What the Marketing Industry Can Learn from Netflix

By Emma Rush, CEO, Chemistry (part of Publicis UK) Content streaming service Netflix is frequently cited as the ultimate modern media company, deploying the ultimate in modern marketing techniques. Its algorithms are used to gauge the success of shows, target relevant creative, package programming for specific people, and even to acquire new programming. The marketing industry could learn a lot from this. There is no question that the algorithmic route offers brands a pathway to a profitable future. More than this, in the emerging climate of ad-blocking and extreme data-privacy, it will provide many brands with a lifeline for survival. Three quarters of people are frustrated with websites when ad content has nothing to do with their own interests and, as more of our online activity moves to mobile, advertising eating into users’ mobile data…

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