It’s always fascinating to take a look at how a brand is marketing to us as consumers. For marketing pros, looking at advertisements or seeing branded content may be more detailed than the average consumer. We prefer to see things through the lens of the brand, learning their process and their creativity so that we can glean some valuable insights.
And some companies seem to have the most wizard-like marketers on their team. Spotify, one of the original streaming music juggernauts, is one such brand that seems to hit home run after home run with simple yet intuitive marketing techniques. What can be learned here?
One lesson to be gleaned from Spotify’s marketing is the true power of an algorithm. Sure, we’re talking about an entertainment brand here, the use of an algorithm is nonetheless interesting. But Spotify is well-designed for users to prefer to discover new music. The platform takes time to learn about users’ behaviors and preferences and then employs the use of a powerful algorithm that creates customized playlists and recommendations based on this.
It seems simple and not all that revolutionary, but the trick here is exactly how well it works. Users can enjoy a full customized service without any extra effort. All they need to do is use the platform as they normally would, and the algorithm builds more content ideas around that behavior.
Using algorithms to track and predict user behavior is useful in that it builds brand loyalty. Spotify has millions of dedicated and engaged users who see the value in the paid service. The custom content makes it heads and shoulders above its competition for those who prefer discovery. Thanks to the intricate algorithm Spotify uses, its users feel as if the platform is working for them in every interaction.
Another creative tactic that Spotify uses is to collaborate with artists on exclusive content. Again, this is far from a universe-altering technique, nor is it one that is unfamiliar to most. However, the quality of the content Spotify pushes out as well as the seamless integration into the app are what sets this service apart.
Remember: users typically want to have to go through as few steps as possible. This applies to consuming content as well. The integration of visual content with the music users are already listening to is seamless within the Spotify platform.
The music streaming space is highly competitive, so all brands involved must stay on their toes when it comes to creating value for their customers. Spotify seems to have hit its stride early (remember that Valentine’s Day campaign they did using billboards a few years ago? Clever, indeed) and kept that momentum going by always offering its customers the most individualized experience possible.
This effort to create a user experience that is customized is one that will continue to grow in importance for brands. Marketing a product or service has gotten more difficult with more competitors entering the space each day. Taking a page out of Spotify’s book to create a unique user experience may be helpful for businesses struggling to stand out.
Ronn Torossian is the CEO and Founder of 5W Public Relations