The ever-evolving digital landscape has drastically changed how we consume music and how we interact with our favorite artists and musicians. Music is more accessible than ever with the advent of streaming and platforms like YouTube and SoundCloud. Similarly, the barriers between an artist and their fans continue to collapse as social media platforms like Facebook, Instagram, Twitter, and Snapchat grants us a more closer, and sometimes intimate, connection to our favorite stars. The implication of these changes, for advertisers at least, is a shift towards messaging that is more nuanced, targeted, and precise, with the intention of reaching the most connected of fans at the moment when they are most likely to buy.
The folks at Gupta Media, an online marketing agency specializing in search engine marketing and social media marketing, are leaders in this field with an emphasis on data-driven and technology-based approaches to digital marketing. As a Digital Media intern at Gupta Media, I have first hand experience with how the company collects data and uses this information to drive campaigns for a variety of artists ranging from global superstars to up–and–coming bands, to great results and success. Expanding on my presentation from last week, this post will detail, in further depth, Gupta Media’s role at the intersection between social media and the music industry as a whole.
Gupta Media’s media strategy revolves around the concept of the Four Pillars representing four unique advertising tactics to reach fans, which they have found to be the most effective. These tactics include: Search, Retargeting, Connected Fans, and Past Purchases. Rather than just solely relying on demographics like age or income, Gupta Media is rather interested in recency and intent. How recently have you engaged with the artist and what was your level of purchase intent? If you search for Adele on Google, you will see an ad for her music above your search results. If you have engaged with an artist by watching some of their videos, you might later see a YouTube banner ad about their new album. If you like or follow an artist on social media, you will see integrated ads on these platforms regarding new music and concert tickets. And if you previously purchased music from the artist, all of the above applies. In addition to these Four Pillars, placing more weight on significant intent is important in honing in on these tactics to further reach the right audiences. Visiting an artist’s website for example shows greater intent rather than just watching one of their videos on YouTube where it is easy to jump from one video to the next. Within YouTube itself, more weight is placed on users who have Liked or Shared a video, or Subscribed to the artist’s channel as they are actively engaging with the content and artist rather than just passively watching a video.
Leveraging TV Appearances
Leveraging artists’ appearances, performances, and promotions on TV shows is a great opportunity to turn buzz into sales. Televised performances are significant as it is a chance for a national audience to see and hear an artist’s new music, potentially for the first time. The unique targeting capabilities of social advertising allows us to reach a narrowly defined group of users who are just discovering or becoming fans of an artist directly after watching them perform on TV. Twitter is a great example of this as many people simultaneously use Twitter while watching TV and award shows. By running a keyword-targeted Twitter campaign, you are able to reach users who have recently searched for or tweeted about an artist following their performance. Similarly, platforms like Facebook and Instagram allows for targeting users who are interested in the TV show and most likely watched the performance. Overlaying different interests and likes such as the TV show, similar artists, and retailer brings you a more qualified audience of users who are interested in the TV show, like the artist or similar type of music, and buy music from that specific retailer (often iTunes, Amazon, or Google Play) based on data. Leveraging these platforms successfully captures this heightened interest during an TV performance and effectively drives music sales.