Kendra Stevens
MKT 360
2-4 Short Paper
The organization I have chosen is Netflix, one of the top leaders in the streaming
industry. This organization uses digital media and marketing strategies in several different ways.
By far the most effective being their online marketing approaches, being as Netflix itself is now a
business that runs completely online. Originally Netflix was not an online streaming service, in
April 1998 Netflix started renting DVDs by mail where the customer made their selections
online and the DVD was mailed to their doorstep, when the customer was done watching the
DVD they simply mailed it back. At this time the fee was based on each DVD rather then a
monthly charge. A year after this initial launch they introduced a subscription where the
customers could rent DVDs online for a fixed monthly fee. Then, in 2007 Netflix introduced
their first streaming subscription that offered customers the option to stream some of the
organization's movies and TV shoes directly to their homes all through the internet. Netflix now
has moved to solely a streaming service that also allows for downloads, making content available
to audiences offline.
Netflix has very specific brand goals that are noted in their mission statement, "To
entertain the world" (Rivera, 2019), which goes back to the basics of this organization. Netflix
achieves these goals through the use of social media platforms such as TikTok, Facebook,
Instagram, and Twitter. Netflix utilizes these platforms to preview upcoming projects marketing
their newest movies and television shows to a vast audience. Netflix is now producing its own
movies and shows and marketing them through their social media accounts, using them to show
the newest additions to the streaming service while also advertising the most recent Netflix
originals. Netflix also uses other media forms for marketing, such as billboards, YouTube, and
even print ads.
Netflix's direct marketing objectives are comprised of growing their customer base,
building a strong relationship between the brand and its viewers, and generate new content for
existing customers. These marketing objectives have clearly been successful considering there
are over one million subscribers to the streaming service. To put it simply, Netflix wants to be the
best. The best at creating new and exciting content, such as Netflix original movies and series,
the best at customer satisfaction, offering unlimited access to all available movies and series
Netflix offers, and the best at building a brand relationship, which is done by the content and the
customer service.
Netflix originals, which can only be viewed on Netflix is a very effective marketing
strategy. More and more Netflix commercials and advertisements are becoming more and more
popular, previewing the original content. This marketing strategy provides an incentive for non-
existing Netflix customers to sign up for the monthly subscription. Providing exclusive digital
content for its subscribers is a brilliant marketing strategy utilized by this organization.
Netflix's average subscriber is a millennial who earn less than $50,000, this demographic
mostly being female with 68% of these subscriber