The best marketing is driven by insight. It’s not copying competitors or doing the same thing you’ve always done just ‘because we always have’. When you use data on your existing customers to understand and deliver more of what they want – it drives loyalty, referrals and revenue.
Netflix
Netflix uses complex data algorithms to help keep you watching for longer, subscribing for longer, talking about their shows for longer, and encouraging others to also spend more time on the platform.
They use the data on your watching habits to curate suggestions for you and even have multiple program cover images depending on which would appeal to you the most. They’ve been using their data to produce more shows on the topics, the length of time, with the actors and the covers that people want.
We get more shows we love, Netflix gets a high subscription loyalty – win-win.
Monzo
Monzo presents your data back to you to help you understand your money more. If you gain trust in your bank, it’s easy to use, and even easier to understand – why would you ever go elsewhere?
They give you an overview of your finances, Summary helps you set financial goals, and check your progress against them. You can also see trends and similarly to Spotify wrapped, you’ll get an end-of-year quiz on where you went and what you spent your money on.
They ran a #trendingspending campaign to show people’s purchasing habits across London to share peoples favourite bars, restaurants and shops! They’ve always had data at the forefront of their marketing as a modern bank but imagine the uproar if HSBC shared their customers data like that!
Spotify
Every year, Spotify listeners get a ‘Spotify Wrapped’ breakdown of their top songs, genres, and even a playlist of their top songs of the year. If you’re on social media you’ll soon be seeing people’s Spotify results from 2022 plastered all over.
With your total listening time also included, there’s almost an unspoken ‘competition’ of who clocked up the most total hours.
Presenting people’s data back to them in this easily digestible and shareable way is great marketing. It keeps people listening, paying, and promoting the streaming platform.
We know data inside-out and can help you understand yours. From using your data to understand how your current audience are using your products and services, to identifying who they are and building lookalike audiences to get more ideal customers, we have the insight to help.
Call 020 3369 0130 or fill out our contact form to find out more about how we can help achieve your business goals.