Does Apple Respect Privacy And Should Netflix Stream For Free?
At the end of the week, I like to give my take on key stories and those headlines in digital marketing that have us pondering and questioning more. I take the big stories and show you how you can apply them to your own business, no matter the size of your company. The “Ecrubox Take” has a little something in it for everyone. So if it’s your first time here, welcome and I hope you enjoy!
September may have been the month we have all been waiting (or longing) for. A sense of normality and freshness seems to be brewing all around us, wouldn’t you agree? There’s the morning traffic, school runs, returning to the office, and overall just a calming sense of familiarity. It’s been a testing year, but the good news is, if the pandemic taught us anything, it’s that we are all in this together. That’s why Ecrubox Take is an important piece of content that I write for the agency… It’s not just a round-up of headlines, instead I like to see it as a curation of tricks and tips, industry insights, and ideas that we can take from the headlines in the world of digital. That’s why the structure is the way it is, so we can all learn something new from the latest trends.
Ready to get started? Let’s jump on in.
Netflix is letting non-subscribers sample shows for free. As the subscriber plateau approaches, Netflix needs to grow the market or face the consequences of tens of competitors snapping at it from all sides. But of course, Netflix has a plan…
We have all become accustomed to believing that the good stuff lives behind a paid wall. It’s true, we’ve all been there. They entice us with the content that leaves us wanting more, and then BAM… there’s the dreaded pop-up. Time to pay up! Well, it seems as though, Netflix is changing things up. As we start to feel a lull in new content due to production being on halt during lockdown, Netflix can no longer depend on its pool of subscribers, instead, it’s realised it needs to appeal to a new market. Using free teasers/samples is a really smart way for Netflix to entice a slightly different audience than the usual month-long free trialists. This new tactic makes it easier for new viewers to experience Netflix content by removing predictable barriers and offering a sense of unexpected delight; Complimentary, quality content.
The key to growth is to never become complacent. As a business succeeds, it must also continue to grow and reach new markets. Netflix has created a smart strategy for itself by offering marketing promotions to attract new members and give them a great Netflix experience.
Users do not need to create an account to view these free shows or movies, Netflix says. This proves that Netflix has faith in the content and experience they offer. They are creating a trusted, safe and seamless watching experience that they know will make their users come back for more.
Are your referral programs and overall experience enough to make consumers sign up independently?
Apple’s recent spot presents several scenarios where you’d want your privacy preserved. It reminds us of how much of our digital lives and information can be made public, or at least readily available — and the technology we rely on — if aren’t careful about what we share and how. The ad is a brilliant way for Apple to enforce how they are protecting their customers and tapping into concerns or priorities of its users.
The shifting behaviors and expectations of consumers post-lockdown may come as no surprise. Substance, security, and empowerment are key qualities that people are looking to take away from any interaction with a brand. Time is valuable and brands need to show how much they care for their community and how they are addressing timely episodes and pivotal moments in society. It’s less about taking a one-time stance, and more about creating a trusted space for their customers. You have probably noticed fewer adverts about the product, and more about the quality of life that these products can give you.
Can Apple live up to Apple’s privacy’s ads? Taking onboard your consumer’s concerns and addressing them in your marketing material is a smart move but a brand also needs to make sure they live up to the new expectations of the market. Apple has never just been about selling a product, it’s a brand, lifestyle, and a promise. It will be interesting to see how security and privacy play into their marketing strategy moving forwards.
What expectations do your customers have about your brand?
In-game advertising? Is this the future, or just a post-lockdown fad? It seems as though this could be a strategy that more and more brands start to recognise.
IGA is a pathway to reach otherwise elusive audiences, It’s something to really consider, especially as social media takes a hit through boycotts. Now don’t get me wrong, this is all very new to me: we are really in the infancy of IGA with room to grow and experiment, but it’s something worth paying attention to.
There are different forms of IGA. Some need to be hardcoded into the game and can manifest as a billboard or similar to product placement in movies and shows.
Then there is IGA that is video-based and pops often annoyingly, to offer you “free” playing time or extra features.
But the one that has me most excited as a content strategist is dynamic IGA, which becomes a part of the story and native to the playing field. This is my favorite form of IGA, one that opens up a whole new world of opportunities for off-line expansion, merchandising, and brand experiences linked to purchase.
IGA may not be for every brand but it’s worth always paying attention to how you can reach new markets, the same way that Netflix is doing with their free trials. And of course, don’t just assume that you know what a gamer looks like… they may surprisingly enough be your target audience.
That’s it from me this week, make sure you stay up to date with the agency on social and subscribe to our newsletter for your monthly round-up of all things digital.