Using Pandora to Market Online Education

Pandora is the most popular personalized online radio that is used widely by millions of people in the United States. Streaming musical content is part of an experiment known as the “Music Genome Project” which seeks to predict musical taste by matching preferences with music the listener has not yet heard. A variety of factors with regard to the music itself and the user’s past behavior is taken into account. In some ways, the Pandora algorithm is a studied marketing ploy to predict what the target will like based upon his previous preferences. Its sophistication in targeting audiences based upon behavioral factors rivals that of the largest advertising agencies in the world and can also be put to extremely beneficial use by college departments that are responsible for marketing online education programs.

For the purposes of marketing online education, Pandora is a very powerful tool. The base listening audience that uses the service is largely the same age range of a typical college consumer target, ages 17-25, constituting 64 percent of listeners. The service is provided free of charge with occasional advertising content. Some users can pay a certain fee per month and avoid the ads, but most do not opt for payment. Ads on Pandora can be solely audio, or they can incorporate video that plays on the computer monitor of other mobile wireless devices the users may be using. The website also hosts advertising banners that display throughout the course of the day.

It should be obvious, given these facts, why Pandora would be a popular choice for placing ads as part of a campaign that is poised for marketing online education. Pandora offers specific ad placement based on particular demographics, such as gender, age, and the musical genre, and can also target ads in geographical markets based on zip code.

Using a service such as Pandora in marketing online education can mean a windfall in providing solutions for getting the word out on certain distance learning or online college educational programs. In conjunction with an optimized website design, and an extension of your college brand into social media such as Facebook, YouTube, Twitter, and various other online venues, the placement of advertising on Pandora is likely to yield several positive results that can be tracked and modified for future campaigns.

One of the most significant factors of advertising on Pandora is that users are increasingly using the service on their mobile devices, so it is a method of outreach that transcends the desktop or laptop environment. Similar to radio advertising (but not as expensive), ad placement on Pandora offers exquisitely fine-tuned product placement combined with a unique outreach that embraces mobile phone and digital device technologies, as well.