What can brand marketers learn from Spotify's approach to personalisation?

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.


This article is part of a series of articles on personalisation. Read more.

The topic of personalisation is at times complicated, sometimes sensitive and can often be defined in any number of ways depending on who you ask.

Our aim is for every touchpoint a user has with Spotify to be in some way personalised to them as an individual in a specific context. This aim is the beating heart of our growth strategy. I want to share some insights on how we do this and what marketers might learn from it.

As a starting point, Gustav...

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