That sounds like a headline from a Twilight Zone episode, or perhaps some melophobic conspiracy theory. But it’s not as crazy of an idea as you might think, according to the Internet of Things.
The Internet of Things (IoT) is the proposed development of the Internet in which everyday objects have network connectivity, allowing them to send and receive data. So, yes…your couch might recognize that it’s Tuesday, which is gym day, and that it’s warm out, and might then decide to stream your favorite upbeat dubstep at 7 am before your exercise.
While it’s exciting to imagine the myriad of devices that will become Internet-enabled through IoT, marketers should be most excited for the data of IoT.
The Analytics of Things (AoT) looks at the data formed by consumers’ habits across Internet-connected mediums and devices in order to understand their wants, needs, and passion points. Such as which artists they stream through that speaker-couch.
“What we first have to do is capture that data, and then look for previously unforeseen patterns in that data so that we can look at things from an opportunistic perspective,” said Jim Davis, EVP and CMO of data and analytics company SAS, at a recent SAS event. Jim continued with,
“And then I think that we, as marketers, need to figure out the best way to communicate our value propositions as part of this connected world.”
A connected world means an integrated experience across devices…
music playlists echoing from phones to computers and from refrigerators to showers. Integration is certainly the lifestyle of the modern consumer. Marketers can look for new ways to improve that lifestyle by analyzing the behaviors and listening patterns of consumers.
“Music is an integral part of life, day in and day out,” said Jeff Levick, Chief Revenue Officer of Spotify, in a recent press release announcing the launch of Spotify’s Playlist Targeting for Brands. “Our new targeting solutions based on rich behavioral insights […] give brands unprecedented ways to reach streaming consumers.”
When users listen to a Spotify playlist, they will likely indicate a common activity or mood, such as “workout” or “chill.” Analytics like these allow brands to target unique audience segments based on streams from playlists, songs, or stations. In an IoT world, this will allow brands to touch consumers across multiple platforms, maximizing their reach while boosting the relevance of their messaging.
If marketers can tap into the music habits of consumers and work with those music companies that own that data, then they can better understand those intimate wants and needs of their customers. And as IoT becomes more of a reality than simply a possible Twilight Zone subplot, marketers will rely more and more on behavioral analytics like this.
Thankfully, we don’t have to wait for showers to stream flamenco in order to measure behavioral analytics. For example, Pop-Tarts recently announced that its campaign on Pandora radio generated a 7% incremental growth in sales, according to Adweek. Kellogg’s, the parent brand, managed its own branded radio station on Pandora. According to the article, 224,000 people added the station to their Pandora playlists over the summer, and an additional 123,000 people added it after the campaign.
“It’s [about] leveraging the insights that we have about audience behavior on Pandora and mapping that to the goals and objectivesand sometimes offline relationshipsthat the brand has,” said Heidi Browning, svp of strategic solutions at Pandora, to Adweek.
In both the Spotify and Pandora examples, consumer behavior was the catalyst for the brand’s success. For Kellogg’s, the music analytics of Pandora revealed how, when, and for whom the brand should frame its “Crazy Good Summer” campaign. This data ensured an airtight, precisely-targeted music strategy that rewarded the brand with a three-time lift of ROI, according to Adweek.
Still think numbers aren’t sexy?
IoT is more than just speaker-couches, and AoT is more than just knowing how many times consumer segments stream “Uptown Funk” in a day. In both examples, the consumer’s experience is the true focus. Music analytics can help you understand exactly what type of experience your consumer wants.
IoT or No-oT, give your consumers’ habits a listen.
By: Zach Miller, Music Dealers