For a few years now, we have been seeing an increase in the use of the theme of astrology and planetary alignments in digital marketing to connect with users through the use of personalization .
In fact, Google searches for terms like ” birth chart ” and ” mercury retrograde ” continue to grow steadily. Brands have also relied on astrology to launch new products, such as Sephora’s makeup collections or Pandora’s charms.
In the not-so-distant past, it was crazy to think of talking about astrology and business in the same sentence , but research firm IBISWorld has now valued the psychic services industry at $2.2 billion. The zodiac has become a legitimate business matter, and one that the marketing industry, even B2B, cannot afford to ignore.
Recent B2C and B2B examples
It is easier to find this type of campaign in B2C companies, but it is a good time for B2B companies to rely on personalization (knowing what software they use is not enough) to connect with our customers.
Here we compile the campaigns that we liked the most:
HubSpot personalizes its products and resources according to zodiac signs:
Google recommends digital careers to its Instagram followers, based on the element of their signs, look at the gif we created with the certification options.
One B2C digital campaign we’ve seen and really liked is Spotify’s campaign, which predicts your sun, moon, and rising signs based on your most-listened-to artists. This campaign, carried out in 2020, generated more than 60 million actions from 90 million users for Spotify Wrapped, and that’s just counting what Spotify can measure, as screenshots aren’t something the company can track.
Then in 2021, they continued betting on the bahrain telemarketing list mystical universe, and calculated based on your most listened to artists, how your musical aura would be defined,
HubSpot itself, to convene its annual event, INBOUND 2020, used the resource of zodiac signs to combine them with the online sessions they offered.
Beyond beliefs
Now, beyond your beliefs and opinions (or ours) about astrology, we must recognize that it is a great way to personalize communications with our clients.
Learn how you can use personalization using HubSpot
In HubSpot you have the possibility of using sgeand seo: the definitive guide with practical strategies smart content. To be able to use it, it is essential to know your audience and their purchasing journey, and to establish digital marketing criteria that will guide them, such as lists of your contacts’ zodiac signs, products they have purchased, cities they live in, etc. Make sure to have well-structured forms to be able to collect this information and always have your CRM data organized and clean.
Image: HubSpot
By using automation tools within HubSpot, you can strategically use your database, segment using lists, to connect with your audience and their interests; for example, with email campaigns.
Segmentation options in HubSpot:
- Country
- Device Type
- Reference Source
- Language of your preference
- Member of the contact list
- Life cycle stage
Statistics to consider regarding personalization:
- 77% of customers have chosen, recommended or paid more for a brand that provides a personalized customer experience.
- 37% of brands started using first-party data to personalize consumer experiences in 2022.
- 90% of customers find personalized burundi lists experiences engaging
- 72% of customers only engage with marketing messages that are personalized and contextualized to their specific interests and desires
Access more relevant digital marketing statistics here
How can personalization be used for B2B business?
It is true that personalization in b2c markets may seem easier than in b2b. But all consumers deserve a personalized shopping experience. And we must remember that in b2b environments. The buyers are ultimately people looking for experiences.
If your company focuses on b2b, you can offer personalized experiences. Establishing differences according to certain criteria. For example, whether they are clients or not.the type of product or service. They have contracted, or whether they are new or recurring visitors