Background Infomation –

Spotify is a new digital music service that enables users to remotely source millions of different songs on various record labels from a laptop, smartphone or other device.

Spotify is intended for all ages, all genders and all demographics who enjoy listening to music anytime anywhere. They have millions and millions of songs to choose from, which are all from a extensive range of genres.

Spotify pays royalties based on the number of artists’ streams as a proportion of total songs streamed on the service, unlike physical or download sales, which pay artists a fixed price per song or album sold. They distribute approximately 70% of total revenue to rights holders, who then pay artists based on their individual agreements.

OCHN Model –

Structural Firmness – The main influence of security on the website is that they advertise their security and privacy settings/ informations. Which is good for any consumer wanting or needing to find out this infomation. It also makes their website seem safe and secure.

Also just by browsing the website you can tell it is well put together and is easily functioning with very quick responce time.

Another point is that to access importance user infomation you must log into your ‘Spotify Account’ which requires a securely locked password. Again which is important to consumers when investing £4.99/£9.99

Functional Convience– The website itself is very minimalistic and easy to navigate as it is trying to persude the user to invest in its monthly service. Having mainly pictures and small infomation blocks telling users innovative facts about spotify. Also the colour scheme and pictures are used to intice the target audience into it and make it very easy to flow/ navigate.

Representational Delight – Highlighting more on the previous point about how the easy navigation through pictures and words also comes into perspective when trying to stimulate consumer senses. These colours and pictures are there to entice the customer and give them a pleasing atmospheric exprience. With also having a consistant interface which is a part of the OCHN model and with the background and text size/font all being the same; it fits this view.

Future?

When looking at what spotify can do to improve their website and appeal more to their audience?

Maybe spofity could look to add more pictures aswell to entice the audience more? Maybe they could add an animated background which could cause more sensational value? Or pehaps have a change colour scheme as the picture further up the page shows the Pink and Yellow background more appeals to a female sterotype demographic. Which potentially could cut off some male audience which click on the page and dislike the feel/look of the website.

Apart from that, Spotify does it’s job of simply showing what its service is. Without using block text and big pictures, this is all spotify really needs to do, to draw in its audience.

Reference:

http://delivery.acm.org/10.1145/1290000/1284624/p84-valacich.pdf?ip=194.81.206.165&id=1284624&acc=ACTIVE%20SERVICE&key=BF07A2EE685417C5%2E7748C8603FAAB869%2E4D4702B0C3E38B35%2E4D4702B0C3E38B35&CFID=998527552&CFTOKEN=61169874&__acm__=1508922002_318dfea5b6cea73d681030ce26a31f68

Background on Ikea and Brandwatch

Ikea is a well known international business operating in a vast range of countries all over the world. Originating from Sweden in 1943, slowely moved to a worldwide audience. Ikea currently employes 180,000 people across the globe. (Wikipedia, 2017). Generally retailing in furniture and essential household items, ikea trying to aim at a low cost model but appeals to a wide audience.

What can you learn about the application of  data to marketing? What could you apply elsewhere?

Ikea is trying to implement an online system called a ‘Listening Hub’ which voices customer opinions worldwide from all social media platforms and transforming this infomation into a database that can be accessed from all over the world. This will be hugely benefical to the heads of Ikea, which may be based in different international locations.

This software is being monitored by individual companies employed by Ikea. Brandwatch will gather all of this data together into the ‘Listening Hub’ and then will transfer in over to Ikea and the data will be avalible globaly.

This will be Ikea’s first step into becoming a a socially intelligent business. Ikea is showing the growing importance of social media in an ever expanding online age. Also trying to intergrate a full digital marketing package.

The listening hub ultimately helped prove to the organisation social  data can have myraid beneficial applications and encourage positive changes in the organisation. The infomation data sharing can be directed to the apropriate department for action and used as a ‘tangible culture of wisdom.

Overall, this article as a whole shows that data has a very strong impact on marketing and on business generally. With the huge impact that social media can have on a business, having an engine to see what consumers are posting and their thoughts is a important tool. Being able to highlight trends in data and where Ikea is going wrong, could be critical to changing their marketing.

My Opinion

In my opinion this is a great step forward for Ikea and will provide positive change for the future of their business. Not only providing a great tool for marketing but also giving great analysis to all departments. I think that in an ever growing social media age, more and more conglomerates should be trying to use social media to their advantage. It can give the greatest insight to consumer satifaction and can even be more honest than a survey where people tend to fabricate their views.

https://studentcentral.brighton.ac.uk/bbcswebdav/pid-3029519-dt-content-rid-5621925_1/courses/IT382_2017/Ikea%20Case%20Study.pdf

https://en.wikipedia.org/wiki/IKEA

IKEA & The Socializers: Building Social into the Heart of a Global Business

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Hello my friends!

This is the entry post to my blog for Digital Marketing.  My name is George Day and this academic year I will be posting a wide variety of posts, which will be personal and for coursework. I hope you find this blog enjoyable and if you have any feedback to give, feel free to comment on the blog or message me via avalible social media sites.

-George Day

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