earticle

영어

Spotify operates under a freemium model that relies heavily on converting users to Premium subscribers for sustained revenue growth and market competitiveness. However, the music streaming platform faces increasing challenges in its conversion funnel. This paper evaluates Spotify’s marketing strategies using the AIDA (Attention, Interest, Desire, Action) framework, focusing on website design, Search Engine Optimization (SEO), social media campaigns, and reputation management. Our analysis shows that Spotify’s website design is cluttered, with multiple call-to-action buttons diluting user focus, unlike competitors with simpler designs. Its SEO and SEM efforts drive awareness but yield unclear conversion results. Social media campaigns show high engagement but lack consistency and platform-specific features. Reputation management is effective but hindered by slow responses and negative reviews. To encourage user transition to Spotify’s Premium service and reduce churn, the company should simplify its website, refine pricing in emerging markets, enhance onboarding to highlight Premium benefits, and improve social media and reputation management strategies. These improvements can strengthen user retention and Spotify’s competitive position.