‘Netflix and chill’ is no longer just a catchphrase, but almost a way of life for most millennials. The most popular media service provider in the world manages to attract new subscribers every day while keeping the existing ones hooked to the platform. While the addictive content is no doubt the brand’s USP, there is another aspect that has helped Netflix reach where it is today – a brilliant marketing strategy.
There is indeed a lot that one can learn from Netflix regarding their approach towards content and keeping the audience engaged. The brand is a great example of smart marketing by leveraging the power of its product, Big Data and social media.
Take a look at the 5 marketing lessons that every brand can take from Netflix –
1. Nothing beats originality
In 2018, Netflix planned to spend $ 13 billion only on original content.
Today, one can use ‘originality’ as a synonym for Netflix. The brand’s greatest strength is the consistently good quality shows that automatically become binge-worthy. On their app feed, almost every alternative option is a Netflix original. The audience no doubt is loving watching something new, and is even asking for more. Shows like House of Cards, The Crown, Stranger Things, Mirzapur, Orange is the New Black have garnered a lot of positive response. In addition to that, Netflix also has the popular old shows and movies that people enjoy time and again.
The takeaway in this regard for other brands would be that you can hardly go wrong if your content is fresh and original and investing in it is be a smart choice, always.
2. Using data to the maximum advantage
“Do you know Netflix’s recommendation system actually influences 80% of the content you watch?”
Netflix has more than 130 million subscribers worldwide – and along with that comes a huge wealth of data that they continuously analyze to improve their user experience. Using data to the best potential is the next marketing lesson to take from Netflix. The brand uses its data to analyse browsing behaviour and the type of content a subscriber likes and predicts their behaviour for creating a better experience. Once they understand what the audience is interested in, suggestions are shown accordingly. This strategy helps Netflix to retain their fans for a longer time on the platform.
For example, Netflix normally brings out 1 or 2 trailers when they are about to launch a new series. However, in the case of House of Cards, they published 10 different trailers and recommended it to people based on their previous viewing history. This was a brilliant step of using data to guide marketing for more engagement.
3. A brand voice like no other
An important reason why social media channels like Facebook, Twitter or Instagram work so great for brands is the ability to have two-way communication with followers. And Netflix – like a boss – is showing everyone exactly how to do it. They do not think about ‘playing it safe’ on social media, instead, the tone is friendly and casual, even a bit absurd at times.
Keeping up with trends, the brand has come up with witty memes about their own shows – and the result is everyone is talking about it. Given the popularity Netflix enjoys online, the strategyis clearly working.
Positioning the brand as a friend to its followers has been an unconventional marketing strategy for Netflix – thus creating a sense of familiarity and closeness with the brand. The lesson to take away from here is at times, taking the road less travelled can take you to a better destination.
4. Well-designed app interface
“It is not just high-quality content, but the way it is served to the audience is also an important factor for Netflix’s dominance.”
In other viewing platforms, scrolling through the shows/films categories often becomes a tedious job, but for Netflix – it’s just a piece of cake. The unified interface, that works well on both TV and mobile makes it so much easier for the audience to know what’s in store. The more comfortable people are while browsing, the more time they are likely to spend on the app.
The USP of the interface includes –
Clean, stylish and readable
Audience-friendly
Content (especially the original ones) is highlighted
Screenshots, mini trailers and descriptions to help you find what to watch
5. Never stop innovating
What started as a rental DVD system is now the world’s multimedia powerhouse. This is indeed a great example of what innovations and new experiments can do for a brand. Previously, subscribers had small complaints about Netflix’s user experience, where it was believed that the process could be sped up. Soon after, Netflix updated their UX that not only enabled faster scrolling but also made it possible to showcase more show titles and categories.
The lesson to take away from here is that instead of positioning your brand in a comfort zone because something is working in your favour, it is better to keep innovating and improvising in order to be successful.
When it comes to marketing, Netflix seems to be doing everything right. Through advertising, cross-selling, sharing content along with a great marketing strategy, it has been able to keep the audience engaged thoroughly – which is a great takeway for other brands. To know more about how the right strategy can help your brand, leave us a message and we’ll get back to you.
“The starting point for each financial institution will depend on its business strategy, market position and capabilities. But all must consider how they can reshape their distribution models, improve their value propositions and develop end-to-end consumer-centric journeys to increase growth and customer satisfaction” says Boston Consulting Group.
4 out of 5 institutions believe that a digital upgrade will radically change banking and absolutely transform the industry’s competitive landscape. But according to a research, 43% people confess that their organisation is not well-equipped with a digital strategy. Due to the ever-evolving customer demands and various other market pressures, financial institutions realize that digital transformation is more than just adding new social or mobile applications.
Let us take a look at the 4 pillars or priorities required to build a successful digital strategy in banking:
Modernization of banks
Banks are looking for innovative ways to drive efficiencies and move to cost-cutting and a more acute banking organization, having the correct platform for adding digital processes and services. These can be achieved through transformational outsourcing, re-platforming, cloud computing, automation, SAAS and IT modernization.
Digitizing customer experience with Big Data
Big data provides noteworthy opportunities for banks to surpass their competition. Digitizing customer journey means moving data onto a cloud platform which provides a 360-degree view of every customer. With this kind of exhaustive data, banks can fetch information and improve their services and create more value. Big data allows the use of artificial intelligence, blockchain and IoT to plan and gain a competitive edge over other financial institutions.
Leveraging technology to reinvent banking business
New and advanced technologies allow banks to strengthen customer engagement with personalized and unconventional offerings. Blockchain and artificial intelligence technologies are creating new paths of conducting business. The blockchain is in the limelight now because of its ability to reduce fraudulent activities in the banking sector.
It can also be used for cross-border payments to reduce the processing time to minutes from its standard time which is three to six days. The technology is already being used in other financial areas like trade management, private equity asset transfers, mortgage, loan records and customer service records.
Cloud banking
Due to the high risk of cyber crimes enabled by the new digital economy, there is a crucial need for computing platforms that will provide greater agility than before. Restructuring processes and business models is the most important aspect of a bank’s successful digitalization. Leveraging unprecedented capabilities in a cloud organization can speed up dynamic digital transformation as well as deliver improvements in business-wide processing.
Digital transformation is not only about providing online and mobile functionality. Banks that run on the digital core can experience reduced costs and streamlined processes. This end to end integration also assists in providing a flawless customer experience which is more engaging.
It also creates space for further digital transformation with updated digital technologies which include artificial intelligence and blockchain. True digital transformation has an impact on the entire organization and requires embracing and maximizing the value of digitalization in all sectors of business. It is now time for the traditional banking systems to combine digital speed and human interactions which are extremely crucial in the customer journey.
The advent of Facebook Live changed the playing field for developing content in the digital world. With millions of people tuning in across the globe, Facebook Live is compelling enough to the extent that live videos produce 6 times the engagement than the stereotypical videos shared on social media. Facebook Live currently generates 3 times longer watch time than videos that are not live. It also accrues more than 8 billion video views each day.
Though Facebook Live can be easily utilised, it is critical to ensure a brand’s video strategy is correct before, during and after the broadcast. Below are 5 tips to follow before going live:
Set a Goal
First, decide on an objective that is specific and result-driven like lead generation, sales, social media engagement or creating brand awareness. Then plan the video keeping the objective in mind.
Proceed with an Outline
Never go live for the sake of going live. Before going live, outline the points that should be spoken about and discuss it with your team or co-host (if you have one). Having a structured outline based on the goal can immensely improve the quality of the broadcast.
Plan a pre-show
Viewers usually don’t turn up at the start of a live broadcast. They usually take time to join the live interaction after they get notified. Therefore, it is sensible to arrange for a pre-show or go live ahead of the scheduled start time. This gives viewers enough notice to join the live show. Only after seeing a decent number of viewers online should you jump into your main content piece. Importantly, live videos get a boost in the news feed. So if your follower base is strong, the number of shares may increase and this, in turn, may increase the organic reach of the video.
Interaction with viewers
One of the most interesting factors of going live on Facebook is that it gives you an opportunity to interact directly with the audience in real-time. It’s a great way to host an interactive session instead of simply uploading a pre-planned video. You can invite suggestions, reply to questions, read comments out loud etc. Doing this, keeps viewers attached to the live video and eventually increases the watch time.
Pro Tip: At the beginning of the broadcast, acknowledging early viewers with their names may encourage them to tune in for future videos.
Promote your live video
Live videos are more like an event than a regular video post. So before broadcasting a live video, generate interest to increase viewership. You can share daily updates in the form of social media posts like countdown posts, a tip or the kind of information that will be shared in the upcoming live video.
Since the launch of Facebook Live in 2016, its daily watch time has increased by more than 400%. Facebook Live broadcasts make it compelling for its users to check for the latest updates and trends on social media. With the growing popularity of live streaming, no one can argue about its potential since people around the world constantly crave for stronger human connections with the brands they follow.
To know more about how you can use Facebook Live for your business, leave us a message and we will get back to you.
“Social Media: Don’t use it to impress people, use it to impact people” – is what brands have followed and implemented the most in the year gone by. 2018 has been a digitally good year, with more and more brands taking the path of innovation and creativity to engage their audience, leave a positive impact and do their part to make a difference.
Take a look at the 5 most impactful social media campaigns of 2018 –
1. Horlicks Passion Paathshala
Horlicks launched the Passion Paathshala campaign that provided children with a platform to explore their hidden talents, instead of limiting themselves to just one activity that they know they are good at. The social mediacampaign showcased real parents and kids enrolling themselves in a mentorship programme. The kids who participated in the programme were seen performing a talent apart from the one that they are brilliant at, which was a pleasant surprise for their parents.
Source: Artsy Craftsy Mom
The campaign was a huge success, especially on social media. Not just parents, but a lot of mom bloggers also applauded the thought behind it. Celebrities like Riteish Deshmukh and Ayushmann Khurrana also appreciated this initiative.
Performance on social media –
YouTube – 62M+ views
Facebook – 23M views, 242K reactions, 1.9K comments & 5800+ shares
A brand known for celebrating women – Titan Raga’s #FlauntYourFlaw campaign encouraged women to embrace themselves as they are, with all their scars. Questioning stereotypical adjectives that are always associated with women like ‘beautiful’ and ‘flawless’, the digital film showed women from different aspects of life showcasing their imperfections proudly and confidently.
Source: Facebook
According to the Chief Creative Officer of Ogilvy – the agency that conceptualized this film – “The scars/marks of a mother, a breast cancer survivor, an army officer or a performer are a result of their achievements. They represent their hard work, triumph and passion. And they should be worn with pride.”
Performance on social media –
YouTube – 2.9M views
Facebook – 24K views, 500 + reactions, & 100+ shares
Known for their innovative campaigns, Flipkart – one of India’s biggest online stores – chose to redefine age in their #ChooseYourAge campaign. Challenging the age-old notion that certain things can be done only at a certain age, the digital film celebrated people who ‘do not’ act their age, instead do what brings them joy and define their age with experiences.
Source: Flipkart Stories
Beginning with “How old would you be if you didn’t know how old you are?”, the video traces the story of 9 people who dared to break stereotypes associated with age and did what they really wanted to do.
Performance on social media –
YouTube – 14M views
Facebook – 13M+ views, 352K reactions, 1.4K comments & 2880+ shares
Giving the age-old phrase ‘zyada padhao mat, ladki haath se nikal jayegi’ a brand new meaning, Mahindra Rise’s campaign was to spread awareness about a social problem deep rooted in society – of educating a girl child. Through a conversation between a father and his school-going daughter, the film has tried to shatter the conventional mindset and bring out a new perspective of empowering the girl child and allowing her to live life on her own terms.
Source: Facebook
The objective of the campaign was to increase awareness and encourage more people to join the initiative.
Performance on social media –
YouTube – 22M views
Facebook – 15M views, 343K reactions, 4.4K comments &96K+ shares
Vicks, a brand that has been synonymous with care launched the #TouchOfCare campaign to bring out the message that ‘every child deserves a touch of care’. The digital video showcases the story of a young girl with a genetic skin condition who undergoes a great transformation due to the care and immense love showered on her by her adopted parents.
Source: Vicks
The #TouchOfCare campaign is gradually getting popular, even in countries beyond India. It has also become the brand’s philosophy which now has the vision to recognize and support people with extraordinary stories and bring about a positive change in the world.
Performance on social media –
YouTube – 21M views
Facebook – 915K views, 41K reactions, 1K+ comments & 4.4K+ shares
The world just celebrated Christmas with great pomp and grandeur. While the streets and dessert plates were full, social media was not far behind with brands coming up with the most unique ways to celebrate Christmas and making it memorable for us too.
Christmas campaigns are getting more popular with each passing year, with brands investing their time and money in social media marketing to not only boost sales but also build an emotional connect and brand recall. Take a look at some of the innovative Christmas campaigns by top brands –
1. Swiggy – #RealLifeSantas
One of the largest food delivery platforms of the country, Swiggy chose to celebrate their women delivery partners this Christmas. Titled ‘What does Santa really look like?’, the digital film draws a parallel between the legendary Santa Claus and a woman delivery partner who balances both her personal and professional life – leaving a gift for her sleeping son and then embarking on the day’s journey to deliver food and happiness to others.
Be it Santa Claus or food delivery partners – both characters have always been associated with men. With this campaign, the brand tries to break the stereotype and highlight the fact that it’s wonderful when people have equal opportunities, irrespective of gender.
Faasos, also an online food ordering and delivery app ran a contest where they asked people to share their childhood wishes to Santa through social media. People from 20+ cities sent out their wishes. Jotting down those wishes, the Faasos team fulfilled the childhood Christmas wishes of 700+ participants. Moreover, they rebranded Santa to a ‘Purple Santa’, synchronizing with their brand colours.
The premier pet food brand Dogsee Chew celebrated Christmas in an unconventional way by encouraging people to thank their ‘furry Santa’. Their digital film highlights the fact that Santa does not always come in a red suit, but may also come with four legs and a wagging tail. With this campaign, Dogsee celebrates the fact that dogs, as Santa, shower us with unconditional love throughout the year and so Christmas is the perfect time to thank them for always being there.
Dogsee’s Christmas video gathered 41K views on Facebook, with 1.1K reactions and 250+ shares. There were 48K views on YouTube and 13K views on Instagram.
Continuing the #MainSeHum series, SBI Life Insurance celebrated the #RealLifeRealStories campaign with the Robin Hood Army from New Delhi who celebrated Christmas by feeding 200+ homeless people and underprivileged children. Keeping in mind the spirit of joy, the team collected excess food from restaurants, banquets, individuals as well as any other sources to feed the hungry. Fun events were also organized for the children and blankets were distributed.
The video gathered 1.1M views, 6.8K reactions, 670+ shares, 80+ comments on Facebook. On YouTube, it witnessed 688K views and 73.6K views on Twitter.
A great example of blending product functionality with an emotional angle, Dabur Chyawanprash’s Christmas film showcases a young boy giving up his own sweater to an orphan kid in a snow-capped location. The child’s parents are shown to support his decision without worrying about their son’s health as the chyawanprash helps boost immunity in kids during winter months.
The video performed very well on YouTube with 3.2M views. On Facebook, it gathered 2.6K views and 60+ shares.
After a successful #SeasonOfJoy campaign last year, Spar India once again renewed their Christmas campaign of supporting underprivileged children to make their Christmas a memorable one. The campaign was spread across all channels – print, social and digital. The campaign urged Spar customers to gift something cherishable to a less fortunate child during Christmas. This year, the brand along with its customers gifted 7200 children at the SOS Children’s Village – a local NGO.
The video gathered 1.1M views on Facebook, 7.5K reactions and 340+ shares. YouTube collectively garnered 86K views.
