Feb 27, 2024

Spotify: The Great Audio Disruptor

Few companies are worthy of being called a disruptor but Spotify is one of them. To disrupt an industry means to deliver on consumer desires with a business model that displaces what’s there already, creating an enviable competitive advantage.

 At a time when people were listening to more music than ever, but record labels were struggling financially, Spotify decided to lean into those consumer trends rather than  counteract them.

With people using music piracy services to access content, Spotify came onto the market to offer  a freemium, all-you-can-eat (or, listen) model with mobile access, personalized playlists, and music downloads. 

Today, Spotify has over 547 million users, including over 226 million paid subscribers, and for many, the brand name Spotify is synonymous with music streaming. Always embracing the latest technology, it has a new AI-powered DJ in beta testing and a pilot AI voice translation for podcasts. But competitors continue to snap at their heels including Amazon, Apple, Alphabet, and YouTube. 

However, it’s not only the business model that sets them apart, Spotify uses clever digital marketing to attract and retain customers and keep the brand front of mind. So what digital tactics do they use to stay on top? 

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Clark Boyd
Clark Boyd

Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.

Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing. 

Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly) Twitter, LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.

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