As I thought about what to write about this week, I started running through companies or brands I follow and who did digital marketing well. One of the first people that came to mind was Taylor Swift. Now whether you love or hate her music, there is no denying that she (or someone on her team) is a marketing genius. To put it simply, she knows how to grab our attention.
One thing we must recognize is that there is always meaning behind what Taylor Swift does. For example, she decided to put her music back on Spotify this summer. However, instead of just releasing it on some random Friday, she did so on the same day as the release of Katy Perry’s new album. Petty? Maybe. Effective? Definitely.
Then there was her social media hiatus leading up to her newest album, Reputation. Several days before the first single was released Taylor Swift wiped all her social media clean. There was really no trace of her, personally, online. Then, she began releasing short clips of a snake that were creepy and ambiguous. The first single was released, and the famous line came out: “The old Taylor can’t come to the phone right now. Why? Oh, cause she’s dead.”
Whoa. She had wiped her slate completely clean. There was no trace of old Taylor. Genius.
Swift didn’t stop there. She continued to engage her audience digitally even after the release of the album. Short clips of her music videos, snapshots of reviews of the album, and personal videos began surfacing. She even created a Fan Verified site. This allowed fans to gain early access to her concert tickets by watching her videos, buying merchandise and buying the album online. Fans also received points for signing up for her email alerts or following her on Twitter, Facebook or Instagram. It was digital marketing like none she had done before.
Did she even need to do it? Who knows. Did it work? For sure. There weren’t many conversations taking place online in the Fall that didn’t discuss Taylor Swift’s new “Reputation” in some way. We can all learn a little more about digital marketing from her.