Digital Marketin

g strategy

Xiaoxing H

an SPRING 2013

NMDL

Dangers behind success

•  Revenue VS royalty cost

•  competitors provide similar services: Spotify

Target Audience

Everything related to music

Pandora

O1: Stop losing money at the end of 2014. KPI 1: Advertising income = loyalty fee at the end of 2014.  

Objective

O2: Keep the leading place (increase the number of loyal audiences. ) KPI: Reach 100 million followers on Facebook and Twitter, have twice subscriptions until 2015.

Pandora Explorer

News Music express every day top news

Music related books & great sound track

Places that have great back ground music

Events Music events information

Music weather forecast

Books & Movies

Bars & Restaurants Weather

Customer generated content @Pandoranews

@Pandorabookmovie

Name of the song

@Pandoraplaces

Images or links of the books and movies

location information

Budget

Final decision: Total revenue :80 million 10% * 80 million = 8 million

Method 1: Digital marketing calculator：$ 4.8 million per year.

Method 2: If the cost of one hour is $250, it will be 7.3 million per year.

Thank you!