalize your product this way, you can start by personalizing your emails. “That will give you on average a 26% higher open rate.”

According to NewsCred, “Sephora is doing an amazing job with this by using their “Beauty Insider” in-store buyer rewards along with their customized skin tone-matching technique to target products to specific shoppers based on their previous purchases and coloring.” If you don’t have the technology to personalize your product this way, you can start by personalizing your emails. “That will give you on average a 26% higher open rate.”

 

Social Media

Millennial women make up the majority on social media platforms such as Pinterest and Instagram. Both of these as well as Facebook and Twitter are fertile grounds for brands to grow awareness as well as click-throughs. To get female millennials to engage with your brand, create lots of opportunities for open communication: Get them talking about your product, commenting on and sharing posts and reviewing your products online. Find ways to be part of their ongoing research and dialogue by responding to comments. Create hashtags and giveaways. Optimize all your content for multiple devices, and make sure your content is shareable. And finally, use attractive photos and aesthetically pleasing graphics to coincide with your brand’s theme. Millennial women are attracted to beauty, and we look to create beauty in our surroundings. Naturally, they want products, services, and offerings that look and feel professional. 

Millennial women are attracted to beauty, and we look to create beauty in our surroundings. Naturally, they want products, services, and offerings that look and feel professional. 

 

Be Inspirational

If you want your brand to succeed, make it inspirational. This generation of Millenials believes they can change the world or at least make it a better place. They’re thinking big, optimistic of the future, and are looking to be inspired. 

According to YFS magazine,”think of your brand as a movement and work to build a platform for realizing your customers’ aspirations. The goal here is to align your product or service with a bigger idea that transcends any single transaction.”

 

Diversity

43% of millennial are not white, according to a 2014 Pew survey. Since authenticity and relevance are two of the most important factors for successful content marketing, marketers should be doing their best to reflect the diversity of this generation. This includes race, gender identity, sexual orientation, family makeup, body type, and cultural background. 

A great example of a company utilizing this approach to marketing is  Dove’s Real Beauty campaign. With a clear agenda in mind, Dove features women of all sizes, shapes, and races. They not only show the value of millennial women through this campaign, they also showcase the realistic variety of women’s bodies. Campaigns promoting self-love, diversity and embracing your natural body are embraced by millennial women because they have been void of them for so long. As I mentioned before, millennials want to be inspired. 

How Being a Good Listener Can Help Your Business

As Greek philosopher, Epictetus once said, “We have two ears and one mouth so we can listen twice as much as we speak.” This sounds like something your mother may have said to you as a child when you were too busy back talking instead of doing what she said.

However, with this logic -either Epictetus or your mother’s- good listening can affect every aspect of your life, even business.

Research shows that the average person listens at only about 25% efficiency. While most people agree that listening is a very important skill, most don’t take the time to improve their own skill set. We might focus on the mechanics such as nodding or eye contact, but a truly good listener goes beyond that.

Since the purpose of marketing and advertising is to influence peoples’ perceptions and behavior, good listening should be at the forefront of business skills to master.

bwki71ap-y8-tim-gouw

Why Listening is Important

Most companies try to listen to their customers as they are invested in their customer’s satisfaction. But are they understanding their customers?

Listening is more than the ability to hear what people say. It’s about being curious and contemplating someone’s desires and motivations. Empathy plays a huge role here.  In order to truly get a grasp of what your customers want, you need to able to put yourself in their shoes and be able to narrow down their incentives. Recognize that your customer has human feeling and emotions.

This capability is essential for marketing professionals who want to create messages people will notice, like, care about and remember when making a purchasing decision.

You can notice the ones that miss the mark. The ads feel strained or fake or the message fails to engage the audience.

Don’t let an ad fail due to simple miscommunication. Listen with full attention and implement your ability to understand.

Listening contributes to a personal connection between you and your customer. It also creates openness. If you are focused on listening to your customer instead of speaking as much as you can, there will be room for new ideas and brainstorming. Their authentic brand or ideas will be able to shine through.

So what is your next step?

Here is a list of 10 Tips for Being a Better Listener by Gianfanga Marketing Strategy that we found particularly helpful, and hopefully you will too:

1. Take the time. Marketing is a fast-paced business and there’s huge pressure to create campaigns and strategies quickly. But if you really want to succeed, you need to build in the time and budget up front to gather input from the client, customer, and prospect

2. Listen to the right people. Talk with the people you’re actually targeting with marketing – customers and prospects – not just your marketing colleagues or people like you.

3. Learn the lingo. If you want prospects to relate to your marketing messages, you need to know the terms and phrases they use when talking about their needs and your product.

4. Delve deeper. Go beyond the obvious questions (“Are you satisfied with our product or service?”) to more probing queries that help you understand the motivations that drive behavior. Make questions open-ended so people can use their own words.

5. Feel the emotion. How do people feel about your company and themselves when they use the products or services you provide? Do they feel confident, happy, pretty, smart, safe? Listen for the emotions underlying the purchasing decision.

6. Listen with your eyes and ears. People reveal a great deal with their body language when they talk. They lean in, make direct eye contact, and use their hands to emphasize their points. Watch carefully and notice the details; see what makes their eyes light up.

7. Don’t be judgmental. Be impartial and neutral when listening. Remove your own biases. It’s not about what you think – it’s about what they think.

8. Avoid stereotypes. Don’t assume you know what someone is thinking because they are young, old, male, female, married, single, a high school dropout, or a Ph.D. Making assumptions based on stereotypes or demographics is a common mistake.

9. Take careful notes. Relying on your memory can be dangerous, even if you’re under 30. It’s too easy to remember what you think someone said, not what they actually said. Record and transcribe the discussions. Focus groups always should be recorded for the marketing team.

10. Reflect on what you’ve heard. Think about the totality of the discussion afterward. What was the customer or prospect really telling you? What stands out most in your mind? What do they truly care about? This is what you need to know to create marketing campaigns and content that engage people on a human level.

Tips for Marketing to the Millennial Generation

Millennials are a popular topic of conversation. Whether discussing how much you hate or love them, the internet is abuzz with talk of Generation Y. But despite the negativity surrounding this generation, there are currently 80 million Millennials in the U.S. with an annual buying power of over $600 billion.

eipjjvgp5-u-mink-mingle

 

Therefore, every marketer should be making this generation a priority.  As a millennial myself, born in 1990, I can attest to understanding our habits, likes, and dislikes. We may be particular and at time unconventional but we are still loyal to brands we love.

According to a Forbes.com and Elite Daily (the voice of Generation Y) collective study, “millennials are highly educated, career-driven, politically progressive and–despite popular belief–do indeed develop strong brand loyalty when presented with quality products and actively engaged by brands.”

With millennials as a driving force in the marketing place, here are a few key tactics geared towards engaging with this super power generation.

1. Authenticity is Essential

According to AdAge, “Millennials are spending an average of 25 hours per week online – and they’re craving content-driven media.” Between searching blogs, websites, YouTube channels and other social media platforms, we are also sharing, liking, tweeting, snapping, forwarding, pinning and commenting our findings, resulting in a huge online community. The content that strongly resounds with millennials is based on what we see value in and trust.

Millennials connect best with people over logos.

For example, blogs. 33% of millennials rely on blogs before they make a purchase, compared to the fewer than 3% who use TV news, magazines, and books. While the older generations rely on traditional media,  millennials look to social media for an authentic look at what’s going on in the world, especially content written by their peers. Despite the fact that blogs are usually run by an individual rather than corporations, millennials trust the blogger’s opinions. We use bloggers as a kind of adviser to help us make a purchasing decision.

Same with social media platforms like YouTube. I know for myself if I am interested in buying any new product or experimenting with a new brand, I first seek out reviews on YouTube. I have access to these reviews anywhere I go on my smartphone and I like the casualness of hearing someone speak candidly about something they do or do not like. Just like you would seek advice from a friend or family member, I can do that with strangers who share my interests on my social networks.

84 percent of Millennials say user-generated content has at least some influence on what they buy, and 73 percent say it’s important to read others’ opinions before purchasing.

Advertisers, therefore, need to find a way to incorporate this information into their campaigns. For brands that want to successfully reach Gen Y-ers, they need to speak our language. Meaning, they need to create content that we will proudly share, like, pin, tweet, snap, and forward to others. That way the can build a real, authentic brand-customer relationship.

2. We Want an Experience

We millennials prefer experiences over possessions. We are more interested in brands that can show us how to improve our lives, rather than brands that are pushy with selling to us.  In an age of growing minimalist and the environmentally conscience, this is particularly important. To us, possessions come and go, but experiences can resonate forever. Advertisers need to ask themselves how their brand can contribute to an overall experience for millennials.

This is where inbound marketing strategies come into play. Millennials want e-books, blog posts, videos, and other how-to information. This is your company’s chance to provide content that ranks high in Google and shows us you know what you are talking about. Millennials are 44% more likely to trust experts. But they are 247% more likely to be influenced by blogs or social networking sites.

Home Depot is an example of a company who is currently killing it with this marketing strategy. Here is their YouTube channel.

HD

 

As you can see, there are a number of how-to videos and home improvement DIYs. Not only can you buy all that you need at Home Depot, but you can learn how to install, build and be inspired all the while they are marketing themselves. Their brand and videos will continuously pop up in web searches. With over 100,000 subscribers, Home Depot’s YouTube channel is clearly ranking on Google searches with inquiries about home and garden projects.

By utilizing millennials favorite social media platforms, you can create shareable content and keep up your authenticity and trust.

 

3. Stay Relevant

Trends come and go. We all know that. However, staying on top of what is trending can help your brand, significantly, especially with hashtags and ranking in Google.

Another great brand that is reaching out perfectly to Millennials is Netflix. “While Netflix has a lot of different customers spanning different generations, Millennials are vital to this company. One way that Netflix reaches out to this generation is by having great social media campaigns and linking up Netflix accounts with Facebook. Netflix is constantly on the watch when it comes to this generation because they want to make sure they keep reaching out perfectly. Studies show 75% of millennials with connected televisions are using them to watch Netflix.”

Here is an example of on of their past advertisements.

maxresdefault

 

They took a popular hashtag about their company, used for more comedic purposes and meme creation, to target their younger generation audience. Now they are part of the trending conversation and staying relevant.

4. Collaboration

Along with wanting an experience, millennials are interested in having a say.  In fact, 42 percent said they are interested in helping companies develop future products and services. They want to be more involved with how products get created. According to aforementioned Forbes.com and Elite Daily (the voice of Generation Y) collective study, “companies that enable them to be part of the product development process will be more successful. Marketers need to focus on building relationships with consumers by fueling their self-expression and helping them establish their own personal brand.”

Here is an example provided by Hub Spot writer Meaghan Moras: “Coca-Cola used online co-creation to gather expressions of its brand promise “Energizing refreshment.” They prompted their audience to unleash their creativity by interpreting Coca-Cola as an energizing refreshment in whatever style or format they wished. Coca-Cola gathered these videos, animations, illustrations, and photographs to use in its marketing campaigns worldwide. This method was mutually beneficially in that Millennials all over the world got to pour a bit of themselves into a product made for them while helping Coca-Cola bring fresh authenticity to the market.”

coca

 

5. Communication and Connection

Staying engaged with the millennial generation is very important. This includes commenting on social media posts, posting consistently, and giving us the impression that each customer is important. A great example of how to do this is through giveaways, special discounts, contests, and loyalty programs. A platform we haven’t discussed much yet is Instagram. According to the Huffington Post, “The visual platform has been rapidly growing and now boasts 300 million monthly active users, with 41% being aged 16-24 and at 35% are in their 24-34s.” These numbers show that your brand needs to be engaging with us through this app. The most successful of brands that use Instagram feature photos regularly (have I mentioned how important consistency is?)and dedicate hashtags. They post pictures on their page that their followers have tagged them in. They invite popular Instagrammers to take over their page to keep their brand fresh and new. We millennials are definitely flattered when a brand we love acknowledges us. I know for myself, I have tagged brands in some of my personal Instagram posts and even a “like” back makes me feel special.

Finding ways to boost engagement will do nothing but improve your chances as being noticed by the trendsetting generation.

Wrap Up

Find the authenticity of your brand and run with it.

Stop screaming “buy!” and start yelling” We have an experience for you!”

Stay up to date on trends and use them to your advantage.

Get us involved in your products.

Consistency. Engagement. Connection.