We round up some of our most-read stories on Mobile Marketing Magazine from 2023 so you can take a look back at some of the biggest news stories from the past year and head into 2024 fully up to speed.

Twitter presses ahead with X rebrand

In July this year, the billionaire owner of Twitter announced that the social media giant would cease to exist in name and that X would be the new “everything” app.

At the time, CEO Linda Yaccarino posted: It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square.

“X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.”

Read the full story here.

EE boss insists customers are ‘not sentimental’ about losing the BT name

Indeed launches Job Jukebox on Spotify

Read the full story here.

TikTok launches Creativity Program Beta

Snap and Vogue launch Vogue x Snapchat: Redefining the Body AR exhibition

Talking personalisation with Burger King

Spotify’s Chief Financial Officer, Paul Vogel, has announced he will be leaving the streaming platform in March next year, days after the company announced it was laying off almost a fifth of its workforce to cut costs.

In a letter, Founder and CEO Daniel Ek said: “Economic growth has slowed dramatically and capital has become more expensive. Spotify is not an exception to these realities.

“To be blunt, many smart, talented and hard-working people will be departing us.”

Read the full story.

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The post Year in review: Mobile Marketing Magazine’s top stories of 2023 appeared first on Mobile Marketing Magazine.

Spotify’s head of global marketing, Louisa Ferguson, has described this year’s Wrapped as the “realest” so far, despite something about 2023 feeling “especially chaotic” with regards to how people consumed culture.

This week, the online streaming platform launched its Wrapped personalised user experience with new interactive features to help fans celebrate their year on the app, alongside a creative marketing campaign across OOH, digital social and on-platform across 31 markets.

“We wanted to acknowledge that feeling because it felt very accurate to 2023,” Ferguson said.

“Amidst all this, we realised that “your Wrapped doesn’t lie.” The data is real. And so we leaned into creating the realest Wrapped ever.”

According to Ferguson, who has been with the company since 2020, this year’s Wrapped campaign has been the biggest campaign it has delivered with individual statistics being created for millions of users across 170 markets and in over 35 languages.

She continued: “We started the year with Playlist in a Bottle and were overwhelmed by the positive user response. We expanded the My Top Five franchise. We also developed a genre-based experience called “Find Your Flow.”

“These experiences represent a new way of thinking about marketing and product at Spotify and there’s more coming after Wrapped, which I won’t give away just yet.”

“Wrapped is the capstone of what has been an incredibly delightful year of Spotify interactive experiences,” she added.

“Originally, we believed these experiences needed to be short and sweet. But we’ve found that there’s a cohort of fans that want to go a level deeper. They want to engage. This was exciting because it inspired us to do even more data-rich, complicated experiences.

“We also learned that market nuances matter, and for Wrapped, these learnings just reinforced the need to think critically about global versus local campaign executions.”

Spotify’s global marketing boss also revealed the streaming platform has plans to launch “tons of events” around the world to “celebrate the year in music”, which will be complemented by out-of-home experiences with interactive components.

She said: “We’ll also reveal our top artist through a special billboard moment in several cities across the world.

“I think what’s become wonderful about our Wrapped celebration for the global top artist in particular is that it’s given us permission to deliver special experiences for fans.”

“Some of our coolest, craziest work comes from those collaborations. Critically, it’s a celebration for the fans as much as the artist. We’re able to recognise both and celebrate the achievement,” she concluded.

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