Netflix’s
ability to inspire binge-watching among their audiences with their
award-winning shows is remarkable, but it is their digital marketing prowess that
is their true “special sauce.” Their successful approach to digital marketing has
created a significant impact on how consumers want to receive content from
brands — and others are taking note.
Perhaps the
most influential aspect of Netflix’s digital marketing strategy is their
ability to customize content based on user preferences. This approach enables
customers to have a seamless experience that is tailored to their unique
interests. Smaller companies that do not have the bandwidth to employ hundreds
of engineers to formulate these complex algorithms are turning to handy
platforms that allow them to “fake” personalization. “Tools like Optimizely and Adobe
Experience Cloud let you personalize content based on a variety of data points
like the country associated with an IP address, or whether or not a visitor is
already a lead in a CRM,” says journalist John Boitnott. “Based on this
information, marketers can choose to display different website experiences in
order to better serve the interests of a particular visitor.”
Netflix is also changing the way brands disseminate
information and promote new products. For example, when it released the hit
show Stranger Things, it teamed up with Snapchat to release an augmented
reality experience. Again, Netflix understood the unique nature of their target
audience and recognized that this was a platform where they could be reached. Through
these approaches, Netflix is showing other brands that the best way to acquire
and retain new customers is through a compelling digital marketing strategy
that is personalized, creative, and memorable.
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