Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.

1. “DIGITAL MARKETING EVALUATION OF AN OTT PLATFORM”
BY
SAGAR CHAUJAR
SYMBIOSIS CENTRE FOR MANAGEMENT STUDIES, NOIDA,INDIA
BACHELOR OF BUSINESS ADMINISTRATION 2017-2020
SYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY), PUNE, INDIA

3. ABOUT THE GIANT OVER-THE-TOP
PLATFORM
• Netflix Inc. is an American giant media service provider founded in 1997 by Reed
Hastings & Marc Randolph in Scotts Valley, California.
• The company's primary business is its subscription-based streaming OTT service which
offers online streaming of a library of films and television programs, including those
produced in-house.
• Netflix had over 148 million paid subscriptions worldwide, including 60 million in the
United States, and over 154 million subscriptions total including free trials

4. STAND IN THE MARKET
• Government
Regulations
• Piracy
• Competition
• Expand
Customer
Base
• Niche
Marketing
• Alliances
• Limited
Copyrights
• Increasing
Debt
• Operational
Costs
• Originality
• Global
Customer Base
• Adaptability
STRENGTH WEAKNESS
THREATS
OPPORTUN
ITIES

5. STRATEGIES THAT BROUGHT WONDERS
 CONTENT STRATEGY
“Content originality leads to brand exclusivity “
In the business of entertainment, where you are competing with many businesses similar to
you, the only differentiating factor between you and them is the content that you provide to
your audience.
 TECHNOLOGY
“User experience is the key”
Tools like Optimizely and Adobe Experience Cloud help Netflix personalize the content for us.
This content personalization makes the homepage of every user look different from each other.

6.  DIGITAL MARKETING
“Market the content & it will help you build the brand”
Netflix takes time to focus on its content & create campaigns to promote & engage the
audience to promote the TV.
These three pillar strategies has brought wonders to the Over-the-top media service provider
not limiting itself to the whole country but running across the world.

7. SOCIAL MEDIA HANDLES

8. SOCIAL MEDIA CAMPAIGNS IN LINE
 “WHOLE MONTH BINGING “
Netflix has devised this whole new time table
concept to woo more number of people on the
social media who are compelled to follow this time
table religiously with new shows screening for the
first time. With everyday you are at a different spot
with a different story for your entertainment. It makes
them stand.

9. CONSUMER INSIGHTS / SENTIMENTS ON
THIS CAMPAIGN
• Netflix users have liked the time table concept of new
releases which makes them more updated about the
new shows & series being released in the coming
month.
• Users are very particular about their favourite shows
which are upcoming on the OTT platform.
• They are quick to point out the media service giant
when some shows, of their choice, are going to be
released for their viewing.
• Netflix’s this time table campaign has been able to
create a buzz in the minds of consumers who are being
compelled to discuss about new shows being released
which automatically leads to new show promotions.

10.  “MEME GAME STRONG”
Netflix social media handles are extensively using
memes as a way to promote their shows & content.
With pun fitted with its every posts, they are creating
a laughter on the social media & the internet which
at lasts attracts a lot of people to talk about those
shows leading to automatic promotions. People
tweet, love & share.

11. CONSUMER INSIGHTS / SENTIMENTS ON
THIS CAMPAIGN
• With the content generation being original plus adding a lit
bit of pun, quirkiness & comedy , it has created wonders for
Netflix.
• People like, laugh, comment & share these memes to their
friends & family members who are binging shows on Netflix
which automatically is spreading the brand to more wider
audiences without making any extra costs.
• This media campaign has made customers more ecstatic to
create a buzz on the internet which urge non users to
become users of Netflix for movies & shows viewing.
• Every one hour they post something funny to keep up the
flame of their shows & content.

12.  “FESTIVAL WISHING & CELEBRATIONS”
Netflix has adopted newer ways to wish to their
followers & users on festivals & occasions which are
highly appreciated because of innovative ways to
wish plus market their product on the internet. The
very purpose to wish people is fulfilled with
promotions intact with them.

13. CONSUMER INSIGHTS / SENTIMENTS ON
THIS CAMPAIGN
• With every approaching festival or
occasion Netflix has set its posts to
spread the wishes plus market in a
more innovative to beat out the
competition thereby creating a buzz.
• During such occasions people like to
wish others with such posts by tagging
them.

14. CONCLUSION: MY TAKE
Firstly on enquiring & spending a lot of time on their social media handles it has
brought to light that Netflix Inc. has cemented its hold by creating a buzz in the minds of
its followers on social media through its well planned posts for every point of situation
or occasion. Secondly, their social media handles glitter because of the youth targeted
‘memes’ which attracts a lot of younger users who in-turn with their word of mouth
promotion urge adults in family to taste the entertainment Netflix offers to them. For
every user they offer personalised interface which suits the user needs to the fullest as
everyone has different likings. Netflix Inc. has drove the customer engagement on
social media to a different level but some posts lack enough information which can be
labelled as un-authentic at times. Overall there is positive background with some
controversies maturely handled so that it doesn’t hurt brand image & goodwill.