Tag Archives: brands

New Study Focuses On Streaming Audio Brands

Streaming audio is a category that doesn’t have a lot of brand awareness, according to a study released a few weeks ago by Coleman Insights. That’s a good thing, it means that there’s still plenty of room for growth and competition. Even Pandora’s brand awareness is limited – only 28% of streaming audio consumers could name Pandora and only 22% use it regularly.

Consumers who regularly listen to streaming audio could only name – on average – 1.6 streaming audio brands. This, says the report, indicates that the streaming audio category is nowhere near mature. In mature brand categories, consumers can name 6 or 7 brands.

That said, streaming audio consumers were much more likely to name an online only streaming station when asked than a terrestrial streaming station. 77% named an online station while only 33% came up with a terrestrial streaming station when asked to name a streaming station. Similarly, they’re much more likely to report that they listen to the online only station.

Kudos to the Coleman Guys for coming up with this unique marketing study. While several research companies are hung up on asking people if they listen to streaming audio and certain stations, or even less reliably, whether they would like to listen, this is research that offers streaming audio brands some highly valuable insight into their marketplace. The study summary comes with some good advice too:

  • Make branding your station/service of paramount importance
  • Focus on a singular position or benefit
  • Rethink the unique benefits that streaming services offer from the perspective of the listeners
  • Broadcasters: don’t ignore the fact that listeners prefer online only services – create your own!

Study: Teens Are Very Brand Conscious Consumers

PriceWaterhouseCoopers has released a new consumer study suggesting best ways to market to teens. Teens are hugely influenced by their friends however, advertising is considered a credible source of information on a brand. And speaking of brands, teens take them very seriously, and develop a strong affinity for the ones they believe deserve their interest.

Social networks play a critical role in the way teens communicate about brands. Users pass on music playlists, video urls, and opinions about movies, games, sites and services to their friends on facebook and other sites. They also regularly use search engines and pay attention to ads, especially entertaining ones.

Teens listen mostly to their peers, particularly those they consider to be adventurous, cool, confident, good looking, funny, or in-the-know. Often intellectual, creative and male, these influencers can really help make or break a brand. Savvy marketers should understand this group and work hard to capture their (positive) attention.

Best ways to do that include advertising – particularly across several or many online platforms; brand collaboration – working with other brands that engage this age group to enhance an offering (such as Xbox working with Netflix); and free trials. Trials are often this age group’s introduction to a brand. Advertising in exchange for content is acceptable to this group as well. And in case you don’t know one, teens prefer typing and texting to talking.

According to MediaPost, teens wield influence over $176 billion in spending power and have significant influence over friends and family, making them an important segment of any brands online marketing strategy.

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