In a world where marketing a product or service online has become the norm, OTT platforms such as Amazon Prime Video, Netflix, Hulu, Disney + Hotstar, Hotstar and the like have been acing it at their marketing strategies to attract more and more viewers. Their pricing models, the content library they offer as well as the accessibility has proven to be much of an advantage while communicating their USP to the audience. OTT platforms have gone a long way in building their presence in the post-pandemic world and there is a lot to learn from them when it comes to marketing. Here are a few lessons that
we’ve learnt from them!
Keep it consistent
Every marketing strategy that every OTT platform has ever adopted has been consistent in nature. From adopting an omni-channel marketing approach to the notifications one receives on their mobile phones, OTT platforms have a knack for keeping their potential audience hooked to watching their shows. It is known that after every 29th time that a potential consumer comes across an ad, he is bound to make a purchase. And it’s safe to say that OTT platforms have taken this to heart and continue to build onto quirky content campaigns that a potential user is subjected to at regular intervals of time.
Adopting an Omni-Channel approach
You have come across a Netflix advertisement while cruising around in your car on the billboard and also on your phone’s notification bar. You have come across the platform on social media with viral campaigns and seen your favorite youtuber collaborating with the brand. Every OTT platform adopts an approach which ensures that they interact with a potential at every step of a consumer journey and that’s key to understanding how you can target your customer. Setting forward the need, building awareness, providing information and finally urging them to become a user comes with a particular process and this journey is one that every brand must follow while attracting their target audience.
Pricing
The Indian audience is known to be notorious when it comes to their savings. Offering the lowest of tariff rates during a particular season, a free one month subscription for first time users, free access to the content library for a week are some of the ways that OTT platforms have managed to garner a high footfall. Adopting a pricing scheme which keeps in mind the mentality of an Indian consumer has gotten fruition for OTT platforms which must also be kept in mind while attaching a price to the product you sell.
OTT marketing tells you that every avenue of marketing is worth a shot and that you must explore all your options and continue to wield in your target audience by providing value in your messaging. A quirky and relatable ad campaign which engages the audience is always a better idea than an informative ad campaign which only adds in new content on the page. Do you agree with us?
