Netflix has become a staple of entertainment in people’s homes and this is partially due to their smart advertising campaigns that get people interested in their content.
Netflix subscriptions have increased from 30 million in 2012 to 120 million today and the number is expected to keep rising. People love Netflix because of the content but also because the product is personalized to give users what they want.
Netflix focuses much more on content personalization than other entertainment companies by using proprietary algorithms to predict what kind of content users will be likely to watch and hiding everything else. Although Netflix has spent a lot of money and time investing in engineers to create these algorithms other companies can still benefit from focusing on personalization.
Using tools that help personalize websites based on what users have visited in the past can be an effective technique in creating a more personal experience like Netflix.
Another technique that Netflix has proven to be very successful with is their email marketing campaign. Netflix emails contain branded content, moving images and GIFs to catch user attention and get them interested in watching new shows or movies as they are uploaded to the site. Their simple email designs incorporate themes from the show and are still easy to read for people who to tend to skim emails.
In looking at Netflix’s digital marketing approach, making things simple yet highly personalized tends to work best in reaching a bigger audience. People want things to be easy and to be uniquely catered toward them and their personal interests. Personalization helps anticipate users needs and wants, which will make them more likely to become a loyal customer.
Personalized content and simple advertising campaigns like email marketing can go a long way to appealing to more people overall.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.