Dynamic Marketing Communiqué

This music streaming platform gained millions of listeners by giving personalized experiences! [Every Thursday: FYO!]

May 21, 2020

People can stream, view, and listen to countless hours worth of content online.

One of the most-streamed forms of media in the past decade is music.

Lots of people love music!

Everyone has their own favorite artists and a go-to playlist to listen to every day.

This music streaming platform has been able to create a listening experience like no other.

This is Spotify.

Launched in 2008, Spotify is now one of the world’s largest music streaming platforms.

As of April 2020, it has over 130 million paying subscribers and 286 million monthly active users!

With thousands of songs and a growing podcast platform, Spotify has become one of the best apps to use to listen to your favorites anywhere you go!

How did Spotify reach such heights?

By creating a personalized content experience for its users.

Spotify not only lets you listen to music, but it’s also designed to track your listening habits!

This allows the platform to recommend new songs and artists similar to the ones that you’ve been listening to.

Spotify will give you daily AND weekly recommendations. You can discover songs that you’ve never even heard of before!

The music streaming app takes the user experience one step further by giving you the option to share your playlist with friends and check out what songs your friends are listening to.

If that doesn’t satisfy your curiosity, you can sort through Spotify’s massive library of playlists. You might find some old favorites or genres you never knew existed.

One feature that highlights Spotify’s ability to provide personalized content is Spotify Wrapped.

This feature tracks all of your listening data over the span of a year (until early December).

Wrapped will show you:

  • Total number of minutes that you have listened to music and podcasts
  • Your top 100 most played songs in a single playlist!
  • An overview of your favorite artists and bands to listen to
  • An overview of where your favorite artists come from
  • Your top 100 most played songs in a single playlist!
  • “The Ones That Got Away” Playlist: Gives you some of the year’s best music

    that you might have missed!

A complete summary of your activity on Spotify!

Each one is completely different because listeners have different preferences and favorites.

While Spotify’s system and features are not things that everyone can easily recreate, it’s a great example of how a brand can understand its audience’s needs and wants.

Don’t worry! — You don’t need to do exactly what Spotify does to get the results you want.

There are different ways you can personalize content for your audience.

Personalize email campaigns

Email marketing helps improve engagement with your target audience. Get your content right, and they’ll be checking out your website in no time!

Add content unique to your target market’s location

Localized content is something that is commonly searched online.

For example, language-specific content can accommodate an international audience. You can use this to recommend nearby places they can visit to get your product or service.

Providing them with something close to home encourages them to engage with your brand and discover more!

Research and utilize user data and demographics

You’ll see the kind of content that they would most likely be interested in.

There are different types of data (Location, age, gender, previously accessed content…) a brand can use to make this happen.

You can use one type of data or you can use them all! It’s up to you to concoct the best user experience.

Choose the platform that’s most appealing to the audience you’re targeting—blogs, articles, applications, activations, promos, and many more.

Personalization allows you to establish a better connection with your audience and understand their needs and wants. By doing so, they’ll engage with your brand more!

Personalized content is also great for digital marketing. It helps give your brand a more immersive experience overall.

In today’s world, engaging with your audience digitally has become more challenging.

By creating a more “personal” experience, you add a new degree of interactivity that will help your brand’s online presence grow!

About The Dynamic Marketing Communiqué’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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