And in a subconscious decision, those same users decide to continue listening to Spotify over the upcoming year. As they think back on the past year, users are reminded of the music they listened to through Spotify. The company releases its wrapped feature at the end of the year, which is a time when users are often retrospective of the past and optimistic for the feature. Third, Spotify’s personalized marketing is timely. Music is a connecting factor for many consumers, and users are able to compare their yearly results and see similarities and differences in their listening preferences.
Second, Spotify’s personalized marketing is shareable. When users see the bond between themselves and the company, they will be more likely to continue subscribing to Spotify’s services. Through the wrapped feature, Spotify is able to show users how the company has been able to provide a valuable streaming experience. So why does personalized marketing matter? What lessons does it hold for beginning marketers?įirst, personalized marketing increases brand loyalty. And for the first time, podcast creators also received their own wrapped portfolio. Spotify expanded the feature in 2019, showing users their streaming preferences for the entire decade. On the billboards, in small black letters, were the words: “Thanks, 2016. The company began its first data-driven marketing campaign, creating billboards that poked fun at users who had listened to different songs. Spotify’s marketing team recognized the oddity of the year, and they capitalized on it. And to cap it all off, Leonardo DiCaprio finally won an Oscar. In Europe, the United Kingdom’s decision to withdraw from the European Union coined the term “Brexit,” creating a heated struggle between those who wished to stay in the EU and those who wished to leave. In the United States, the election of President Donald Trump captured headlines and embroiled the nation in political debate. It’s been weird.”Ģ016 was not a normal year. Unlike other companies, which will establish a marketing platform and then use that platform for many years, Spotify’s marketing techniques change from year to year.ĭon’t believe me? Consider these examples. To garner social media attention and attract younger consumers, Spotify’s marketing strategy focuses on popular trends.
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