Spotify was created by two Swedish entrepreneurs, Daniel Ek and Martin Lorentzon, who have proficiency in internet and communication technologies (BISSONNETTE & BRUNELLE, 2015). Spotify was developed in 2006 when its two creators decided to create a technological solution for the consumers in the Music Industry. The key reason behind the development of Spotify was providing the customers in the music industry with a solution to access and share the music legally.

Spotify can be described as an on-demand digital music streaming service. Using Spotify, the consumers in the Music Industry can access the music legally from

Spotify: An On-Demand Music Streaming Service

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This case study discusses the innovativeness of Spotify and how it keeps in touch with the already established services like Pandora, Last-fm and Imeem, its current business model and the frequency of new innovations necessary for the company to keep growing. It also deals with the challenges the company will face from other companies and the music industry itself.

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This report covers the digital marketing audit of Spotify and further a digital marketing plan is developed on the basis of audit. The report includes analysis of the official website of Spotify, analysis of the digital marketing strategies used by Spotify, SMART objectives, setting up of strategy, actions required for the plan to be implemented, and control and evaluation.

Spotify: An On-Demand Music Streaming Service

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