Jiya Tamrakar

207108

1. Imagine you are a newly appointed digital marketing manager and you have been
asked to present your views on how the company can improve its use of digital
channels. Select an existing company to focus on and give context to this
activity.

Netflix is a global streaming service that offers a diverse selection of movies, TV

series, documentaries, and original content. My goal as a recently recruited digital
marketing manager is to give ideas on how Netflix can improve its use of digital
platforms to increase its market position, engage its audience, and acquire new
members.

1. Map out how the company is currently using digital channels.

a) Streaming Platform: Netflix's major digital channel is its streaming platform, which
is available through its website and mobile applications. Users can browse and stream
content from a variety of devices, including as smartphones, tablets, smart TVs, and
game consoles.

b) Social Media Presence: Netflix is active on key social media sites such as Facebook,
Twitter, Instagram, and YouTube. They post fresh release updates, behind-the-scenes
content, trailers, and interact with their audience via comments, likes, and shares.

d) Email Promotion: To communicate with subscribers, Netflix uses email marketing

campaigns. To boost engagement and retention, these emails include personalized
suggestions, updates on new material, reminders about impending releases, and special
offers.

d) Influencer Partnerships: Netflix works with celebrities and influencers to promote

its content and develop excitement around new releases. Interviews, social media
campaigns, and special material previews are all part of these collaborations.

e) Content Marketing: Netflix has a blog section on its website where it posts articles,
interviews, and behind-the-scenes content about its original episodes and movies. This
information is intended to give value to subscribers and pique their curiosity in
upcoming releases.

2. .Make recommendations for how the company can increase and expand its use of
digital channels.
 a) Social Media Interactive Campaigns: Create social media interactive campaigns that
stimulate user engagement. Contests, quizzes, polls, and user-generated content can all be
used to build a sense of community and participation among Netflix users.

b) Enhanced Personalization: Use user data and preferences to further personalize email
marketing efforts. To give more focused and relevant recommendations, leverage
dynamic content based on viewing history, genre preferences, and user ratings.

c) User-Generated material: Encourage users to develop and share material about Netflix
episodes and movies. Reactions, reviews, and fan theories are examples of this. To boost
user involvement and build a feeling of community, Netflix can curate and display user-
generated content on its social media channels.

d) Collaborations with Micro-Influencers: Work with micro-influencers who have a large

following in specific specialized genres. This can assist in targeting niche audiences as
well as increasing visibility and interaction among viewers interested in specific types of
material.

e) Gamification: Create interactive game experiences based on popular Netflix episodes

and films. This could entail developing mobile games, quizzes, or interactive experiences
that allow users to interact with the content in novel and immersive ways.

f) Improved Content Marketing: Expand the Netflix website's blog section to include
more in-depth articles, interviews, and exclusive behind-the-scenes content. This can
provide subscribers with more value and insights into their favorite shows and movies,
hence increasing their engagement with the site.

g) Virtual Live Events and Premieres: Host virtual live events and premieres for new
series and films, allowing subscribers to participate in real-time discussions, Q&A
sessions, and interactive experiences with the cast and crew. This can increase
engagement and viewing by creating a sense of excitement and expectation.

h) Utilizing developing Technologies: Stay on top of developing technologies like virtual

reality (VR) and augmented reality (AR) to provide subscribers with immersive
experiences. This might include developing VR experiences based on popular series or
utilizing augmented reality to add interactive aspects within the Netflix mobile app.

3. Review the potential failure points in Table 4.2 to ensure that your answer to
3 does not expose the company to the risk of failure.
Potential Problem Potential Solution
Netflix's ability to provide a diverse range of To avoid the danger of content scarcity,
material is dependent on licensing deals with Netflix should maintain strong relationships
content creators and distributors. Failure to with content partners, actively pursue new
renew or acquire crucial license deals could
lead to a lack of popular material, resulting in
subscriber unhappiness and possibly turnover,
The streaming industry is cutthroat, with
numerous large competitors struggling for
market dominance. Netflix's subscriber base
and market position are threatened by new
entrants, changing customer preferences, and
shifting industry dynamics.
The technological foundation of Netflix is
crucial to its success as a digital streaming
service. The user experience could be
significantly impacted by any disruptions,
technical issues, or cybersecurity breaches,
which could result in unhappy customers.
Any perceived lack of value in comparison to
Netflix's subscription prices could result in
user unhappiness or attrition because Netflix
operates in a price-sensitive market.
Furthermore, unforeseen price rises without
enough rationale may have a detrimental
effect on customer loyalty.
Subscribers may lose interest in the platform
or abandon it if they have a poor user
experience, a difficult time navigating, or an
unintuitive interface.
As a worldwide streaming service, Netflix is
governed by differing legal standards and
content limitations in various countries. The
availability of material may be impacted and
the growth of the market may be constrained
if local laws or demands for content control
are not followed.
licensing options, and engage in generating
high-quality original content.
To sustain a great content gathering, Netflix
should continue to spend in content
acquisition and production. Furthermore,
evaluating and reacting to market
developments, consumer preferences, and
rivals' plans on a regular basis would help
Netflix stay ahead of the competition.
To protect user data, Netflix should prioritize
cybersecurity measures, regularly execute
maintenance, and invest in a strong IT
infrastructure. Regular testing and monitoring
can assist in quickly identifying and resolving
any potential technical issues.
In order to make sure that its price approach
reflects the customers' perception of value,
Netflix needs review it frequently. A positive
value perception can be sustained by
providing a variety of subscription options,
appealing pricing packages, and dependable
high-quality content delivery.
The user interface of Netflix should be
continually improved, with a focus on
simplicity, customization, and clear layout.
Regular user testing and feedback gathering
can assist pinpoint problem areas and improve
the user experience as a whole.
While continuing to place a high priority on
freedom of speech and creative integrity,
Netflix should carefully negotiate regional
regulatory environments, develop strong links
with local authorities, and adjust its content
collection to satisfy local compliance
standards.