#20. Achieve Personalization Without Spotify Money
Personalize Your Marketing Like Spotify (Without A Spotify Budget)
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Hey there!
Firstly, I'm going to ask for a favor. I'm running a survey of marketers to learn about how our strategy and campaign planning habits have changed.
It's only a few yes/no, ABCD style questions that shouldn't take more than 5 minutes. And you can win an Amazon gift card for filling it out.
Now to dive into it! Did you see Spotify's latest campaign? Because everyone was talking about it on social media.
Personalized marketing as a term gets thrown around frequently, but there aren’t a lot of examples of effective implementation.
However, Spotify takes successful personalization to a new level.
Their latest marketing campaign, Only You, is a fantastic example.
Users were able to see a snapshot of their unique, personal listening habits over the past 6 months. As part of this, an "Audio Birth Chart" was included of users' favorite tracks and artists as their "signs."
Here are 5 ways Spotify elevates their brand by making personalized marketing into a true competitive differentiator. And how you can do the same.
1. One-to-One Marketing Content
The Only You campaign is just one example of how Spotify builds out campaigns with a one-to-one mindset.
It provides personalized content for each user that is both fun and useful.
But it also speaks to each customer directly and individually, not as a cohort or statistic.
2. Data-Driven (Minus the Creepy)
One of the biggest challenges for companies is not just gathering or organizing data, but also applying it.
The Only You campaign presents user data using the right mix of lighthearted tone and beneficial insights, without screaming, "HEY, we're stalking your activity."
3. Awareness of Customer Trends
Millennials and Gen-Z are really into astrology (must have been all those Miss Cleo commercials our parents watched).
Spotify cleverly incorporated this trend into their campaign content by presenting in the form of an “Audio Birth Chart.” The move clearly aimed to better connect with a key target demographic for their company.
4. Encouraging Virality
It’s near impossible to predict what content will go viral. And in fact, most marketers cringe to hear going viral as a campaign goal.
But Spotify does a tremendous job of knowing how to push their campaigns in that direction.
The Only You campaign design makes it easily shared across any social media or communication platforms.
5. Bold Risk-Taking Without An Exact, Short-Term ROI Analysis
This kind of campaign isn't scalable, and it doesn't tie directly back to revenue.
But that didn't stop Spotify from pulling the trigger on this.
Most companies, especially at the executive level, fail to understand the value of marketing that doesn’t create immediate conversions.
But the long-term benefits of doing this type of "delight-your-customers'' content will certainly pay off for brands.
I went more in depth plus included some tips, tools and resources to help you apply personalization to your marketing strategy (even on a more limited budget).
You can find all that here.
If this was useful, I'd really appreciate it if you'd share it with others!
And as always, thank you for subscribing and reading my words. 🙏🌸
<3
Chantelle
Bonus: Other Brand Case Studies & Campaign Analysis
How Starbucks Turned 10 Seconds Into $240,000 [Read Now]
Why Spotify Placed A Big Bet On Podcast Content [Read Now]
The Social Media Lessons From Netflix's The Circle [Read Now]
How Zoom's Customer Strategy Created Pandemic-Era Succes [Read Now]
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