U.S. entertainment company Netflix has set a new benchmark in Australia bypassing traditional advertising and marketing to utilize a campaign with 100 percent digital marketing.
This represents a first for an international company entering the Australian market, and the company, which sells streaming movies and television series, said it is trialing this approach, which does not involve print, television, radio or outdoor media, for other markets.
Subscription video on demand (SVOD) is a new concept in Australia, however, it is fully understood among tech-savvy users.
Netflix's digital messaging campaign is connecting with these tech-minded users who tend to be more reliable and longer-term than those reaching Netflix through other marketing channels.
The broader Australian market, which can be accessed through mass media, is not yet ready for, or aware of SVOD, according to the company.
Netflix vice-president of product innovation, Todd Yellin, told The Australian on Monday that the company heavily researched consumer attitudes in Australia.
"The early adopters and technophiles, people have a vague idea of how it works and for some people it does feel daunting," he said.
Australian consumer awareness of Netflix as a brand is more than 30 percent, which is very high for a new brand entering a market, according to a recent survey.
The Venture Consulting research report, which surveyed 4000 online Australians, showed 32 percent awareness of Netflix while its competitor Stan had 25 percent awareness.