“Out-of-home gives that hyperlocality that gives those “aha” moments to people. And it allows a digital community to feel connected in a physical way. This is happening here. We’re all seeing this and remembering this moment together.”
— Spotify CMO Seth Farbman
This week as we discuss bases of segmentation in Social Media Marketing, I am reminded of Spotify’s 2018 “Goals” campaign and it’s hyper localized geographic segmentation of viewers through data analysis.
By analyzing the their own users accounts and their locations, Spotify was able to create 100’s of personalized, statistical ads based on users listening habits that target the behaviors of certain geographical locations.
The Segmentation was two fold.
Behavioral – Ads were created to reflect the collective actions of Spotify users in 2018 using lighthearted commentary, subtly encouraging others who relate to the billboards and online ads to take the same action on their platform.
Geographic – Ads were were hyper customized and localized to a users location. Billboards and online ad’s targeting behavioral segments based on the location of people who made them; geofencing physically and virtually to deliver ads that would reflect the behaviors of people in said location.
The results were highly related and shareable advertising that saw a 40% growth in revenues.
Talking about shareable, let me know I’m not typing in to the dark, silent void by Sharing your thoughts in the comment section below. And if you want to be the cool kid in your cyber networks, share with friends all the hip stuff you learnt from this article on social media brah.
ITS BUSN TIME 