Three Niche Marketing Tactics As Used by Netflix
Netflix is one of the best performers in the home entertainment market. The video streaming service has over 3 million subscribers in the UK, and has earned itself spot as an industry leader by adopting niche marketing tactics to set itself apart from the competition.
Content Marketing
In the digital marketing world, it is important to create original and compelling content to establish your brand’s authority. By focusing on promoting its own exclusive series, Netflix is doing the same thing. Shows like House of Cards and Orange is the New Black are television series that cannot be found anywhere else on television or the internet. So, Netflix is able to draw in consumers and improve its authority by offering up a viewing experience that no one else can match.
“Original shows are content marketing,” says Matt Kumin, chief executive (CEO) of PublishThis. “The whole idea is to create unique experiences that are original, add value, and connect with your target audience”.
Reliance of Word of Mouth Advertising
One factor that has always set Netflix apart from other media brands is its reliance on word-of-mouth. Rather than focusing on brand advertising, the company prefers ‘to activate their existing user base to be brand advocates’.
Whenever you watch a show or a movie, Netflix automatically ‘shares’ your activity with your Facebook friends. So, you are spreading the word about Netflix without having to actively do anything aside from watching your favourite shows.
Still, Netflix could be doing more with its social media marketing. As major platforms for word-of-mouth marketing, Facebook and Twitter could be incredibly useful for Netflix. However, the company has just 1.04 million Twitter followers and 10 million Facebook fans – and is not particularly active on either network.
The Netflix blog could also do with being more engaging; currently, it only provides technical updates and the company could benefit by using this platform to offer contests and engage with bloggers. There is a huge opportunity here, and it seems like Netflix may be missing out.
Bringing Fictional Characters To Life
Another one of Netflix’s new marketing tactics adds television show characters to your Friends List. If you’ve been on Netflix recently, you may notice recommendations from Netflix fictional characters. For example, there is a category for ‘Watched By Piper Chapman’, one the main character of Orange is the New Black. Her recommendations include: Legally Blonde and Clueless. This is quite an interesting new feature, and it certainly has people talking.
Win Marketing can help you develop unique and innovative marketing strategies to strengthen your brand. For more information, visit our Strategy & Tactics page or call us at: (0)1509 265890.
Netflix is one of the best performers in the home entertainment market. The video streaming service has over 3 million subscribers in the UK, and has earned itself spot as an industry leader by adopting niche marketing tactics to set itself apart from the competition.
Content Marketing
In the digital marketing world, it is important to create original and compelling content to establish your brand’s authority. By focusing on promoting its own exclusive series, Netflix is doing the same thing. Shows like House of Cards and Orange is the New Black are television series that cannot be found anywhere else on television or the internet. So, Netflix is able to draw in consumers and improve its authority by offering up a viewing experience that no one else can match.
“Original shows are content marketing,” says Matt Kumin, chief executive (CEO) of PublishThis. “The whole idea is to create unique experiences that are original, add value, and connect with your target audience”.
Reliance of Word of Mouth Advertising
One factor that has always set Netflix apart from other media brands is its reliance on word-of-mouth. Rather than focusing on brand advertising, the company prefers ‘to activate their existing user base to be brand advocates’.
Whenever you watch a show or a movie, Netflix automatically ‘shares’ your activity with your Facebook friends. So, you are spreading the word about Netflix without having to actively do anything aside from watching your favourite shows.
Still, Netflix could be doing more with its social media marketing. As major platforms for word-of-mouth marketing, Facebook and Twitter could be incredibly useful for Netflix. However, the company has just 1.04 million Twitter followers and 10 million Facebook fans – and is not particularly active on either network.
The Netflix blog could also do with being more engaging; currently, it only provides technical updates and the company could benefit by using this platform to offer contests and engage with bloggers. There is a huge opportunity here, and it seems like Netflix may be missing out.
Bringing Fictional Characters To Life
Another one of Netflix’s new marketing tactics adds television show characters to your Friends List. If you’ve been on Netflix recently, you may notice recommendations from Netflix fictional characters. For example, there is a category for ‘Watched By Piper Chapman’, one the main character of Orange is the New Black. Her recommendations include: Legally Blonde and Clueless. This is quite an interesting new feature, and it certainly has people talking.
Win Marketing can help you develop unique and innovative marketing strategies to strengthen your brand. For more information, visit our Strategy & Tactics page or call us at: (0)1509 265890.
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