Pandora Marketing Strategy Essay

Pandora has often been heralded for its great mastery in battle cry of mouth and viral marketing. By 2012 Pandora had accumulated 100 million+ agile and registered users, most of which had been acquired organically. According to an interview with Matt Nichols, Pandoras Director of Marketing, Pandora success comes from providing a individualizedized answer that its competitors simply dont match up to. You can create personalized radio move that play only music youll love help you discoer music youll enjoy and only play you songs that you want to hear (http//geekcast.fm/archives/semcast-5-search-engine-marketing-at-pandora-with-matt-nichols/). It is this mannequin of personalized radio to for todays listeners who like their music how, when, and where they want it and all of that for free, that has allowed Pandora to remain the largest player in online radio.SearchIn 2005 Pandora began a highly productive paid search campaign that ran for a little over trine years. Through se arch optimization and paid advertising through pop search engines such as Google and Yahoo Pandora was able to draw in a larger listening base. Unfortunately the campaign was shut knock down after a few years because the cost of advertising had begun to inflict the margin for revenue, whose unit of monetization is based on cents per listening hours. netmailSuccess in Pandoras email strategy has been found by limiting emails sent to users on the basis of information relevant to their personal account, such as adding artists to a particular station. According the Nichols Its real about delivering information that is relevant, rather then killing the user with over emailing. (http//amatv.marketingpower.com/pandoras-word-of-mouth-marketing)IntegrationPandora reaches listeners who use desktop computers, laptops and mobile devices (e.g. smartphones, tablets) through its website and mobile apps respectively. Additionally, the high society has partnered with several carmanufacturers su ch as Ford, Lincoln, Mercedes-Benz, MINI, BMW, Hyundai, Toyota, Lexus, Honda, among others to integrate its online radio service with automotive sound systems. Such strategic alliances do not collapse any sort of revenue for Pandora but increase its exposure and utilization. oPandoras advertising sales force in 2012 was 75% larger than a year earlier with five teams that focus on different platforms. The economic consumption of such increase has been to grow ads revenue faster than listener hours in order to offset the high royalty costs that those hours imply.