Integrated marketing communications and brand orientation

Do it the NETFLIX WAY

(NETFLIX is a joke campagin, used billboards and digital media to entertain its consumers)

Have you ever wondered how Netflix changed the entertainment industry and why millions actively use this service? Well, let's discover together.

Social media buzz

Netflix uses integrated marketing using a "customer-centric approach" and machine learning to tailor to each consumer's preference (Netflix, 2023). They use Twitter, Instagram, Youtube, billboards, their app, and more. Have you seen their engaging Twitter account? Which is always a conversation starter. What about their Instagram account? Which uses humor and memes to engage and entertain consumers? Well, all their marketing channels align at every touchpoint.

(Netflix Social media accounts. All their accounts have the same look and feel, and a witty and fun tone of voice)

In a constantly evolving world, digital has become the new norm, and brands have had to adapt to the changing times (Kotler & Armstrong, 2018). This is why integrated marketing has become that much more necessary. Kotler (2003) states that Integrated marketing: "is looking at the whole marketing process from the consumer's viewpoint." At its core, IMC is about sending a "consistent and clear message throughout all marketing channels". Netflix does that well using the 4 Ps of marketing (including the physical environment, people, and process).

(Netflix, Gif Campaign, 2023, this campaign broadcasted its UVP)

Product

According to research, Netflix is an online streaming platform offering its consumers "binge-worthy, award-winning, original shows" to watch on any device at any time (Netflix, 2023). Moreover, it keeps its consumers enticed with consistent, fun, and engage-worthy messaging on all its marketing channels.

Price

As of now, in 2023, they have an added feature and price for consumers on a budget; they get to view Netflix for a minimal fee but with ads. Netflix uses a subscription model, which depends on what you want to include in your plan. They have premium, standard, and basic pricing.

Place

"Netflix's service is accessible through its app, website, smart TVs, game consoles, phones, and virtual reality headsets" (Netflix, 2023).

( Netflix created an interactive field campaign for its consumers, to experience Stranger things for themselves )

Promotion

What about their promotional side? Well, these are fun and engaging, "creating word-of-mouth wildfire." Their Squid Games campaign keeps fans excited, and Netflix is a joke campaign that uses billboards to humor, entertain, and inform the consumer. Lastly, let's remember their collab with Burger King and MacDonalds and their field and pop-up events, which create fantastic consumer experiences.

This campaign video below should have come with a warning - brilliant but scary and funny.

Netflix used real live animation and technology to engage consumers in a campaign - well consumers were shocked.

Furthermore, by using IMCs' three levels, we can also understand more of this brand's genius strategy (Klopper & North, 2011:182)

Levels

1. At Netflix, research and data are critical, and employees are at the center of it. Moreover, with the freedom culture at Netflix given to employees, they create incredible innovative campaigns and media that leave the audience wanting more - this then gives way to the next level.

2. Their incredible feedback culture allows them to create better media (designs, ads, sales, better promotions, and PR). Employees' input matters at Netflix as it improves the brand and service. When they focus on these more "formal media tasks (designs, PR, advertising), and their data analytics, they create unified and consistent brand messages at each touchpoint that connect with consumers deeply. This level then makes way for the last one.

3. At this level, consumers are delighted with Netflix's benefits that they begin to tell others about it (word of mouth). In addition, viral shows like squid games and stranger things make their way to the outside world, off the screen, giving consumers a memorable time.

Netflix uses two sides of marketing communication as described by Veily (2002:4). It's no wonder they are successful.

1. They use the Inside-Out approach– Where "marketing communications give their target audience a breakdown of their brand and service."

2. The Outside-in approach – This brand is also skilled at gathering vital data on its target audience (using science and research) , and "relating this to others in the organization" (Klopper & North, 2011).

This iconic brand constantly upgrades, researches, and improves, using science and machine learning to create a better service. In the long run, Netflix has positioned itself well in the market.

Additionally, Bidson and Evans (2004) have four elements on brand orientation and IMC, which Netflix has used effectively: Which are,

Distinctiveness - Netflix is a data-driven company and is often well aware of " its distinctive qualities and communication efforts."

Functionality - The Netflix brand is more than just a streaming platform; it's about entertainment and experience, and "its functionality transcends beyond its service."

Value adding - Netflix provides its consumers incredible Value through effective marketing, outstanding experiential campaigns, and social media accounts.

Symbolic - The brand's behavior and attitude are perceived as engaging and entertaining by stakeholders.

( Netflix Commercial broadcasting its UVP )

Unique value proposition

Netflix offers add free, on-demand streaming, with the option of downloading, High quality on any device, 24/7, and a full range of games to play. Additionally, the Netflix app is personalized for the consumer.

Brand Resonance, Emotions, and Responses

Nonetheless, it is the brand resonance that keeps these consumers loyal. Its ability to use its' marketing platforms to resonate with its audience is incredible. As Reed Hastings said, "If Starbucks' secret is a smile when you get your latte, Netflix's secret is that the website adapts to individual taste," and he was right.

Netflix is brilliant at evoking emotional responses from its consumers. The brand sells experience and Entertainment. Additionally, their use of integrated marketing evokes excitement at every touchpoint. Finally, their IMC is very effective. However, they could improve on broadcasting their UVP in all its marketing channels. Since their motto is Entertainment, they broadcast this well, but the UVP is not always communicated.

References

Arrigo, Y. (2017). Stranger Things: 11 of the best brand collabs for series three [Photograph]. Website. https://www.campaignlive.co.uk/article/stranger-things-11-best-brand-collabs-series-three/1589953

Clinehens, J. (n.d.). How Netflix uses psychology to perfect its customer experience. Medium. https://medium.com/choice-hacking/how-netflix-uses-psychology-to-perfect-their-customer-experience-c65ba414abe3

Kolter, P., & Armstrong, G. (2018). Principles of Marketing (17th ed., pp. 264-266). Pearson Limited Edition.

Kiefer, B. (2022). Netflix Laid Clues for Die-Hard Stranger Things Fans to Find a Rift Into the Upside Down [Photograph]. Website. https://www.adweek.com/creativity/netflix-laid-clues-for-die-hard-stranger-things-fans-to-find-a-rift-into-the-upside-down/

[Netflix Commercial]. (2017, August 1). Youtube. https://www.youtube.com/watch?v=wBJTuVu6mqk

(n.d.). Netflix 2023 Upfront: Building a Forever Business. NETFLIX. https://about.netflix.com/en/news/netflix-2023-upfront-building-a-forever-business

(n.d.). Netflix. NETFLIX. https://netflix.com

[Ogilvy Paris]. NETFLIX GIF CAMPAIGN [Video]. Youtube. https://www.youtube.com/watch?v=gBy2Tz_pmKA

Piper, D. (2021). This terrifying Black Mirror Netflix poster is still utter genius [Photograph]. Website. https://www.creativebloq.com/news/this-terrifying-black-mirror-netflix-poster-is-still-utter-genius

Percy, L. (2018). Strategic Integrated Marketing Communications (3rd ed.). Routledge.