Happy Show & Tell Tuesday ! Today’s topic was shared by Account Specialist Jessica Hoffman, an avid Pandora Internet Radio listener.
Recently, Pandora sent Jess a series of e-mails celebrating the 10th anniversary of the streaming music service. Here are just a few takeaways from this compelling campaign, which puts the spotlight on digital marketing at its best.
1. Showcasing the people behind the tech. Swiping through the screens of an app on your smartphone may seem impersonal. But when you use Pandora, you’re doing a lot more than interacting with a device. By putting the spotlight on their individual musicologists, Pandora emphasizes that their users are interacting with a team of people, each with a unique personality and backstory that shapes the work of meticulously categorizing and describing each piece of music.
2. Using customer data the right way: to deliver a better service and a better customer experience. It’s understandable that consumers experience some anxiety about the data collected by online services that they use. Pandora’s campaign, however, puts the spotlight on a big positive: the capability to leverage data, when used with intelligence and integrity, to create a uniquely personalized experience—in the case of Pandora, a listening experience that improves continuously by learning about personal preferences as the user interacts with the service over time.
3. Emphasizing that the customer is part of a collaborative effort. The marketing principle underlying the “one thumb at a time” infographic—the “finale” to this campaign—is akin to a point of view relative to customers that we, here at Marketing Works, encourage our clients to adopt: one in which the relationship with the customer is collaborative. This is exactly what we mean when we talk about a shared purpose—a brand or organization working with the customer to accomplish something beneficial, rather than doing something for the customer. Pandora’s infographic expresses the central importance of customer engagement—all the thumbs ups, thumbs downs, skips, and so on—in the context of all the work invested on Pandora’s side to compile and analyze the music and deliver it to a market of one.