Could you imagine sitting on the sofa in the evening and watch only movies that TV channels transmit on that day? And with also lots of advertising stopping the movie in the best part?
I am sure that you can imagine this as, until a few years ago, this was a reality for everyone.
Now instead, this is just a memory left miles away behind.
We are all able to watch movies when we prefer, also without any advertising bothering in the middle of the film.
Right now, we all probably used to it, but if we think backward, we can appreciate it even more.
You probably agree with me if I say that Netflix is one of the main pioneers – if not the main one – of all this.
Just with an affordable subscription, you have access to a large number of movies and series to enjoy whenever you want with no interruptions.
Of course, it is not a casualty if Netflix managed to become a reliable movie platform trusted by millions of people all over the world.
Alongside a product that is helping us to enjoy movies much more than before, they have a powerful marketing strategy, empowered by neuromarketing techniques, that has been growing more and more their brand awareness and profits.
In this article, I am going to unveil 3 powerful neuromarketing techniques that are responsible for Netflix’s global success.
So, read until the end because if you are not using these techniques yet, you will want to implement them into your marketing strategy and increase your visibility and sales.
But first, let’s take a closer look at what Neuromarketing exactly is.
So, what is Neuromarketing?
Neuromarketing is the marketing area that applies neuropsychology science to market research, studying consumers’ sensorimotor, cognitive, and affective responses to specific marketing stimulations.
Basically, neuromarketing wants to understand the reason why consumers make or not purchasing decisions when in front of marketing stimulations and to analyse their responses to then apply all these learnings to empower marketing.
It’s like generating your marketing strategy and plan to know what’s inside your ideal clients’ heads and being able to most likely predict their responses when they see your marketing message.
That would increase your marketing efficiency and results, wouldn’t it?
Well, this is not only something that you can just imagine – it becomes reality when you use Neuromarketing!
In fact, the benefits businesses have are more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and lately an emotional customer engagement that leads a higher percentage of them to trust the business and become loyal customers.
Just be mindful that Neuromarketing, to be fully effective, must be supported by a deep audience analysis, uncovering your ideal customers deeply hidden behavioural patterns and driving emotions.
This is what will tell you how to use Neuromarketing at best and quickly increase your visibility and conversion rate.
Neuromarketing stimulates people emotionally, triggering specific behaviours as a consequence.
Therefore, it’s quite intuitive that if you know your audience’s main driving emotions and behavioural patterns that positively influence their purchase decision making, your digital marketing strategy will be far more efficient, growing your business with it.
On the other hand, if you don’t know them and use a neuromarketing technique that stimulates the wrong emotions, the results will be much lower and will lead your business to a high bounce rate and low conversions.
If you want to know how to do a deeper audience analysis, uncovering your target audience driving emotions, click here to see our full audience analysis guide.
So, now that you know how Neuromarketing benefits any business marketing campaign, it’s time to show you how Netflix uses it to have high brand awareness and conversion rate.
SENSE OF COMFORT
Considering that Netflix offers a subscription service, one of the biggest abilities they have is to make their potential clients comfortable with the decision of getting the subscription.
One of the main worries that their ideal customers have is the fear to forget to cancel the service if they don’t really use it.
You might be familiar with this feeling.
This feeling takes the name of Risk Aversion and it is basically the tendency to prefer a sure outcome over a gamble with a higher or equal expected value.
So, what does Netflix do to overcome this feeling?
On their website page, Netflix overcomes this subconscious behavioural pattern by clearly explaining that, after the period where you can try the service for free, they will send a reminder 3 days before so that you can unsubscribe if you didn’t like the service.
Another interesting detail used to achieve a sense of comfort is the use of the word “FREE/GRATIS” on their sale page.
This word is very effective as a lead magnet as it takes away the initial responsibility of your potential clients so that they can get to know you and your services better without fully committing.
Netflix knows this very well and uses the word Free Three times in a space with a small text. This has the power to stand out this word and glue it into the users’ head, influencing positively their decision making.
Also, most people feel like they need to return the favour if they get something for free. So, inducing their target audience to try the service for free will most likely induce people to value the service even more and want to pay the subscription once the free trial ends.
COLOURS TO TAKE ACTION
We all grow up associating each colour with specific actions and feelings.
And these associations get so deep into our subconscious that the simple view of a colour can stimulate the specific feeling associated with it.
This means that also colours can influence people’s decision-making.
Netflix uses the green colour in the process bar and the red in the call to action for the free trial.
The green is associated with the feeling of comfort and calm. What they want to do is basically calm their audience’s worries and create a comfortable feeling for them to go through the process.
The red, instead, is associated with love and passion, but also with determination and decision.
Using a red call to action stimulates the users to be more decisive with the comfortable process and go through it.
These are just 3 Neuromarketing techniques that Netflix Uses to generate a high conversion rate and have a brand internationally known.
How can you get Neuromarketing to empower your campaigns and increase your visibility and sales?
Serendipity Marketing is a leading neuro digital marketing agency London, empowering businesses strategies and marketing campaign in three different languages: English, Spanish, and Italian.
Our unique approach is fully bespoke and supported by psychology science, allowing us to uncover your target audience’s driving emotions and behavioural patterns and use neuromarketing efficiently.
Rely on an expert neuro digital marketing agency London to get efficient neuromarketing to grow your business online.
Maria Lafuente Soria
Co-Founder & CEO
CMO (Marketing Officer)
Co-Founder & CEO
CPO (Psychology Officer)