Let’s be honest — personalisation is one of those buzzwords that everyone talks about, but not everyone quite gets right.
It’s no longer enough to just start an email with someone’s first name and call it personalised.
In this month’s Snap Insights, Snap’s Marketing Manager Marcus Verrell shares his take on how brands can move beyond the basics to create truly personalised experiences that resonate with customers.
Personalisation done right: Beyond the basics
True personalisation in marketing is about giving people experiences that feel relevant, unique, and genuinely tailored to them. It’s about understanding their preferences, anticipating their needs, and creating connections that feel personal, authentic, and memorable.
Brands leading the way in personalisation
Here are a few big-name brands that are doing personalisation really well and setting the bar for others:
1. Spotify
Spotify’s ‘Wrapped’ campaign is a brilliant example of personalisation in action. By looking at the songs, genres, and podcasts you’ve listened to over the year, Spotify offers a personalised roundup with stats and playlists that reflect your tastes. It’s a fun, sharable experience that makes each user feel like the service is designed just for them. And the best part? Everyone seems to love sharing their Spotify Wrapped Data each year creating loads of brand exposure on social media.
2. Netflix
Netflix knows exactly how to personalise your viewing experience. Their recommendation engine suggests shows and films based on your viewing history, ratings, and even the time of day you tend to watch. Their “Because you watched…” feature and genre-specific recommendations feel like Netflix understands your tastes better than you do, making it easier to find content you love. No wonder we all watch so much Netflix!
3. Amazon
Amazon has perfected personalisation through its tailored shopping experience. From the ‘Customers who bought this also bought…’ suggestions to dynamic product recommendations, Amazon’s algorithm anticipates what you might be interested in next. Plus, their personalised email campaigns and notifications keep you in the loop with items you might like, based on what you’ve browsed or purchased.
What personalisation really means today
- Relevance, Not Redundancy: People expect brands to understand their needs without overstepping. Successful personalisation means using data thoughtfully and respectfully, ensuring it adds value rather than being intrusive.
- A Seamless Experience Across Platforms: Whether it’s your website, email, social media, or an app, the experience should be consistent and connected. Personalisation isn’t just about one channel — it’s about creating a smooth, unified journey wherever your customer engages with your brand.
- Real-Time Engagement: With advances in technology, brands can now deliver personalised messages and offers at the exact right moment, making the experience feel even more relevant.
The Bottom Line
Personalisation isn’t just a marketing trend, it’s an essential part of how businesses build lasting relationships with customers. When done properly, it turns casual buyers into loyal supporters.
By following in the footsteps of brands like Spotify, Netflix, and Amazon, companies can create experiences that delight and engage their audience in ways that feel truly personal.
Snap’s team of innovative designers, data driven marketers & pixel perfect developers, create lasting digital experiences. They work with an extensive range of clients from independent start-ups to established multi-jurisdictional companies. For more information, get in touch via the website or [email protected]
