Rohan Dehal’s Post

Spotify recently made headlines with their success in providing a hyper-personalized experience. If you’ve been paying attention to the world of marketing, you'll notice that hyper-personalization is a hot topic for 2024. Spotify’s Daylist feature has masterfully harnessed the power of personalization, not just to cater to individual music tastes, but to embed itself into the lifestyle of each user. The Daylist feature, which offers playlists tailored to users’ listening habits at different times of the day, has not only captivated users but also become a cornerstone of Spotify’s marketing strategy. While the article from Marketing Brew shares a few different reasons this matters to marketers, the one that most caught my eye was FOMO as a strategy. By creating exclusive, personalized experiences, Spotify generates a sense of FOMO (Fear Of Missing Out) among non-users. This strategy has been effective in attracting new users, highlighting the potential of personalization to not just retain but also grow the customer base. I am inspired by the success of Spotify’s Daylist, and it is helping me consider how important hyper-personalization is in our overall marketing strategy at NCR Voyix. Our goal is not only to meet the expectations of our customers but to exceed them, creating impactful experiences that resonate on a personal level. I would love to hear your thoughts on how personalization is shaping your marketing strategies. Let’s discuss below. #MarketingStrategy #LifeatNCRVoyix #Personalization

"My Spotify knows me better than my therapist" - who can relate? ADWEEK explores this super personalised, global marketing campaign done in-house by Spotify where users, including famous ones, are featured alongside data driven captions. Personalisation may show in-app, including tailored playlists, recommendations, even sharable cards featuring a user's morning go-to tune. Spotify is famed for making the most of user data and putting everyday people in the spotlight, keeping up with user expectations for personalisation at an impressive scale. What will your Spotify account be saying about you? #globalMarketing #personalisation #userData #campaign

A well-executed Go-To-Market (GTM) strategy is the rocket fuel that propels a product from the drawing board to market dominance. It's not just about launching a product; it's about launching it right. When Spotify entered the U.S. market in 2011, it wasn't just another music streaming service—it was a disruptor in an already crowded space. But what set Spotify apart was its meticulously planned GTM strategy, which included: 1. Freemium Model: Spotify offered a free version with ads and a premium version without. This allowed users to experience the product’s value before committing, rapidly building a large user base. 2. Exclusive Content: Spotify secured exclusive content and early access to certain albums, attracting music enthusiasts who wanted to be the first to listen. This move created a buzz around the platform.   3. Viral Growth via Social Sharing: Spotify integrated with Facebook, enabling users to share their playlists and listen to music with friends. This feature turned users into brand advocates, driving organic growth through social networks. 4. Data-Driven Personalization: Spotify’s personalized playlists like Discover Weekly leveraged user data to offer a unique experience tailored to individual tastes. This personalization became a key differentiator, keeping users engaged and reducing churn. 5. Localized Marketing: They localized their marketing efforts to resonate with different audiences, understanding that what works in the U.S. might not work in Europe or Asia. So a successful GTM strategy is not just about the product itself but how you position, market, and deliver it to your target audience. Spotify’s success story reminds us that understanding your market, offering unique value, and leveraging virality can transform a product from just another offering into a market leader. #Productmanagement #strategy #hiring #GTM

Spotify Wrapped: The Gold Standard in Personalization Every December, Spotify sets the marketing world abuzz with its Wrapped campaign—a personalized year-end summary that transforms user data into a celebration of individuality. It’s more than just numbers; it’s a cultural phenomenon that dominates social media, floods timelines, and leaves users feeling proud to share their stories. Here’s why it works: Personalization: Spotify Wrapped makes every user feel seen and valued. From your top artist to the exact minutes you spent listening, every detail feels like it was curated just for you. It’s not just about the music—it’s about celebrating your journey. Shareability: Bold, colorful visuals and quirky stats like “You’re in the top 0.1% of listeners for this artist” are tailor-made for social media. Spotify doesn’t just create content; it creates moments users want to share. Emotional Connection: Music is deeply personal, tied to our memories, emotions, and experiences. Wrapped taps into that by turning listening data into a nostalgic celebration of the year’s highs and lows. The result? Millions of organic shares, endless conversations, and a brand that’s top of mind as the year closes. The Lesson for Brands: Spotify Wrapped is a masterclass in using data to tell stories and build loyalty. It proves that when you pair creativity with personalization, you can turn simple interactions into unforgettable moments. So, how can your brand leverage data to create campaigns that are personal, fun, and shareable? Whether it’s celebrating user milestones, offering tailored recommendations, or finding a unique way to highlight customer stories, there’s always an opportunity to surprise and delight. Personalization isn’t the future—it’s the now. #DataDrivenMarketing #Personalization #SpotifyWrapped #CustomerEngagement

As a loyal Apple Music user, even I have to admit the FOMO (fear of missing out) I always feel when seeing peers share their Spotify Wrapped. Indeed, this annual, highly personalized experience is considered one of the most genius marketing campaigns in the digital age. From its vibrant visuals to the showcase of user-generated content, Spotify Wrapped demonstrates how well-executed personalization can enhance user engagement and strengthen brand loyalty. This article breaks down what makes Wrapped so successful—give it a look! #SpotifyWrapped #MarketingCampaign #Personalization #WMIRL

Spotify Wrapped: Turning Data into a Fun, Shareable Experience Every year, Spotify takes something as simple as listening data and turns it into a viral sensation that everyone loves to share. In my latest blog, I dive into how Spotify Wrapped makes data-driven marketing fun, personal, and engaging for millions of users worldwide. From clever personalization to its viral effect, there’s a lot that brands can learn from Spotify’s approach. Devleena Banerjee Sharad Gupta Check out my full blog here

Tips for Growth: Scale Your Business Through Customer Retention To achieve business growth, it's crucial to keep attracting new customers while ensuring the loyalty of existing ones. This means investing in marketing strategies to draw in fresh clientele and prioritizing top-notch customer service to retain those already on board. Customer retention is an important growth strategy. Research shows that increasing customer retention rates by just 5% can increase your profits by 25% to 95% (Fred Reichheld). An excellent example of a company focusing on customer acquisition and retention to drive business growth is Spotify, the popular music streaming service based in Sweden. Spotify's success can be attributed in part to its innovative approach to attracting new users and keeping them engaged. Through strategic marketing campaigns, including free trial offers and personalized recommendations, Spotify effectively captures the attention of music enthusiasts worldwide. Moreover, Spotify places a strong emphasis on user experience, constantly refining its platform to ensure seamless navigation and high-quality audio streaming. By providing a user-friendly interface and a vast library of music content, Spotify fosters customer loyalty and encourages users to remain subscribed to its service. Spotify has expanded its offerings beyond music streaming to become a leading platform for podcasts, offering a diverse range of content to cater to various interests. Additionally, Spotify leverages data analytics to gain insights into user preferences and behavior, enabling the company to deliver personalized recommendations and curated playlists tailored to individual tastes. This personalized approach not only enhances the user experience but also strengthens the bond between Spotify and its customers. Overall, Spotify's commitment to customer acquisition and retention through targeted marketing initiatives, a focus on user experience, and data-driven personalization strategies has contributed significantly to its growth and success in the competitive music streaming industry. ------- Quantum Leap Agency (QLA) is a media-tech-enabled consulting company. We specialize in creating sustainable corporate finance. We help companies and institutions with: 1) Transactions (M&A) and raising capital: https://qla.ee/en 2) Grants: https://lnkd.in/d5DgD5ZF 3) Developing benefits and pension packages that adhere to ESG regulations and directives: https://qlainsurance.ee/ #growth #customerretention #spotify

The Genius Behind Spotify’s Wrapped Campaign - Data, Personalization, and Virality 📊🎧 Every December, Spotify’s Wrapped Campaign takes over social media. But this isn’t just a fun year-end recap. It’s a strategic powerhouse driven by data and personalization. Spotify Wrapped gives users a deep dive into their listening habits. It shows them their top artists, favorite tracks, listening time, and unique genres. But here’s what really sets it apart: --> Data-Driven Personalization: Wrapped uses Spotify’s vast listening data to give users a personal story. Each experience is unique. --> Built for Sharing: It’s designed for social media virality. The visuals are eye-catching, and users are eager to share their year in music with friends. --> Emotional Connection: By reflecting users’ habits, Spotify creates a deeper bond. It’s no longer just a music app, but part of their personal journey. The Technical Breakdown: --> Data Mining: Spotify collects and analyzes billions of data points across genres, time spent, and preferences. --> Algorithmic Personalization: Advanced algorithms turn this data into a tailored user experience, surfacing the most relevant content. --> UX/UI Excellence: The campaign is visually designed for quick sharing across platforms. Minimal effort for the user, maximum exposure for Spotify. The result? Massive social media engagement and increased brand visibility. Wrapped turns users into brand advocates, fueling organic growth through user-generated content. Spotify’s Wrapped is a masterclass in leveraging data to create personalized, shareable moments that boost both engagement and retention. PC: Sprout Social, Inc. #SpotifyWrapped #DataDrivenMarketing #Personalization #UserExperience #TechStrategy #MarketingInnovation #marketresearch #productmarketing

TL;DR: I designed Spotify Vault to solve the hassle of forgotten podcast promo codes, which evolved into a one-click buy feature for Spotify ads. It simplifies user purchases, boosts ad conversions, and unlocks revenue. Usability testing shaped the feature to be seamless and user-friendly, blending into Spotify’s core experience. A small idea became an impactful tool for user engagement and growth. ↘️ Over the past couple of months, I’ve been working on an exciting project called Spotify Vault, and I’m thrilled to share the journey. It all began with a simple idea: solving the frustration of capturing promo codes from podcast ads. This initial concept grew into an opportunity to enhance user experiences and potentially drive new revenue streams for Spotify. The idea stemmed from a personal pain point. Like many, I’d often hear podcast promotions but couldn’t act on them immediately—whether driving, exercising, or busy. By the time I remembered, the promo code was long forgotten. Curious if others faced this issue, I conducted interviews and usability research, which confirmed it was a common frustration, though not a critical one. Users saw it as a “nice-to-have” feature rather than a necessity. However, digging deeper revealed a larger opportunity: why stop at capturing promo codes? What if Spotify allowed users to act on ads directly within the platform? This insight led to an expanded vision—a one-click buy feature integrated into Spotify ads. This feature would streamline the user journey from interest to action, enabling seamless purchases without leaving Spotify. For Spotify, it offered measurable benefits like higher ad conversions and additional revenue. Designing Spotify Vault came with challenges. As a non-core feature, it had to blend into Spotify’s app without disrupting its primary focus on music and podcast streaming. I iterated on its information architecture and placement, aiming for a design that was discoverable yet unobtrusive. Usability testing played a pivotal role, uncovering key insights: frequent users located the Vault quickly, while infrequent users struggled. These findings drove further refinements, ultimately improving accessibility while maintaining focus on Spotify's core services. Throughout testing, users embraced the convenience of in-app purchases and expressed trust in Spotify for secure transactions—two critical factors in driving ad performance for advertisers. The iterative process highlighted the value of flexibility, as the one-click buy feature emerged organically through research and feedback. Looking back, I’m proud of how this project evolved. What began as a solution to a minor inconvenience became a feature with the potential to enhance user engagement, improve ad conversions, and unlock new revenue opportunities for Spotify. It reinforced the importance of adapting to insights and exploring opportunities beyond the initial scope. #productdesign #uxui #productmanagement #Spotify #figma

The Spotify Wrapped Fever is Here! 🎶 And is one of the product and marketing strategies that most fascinates and makes me curious to follow every year. It’s that magical time of year again when we’re all waiting (some not so patiently, if you check all the speculations and count downs happening online around it) for our personalized Spotify Wrapped. Isn't it fascinating how something as simple as your yearly listening habits has the power to take over social media and spark millions of conversations worldwide? So, what makes Spotify Wrapped such a cultural phenomenon? 🚀 It’s Personal: Your Wrapped is uniquely yours—a reflection of your year in music, capturing every moment, every vibe, every memory. 🚀 It’s Shareable: Those bold, colorful graphics practically beg to be shared. And let’s face it, we all secretly love sharing our top artists (at least most of us). 😉 🚀 It’s Emotional: Wrapped is more than data—it’s a celebration of the soundtrack to your highs, lows, and everything in between. 🚀 It Creates FOMO: The second you see friends posting their Wrapped, you need to check yours. 🎧 Last year, Spotify’s Q4 results told the story: 602 million monthly active users (+23% Y/Y), 236 million subscribers (+15%), and €3.7 billion in revenue (+16%). Wrapped isn’t just a campaign—it’s a catalyst for growth and engagement. Here’s what, in my opinion, we can all learn from this brilliant strategy: ✔️ Personalization is key—know your audience and make them feel seen. ✔️ Build anticipation—teasers, suspense, and exclusivity work wonders. ✔️ Shareable content creates community—Wrapped turns listeners into brand ambassadors. I’m curious: Who's looking forward to their 2024 Wrapped coming out? Let’s hear it! 👇