this post was submitted on 17 Dec 2023
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Marketing like that doesn't have solid numbers. Did sponsoring FC Barcelona cause people to signup to Spotify? How many? How much revenue did they get from each one?
Even when people fill in the "where did you hear about us?" option during signup, the data there is murky, at best. You can try to do tracking like "we saw a 20% increase in signups during and immediately after FC Barcelona games", but that's still just a proxy measure. Maybe it isn't 20%, but more like 2%, and that could easily be noise.
These deals tend to have an amorphous "increase in brand awareness" that has little hard data to back it up.
I can take your word for it, or I can consider the fact that basically every major company in the world does it. Somehow I don’t think it’s totally useless.
Yeah, that dude's take reads just like climate science denial and flat earth conspiracies.
People who are good at marketing have convinced people with money to do it, yes.