EXPERIMENTING WITH AUDIENCE INSIGHTS IN THE LATIN MUSIC INDUSTRY
SURVEYS VERSUS EXPERIMENTS
UNDERSTANDING THE TOOLS MARKETING SURVEYS AND MARKETING EXPERIMENTS CONDUCTED WITHIN THE LATIN MUSIC INDUSTRY DIFFER IN THE PURPOSE THEY SERVE. WHILE SURVEYS MAKE USE OF DIRECT FEEDBACK PROVIDED BY AUDIENCES THROUGH A NUMBER OF WELL-FRAMED QUESTIONS, AN EXPERIMENT VIEWS REAL-LIFE BEHAVIOR IN WHICH VARIABLES ARE TESTED AGAINST A CONTROLLED ENVIRONMENT. BOTH PROVE VALUABLE IN UNDERSTANDING THE WANT OF FANS, BUT EXCEL IN DIFFERENT SCENARIOS.
DESCRIBING THE DESIGN OF A MARKETING EXPERIMENT FOR A LATIN HIT
IF I HAD TO DESIGN AN EXPERIMENT IN MARKETING, I WOULD A/B TEST DIGITAL CAMPAIGNS FOR A REGGAETON SINGLE. THIS COULD INCLUDE RUNNING TWO AD VARIANTS TARGETED AT DIFFERENT DEMOGRAPHICS: URBAN LATIN AMERICA VERSUS U.S.-BASED LATINO AUDIENCES. TO PROVIDE SPECIFIC EXAMPLES, EACH AD WOULD DIFFER IN CERTAIN RESPECTS: THE LANGUAGE OF THE CALL-TO- ACTION, THE FEATURED ARTIST CLIPS, OR THE PLATFORM ON WHICH IT WOULD BE HOSTED, SUCH AS INSTAGRAM REELS VERSUS YOUTUBE SHORTS.
WHY EXPERIMENTS MATTER IN THE LATIN MUSIC INDUSTRY
EXPERIMENTS PROVIDE ACTIONABLE INSIGHTS BASED ON BEHAVIOR AND NOT OPINIONS. FOR INSTANCE, IF ONE VERSION OF AN AD WORKS WAY BETTER THAN THE OTHERS, IT SIMPLY MEANS THAT THERE IS A CONNECTION AT A DEEPER LEVEL WITH THE TARGETED AUDIENCE. THESE INSIGHTS ALSO LEAD PROMOTIONAL STRATEGIES FOR CURRENT RELEASES AND INFORM LONG-TERM MARKETING DECISIONS.
MAKING GLOBAL HITS
THE RESULTS OF SUCH EXPERIMENTS HELP CREATE MORE EFFECTIVE CAMPAIGNS, OPTIMIZE BUDGETS, AND ALSO IMPROVE CONNECTIONS WITH FANS. FOR A GENRE AS POPULAR ALL OVER THE WORLD AS LATIN MUSIC, CONSIDERING THE TASTE OF THE AUDIENCE IS OF GREAT IMPORTANCE IN CREATING THE NEXT BIG HIT.
