Digital Marketing Audit and Plan of Spotify

Digital
Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
Company Overview.........................................................................................................................3
Digital Marketing Audit of Spotify..................................................................................................3
Digital Marketing Plan of Spotify....................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Digital marketing refers to the marketing strategy which is conducted online to promote the
brands and services to further connect with potential customers (Bala and Verma, 2018). This
strategy is established by usage of internet and forming the digital communication strategy. This
includes a range of options through which social media, email and web based advertising is done
by the organisation. This report covers the digital marketing audit of the organisation and further
a digital marketing plan is developed on the basis of audit.
Company Overview
Spotify is an audio streaming and media service provider which was founded in the year
2006. This organisation was founded by Martin Lorentzon and Daniel Ek in Sweden. This is one
of the largest music streaming platform across the world, their active monthly users are around
406 Million which includes paid subscribers of 180 Million. Further, it has been seen and
analysed that the Spotify is tend to be used all over the world and it is also seen and analysed that
it is popular in the US, Europe, Australia, Africa, Asia, and New Zealand. It can be comfortably
used on Windows, Android, iOS, and Linux computers. This software is available for the
customers on every platform that is Microsoft, Android and IOS. Along with this, it has been
also seen and find out that the Spotify’s major product is music streaming. Traditional ways of
listening to music were to buy CD tapes and cassettes, with Spotify coming in is all changed
where music is based on the types of accounts on Spotify and also supports and get the option to
download music offline or online.
Digital Marketing Audit of Spotify
The digital market audit refers to the customized set of reports within the organization which
will help in leveraging the digital resources like email marketing, social media and paid
advertising. Audits are generally customised by application, organization size, industry, area of
expertise and more. The audits are generally conducted by the professional agencies who are able
to evaluate the resources on different basis (De Pelsmacker et. al., 2018). The current audit will
analyse the current strategies of Spotify and the areas in which the organisation needs to make
improvement. The quantitative analysis of Spotify’s official website is also done to analyse the
performance of current digital marketing strategies.
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