A lesson in personalization from Netflix
Despite what our mum told us, it turns out we’re still pretty bad about reading books by their covers. At least, that’s what Netfix have discovered. Discovering an unhealthy obsession with Adam Sandler movies? Just can’t get enough of buddy comedies? Maybe you’ve recently binge watched a lot of creepy sci-fi box sets. Whatever your ‘thing’ is, Netflix know – and it’s being used in their favour.
According to the entertainment giant, recommendations aren’t enough anymore – they’ve learned they have to persuade us that recommendation is worth our precious time. And they’re doing it by tailoring the artwork you see. Depending on your interests, the latest James Bond film could be illustrated with your favourite actor, a car chase scene, the standard love interest… anything that appeals to your particular interests.
From tailoring colour ways on trainers to adverts that (sometimes creepily) contain your name, a lot of brands are jumping on personalization – and it’s sure to be a big theme for brands over the course of the year. But as this example from Netflix proves, the most effective personalization happens when you don’t even know it.