DIGITAL MARKETING INITIATIVES OF

SECTION F, GROUP 3
Introduction: Netflix
• Founded in 1997, Netflix leads the world as a provider of on-demand video, movie streaming, and television
series.
• Present in more than 190 countries with over 180 million active subscribers.
• The Over-the-top (O.T.T.) video service provider is riding the wave of TV III Digital era in the post-
postmodernism era, (Netflix) believed by many to be the harbinger of the phenomenon.
• “Great marketing only makes a bad product fail faster – David Ogilvy” - is something Netflix takes to heart,
differentiating itself on the content provided, annihilating competition when it comes to sheer volumes of
good quality original content.
• It follows a subscription-based business model for streaming services, offering a wide array of movies and
television programs, majorly produced in-house.
• Recently announced automatic deactivation of inactive accounts in case no response was recorded from the
holders against in-app notifications and subscriber emails.
 Netflix: Journey

Pay-for-use • 1998

Digitalized services
Subscription • 1999 Rent DVD’s with customization
online for a
fixed fee per
month
Service based • 2009 Rent boxed
products
through mail
service in the
U.S
Business Model Canvas
Marketing Tactics
• Use multi-channel marketing to connect with people online and offline
• Make emails memorable and people will talk
• Offer personalized content to keep people hooked
• Let data show you the secrets to better customer service
• Embrace machine learning to enhance the user experience
• Make interactive products and experiences to generate a buzz
• Focus your customer service on the people who matter
The Long Tail Effect
• The Long Tail effect – Coined by Chris Anderson in 2004, the reduced costs of distribution over the Internet
are making it easier for businesses to serve consumer demand for niche items, and this collection of all
niches, “the long tail,” generates substantial value for a variety of businesses.
• Through long tail Netflix can continue to develop and continue to gain more and more titles to a point where
we may live in a world with no Blockbusters and physical DVDs. It is through the groundbreaking long tail
innovation that has made Netflix as successful as it is today, especially when compared to its competitors.
• This analysis, however, overlooks the fact that it’s impossible to predict what will be a hit. The list of top 100
rentals on Netflix is a good indicator of consumer demand.
• The author Nissim Taleb deals with phenomena like these where the outlier (like Juno) has a significant effect
on the average performance. He calls this effect the “Black Swan.” In the blockbuster strategy, which requires
heavy investments, the returns on all movies would perhaps cluster around one, and an outlier like The Dark
Knight returns six times its investment. The exposure to the outlier, or the Black Swan, is much greater in the
tail. As we’ve seen, an outlier in the tail can have a much more significant return.
DIGITAL Content strategy
Content is the linchpin of social media marketing and Netflix is rightly called the king of media streaming for its
top-notch content game.
Netflix’s approach to social media is centred around authenticity and interactions with people – with
everything sprinkled with a dash of humour and wit.
Digital Campaigns

• To promote Black Mirror, Netflix launched an app called Rateme which was a complete
down-flow of the shows first season. They also made a web tool for promotion of Stranger
Things.
• To promote the launch of the second season of Narcos, Netflix partnered with language app
Babbel and We Are Social, Milan, to teach people how to speak Spanish like the Colombian
drug dealers in its show.
The campaign reached more than 50 million people, 100,000 of them tried the experience
and Narcos’ social following increased by 40%.
• A few weeks back Indian audience started trolling Radhika Apte for being the only actor of
choice on Netflix. Netflix used this opportunity to become a part of the conversation &
created a campaign around Radhika Apte for Netflix.
This has turned trolling into serious appreciation & has gained more popularity for being
witty.
 Humour in Advertising
Marketing tip: Use humour only if it’s suitable and non-
controversial for the product or service you’re promoting. Have
fun but not at the expense of painting your brand as one that’s
insensitive and inconsiderate towards consumers.

Airport Netflix Commercial

Ad
https://www.youtube.com/w
atch?v=Sv-
tyVuZTls&feature=emb_logo
Netflix: Let’s Make a Meme
Marketing tip: Get with the times! Research the variety of marketing methods that are gaining more traction and
engagement. Even if they’re hard to adopt immediately, find out how you can be more relatable and increase engagement
among your consumers.

Netflix’s Twitter —
A Meme Account
Appreciate your Customers
Marketing tip: Share stories and posts, retweet, and give appreciation
where it’s due. Make your consumers understand how appreciative
you are that they’ve trusted your services or products over others.
Engage with Customers
Marketing tip: All social media platforms have a range of
methods that give you access to engage with your customers.
Use these methods – posts, polls, questions, stories, and videos –
to increase engagement with your customers and do it more
often to continue keeping their attention and interest. 
Personalize Your Message

Marketing tip: Be smart about the

data you collect from your customers
and leverage the right metrics for your
business. Always remember to deliver
content your consumers want to see.
If your business has a range of
products and services, pitch one
product or service at a time without
being too pushy. Make your
consumers feel like you remember
them – it also always helps to address
them by name!
Email Marketing

NETFLIX keeps a strong eye on browsing behavior and sends out emails based on that.
Here’s just a sample of user preferences that Netflix measures:
• What time they watch content, on which day
• When they pause, rewind, and resume content
• The ratings they give to each movie/series
• The device they use to watch that particular show
• Do you prefer watching a single episode, or entire series at a time?
• Other browsing and scrolling habits
New Netflix customers receive a series of emails that make content recommendations and
encourage new users to explore the platform. This is a way of driving platform adoption, which
improves customer retention in the long run.
Original Content
• Netflix posts promotional and informative content on its
social media handles.
• Informs its audience by posting on the upcoming
releases
• Uses humor for promotional activities by posting memes
of its shows and movies
User Generated Content
• Netflix uses UGC for promotional activities. It shares
fans' posts about specific shows and movies to help
spread the word about new premieres.
• UGC shows other people are getting excited about its
new shows and makes people intrigued to see what the
fuss is all about.
• Ex – Birdbox, 45 million people streamed during the
first week
#BirdBox
Netflix in Different Countries

INDIA US UK
• Original and User • Both Original and User • Original and User
Generated Content. Generated Content. Generated Content.
• Promotional and • Promotional and • Major focus on Promotional
informative posts. informative posts. and informative posts.
• Engagement by polls and • Engagement by polls. • Lower number of polls and
questions. • Lower use of humour on questions.
• High use of humour on both both Instagram and twitter. • High use of humour on
Instagram and twitter. Instagram and lower use on
• Follow the trends. twitter.
Why People Choose Netflix
Apart from being one of the pioneers of the industry with their subscription model, the value proposition is yet
another element which helped this particular service to become as popular as it is today. In fact, there are a
total of four elements that are making all the difference.
• Affordable price (every fourth household in the US has a Netflix subscription, that’s why they can sell so
cheap)
• Accessibility (on all devices, when and where you want)
• Original content (invest in own shows, based on the analysis of their own customer data)
• Large amount of high quality content in many different genres
Success Pillars of Netflix
• PILLAR 1 – DIGITAL CONTENT STRATEGY
• PILLAR 2 – TECHNOLOGY
• PILLAR 3 – DIGITAL MARKETING
Conclusion: 
The marketing mix of Netflix consists of 3 main pillars, Content strategy, Technology and Marketing. It’s the proper
amalgamation of these three that has helped the brand to become what it is today.
 Netflix on Social Media
Facebook Followers
Twitter Followers
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Netflix Hulu Youtube IMDB Netflix Hulu Youtube IMDB

Netflix: Results
• Netflix has amassed more than 150
million subscribers worldwide,
giving it the largest paid customer
base. The U.S., Brazil and Canada
are three of its largest markets,
while Australia is the company’s
biggest success story in the Asia-
Pacific region. India differs from
most of these markets, however, in
its population’s sensitivity to price.
• User engagement on Netflix shot
up to as much as 80 minutes a day
as of March 28 from a little under
50 minutes on February 5 in India
owing to local content.
THA K YOU