To wrap up the end of the year and help consumers look forward to the new one ahead, Spotify created a dynamic series of data-driven music billboards that call out specific user habits. The '2018 Goals' ads call out groups of users with messages like: "Take a page from the 3,445 people who streamed the ‘Boozy Brunch’ playlist on a Wednesday this year," as well as noting single users who put together standout undeniably unique playlists such as "Leftist Elitist Snowflake BBQ." Many of these data-driven ads touch on the current political climate and how Spotify users are using the platform to express their beliefs through music.
By adopting marketing tactics that directly engage individual consumers, brands have the potential to build new relationships, strengthen existing ones and repair ones with previous customers.
What's Driving This Trend
- Data-driven Billboards
- Opportunity for brands to engage with customers by using data-driven billboards that personalize messages for individual users.
- Personalized Advertising
- Opportunity for brands to incorporate customer data and personalize their advertising messages to individual users, creating a stronger bond between the consumer and the brand.
- Political Advertising
- Opportunity for brands to capitalize on the current political climate by using consumer data to create messaging that aligns with their beliefs, strengthening the brand-consumer bond.
Who This Affects Most
- Marketing and Advertising
- Marketing and advertising have the potential to use consumer data in innovative ways to build stronger relationships between brands and their customers.
- Music Streaming
- Music streaming services have the opportunity to use data to provide targeted advertising and personalized experiences for individual users.
- Outdoor Advertising
- Outdoor advertising companies could adapt their billboard messaging to utilize data in order to personalize messages for individual consumers in a way that creates more engagement and brand loyalty.
