NETFLIX

MARKETING
STRATEGIES

NAME –
ROLL NO –
DIV –
SUBJECT – NEGOTIATION AND SELLING
INTRODUCTION

Netflix is planning to
expand its present streaming-
only service to include the
option to
stream to many devices at
the same time. The $7.990
streaming-only option now
restricts
viewing to one device at a time
(Netflix, 2012). Multiple
device watching is presently
offered
in three of the four Unlimited
Streaming + DVDs plans,
which vary in price from
$15.980 to
$29.980 and allow for
simultaneous viewing on up to
four devices (Netflix). The
new service
is aimed at families who don't
want to watch DVDs but rather
to stream content on several
devices at the same time. The
major marketing goal is to
expand the worldwide
subscription
base from 23.0 million to 30.0
million streaming users.
Netflix is planning to
expand its present streaming-
only service to include the
option to
stream to many devices at
the same time. The $7.990
streaming-only option now
restricts
viewing to one device at a time
(Netflix, 2012). Multiple
device watching is presently
offered
in three of the four Unlimited
Streaming + DVDs plans,
which vary in price from
$15.980 to
$29.980 and allow for
simultaneous viewing on up to
four devices (Netflix). The
new service
is aimed at families who don't
want to watch DVDs but rather
to stream content on several
devices at the same time. The
major marketing goal is to
expand the worldwide
subscription
base from 23.0 million to 30.0
million streaming users.
Netflix was founded in 1997, offering online movie rentals
with less than 1000 titles. Soon, it switched to the subscriber-
based model, and in 2000 Netflix introduced a personalized
movie recommendation system. By 2005 Netflix had over 4.2
million subscribers and started work on a video
recommendation algorithm. And finally, in 2007, Netflix
began its streaming services and original content creation. By
2016 Netflix had over 50 million subscribers; the story
continues today as it is a worldwide presence in the video-on-
demand industry.
Netflix marketing strategy is undoubtedly a guide
for worldwide. It is a learning experience to know how this
digital media streaming company outperformed all others in
the market.

Netflix Target Audience

Netflix's target market is young, tech-savvy users and anyone

with digital connectivity. The audience of Netflix is from
diverse age groups and demographics.

However, most of the audience are teenagers, college-goers,

entrepreneurs, working professionals, etc. Netflix aggressively
works on content expansion and personalization to expand the
user base. They separate the kids' and adults' audiences based
on their maturity levels.

What Are the Key Principles of Netflix Marketing?

Netflix is a fantastic example of an integrating marketing

strategy. It is integrated, agile, and customer-driven to make
the maximum impact. Netflix follows a customer-centric
model to deliver a seamless experience. The platform follows
integrated marketing for effective targeting and makes the
best use of content marketing for data analytics.
  Customer-centricity: Netflix focuses on creating a solid
connection with its customers by engaging them
personally and personalizing their viewing experience.
They also use clever marketing tactics to get people to
watch their shows.
 Integrated viewing experience: Multi-device and up-to-
date no matter where you view it from, makes the
experience combined.
 Innovation: Modern marketers must use data
analytics to create experiences that delight consumers.
Netflix uses customer data analytics to get content
recommendations because it knows which movies its
customers like to watch. For example, if a Netflix user
likes Rocky, it will also offer them sports
documentaries. As you manage your business, you,
too, need to use data analytics for effective marketing
and website optimization.

Marketing Strategy of Netflix

Netflix uses data-driven and customer-centric marketing

strategies that work in the digital age. Netflix's success relies
on constant analysis and optimization, so you can use these
tools for marketing your business online.
Digital Marketing Strategy of Netflix

Netflix's marketing strategy is a surefire example of

innovation and modern-day technology growth. The platform
has been eager to bring the changes per market need or user
demand. The evolution of the marketing tactics from time to
time is one of the core reasons behind its success.

Netflix proves that a brand can connect with customers easily

through regular analysis and optimization. Simply put,
Netflix's advertising strategy is full of agility, data-collection,
user-centricity, personalization, and dedication. Major and
minor brands can follow such a strategy and boost brand
exposure and market value.

5 Key Takeaways from Netflix Marketing Approach

Let's walk through 5 effective strategies of Netflix's

advertising strategy that led them to the most disruptive
business model.

1. Use Personalized Content

Netflix is an excellent example of how personalized content

can improve user satisfaction. Netflix knows what TV shows
and movies its users like to watch. It uses this information to
create customized recommendations for them. This allows
them to find the content they enjoy without searching through
many lists. It also ensures that users are always getting the
latest and greatest content. This level of personalization is
critical for online users because it enhances their experience
and makes them more likely to return to a site in the future.

2. Ensure Multi-mode Experience

Starting with a DVD service, Netflix's journey has been

successful because of its multi-device strategy. You can open
Netflix on TV, computer, smartphone, and tablet with
seamless content continuity being watched. The company
shows zero restriction in meeting the customers wherever
required. Netflix follows both online and offline promotion
strategies to boost user engagement. Be it any medium; their
marketing strategy remains aligned wherever it can work.

3. Blend Technology with Marketing Tactic

You wouldn't find two Netflix accounts with the same

interface or suggestions. The recommendation shows order is
as per user activity and ever-changing. They change the
artwork frequently to add a sense of newness. Netflix puts
modern-day technology to good use. The platform keeps on
having new features to gain maximum engagement. Machine
learning is a proven technology trend to transform marketing
research to the next level. The blend of ML into advertising is
what helps Netflix Marketing Strategy.

4. Target Emails Like Any Other Marketing Channel

It is wrong to say or consider that email marketing is dead.
Netflix is one solid example of a company making the most
out of email marketing. They are one step ahead and pairing
the email campaigns with machine learning systems. It helps
gather more user data and preferences—further, the data
segments into multiple user groups for precise and effective
customer targeting. So, email marketing can introduce Netflix
to new users and show relevant recommendations to the old
users. One essential tip from Netflix email marketing is to be
creative and take risks. Those old boring emails wouldn't help
get such an impact as Netflix today.

5. Create a Buzz with Better Interactions

Netflix has used the best content marketing strategy in the last
decade. The company thinks of an out-of-the-box way to grab
quick attention from users. They are bringing standalone
products and unmatched experiences. On top of everything,
the platform has a seamless communication channel to boost
momentary awareness and recognition. The platform allows
the audience to be involved in the story and make decisions.
This unpredictable move is a proven game-changer for
revolutionizing future television. The incomparable buzz in
the platform keeps the user stuck to binge-watching. The users
feel high engagement in the hopes of finding a happy ending.
Conclusion

Hence, Netflix happens to be a unique example and

inspiration for many fellow companies. They have done a
commendable job in content, branding, business model, and
product. Netflix marketing strategy has a lot to offer to market
enthusiasts and students.