April 24th, 2009

The last decade has been dominated with talk of how to convince people to dedicate their time towards being interested in whatever you’re trying to get them to consume. However as countless articles have begun to state we may be shifting towards a paradigm of attention as the commodity of choice that we ask consumers to exchange. Countless facts may be fired off about how many marketing messages the average person is exposed to but how many actually take root and hold away? An excellent example of understanding motivational marketing and talking to people when and how they want is the recent increase in popularity of Swedish music platform, Spotify. This has taken advantage of the business model in the culture of free in order to look at new ways to help brands get a hold of consumer’s attention. The free model of subscription to a vast library of music at the expense of being forced to listen to adverts has proven particularly popular with unofficial figures having sign up at 1.5 million with 40,000 average new users a day. With large distributors and brands already on board the next move is rumoured to be mood advertising with adverts matched to the music the user is listening to – see opportunities open up such as films to soundtracks, events to “feel good” music ad infinitum.

Source: Brand Republic , The Telegraph, Click Through