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Spotify CEO Daniel Ek
Acquired
The Power of Geographic Targeting in Early Marketing for Spotify
In the early days of Spotify, they found that geographical density played a crucial role in signing up users. They focused their marketing efforts on college cities in the US, where consumers were more likely to be music enthusiasts. This targeted approach was highly successful and helped them to find their first audience. Spotify believes that launching globally from day one is not always the right approach for internet companies. By constraining themselves geographically, they were able to effectively limit their audience and gain traction. In fact, Spotify credits their decision to launch in the US as their first market as a key factor in their survival and success.
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