The document provides a digital marketing plan for Netflix to grow its streaming business internationally and maintain its market dominance. It identifies key business objectives such as growing membership domestically and internationally while maintaining profit margins. The current strategy is to acquire and retain customers through personalized content and multi-channel campaigns. Recommendations include increasing engagement on platforms like Twitter and Instagram, encouraging user-generated content, and promoting the one-month free trial across social media. Key performance metrics that will be tracked are bounce rates, new users, social media referrals, organic search, and new sessions among target audiences. The campaign objectives are to increase these metrics by set percentages by February 2019.

1. August 9, 2018
MKM915-MMT Digital Marketing
Prepared for Tonie Granata
Prepared by:
Alisha Daredia 143207173
Rhea Kotak 124199175
Emily Wright 137829172
Digital Marketing
Plan

2. BUSINESS OBJECTIVES
Context:
Given the competitive intensity of and the impact that
technological changes have on the entertainment
industry, Netflix is pursuing multiple objectives:
● Grow streaming membership business both
domestically and internationally
● Achieve growth while maintaining profit margin
● Avoid further increasing debt
● Maintain market dominance / status as go-to
video streaming service
○ Through original content exclusive to
Netflix
○ Through improved member experience
○ Through effective marketing efforts
Source: incitrio.
Current Digital Marketing Strategy:
● Acquire and retain domestic and international
customers through personalized content,
multi-channel campaigns, and email
marketing

3. RECOMMENDATIONS
1. Increase acquisition and retention by focusing
on building engagement and followers on
Twitter and Instagram since they lag behind
Facebook; the younger 18-24 year old target
market spends more time on these platforms
and are moving away from facebook.
2. Encourage user-generated content to increase
loyalty and retention.
3. Promote one-month free trial across all social
media platforms and not just on the company
website.
4. Increase amount of earned media in
international markets to promote and keep
Netflix top-of-mind through SEO and
connecting with influencers.

4. SUMMARY OF OVERALL DIGITAL STRATEGIES
Corporate Goals:
• Grow streaming membership
business internationally
(Canada) and increase sign ups
for the one-month trial
• Maintain market dominance
and primary status as the go-
to video streaming service
This can be accomplished
through:
 Original content
exclusive to Netflix
 Improved member
experience
 Effective marketing
efforts
Digital Marketing Strategies:
• Acquire and retain Canadian
customers through
personalized content, monthly
multi-channel campaigns, and
email marketing
• User Generated Content
encouraging unpaid
contributors or, using a better
term, fans to upload any type
of content that has been
created by them. This could be
done through engagement
posts and contests mainly.

5. TARGET MARKETS FOR CAMPAIGN
Primary-
Millennials (18-
24)
•Constant need to feel
connected to friends, know
what’s happening, trends
•Tech-savvy, digital natives
•Multitasking
•Sharing
•Socially-conscious
•Binge-watching
•Chose shows based on mood.
Eg – Rom – coms, trending
series, thrillers
Secondary-
Yo-Pros (25-
34)
•Busy, on-the-go lifestyle
•Like going out with friends and
co-workers
•Tech-savvy
•Use social media in their
downtime
•Choose shows based on mood.
Eg – lighter shows on
weekdays and heavier/
informative shows over the
weekend
Geographic market: Canada

6. CAMPAIGN OBJECTIVES
● Increase Engagement:
Increase number of interactions (likes, shares, comments,
follows) on all social media platforms by 10% among Millennials
and young professional Canadian viewers (“Yo-Pros”) by
February 28, 2019.
● Increase Website Visits:
Increase number of visits to website among Millennials and Yo-
Pros by 10% by February 28, 2019.
● Increase Number of 1-Month Free Netflix Trials:
Increase number of sign-ups for 1-month free trials among
Millennials and Yo-Pros by 7% by February 28, 2019.

7. DIGITAL MARKETING TACTICS
• Monthly social campaigns tailored by platforms – show
releases, topical, cause
• All posts bound by separate hashtags - All content that
follows different themes has to have set hashtags (ex:
trivia has trivia hashtag) and must have that campaign’s
hashtag (ex: 13 reasons why)
 Over-riding campaign hashtags
 Hashtags related to shows
• Polls
 Twitter polls on best shows
 Polls on Instagram stories on relatable content – Shows /
movies that are renowned
• Content
 UGC- Get fan-made trailers for upcoming releases - could
be one of the contests, campaign revolves around the show
that’s coming out.
 1-month free trial promoted aggressively across all
platforms
 Memes and gifs to get better organic reach - generic
content
 Cross-promoting Instagram handle on FB for more followers
Contests with Gratification
 1-month free subscription
 Meet-and-greet / e-meet-and-greet with stars of series
releasing
 Showcasing UGC on social media (Features)
• SEO - Buy all related tags (ex: documentaries,
docudramas season, etc) *Source – Rhea, Alisha, Emily

8. IMPLEMENTATION PLAN
1. Monthly Campaigns Around Select Shows:
a. Each month, have small campaign around different
show being released that would appeal to
Millennials and Yo-Pros
i. Hold separate set of user-generated content
contests each month
b. Campaign around holidays (Halloween, Christmas,
Valentine’s Day)
i. Promote seasonal favourites as well as new
programming related to holiday
2. Posting & Content:
a. Aim for 15 posts per month
i. Currently do 6-7 posts per week; at ~30 per
month, it’s a few too many posts
b. Alternate between planned campaign content and
unplanned topical content that comes up
throughout duration of campaign
c. Time posts to be between 11am - 2pm each day
when target audience is awake and on social media

9. KEY PERFORMANCE METRICS
1.Bounce Rates Among Primary and Secondary Target
Audiences
● The bounce rates were constant and low for 18-24 year
old Canadians at 36.94%
○ 0.08% above site average
● Canadians age 25-34 had a higher bounce rate at 47.46%
that must be addressed
○ 28.56% above site average
*All data analysed is from between Sept 1, 2017-Feb 28, 2018 to
benchmark

10. KEY PERFORMANCE METRICS
2. New Users among Primary and
Secondary Target Audiences
● The first time users visiting
Netflix.com for age 25-34 was at
2,352 comparatively higher than our
primary target audience
○ 115.78% above site average
● Canadians age 18-24 had lower first
time users at 1,678 this should be
addressed
○ 53.94% above site average

11. KEY PERFORMANCE METRICS
3. Social Referrals Among Primary and Secondary Target Audiences
● Of both age categories (Millennials and Yo-Pros) 16.4% of site
visitors are coming in from social media channels:
○ YouTube: 906 visitors
○ Twitter: 806 visitors
○ Facebook: 680 visitors
○ Instagram: 566 visitors
● Despite Netflix’s Facebook having the most followers, the
conversion rate for the channel is lower by comparison to other
social media channels with fewer followers; engagement and
conversion must be increased
● Spikes occur during Halloween and Valentine’s Day when
holida-specific holidai programming is heavily promoted via
social channels

12. KEY PERFORMANCE METRICS
4. Organic Search Among Primary and
Secondary Target Audiences
● The number of organic search for
Millenials were at 1,281 and Yo-Pros
at 1,555, 78.41% and 116.57% above
site average respectively
● The organic search rate was
considerably high during holidays
like Halloween (October), December
(Christmas), February (Valentine’s
Day) because of promotions on
these days (clips from scary movies,
rom coms, etc)
● Netflix should continue to use such
holidays as an opportunity to drive
more engagement and improve its
organic search rankings

13. KEY PERFORMANCE METRICS
5. % New Sessions Among Primary and Secondary Target
Audiences
● The percentage of new sessions that were Millennials and
Yo-Pros were 5.71% and 10.99% above average for the
site respectively
● New sessions among Millennials spiked most highly in
September and October around school starting and
Halloween, and most consistently in December around
Christmas
● New sessions among Yo-Pros spiked most highly around
Christmas, and most consistently in September and
January
● If Netflix wants to acquire more customers between the
ages of 18-24 and 25-34 by getting people to sign up for
1-month free trials online, then the percentage of new
sessions among these age cohorts must increase

14. KEY PERFORMANCE INDICATOR CAMPAIGN OBJECTIVES
Based on the findings from the analysis conducted of the Netflix website
performance, we recommend the following KPI Campaign objectives to
ensure that overall campaign and business objectives are achieved:
1. Decrease bounce rate among Canadian site visitors age 25-34 by
8% between September 1, 2018-February 28, 2019.
2. Increase the number of first time users by 10% among both
Millennials and Yo-Pros between September 1, 2018- February
28,2019
3. Increase social referrals to website from Facebook by 10% among
both Millennials and Yo-Pros between September 1, 2018-February
28, 2019.
4. Boost organic search traffic to Netflix website by 7% between
September 1, 2018-February 28, 2019.
5. Increase % new sessions by 5% among both Millennials and Yo-Pros
between September 1, 2018-February 28, 2019.

15. SOURCES
https://www.emarketer.com/Chart/Top-10-Countries-Ranked-by-Netflix-User-Penetration-2018-of-digital-
video-viewers/220373