JTBD Theory and EDM
About the author: Tomas Corza is a marketing strategist, Jobs to be Done practitioner and musician.
Click here to contact Tomas Corza.
Introduction
Jobs to Be Done (JTBD Theory) offers a paradigm shift in understanding consumer behavior and crafting effective marketing strategies. Rather than focusing solely on the demographic and psychographic profiles, JTBD theory emphasizes the 'jobs' customers aim to accomplish in their lives. This perspective enables marketers to align their products and services more precisely with consumer needs. This article explores the application of JTBD theory in the context of a social media strategy for an emerging electronic dance music (EDM) artist in Los Angeles, targeting the cultural enthusiasts seeking new artist discovery via Instagram.
Understanding the JTBD Theory
JTBD theory, conceptualized by Harvard professor Theodore Levitt and colleagues, posits that consumers 'hire' products or services to achieve specific tasks or jobs in their lives. This theory transcends traditional marketing approaches by focusing on the underlying motivations and desired outcomes that drive consumer behavior. The core premise is that people purchase products and services not merely for their features but for the capability they provide in accomplishing certain tasks.
JTBD in Marketing Strategy
The application of JTBD theory in marketing strategy involves identifying the job that consumers want to accomplish and tailoring marketing efforts to address this job effectively. This requires a deep understanding of the context in which the job arises, the desired outcome, and the obstacles consumers face in achieving this outcome. In the realm of social media marketing, this approach can be transformative, as it shifts the focus from generic content creation to highly targeted, job-centric content.
Case Study: Instagram Strategy for an Electronic Dance Music Artist
To illustrate the practical application of JTBD theory, consider the content strategy I wrote for an electronic dance music artist. Who is aiming to establish a presence in the Los Angeles electronic dance music scene through Instagram. The strategy's foundation is built upon understanding the primary job to be done of the job performer, in that case being cultural enthusiasts who are trying to experience new artist discovery.
Job Performer: Cultural Enthusiasts
Cultural enthusiasts are individuals deeply invested in the arts and music scene, actively seeking novel experiences and discoveries. Their primary job is to uncover new and exciting artists.
Job to Be Done: Experience New Artist Discovery
The overarching job for these cultural enthusiasts is to discover new artists who can offer fresh, innovative sounds and experiences. This involves exploring various platforms and communities where such discoveries are facilitated.
Market Statement:
"Cultural enthusiasts trying to experience new artist discovery in the Los Angeles electronic music scene."
Crafting the Strategy: The Job Map
The cultural enthusiast journey was mapped out using the Universal Job Map, a framework from JTBD Theory that breaks down the job into specific steps. The following job map guided the content strategy on Instagram:
Define Goals for Artist Discovery Experience
Locate Artists That Will Achieve Experience Goals
Prepare to Experience Artist Discovery by Browsing Artist Profiles
Confirm Artist to Experience by Following Instagram Account
Execute Artist Discovery Experience by Engaging with Content
Monitor Artist Development
Modify Experience as Needed
Conclude the Experience
Audience and Personas
The strategy was tailored to three key personas within the audience:
Persona 1: LA local that is primarily focused on the artist and music aspect of the discovery experience.
Value Delivery: Experience artist discovery in the LA EDM scene with an artist that creates music they enjoy.
Value Gain: Build a community with people who are likely to attend live performances.
Desired Outcome: Minimize the likelihood of FOMO (Fear of Missing Out).
Persona 2: LA local that is primarily looking for live performance experiences and is not so much focused on the artist and music.
Value Delivery: Experience the excitement of the LA EDM scene.
Value Gain: Build a community with people who are likely to attend live performances.
Desired Outcome: Minimize the likelihood of existential dread.
Persona 3: Electronic music fan who enjoys artist discovery experiences via social media with a focus on the artist and music.
Value Delivery: Experience artist discovery with an artist that creates music they enjoy.
Value Gain: Build online community with followers who are likely to be more engaged.
Desired Outcome: Minimize the likelihood of FOMO (Fear of Missing Out).
Strategic Implementation: The Locate Stage
For an artist in the initial stages of their career, the 'locate' stage is crucial. This stage focuses on increasing visibility and attracting an initial follower base. Therefore the locate stage was chosen as the target. The strategy involves two primary components:
Content Creation for the Locate Job Step:
Content must be crafted to facilitate the job of locating new artists. For instance, Instagram reels can be employed to showcase the artist’s unique sound and creative process. These reels should be tailored to the preferences and behaviors of the target personas identified within the cultural enthusiast segment.
Target Segment and Persona Focus:
Initially, content should target two primary personas within the first target segment. By analyzing engagement metrics, the strategy can be optimized to focus on the persona that resonates most with the audience. For instance, if persona one demonstrates higher engagement with content, subsequent efforts should pivot to address this persona more directly.
Organic Engagement and Community Building
In addition to targeted content creation, organic engagement with the community is essential. Engaging with persona three within the second target segment helps foster an organic community. This approach involves participating in conversations, commenting on posts, and sharing user-generated content. An engaged community is more likely to remain invested in the artist's journey, contributing to sustained growth and visibility.
Conclusion
The JTBD theory offers a robust framework for developing targeted and effective marketing strategies. By focusing on the jobs that consumers aim to accomplish, marketers can create more meaningful and resonant content. In the case of the electronic music artist, applying JTBD theory to the Instagram strategy provides a clear, actionable roadmap for engaging cultural enthusiasts and fostering a vibrant community. This approach not only enhances the artist’s visibility but also builds a loyal fan base, setting the stage for sustained success in the competitive Los Angeles electronic music scene.
By integrating the principles of JTBD theory, marketers can transcend traditional demographic-focused strategies, unlocking new opportunities for innovation and growth. The key lies in understanding the deeper motivations driving consumer behavior and crafting strategies that address these motivations with precision and empathy.
Click here to contact Tomas Corza.
Click here to learn more about JTBD Theory
