Bob Garfield

4 marketing game changers for Pandora

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How are people consuming music in today's multi-device environment? Here's how Pandora is responding to the changing landscape.

Mobility will be the key driver of the year

80 percent of all listening on Pandora happens on smartphones or other connected devices. Consumers are clearly moving in the direction of mobility and want to be able to access their content from anywhere on any device. There's a huge shift occurring within traditional media sectors. They not only need to adapt to the digital age, they need to adapt to the mobile age as well. Mobility is the biggest change that has occurred with consumer listening, viewing, and gaming habits since the advent of digital, and every industry from television to radio is still trying to find its footing. This year, Pandora's focus is on continuing to build a seamless enjoyable mobile experience for its listeners and subscribers to adapt to the clear direction of consumer habits.

Traditional and streaming radio convergence is at the tipping point

We are reaching a horizon where we will no longer differentiate between traditional and streaming radio. Already, subscriber based satellite radio is helping to define the new way this medium is distributed and consumed. Soon, it will all be digital and streaming, and marketing opportunities that were never before thought possible will arise. How accurate, relevant, and intelligent can digital marketers make their radio advertising campaigns? We are already seeing huge strides in this area, and with the line between traditional and streaming continuing to blur, creative marketers are going to have a field day with the new opportunities that will be presented.

iMedia attended CES 2014 to investigate the breakthrough strategies, campaigns, and technologies that will define the new year. In this exclusive interview, iMedia's Bethany Simpson speaks with Pandora CRO John Trimble about the biggest game changers the streaming radio business will have to adapt to in the near future.

 

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