Netflix's Digital Marketing Strategies: Analysis and Recommendations
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This report provides a detailed analysis of Netflix's digital marketing strategies, examining how the company has leveraged various techniques to acquire and retain a large customer base in a competitive market. The report delves into specific strategies such as video marketing campaigns, exemplified by the "A great day in Hollywood" initiative, which aimed to highlight diversity and enhance brand image. Furthermore, the report explores Netflix's content strategy, including the production of original content like "Stranger Things" and "Narcos," which has been crucial in building brand exclusivity. The report also discusses the company's use of technology to enhance user experience through personalized content and algorithms. Additionally, it analyzes Netflix's multi-channel marketing approach, including social media engagement, and the integration of features like Instagram stories to boost customer interaction. The conclusion highlights the importance of digital marketing in Netflix's growth and market share on a global scale.

Netflix
About Netflix in digital marketing
About Netflix in digital marketing
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Netflix
Netflix is considered as one of the American media services provider. The company was
founded in 1997 by Reed Hastings ad Marc Randolph in Scott’s valley, California. In 2018 it
has been examined that the overall revenue of the company was 1,579.4 USD. Netflix has
considered different digital marketing strategy to boost the demand of the services offered in the
competitive market. This paper, will discuss about the different digital marketing strategies
considered by Netflix (Morabito, 2016).
It has been investigated that the digital marketing techniques assisted the company in
acquiring and retaining the large number of customers towards the services. There are different
digital marketing strategies used by the company and due to this the company has attained the
large market share in the competitive business environment.
Video marketing campaign
It is one of the digital marketing strategies that are considered by the company to enhance
the demand among the customers. On June 28th Netflix introduced the video marketing campaign
named as “A great day in Hollywood”. In relation to this strategy, it has been seen that it has
given success to the black actors. The company has considered the step to highlight the diversity
in the Hollywood. This campaign has helped the company to link with the past that has also
boost the social and cultural awareness of the users. By introducing this video, the company
maintained the strong brand image in the competitive market. This has positively affected the
mindset of the people and boosted the demand of the services in the market (Jenner, 2016).
Content strategy
It can be said that company also used the content strategy in relation to digital marketing.
It is believed by the company that “Content originality leads to the brand exclusivity”. In the
business of entertainment where the different companies are competing, it can be said that
content has an important role in maintaining the large customer base. Netflix considered the
smart move in which they started producing their own original content under “Netflix originals”.
There are different shows such as stranger things, black mirror and Narcos who helped the
company to boost their brand image in the today’s competitive market. This is one of the best
digital marketing strategies considered by the company and it has helped the business to enhance
on the large scale (Lean labs, 2019).
2
Netflix is considered as one of the American media services provider. The company was
founded in 1997 by Reed Hastings ad Marc Randolph in Scott’s valley, California. In 2018 it
has been examined that the overall revenue of the company was 1,579.4 USD. Netflix has
considered different digital marketing strategy to boost the demand of the services offered in the
competitive market. This paper, will discuss about the different digital marketing strategies
considered by Netflix (Morabito, 2016).
It has been investigated that the digital marketing techniques assisted the company in
acquiring and retaining the large number of customers towards the services. There are different
digital marketing strategies used by the company and due to this the company has attained the
large market share in the competitive business environment.
Video marketing campaign
It is one of the digital marketing strategies that are considered by the company to enhance
the demand among the customers. On June 28th Netflix introduced the video marketing campaign
named as “A great day in Hollywood”. In relation to this strategy, it has been seen that it has
given success to the black actors. The company has considered the step to highlight the diversity
in the Hollywood. This campaign has helped the company to link with the past that has also
boost the social and cultural awareness of the users. By introducing this video, the company
maintained the strong brand image in the competitive market. This has positively affected the
mindset of the people and boosted the demand of the services in the market (Jenner, 2016).
Content strategy
It can be said that company also used the content strategy in relation to digital marketing.
It is believed by the company that “Content originality leads to the brand exclusivity”. In the
business of entertainment where the different companies are competing, it can be said that
content has an important role in maintaining the large customer base. Netflix considered the
smart move in which they started producing their own original content under “Netflix originals”.
There are different shows such as stranger things, black mirror and Narcos who helped the
company to boost their brand image in the today’s competitive market. This is one of the best
digital marketing strategies considered by the company and it has helped the business to enhance
on the large scale (Lean labs, 2019).
2

Netflix
(Source:Nasdaq, 2018).
The company has also enhanced the experience of the users by using the latest
technologies. In the new technology, the users can easily access the browsing activity tome and
also the shows they watch on the applications. All this information that is offered to the
customers by Netflix has helped to enhance the customer’s user experience (Nylén &
Holmström, 2015).The algorithm has assisted to understand the personal choices and also the
online behavior that has assisted in maintaining the personalization and also enhanced the
satisfaction level of the customers at the time of login in.
The tools such as Optimizely and Adobe experience cloud have assisted the company to
personalize their content on the digital platform. The content personalization has assisted to
make the homepage of the customer’s looks different from each other. With the help of this the
customers can easily see all the shows they have viewed last on their homepage and due to this
the positive impact has been seen on the viewing experience of the customers (Fernández Gómez
& Martín Quevedo, 2018).
In relation to marketing, Netflix also considered the advanced digital marketing
techniques that has helped to acquire the new customers base and boosted the satisfaction of the
customers that are existing one. Marketing is known as one of the essential pillars of the Netflix
and the tagline used by the company “See what’s next?” On the digital platform, the company
focused on the content and created campaigns to engage the customers. The company has also
3
(Source:Nasdaq, 2018).
The company has also enhanced the experience of the users by using the latest
technologies. In the new technology, the users can easily access the browsing activity tome and
also the shows they watch on the applications. All this information that is offered to the
customers by Netflix has helped to enhance the customer’s user experience (Nylén &
Holmström, 2015).The algorithm has assisted to understand the personal choices and also the
online behavior that has assisted in maintaining the personalization and also enhanced the
satisfaction level of the customers at the time of login in.
The tools such as Optimizely and Adobe experience cloud have assisted the company to
personalize their content on the digital platform. The content personalization has assisted to
make the homepage of the customer’s looks different from each other. With the help of this the
customers can easily see all the shows they have viewed last on their homepage and due to this
the positive impact has been seen on the viewing experience of the customers (Fernández Gómez
& Martín Quevedo, 2018).
In relation to marketing, Netflix also considered the advanced digital marketing
techniques that has helped to acquire the new customers base and boosted the satisfaction of the
customers that are existing one. Marketing is known as one of the essential pillars of the Netflix
and the tagline used by the company “See what’s next?” On the digital platform, the company
focused on the content and created campaigns to engage the customers. The company has also
3
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Netflix
focused on Instagram tool for boosting the experience of the customers and also it has built the
brand image of the company. It has been examined that company also maintained the flow of
communication with the customers through the digital platform (Aguiar & Waldfogel, 2018).
There are different digital platform such as Twitter, Face-book and Instagram. The
company also resolved the major issues of the customers from this digital platform. To boost the
market share and also the customer base, it has been seen that at the company offered the new
platform in which the customers can directly share their Instagram story at the time of watching
the different episodes. Netflix announced that the application for Ios will now help the customers
to share their movies and TV shows. Also, the sharing feature will work with the entire library of
the company and the users can access it on the global platform. This has generated the interest of
the users towards the unique service offered by the company and also enhanced the market share
in the competitive market. It has also been analyzed that company is now the latest high profile
partner that directly integrate the stories of the users. This is one of the best strategies that have
hyped the services of the Netflix among the customers and it has directly affected the profits in
the market (Burroughs, 2019).
Multi channel marketing is the digital approach considered by the company as it has
helped in enhancing the demand of the services on the global platform. The company is also
available for every device and from computers to smart televisions it can be accessed by the
users. So, it can be stated that marketers has considered the same approach for promoting the
services. Presently, it has been seen that company has partnered with snap chat as it provides a
platform to create an augmented reality experience. Netflix also promoted the different seasons
through Twitter and Face-book (BOITNOTT, 2019).
The company also promoted the different shows through social media platform. It is one
of the major benefits that are attained by the company. By using social media channels the
company focused on maintaining the customer base. Netflix also offered the chance to the
customers to solve their queries in respect to the problems the customers are facing (summers,
Brecht, Eager & Gutarin, 2016). The customers have the chance to ask any question and from
their official page, the company focuses on solving the queries of the customers. It is one of the
effective medium that has helped the company in solving the queries of the customers and also
boosted the demand of the services in the market. Also, on different social media sites, Netflix
4
focused on Instagram tool for boosting the experience of the customers and also it has built the
brand image of the company. It has been examined that company also maintained the flow of
communication with the customers through the digital platform (Aguiar & Waldfogel, 2018).
There are different digital platform such as Twitter, Face-book and Instagram. The
company also resolved the major issues of the customers from this digital platform. To boost the
market share and also the customer base, it has been seen that at the company offered the new
platform in which the customers can directly share their Instagram story at the time of watching
the different episodes. Netflix announced that the application for Ios will now help the customers
to share their movies and TV shows. Also, the sharing feature will work with the entire library of
the company and the users can access it on the global platform. This has generated the interest of
the users towards the unique service offered by the company and also enhanced the market share
in the competitive market. It has also been analyzed that company is now the latest high profile
partner that directly integrate the stories of the users. This is one of the best strategies that have
hyped the services of the Netflix among the customers and it has directly affected the profits in
the market (Burroughs, 2019).
Multi channel marketing is the digital approach considered by the company as it has
helped in enhancing the demand of the services on the global platform. The company is also
available for every device and from computers to smart televisions it can be accessed by the
users. So, it can be stated that marketers has considered the same approach for promoting the
services. Presently, it has been seen that company has partnered with snap chat as it provides a
platform to create an augmented reality experience. Netflix also promoted the different seasons
through Twitter and Face-book (BOITNOTT, 2019).
The company also promoted the different shows through social media platform. It is one
of the major benefits that are attained by the company. By using social media channels the
company focused on maintaining the customer base. Netflix also offered the chance to the
customers to solve their queries in respect to the problems the customers are facing (summers,
Brecht, Eager & Gutarin, 2016). The customers have the chance to ask any question and from
their official page, the company focuses on solving the queries of the customers. It is one of the
effective medium that has helped the company in solving the queries of the customers and also
boosted the demand of the services in the market. Also, on different social media sites, Netflix
4
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Netflix
post videos and pictures that attract the customers towards the services that are offered in the
highly competitive business world (Gomez-Uribe & Hunt, 2016).
Conclusion
By analyzing the paper, it has been concluded that Netflix has considered the digital
marketing strategies and due to this the company has enhanced the demand of the services in the
competitive business environment. By considering the strategies such as Video marketing
campaign and content strategy the company has attained the set goals and objectives. It is
important for the company to consider the different approaches as in the present era; digital
platform is one of the best ways for the companies to boost the demand for the service among the
different users. Netflix has attained growth and also the company build positive image among the
customers. So, it can be concluded that one of the major growth strategy considered by the
company is related with digital marketing that is used by the company to maintain the market
share on the global platform.
5
post videos and pictures that attract the customers towards the services that are offered in the
highly competitive business world (Gomez-Uribe & Hunt, 2016).
Conclusion
By analyzing the paper, it has been concluded that Netflix has considered the digital
marketing strategies and due to this the company has enhanced the demand of the services in the
competitive business environment. By considering the strategies such as Video marketing
campaign and content strategy the company has attained the set goals and objectives. It is
important for the company to consider the different approaches as in the present era; digital
platform is one of the best ways for the companies to boost the demand for the service among the
different users. Netflix has attained growth and also the company build positive image among the
customers. So, it can be concluded that one of the major growth strategy considered by the
company is related with digital marketing that is used by the company to maintain the market
share on the global platform.
5

Netflix
References
Aguiar, L., & Waldfogel, J. (2018). Netflix: global hegemon or facilitator of frictionless digital
trade?. Journal of Cultural Economics, 42(3), 419-445.
BOITNOTT, V. (2019). Netflix Shows Are Entertaining Enough, But It's the Digital Marketing
That's Masterful. Retrieved from: https://www.entrepreneur.com/article/308822
Burroughs, B. (2019). House of Netflix: Streaming media and digital lore. Popular
Communication, 17(1), 1-17.
Fernández Gómez, E., & Martín Quevedo, J. (2018). Connecting with audiences in new markets:
Netflix´ s Twitter strategy in Spain. Journal of media business studies, 15(2), 127-146.
Gomez-Uribe, C. A., & Hunt, N. (2016). The netflix recommender system: Algorithms, business
value, and innovation. ACM Transactions on Management Information Systems
(TMIS), 6(4), 13.
Jenner, M. (2016). Is this TVIV? On Netflix, TVIII and binge-watching. New media &
society, 18(2), 257-273.
Lean labs. (2019). Netflix Is Teaching a Digital Marketing Class. Retrieved from:
https://www.lean-labs.com/blog/netflix-is-teaching-a-digital-marketing-class-kind-of
Morabito, V. (2016). Digital Business Strategy and IT Alignment. In The Future of Digital
Business Innovation (pp. 141-159). Springer, Cham.
NASDAQ. (2018). Are Netflix's International Ambitions Justified & Achievable?. Retrieved
from: https://www.nasdaq.com/article/are-netflixs-international-ambitions-justified-
acheivable-cm61755
Nylén, D., & Holmström, J. (2015). Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation. Business Horizons, 58(1), 57-67.
Summers, J., Brecht, T., Eager, D., & Gutarin, A. (2016, September). Characterizing the
workload of a Netflix streaming video server. In 2016 IEEE International Symposium on
Workload Characterization (IISWC) (pp. 1-12). IEEE.
6
References
Aguiar, L., & Waldfogel, J. (2018). Netflix: global hegemon or facilitator of frictionless digital
trade?. Journal of Cultural Economics, 42(3), 419-445.
BOITNOTT, V. (2019). Netflix Shows Are Entertaining Enough, But It's the Digital Marketing
That's Masterful. Retrieved from: https://www.entrepreneur.com/article/308822
Burroughs, B. (2019). House of Netflix: Streaming media and digital lore. Popular
Communication, 17(1), 1-17.
Fernández Gómez, E., & Martín Quevedo, J. (2018). Connecting with audiences in new markets:
Netflix´ s Twitter strategy in Spain. Journal of media business studies, 15(2), 127-146.
Gomez-Uribe, C. A., & Hunt, N. (2016). The netflix recommender system: Algorithms, business
value, and innovation. ACM Transactions on Management Information Systems
(TMIS), 6(4), 13.
Jenner, M. (2016). Is this TVIV? On Netflix, TVIII and binge-watching. New media &
society, 18(2), 257-273.
Lean labs. (2019). Netflix Is Teaching a Digital Marketing Class. Retrieved from:
https://www.lean-labs.com/blog/netflix-is-teaching-a-digital-marketing-class-kind-of
Morabito, V. (2016). Digital Business Strategy and IT Alignment. In The Future of Digital
Business Innovation (pp. 141-159). Springer, Cham.
NASDAQ. (2018). Are Netflix's International Ambitions Justified & Achievable?. Retrieved
from: https://www.nasdaq.com/article/are-netflixs-international-ambitions-justified-
acheivable-cm61755
Nylén, D., & Holmström, J. (2015). Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation. Business Horizons, 58(1), 57-67.
Summers, J., Brecht, T., Eager, D., & Gutarin, A. (2016, September). Characterizing the
workload of a Netflix streaming video server. In 2016 IEEE International Symposium on
Workload Characterization (IISWC) (pp. 1-12). IEEE.
6
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