Project Overview
This project demonstrates an ability to analyze a brands digital marketing strategies to understand how digital integrates with other forms of media/marketing, the scope of the brands digital presence, and create recommendations for best practices and the practices leading to negative sentiments. This project is a combination of digital marketing tactics such as Gamification, AR Integration and eye tracking, and an analysis of POEm channels.
Background
Netflix pioneered the streaming services and fostered the binging community changing the way we watch television and movies. As competition increases and old broadcast networks pivot to maintain their market share, Netflix has had to up its digital marketing game.
The Challenge
As the biggest streaming service, what is Netflix doing right, what are they doing to stay at the tip of consumers tongues and always in the front row? What technologies are they implementing, how are they reaching the consumers, growing users, and engaging their audiences? Through analysis of Netflix’s Digital Assets, POEm, mobile expansion and online Sentiment, benchmarking against the largest competitors, I was able to answer these questions.
The Answer
Netflix applies numerous tactics to engage and expand. Their best tactic is the personalization of their marketing message to each consumer. With personalized email marketing, glocalization, and recommendation system, coupled with their comprehensive social media response team, Netflix portrays an engaging and personal brand image that fosters a conversational community. For best practices, Netflix masters the accessibility and platform design, making it easy for viewers to quickly find and get excited about content that is relevant to them. With rich digital assets and continuous content development, Netflix is continuing to ferment their positions despite the feuding competitors looking to eat away at their dominant market share.
Eye Tracking (Exhibit 33:1) 
WAVE Accessibility analysis (Exhibit 32:2) 
Facebook Analysis: Activity (Exhibit 38:1) 
Website Analysis: Traffic (Exhibit 30: 1&2)
The Result
Netflix: Within the last couple of years, Amazon video has grown and new competition like Disney + and Apple TV have eroded Netflix’s market share. My recommendations for practices to stop are two of the most prominent negative sentiments that Netflix deals with today.
Course: Received high praise and an A on the project. Is currently used as an example of A grade work for future courses.
Other Case Studies and Projects
To see more of the work I have accomplished over the last 4 years, please feel free to take a look at these other case studies and projects.
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