Personalized content is the best kind. Yet Netflix is uniquely situated to dominate the streaming video revolution thanks to the company’s obsessive approach to content personalization. It’s about creating marketing campaigns that meet members of the target audience wherever they "live." Simple is powerful in a complex world. Netflix chooses to keep things simple when creating a mission statement or designing a user interface. New Netflix customers receive a series of emails that make content recommendations and encourage new users to explore the platform. Long time customers also receive periodic emails from Netflix. Takeaway: Email marketing is not dead; unimaginative email marketing is. Netflix marketers invest hours in building creative email marketing campaigns designed to engage and delight recipients. Remember that success in digital marketing isn’t a result of big budgets and advanced technology.
Effective digital marketing has more to do with creative strategies focused on the individual customer than it does with big budgets and advanced technology.
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In five years, the share of households with a Netflix subscription has increased 92 percent. Today the majority of households in the United States subscribe to Netflix, and that number is slated to rise this year.
Why is this happening? The product is designed so well that you and I have been sucked into shows, only to emerge from our homes days later. The creative team is skilled at creating programs that receive both popular and critical praise.
But Netflix doesn’t just produce good shows, it also knows how to use advanced digital marketing techniques to acquire new customers and retain existing ones. Let’s talk about a few of the digital marketing principles that make Netflix so successful. Follow them and you may just see similar results.
Personalized content is the best kind.
What sets Netflix apart from other streaming services? Amazon, HBO and Vudu all have access to thousands of television shows and movies. They offer intuitive user interfaces, and they are available across devices. Yet Netflix is uniquely situated to dominate the streaming video revolution thanks to the company’s obsessive approach to content personalization.
My Netflix homepage looks entirely different from yours. This is thanks to the power of proprietary algorithms that predict what kind of content you’ll enjoy, and hide the rest. On Amazon Prime Video, I can’t even find the last thing I viewed there easily. Netflix has them beat here.
You might be thinking that content personalization is only available to companies like Netflix that have the capital to employ hundreds of the world’s smartest engineers. But entrepreneurs can also tap into content personalization in a few different ways.
Tools like Optimizely and Adobe Experience Cloud let you to 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. Based on this information, marketers can choose to display different website experiences in order to better serve the interests of a particular visitor.
As an alternative to third-party software platforms, marketers can always “fake”…