Netflix Promotions and Channel Tools

This study discusses the promotional strategies used by Netflix, including advertising, sales promotion, public relations, direct marketing, and social media marketing. It also explores the steps involved in developing a communication program and the use of new technology by Netflix.

Netflix promotions and
channel tools

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Promotion.....................................................................................................................................3
Advertising...................................................................................................................................3
Sales promotion...........................................................................................................................4
Public relations.............................................................................................................................4
Direct marketing..........................................................................................................................4
Social media marketing................................................................................................................4
Steps involved in the development of communication programme.............................................5
Netflix new technology................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Netflix is using excellent promotional strategy to get the competitive advantage. They are
using modern marketing method such as social media marketing more for the promotion
purpose. Netflix is the American based company, it is the OTT platform. The main business of
the company is they provide subscription based screening services (Elnahla, 2020). This study
will discuss the marketing topic which is promotion in detail.
MAIN BODY
Promotion
Marketing communication is the technique which is used by the company so that they
successfully reach towards the target market by different kinds of communication.
Elements of communication mix are:
Figure 1 Communication mix
Source: MARKETING THEORIES – THE COMMUNICATIONS MIX., 2021
Personal selling: under this the products are sell personally by the Netflix to the customers, it
helps in explaining the benefits of the product their and then.
Advertising: it is the technique to target large population through television, print media, radio,
online etc. Netflix massively do advertisement.

Sales promotion: when given the discounts or offers during the purchase to the customers, the
company give discounts to attract customers.
Public relation: it means building relation with the public to create brand ideology, Netflix have
strong PR team. (Lobato, 2019).
Direct marketing: when the company markets the products directly to the customers without
using any medium channels.
E-marketing: when the marketing is done through using email, this is helpful in targeting mass
audience, regular Netflix email their targeted audience.
Advertising
Advertising means when the company is targeting mass audience in order to sell their
products and services. Advertising is done through traditional or modern methods. Traditional
method includes TV, newspaper etc and modern include online marketing. It is helpful in
creating the brand awareness. Netflix do competitive advertising under that the company give
discounts and offers on subscription to increase the sales and also monitor their competition that
what advertising strategies they are using so that which is helpful for Netflix to beat the
competition. Now the traditional advertising which is billboards, magazines etc is ignored by the
company as the company has shifted on modern marketing like social media platform, it is used
by majority of people so that is the advantage for the company (Lobato, 2018).
Sales promotion
This is the traditional method of marketing communication mix. It means that when
something in return of the purchase is given to the customer by the company which can be offers,
discount coupons, free gifts etc so that it can be helpful in boosting the sales. Netflix also does
this by providing one month free subscription to the customers. By offering the additional value
the company is able to draw or attract the attention of target audience. It increases the customer
loyalty and their involvement in the company and also helpful in reducing the inventory by
selling the dead stocks.
Public relations
It means that how company handles relationship with the public or within stakeholders of
the company. Public relation becomes complex thing of the marketing communication mix when
business grow on large scale. The tools for public relations are public events, press, financial
reports, interviews, lobbying, sponsorships etc. the PR of Netflix is strong because company

think about people and give benefit to them. They come out with innovative things related to the
entertainment aspect (Martín-Quevedo, Fernández-Gómez and Segado-Boj, 2019). In today's
world people are easily connected with each other so company should regulate on corporate
social responsibility.
Direct marketing
Without the help of intermediary channels, company reach directly to customers. This
element of marketing communication process involves email marketing, telemarketing, coupons,
online marketing, advertising on television etc. it is beneficial for long time period and also helps
in creating good customer relationship. E mail marketing means when promotional message is
sent by the company to large group of people via email. This is cost effective and time saver
marketing technique and also covers large audience. Netflix use this technique on regular basis
so that their customer can feel a sense of relation with the company.
Social media marketing
Social media marketing means when company used social media platforms like
Facebook, twitter, Instagram etc for marketing or selling their products or services. It is very
beneficial for company as in less time it reaches to the large audience and also cost effective as
compare to traditional marketing methods. Netflix also use social media marketing and posts
daily on their social media handles so that they can connect with the audience and people do not
forget about the brand. It is trending nowadays and helpful in creating the brand awareness. It
increases the conversion rates and improving the search engine rankings.
Steps involved in the development of communication programme
1. Identifying the target audience
The target audience of the company will be those people who fall in the age group of 18-40
years. They are the target of the company because the people fall under this age group search for
entertainment options more and also they prefer online entertainment.
2. Defining of communication objectives
The main objective of Netflix is creating interest and stimulating demand as many people are
aware about the company but didn't purchase their product so company will push the customer so
that they go for purchase.
3. Message choosing

Under this company will choose that what media they will choose for marketing. Message means
that when the information given in words or symbols (Genchev and Todorova, 2017). Company
will give the message to the audience whenever they add any new feature.
4. Selecting the media
Company will be choosing social media marketing for the promotion of the product. Netflix will
select this as the technique is using by their competition also and is the most effective technique
of marketing.
5. Deciding budget
Particulars Amount($)
equipments 1500
design 1000
Copy writing 500
stationary 400
others 500
total 3900
6. selecting communication mix
In the communication mix advertising will be selected because through that company can attract
people to purchase their product and create the awareness for the brand.
7. Implementing and evaluating results
With the help of communication programme company has achieved success in converting their
leads into the buyers and also get customer loyalty.
Netflix new technology
Netflix is the new technology as it is the over the top platform where online screening is done.
The pandemic situation has brought opportunity for the company as the theatres are closed so
people are preferring this (Lahtinen, Dietrich and Rundle-Thiele, 2020). In the future also
company should use online marketing for targeting large group as nowadays people remain more
online and uses online tool for gathering any kind of information and the target audience of the
company is highly engaged on social media so marketing on that will be beneficial.

CONCLUSION
Through this report it can be concluded that communication mix elements are
advertising, direct sales, email marketing etc. and the modern method of marketing which is
social media marketing is used by many companies including Netflix for increasing the customer
base and sales. Development of communication programme and evaluated new opportunity for
Netflix.

REFERENCES
Books and journals
Elnahla, N., 2020. Black Mirror: Bandersnatch and how Netflix manipulates us, the new
gods. Consumption Markets & Culture. 23(5). pp.506-511.
Genchev, E. and Todorova, G., 2017. Sales Promotion Activities–Effective Tool of Marketing
Communication Mix. Available at SSRN 3089894.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Lobato, R., 2018. Rethinking international TV flows research in the age of Netflix. Television &
New Media. 19(3). pp.241-256.
Lobato, R., 2019. Netflix nations: The geography of digital distribution. NYU Press.
Martín-Quevedo, J., Fernández-Gómez, E. and Segado-Boj, F., 2019. How to engage with
younger users on Instagram: A comparative analysis of HBO and Netflix in the Spanish
and US markets. International journal on media management. 21(2). pp.67-87.
Online
MARKETING THEORIES – THE COMMUNICATIONS MIX., 2021. [Online], Avaliable
through< https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
communications-mix >
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