Marketing for Managers Mar101 Ruzieva Karolina Yurevna Abduganiev Abdurakhmon Abdugafur ugli Azamjonov Khikmatillo Iskandarbek o'g'li Tokhirov Asadbek Word count

3.0 Importance of Marketing Management (MM)
Let's look at Netflix's strategy and see which marketing services are the most popular among disruptive business models in the modern world today.With the help of such a type of marketing as multi-channel, he can communicate with people online and offline.When it started, Netflix was a DVD delivery service.Over time, the firm has expanded to offer its products to people on different devices.Now many Smart TVs already have Netflix. If desired, the user can watch Netflix using his TV or computer, smartphone or tablet.The company tries to do everything possible to meet its target audience at any place and time.Netflix is making concerted efforts on several different channel platforms in order to ensure the maximum possible audience involvement. As part of the Netflix advertising campaign, which was launched as part of the Snapchat social network, the company paid for interactive advertising, providing users with an augmented reality opportunity where they could explore Joyce Byers' house in scary Christmas lights.
As it turned out during the development process, the company's marketers came up with a lot of creative ideas for various social media platforms – they did not move from one to the next. Today, Netflix understands the features of modern marketing services and knows from the first steps that their audience is very active in all social networks, so they have coordinated their marketing strategies to attract users there.Netflix also used different ideas for each channel.And today's consumers use more than one means of communication to connect with brands.Bright words and phrases appeared in the emails that people remembered.Netflix is just one of many companies that are taking advantage of the modern potential of electronic marketing in combination with machine learning-based systems to get more information about consumers.
Netflix has developed an email marketing plan, which states that new users can get acquainted with the streaming platform via email.
Netflix will then divide users into groups and offer personalized product recommendations, as well as update products based on their preferences
"Don't be afraid of risk"
When Netflix launched its new project "The Punisher'', he took a chance. With the help of email, they wrote a message saying that they were sending spam and it was sent to the wrong address to many people.As soon as the email opened, a GIF appeared on the screen. Suddenly, the Punisher's logo appears on the screen, using an unconscious publicity stunt to encourage people to watch the show.Their email for "House of Cards," which simply spelled out the show's title, release date, and the phrase "coming soon."
What makes Netflix different from other channels like HBO and Amaze? There are several reasons why Netflix is so obsessed with personalization. Firstly, it is his passion for individualization. Today it is one of the key components of modern marketing success almost all over the world.Based on the data, it will be possible to improve customer service. The reason why electronic communications and personalization have become so firmly embedded in modern marketing is that they are based on a very solid foundation.At the heart of this framework is data.Currently, marketing automation promotes more personalized work of companies, which in turn leads to more personalization.
With the help of automation, can quickly and effortlessly perform all information processing operations.Netflix announced that it understands the value of big data and automation ten years later, offering a $1 million prize to whoever can create the best algorithm for predicting customer ratings based on past ratings data.Applying machine learning to improve user experienceThere will not be two identical user accounts in the Netflix service.At the same time, the order of the show will depend on the user's activity in this account. At the same time, it is not the only aspect in development.
Machine learning. Vice president Todd Yelling explains how Netflix can be used to find a good application of this revolutionary technology.Netflix has developed several "landing cards" for each of its shows, and the company conducts about 250 A/B tests annually.This measures the degree of participation based on the work of art."By clicking the "Play" button now, you will get a lot more information, which will be more superficial than getting someone's gender and age," Yellin explains.
With two groups of 100,000 people each-one control group and one test group-Netflix can offer different landing card options and see if one of them really affects engagement.
"If one version arouses more interest in the audience than the other versions," Yellin says– "this version can be included in all services."Machine learning is a technology that changes the rules of the game and changes marketing research in many industries.At the heart of your marketing strategy is the use of machine learning tools that allow you to take personalization and automation to a completely different level.
Create vibrant and engaging interactive products and experiences to draw attention to them.What do you feel when you hear about Bandersnatch?We say "experienced", not "observed". In fact, it's more of an impression than a regular show.No less shocking and challenging, but at the same time very popular and often disturbing NETflix series "Black Mirror'' tells about the distorted capabilities of technology.Even though the previously dystopian series was able to reach heights that were previously achieved within the Bandersnatch project, its interactive full-length work Bandersnatch has fully opened new horizons.By creating an opportunity for viewers to take an active part in the process, as well as to decide on a particular action, this bold change in Netflix's business model has opened the door to the future of television.Some people were interested in watching this episode for four whole hours, they didn't stop looking for a happy ending.Despite the fact that this is ultimately a useless activity, the pleasure of trying keeps the audience for a long time.That is why companies that have non-standard thinking attract attention.By creating certain products or original experiences that will launch new conversations and the brand can instantly increase awareness and recognition. On June 28, 2018, Netflix did something absolutely wonderful.However, this was not just an adventure, but something that could lead to the opposite effect.But as you've no doubt noticed, Netflix isn't afraid to take a chance or try something a little drastic.This year has been very busy for black actors. Many of them have achieved great success.Traditionally, Hollywood has been an impregnable fortress for them.However, where some people saw obstacles, Netflix saw an opportunity.But the following year, in June, Netflix launched a video called "A Great Day in Harlem", which was filmed as part of the project "A Great Day in Harlem".While this famous photo captured a collective of black jazz bands, the video from Netflix was included in a number of popular movies, TV series and documentaries.With the participation of 47 stars, the company demonstrated its age and gender diversity, highlighting the comparative lack of ethnic diversity in Hollywood.This video has become a powerful tool for promoting the Netflix brand on the market, and also helped to create an image of a progressive, modern, stylish and fashionable brand.However, given that most of the users are young people and Generation X, this campaign has aroused interest, even if it was caused by the anxiety of the elderly and the great white society of Hollywood.And instead of encouraging people who seem to have power and money, it's worth focusing on building stronger relationships with your target group.If young people who are interested in the environment or social integrity are the main source of income, then it is necessary to work on fostering respect and loyalty in them.One of the main destroyers of digital technologies – Netflix, who came to power, broke the established stereotypes, as well as the hearts of Blockbuster employees and each of its owners.Of course, it is not surprising that the company will continue in the same spirit, actively exploring unorthodox ways of marketing.Experimentation and unpredictability are the basis of modern marketing strategies that not only allow you to achieve maximum efficiency, but also to do it as quickly as possible.However, if it's their unforgettable introduction to augmented reality and sharp video marketing, or their turn into a reliable old email, Netflix never loses to its competitors.That is why a new project called Bandersnatch will soon appear on the Netflix channel – a new era of television, which began with Netflix's desire to constantly expand.Besides the company always tests new ideas, introduces them into production, and also uses machine learning and analytics to attract an audience.With the help of omnichannel marketing, Netflix plans to connect with people through direct communication over the Internet or by providing a personalized user experience that people will not forget.[2]