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MKT 311 Mobile Marketing Plan Anthony Lombardi Southern New Hampshire University

NEEDS & OBJECTIVES W2 NEEDS & OBJECTIVES Company Overview  Company: Hulu  Product or Service: Hulu provides thousands of TV series and movies through its streaming library as well as live TV to members who subscribe to the Live TV service.  Marketing Strategies: Hulu uses a variety of marketing strategies to attract new customers while also working to maintain current customers. One very uncommon and effective form of advertising they use is leveraging press releases. Many companies use press releases to communicate announcements and changes to the media, however, Hulu uses them for marketing purposes by using well-written and informative press releases that also include promotional elements such as trailers and images, and as a result, the company receives more exposure as the media and followers share the press conference (Abouemera, 2022). Another marketing strategy that Hulu uses very well is collaborating with influencers who align the most with the overall campaign rather than choosing influencers based strictly on popularity like many other companies. For example, when Hulu wanted to promote a dating show on the platform, they decided to collaborate with someone who is well known for their role on The Bachelorette, Andi Dorfman (Abouemera, 2022). Lastly, Hulu offers 7 days of the service for free to new customers. This is a great way to attract new customers who want to try out the service for a week for free before deciding to either continue the service or cancel.  Current Mobile Marketing Presence: One of the mobile marketing strategies that Hulu uses is that it “heavily relies on Google AdWords campaigns to ensure that its search results come up first in search rankings for its related keywords like streaming TV” (Green, 2017). Another mobile strategy that they use is collecting data on users and then using that data to create highly personalized advertisements and campaigns tailored to specific customers. This is a great strategy to help the company maintain its current customer base by showing that the company cares about them as individual customers rather than just seeing them as another one of the company’s many subscribers, which as a result is a

great way to build loyalty between the company and customers. Another mobile strategy that Hulu uses very effectively is social media. Instead of using social media to promote products and drive sales, Hulu uses it to engage with its customers and build long-lasting relationships and loyalty (Abouemera, 2022). Lastly, Hulu sends occasional personalized emails that contain updates on content, personalized recommendations, and special offers that help the customers stay up to date on what the service offers and find new series and movies that meet their interests. Competition  Competitor: Netflix  Competitor’s Mobile Strategy: Netflix and Hulu have similar mobile marketing strategies. For example, just like Hulu, Netflix relies heavily on search engine optimization. Both companies take advantage of keywords and secondary keywords to push their company to the top of search results. Netflix also has a strong social media presence that they use in a similar way to Hulu. While Netflix does occasionally use social media to promote their product, they spend most of the time on social media interacting with the audience through methods like surveys and conversations with customers on various social media platforms. Just like Hulu, the main benefit that Netflix sees by doing this is building strong and loyal relationships with its customers. Another similarity between Netflix and Hulu and their mobile strategies is personalization. As a Netflix subscriber, the content of your home page is personalized for you, allowing you to find more TV series, documentaries, and movies that relate to your personal interests (Tas, 2020). Lastly, another common mobile strategy that Netflix and Hulu share is personalized emails that recommend shows and movies based on customer interests, as well as changes to the streaming catalog and promotions.

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 Competitor Advantage: After reviewing the mobile strategies of Hulu and Netflix, there does not appear to be a huge advantage for either company. Both companies use very similar and effective methods to attract new customers as well as build relationships and loyalty with current customers. However, according to FlixPatrol (2023), which is a website that shows the number of subscribers that various streaming services have, Netflix has significantly more subscribers and is leading the category with over 232 million subscribers, while Hulu is 8 th on the list with only just over 48 million subscribers. Based on the tremendous subscriber difference it is safe to assume that Netflix has been more successful in its marketing strategies, however, since both companies share similar strategies there may be other factors coming into play such as a larger steaming content selection or possibly even higher quality streaming content. A strong mobile marketing campaign that relates heavily to a new trending show or movie on the service would be a great way for Hulu to attract new customers and make a dent in the subscriber difference. Target  Customer Segment: 18-34-year-old men and women in the middle and upper class who live in urban and suburban areas .  Main Characteristics: The demographic characteristics of the marketing campaigns' customer segment are 18-34-year-old men and women, living in urban and suburban areas, and who are part of the middle or upper class. When it comes to psychographic characteristics of the target segment, they include people who spend a lot of time on social media and watching television or movies and people who pay close attention to popular trends. A large portion of Hulu’s customers are between the ages of 18 and 34 and are from the middle and upper class. Additionally, a staggering 75% of Hulu’s subscribers are from urban or suburban communities (Dean, 2023). These characteristics represent people who already enjoy watching Hulu, so a continued effort to attract people who share similar characteristics can be a very effective way for Hulu to continue to earn more subscribers through the mobile campaign.

 Justification:  As of May 2021, people between the ages of 18 and 34 account for 57% of Hulu’s subscribers (Statista, 2022). A continued focus on that age group using mobile marketing strategies would be the most effective way to drive growth.  The upper and middle class are the people who would be most willing to and able to pay for a monthly streaming service. Many people from the lower class may refuse to pay for the service or may not have an internet connection to use for the service to begin with.  People who are already spending a lot of time watching movies and television or may even be using another streaming service are a great place to start to try to find new customers. Promoting to them what the service has to offer to them and how it is better than competitors can be an effective way to bring new customers over from cable or other streaming services.  In today’s world, an overwhelming majority of people use social media. People between the ages of 18 and 34 spend the most time on social media as well. For example, looking at the platform YouTube, people in that age range make up a staggering 67% of the audience (Zhou, 2023). Prioritizing that age range with the use of social media mobile marketing strategies would be tremendously effective.  The use of trending shows and movies would also be most effectively targeted to the 18- 34-year-old age range as well. They tend to be the people keeping up with current pop culture trends the most, and by taking advantage of those trends in marketing you can attract many new customers from that demographic.

 Mobile allows companies to interact with their audience anywhere at any time and this convenience and accessibility by incorporating mobile campaigns will add to the value of a traditional marketing mix. TACTICS W4 MOBILE MARKETING TACTICS RECOMMENDATIONS  Tactic 1: Collaborating with content creators on YouTube who make “reaction” videos of TV series and movies. Also, give the YouTuber a promotion code to include in the video so that the audience can join Hulu using the promo code for the creator and receive a benefit for signing up such as “first month free and second month 50% off” for a Hulu subscription. o Differentiation: Hulu and Hulu’s main competitors, such as Netflix, often use celebrities and actors to promote their products or upcoming series on the platform. However, a large niche that is consistently growing in popularity has been completely ignored and unutilized by streaming services. YouTube reactor channels that post videos of them reacting to various forms of media such as music, videos, TV series, and movies have been growing in popularity, and partnering with them to reach their large audiences can help Hulu stand out from competitors and help the company reach its short-term goal of building brand awareness and of its new products and promotions to generate sales. Additionally, using a promo code that the content creator can include at some point in the video while he discusses some new upcoming series and movies on Hulu can help drive brand awareness, product awareness, and sales even more. o Justification: Reaction channels on YouTube are growing rapidly in popularity. A large reason for the growing popularity of reaction channels is their authenticity, which viewers greatly appreciate. Reaction channels give their viewers a sense of authenticity using “involuntary physiological reactions, authenticity claimed through fandom, and authenticity because of the celebrity of the reactor allowing the viewer to feel they know them personally” (Cox, 2023). There is a very large

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number of reaction channels on YouTube and many of them specialize in certain forms of media such as music, TV series and movies, other YouTube videos, and many other forms of media that can be reacted to. Partnering with reaction channels that specialize in movie and TV series reactions would be the perfect choice for Hulu because many of the reactor's viewers are already interested in TV series and movies and may be more interested in joining Hulu than people who tend not to watch much TV or movies. Not only will collaborating with them bring more attention to Hulu and possibly create sales, but the use of a promo code in collaboration with the reactor would be even more effective. Promo codes are effective because they offer your audience that extra reason to do business with a company and they will also feel more incentivized to act if they have been considering the product for a while and feel like they can get it at a better price now (Molenaar, 2021). Overall, this strategy can help to generate sales for the company but can also increase the company’s mobile presence by getting more people talking about them online on social media sites such as YouTube and therefore bringing more awareness to the brand on mobile channels.  Tactic 2: Weather targeting, or weather-based marketing could be another very effective mobile strategy for Hulu. In general, weather targeting takes place when a company uses “a weather targeting platform like WeatherAds, which enables users to trigger ads and automate bid adjustments based on real-time weather information” (WeatherAds, n.d.). This strategy goes hand in hand with location-based marketing because the company will need to be aware of where its potential customers are and what the current or upcoming weather in the area is. o Differentiation: This strategy would help to differentiate Hulu from competitors by allowing them to target potential customers who have a higher chance of subscribing to the service based on their local weather. If a consumer's local area is expected to have two weeks of very poor weather conditions such as high levels of rain or snow, consumers in that specific area will be much more likely to be staying home watching television. With them being stuck at home with nothing to do, they may feel much more obligated to look for something new to watch and

give Hulu a shot, especially if the product is actively being marketed to them while competitors fail to advertise at the same time. o Justification: “Weather is a primary determinant of consumer purchase behavior with everyday fluctuations affecting a wide range of industries” (WeatherAds, n.d.). Industries such as the automobile industry can benefit by advertising their products based on the local weather with car manufacturers who produce vehicles that are great in the snow benefiting by advertising to communities where the weather is very snowy and icy. In the same way, streaming services can benefit by advertising their product to places where the weather is very rainy, cold, or snowy which are all major factors that may keep people in the area indoors and watching TV. Those same people who are stuck at home may be bored and looking for something new to watch when they happen to stumble across an ad for Hulu while strolling through social media that was specifically targeted to them due to their local weather, and due to their current weather and boredom, they may feel extra obligated to give Hulu a shot. This strategy allows Hulu to target the right people at the right time using mobile channels, which can ultimately increase their mobile presence and generate new sales.  Tactic 3: More effectively use social media to engage with customers and potential customers. After reviewing the various social media accounts of Hulu such as Twitter, Facebook, and Instagram, they are lacking in customer engagement in comparison to competitors. All of Hulu’s posts on social media are clips and pictures from series and movies on the platform as well as upcoming series and movies, however, there is a major lack of engagement on the posts. Using other types of posts such as surveys and polls asking the audience to voice concerns and problems as well as what they are excited about on the platform can help to drive engagement further while also increasing sales and the company’s overall mobile presence. Additionally, looking at current posts from Hulu and reviewing the comments, Hulu replied to all the people with a “blue checkmark” but responded to very few actual customers who are voicing their opinion about the service. Being more engaging on social media with actual customers and giving them the chance to voice their opinion and receive feedback from the company is crucial for developing trust and loyalty.

o Differentiation: If a company includes polls and surveys and makes changes based on how their customers respond, they will prove to their customers that they care about what the customer wants, and that alone will help the company stand out from competitors. Additionally, companies such as Netflix are much more effectively engaging with their audience on social media platforms by responding to them and having conversations that build loyalty and trust between the company and its customers. Hulu is lacking in this specific area and if they want to stand out amongst competitors they need to work much harder to engage with as many customers as possible and build that brand loyalty. o Justification: Using polls and surveys will help Hulu increase its mobile presence and improve engagement between the company and its customers. In fact, incorporating polls and surveys can benefit a company by building real human engagement, more naturally connecting with customers, receiving real-time feedback on products or services, having a better understanding of what social media platforms its audience uses, the ability to more easily determine what marketing ads will be effective, the chance to identify and solve issues the company may not be aware of, and a boost in the company’s reach (Fraraccio, n.d.). When it comes to engaging more effectively with customers on social media, actively responding to a customer’s comments and paying attention to what customers are saying in their comments can help a business in a great way. For example, a business can gain valuable customer feedback, improve its knowledge of customer preferences and interests, build stronger customer relationships, enhance its reputation, have an opportunity for customer advocacy, and earn a competitive advantage (Monae, 2023). By following these tactics Hulu can increase its mobile presence, build brand awareness, and generate sales, which are all a part of its short-term goals. SUCCESS METRICS & NEXT STEPS W5

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EXECUTION Success Metrics Action Plan o Explanation: The company’s short-term goal of the marketing campaign is to generate sales and to build brand awareness for a new Hulu original series on the platform. With that goal in mind, three important metrics that should be used to monitor and measure the effectiveness of the campaign include website visits, click-through rates, and conversion rates. Website visits refer to how much traffic is visiting your website and you can then compare how the marketing campaign has impacted the number of visitors on the website. Click-through rate refers to “the number of people who clicked the content in your marketing email or advertisement” (Tanton, 2022), and conversion rate refers to the percentage of people who visited your website and then completed the desired action or conversion (Storm, n.d.). Additionally, since the marketing campaign has a very limited budget and due to senior managements skepticism of mobile marketing campaign success, some other key metrics to monitor and measure include return on investment (ROI), cost per click, cost per acquisition (CPA), and return on ad spent (ROAS), which can be very helpful in determining if the company’s partnership with social media influencers, where the company has the pay the influencer to advertise and promote the product, is bringing in a high enough return for the cost. In addition to these metrics, the company would also benefit by monitoring and measuring statistics such as bounce rate, average time per session, and the percentage of new and returning visitors on the company website to determine if changes need to be made to the website. For example, if the company has a high bounce rate, low time per session, and a small percentage of returning visitors it may suggest that something is wrong with the website or that it is not suitable for mobile devices and that these issues are causing visitors to leave quickly without returning in the future. Lastly, the company can monitor customer engagement on its social media sites and use that to see how customers are responding to the campaign. o Tools: There are countless different tools available to businesses that help them collect data and analyze campaign performance. The first tool that Hulu should use is Google Analytics, which offers many different features at no cost at all, which can help the company stay on its limited budget. While Google Analytics isn’t made specifically for

mobile, it has a wide variety of features that would help the company measure its success such as traffic reports, campaign tracking, conversion tracking, keyword referrals, real- time reporting, custom metrics, and much more (Knezovic, 2023). Another tool that can be used to monitor and measure mobile success is AppsFlyer. This tool specializes more in mobile marketing analytics than Google Analytics and can help companies track and improve mobile campaigns, monitor app engagement, see where installs are coming from, and much more (Knezovic, 2023). Lastly, Buffer is a social media management tool that would be very beneficial for the company to incorporate into its mobile strategy. “The platform offers publishing, analytics, and engagement tools to help companies manage social media content as well as paid campaigns (Knezovic, 2023). o Optimization: The company should use these tools and the data they provide to optimize their campaign and mobile tactics. For example, as mentioned above, Google Analytics provides the company with statistics such as bounce rate and time per visit, and they can use that information to determine if there is an issue with their website. The company should then determine the issue and make any necessary changes to improve those statistics and optimize their mobile website to help gain sales and improve customer satisfaction. AppsFlyer can help Hulu optimize its mobile app by providing a large variety of key performance indicators (KPIs). For example, the tool provides acquisition and revenue app KPIs such as cost per install (CPI), ROAS, purchase frequency, organic conversion rate (OCR), and lifetime value (LTV). Additionally, the tool provides engagement KPIs such as daily active users, retention rate, uninstall rates, and several performance KPIs such as load speed and crash reports (Mor-Samuels, 2022). The company should analyze these various KPIs by first considering their short and long-term campaign goals, then determine which KPIs have the greatest impact on those goals, determine KPI benchmarks, and then make any necessary changes to help them reach those benchmarks and goals. Lastly, Hulu can use Buffer to create engaging and effective social media posts and then can use the tool to analyze how effectively those posts are reaching customers and to analyze customer engagement on social media. Once again, the company’s analysis may help them determine improvements that can be made on social media as well as determine what strategies have been the most effective.

Next Steps  Moving Forward: The long-term vision of the campaign is to increase brand awareness, increase revenue, and increase customer engagement and loyalty. o Justification: Increasing brand awareness and customer loyalty is a very important long-term goal of the campaign because “building brand awareness ensures that your target audience recognizes and identifies with your brand” (Bontu, 2023). For example, Apple is a company with tremendous brand awareness and customer loyalty and as a result, they have built an emotional connection with customers and now many iPhone users refuse to purchase a phone from a company other than Apple. Focusing on driving customer engagement is a great way to improve brand awareness and loyalty because it is a great way to build long-lasting customer relationships (Bontu, 2023). As the company improves its customer loyalty, customer engagement, and brand awareness, the company will see increases in revenue due to an increase in subscriptions and a decrease in the number of customers unsubscribing from the platform. o Tactics: Since the mobile marketing campaign tactics have proven to be successful thus far, this section will include several tactics that Hulu can use to expand on its current mobile campaign and help the company reach its long-term vision and goals. o Tactic 1: Many streaming companies, including Hulu, offer discounts when signing up for the service such as “1 month free” or other similar offers. A tactic neither Hulu nor its competitors have used that can greatly help to increase customer satisfaction and loyalty is to offer loyalty rewards for customers who have been on the platform for a long time . For example, Hulu should send offers to customers who have been subscribed for the entire year that provide them with a chance to get one month free if they would like to extend their subscription to cover the following year. o Tactic 2: Post engaging videos and posts on social media that promote upcoming series and movies on the platform. Since Hulu has Hulu original series and movies, rather than posting short clips of the series or movies on social media as

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they are currently doing, the company can create fun and exciting videos with the actors and actresses in the series as a promotion rather than just uploading clips from the actual series. If the videos are very fun and catchy that is a great way to build brand awareness and engagement with customers. When creating these videos, it’s important to keep them short and concise, while also ensuring that they are mobile-friendly (ThumbVista, 2022). o Tactic 3: Increase the use of SMS, pop-up, and email notifications regarding upcoming series and movies on the platform to get customers excited for new content to watch. This can help keep customers engaged and aware of what the service has to offer and may even lead to consumers talking about the new content on their personal social media pages and discussing it with friends. It can also help keep customers loyal to the service if they like to be aware of new content early. However, it is important not to bombard customers with notifications or they will most likely become frustrated and may decide to unsubscribe from the service. It is essential to find the middle ground where you are not sending too much information nor are you not sending enough. ETHICAL & LEGAL PRINCIPLES: W6 Insert your W6 Discussion Board content into this section with the headings below: Ethical and Professional Standards: Several ethical and professional standards should be applied to the company's mobile marketing campaign. Firstly, it is crucial to obtain consent before contacting customers and potential customers' mobile devices. Secondly, the company should provide a notice containing the company's information practices and privacy policies allowing customers to make informed

decisions, while also providing customers who receive messages and notifications with an easy way to opt-out of future messages. Also, since the company plans to take part in location-based marketing, it is very important to adhere to Part II, Section XII, Article 1-3, and "should inform individuals how location information will be used, disclosed and protected so that the individual can make an informed decision about whether or not to use the service or consent to the receipt of such communications" (Guidelines For Ethical Business Practices, n.d.). Also, since the company has a mobile subscription service, the product needs to be offered and delivered in compliance with DMA guidelines. Lastly, the company should strive to keep customer data and information safe and protected while also providing customers with information about how they are doing so. Current Regulations:  Telephone Consumer Protection Act (TCPA): "Requires businesses to earn express written consent before sending marketing text messages to customers" (CM, 2021).  CAN-SPAM Act: Prohibits businesses from using deceptive marketing methods and protects consumers by creating regulations regarding unsubscribe options, content, and sending behavior (CM, 2021).  Federal Trade Commission Act (FTC Act): Prevents unfair and deceptive marketing practices.  Any specific state regulations that the business plans to operate in such as the California Online Privacy Protection Act (OPPA). Marketing Response:

Hulu must comply with laws and regulations regarding marketing and consumer protection in any of the places that they operate, and to maintain compliance the company should have a legal team who is constantly monitoring current and changing regulations to ensure that all practices are compliant and ethical. Additionally, it is crucial to spend the time and resources to ensure that the company has a very strong customer data protection system and that they are constantly monitoring for any possible breaches and threats. Lastly, since the campaign involves sending push notifications, SMS messages, and emails, Hulu needs to get consent from customers before doing so and include ways to opt out. Overall, the company should be as transparent as possible with customers and provide information on what data is being used, why it's being used, and how it's being protected. CAMPAIGN ROADMAP W7 CAMPAIGN CREATION Need/Short-Term Goal: Hulu’s short-term goal is to build brand awareness of its new series coming to the platform to generate sales. Targeted Segment:  Target 1: 18-34-year-old men and women in the middle or upper class. o Explanation: 52% of Hulu’s subscribers are female while 48% are male (Dean, 2023). This very small difference means that Hulu should focus on both men and women equally in their marketing efforts. When it comes to the level of wealth, many people from the lower class may either not be able to afford the extra expense of a streaming service or may not even have the internet connection needed to use a streaming service, therefore, marketing should be targeted to the middle and upper class who can more easily afford to subscribe to the service.

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 Target 2: 18-34-year-old men and women from urban and suburban areas. o Explanation: People from urban and suburban areas make up 75% of Hulu’s current subscribers, suggesting that this group should be targeted in any marketing campaigns more than people living in rural areas.  Target 3 : The psychographic characteristics of the third target segment are people who spend a lot of time on social media and pay close attention to trends. o Explanation: With the campaign being on mobile devices and heavily relying on social media platforms, targeting people who spend a lot of time on social media paying attention to trends is key not only because these are the people most likely to see the advertisements and promotions, but also because these are the people who are most likely to share the advertisements and campaign with their friends and family. Mobile Marketing Tactics Selected:  Tactic 1 : Collaborate with YouTube “reaction” content creators and provide them with a promo code that they can include in their videos where the audience can receive benefits for signing up for Hulu, such as “first month free, second month 50% off”.  Tactic 2 : Use a weather targeting platform such as WeatherAds to begin weather targeting or weather-based marketing which will help to send advertisements and promotions to potential customers in locations where there is suspected to be rainy, snowy, or cold weather.  Tactic 3 : More effectively use social media by incorporating polls and surveys that drive engagement while also more actively responding to viewers and customers on social media platforms rather than mainly only responding to people with “blue checkmarks” as the company is currently doing. Ethical and Legal Considerations:  Due to the use of weather-based marketing, Hulu needs to adhere to Part 2, Section XII, Articles 1-3 in the Guidelines for Ethical Business Practices and needs to inform individuals on how location information will be used and how the information will be protected.

 The campaign needs to be compliant with various regulations such as the Telephone Consumer Protection Act (TCPA), the CAN-SPAM Act, the Federal Trade Commission Act (FTC Act), and specific state regulations such as the California Online Privacy Protection Act (OPPA).  The company should be completely transparent with customers when they acquire customer data. They should explain to customers why they are collecting the data, how they plan to use it to improve the customer experience, and what safety measures they have in place to protect the data.  The company must obtain customer consent before contacting their mobile devices and must also include an easy way for the customer to opt out of future communications. Manage and Monitor Campaign: There are several tools that Hulu can use to manage and monitor the campaign including:  Google Analytics  Apps Flyer  Buffer Long-Term Vision: With the continued success of the current mobile campaign in place, it is a very good idea for the company to move forward with the campaign to continue to see benefits such as:  An increase in brand awareness and image  An increase in revenue  An increase in customer loyalty and customer engagement Next Steps: With the success of the current mobile campaign, Hulu should continue to expand on the campaign and some of the next steps to do so include:  Provide loyalty rewards for customers who have been subscribed to the service for a long period of time. For example, offer customers who have subscribed to the service for an entire year a chance to extend their subscription to the next year with the benefit of receiving a free month of the service.

 Post engaging and fun videos on social media to promote the upcoming series by using actors and actresses in the series.  Increase the use of SMS and email notifications that inform customers of upcoming shows and movies that they might be interested in. When following this strategy, it is important not to bombard the customer with excess notifications due to the chance they will be frustrated by it, so it is important to find a middle ground between too many notifications and not enough.

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REFERENCES Abouemera, R. (2022). Hulu’s Marketing Has Introduced Affordable Television for Everyone. Media Shower. https://mediashower.com/blog/hulus-marketing/ Bontu, R. (2023). 15 Short-Term and Long-Term Marketing Goals. UPDF. https://updf.com/skills/marketing-goals-examples/ CM. (2021). Guide to Mobile Marketing Compliance in the US. Retrieved from: https://www.cm.com/en-us/blog/guide-to-mobile-marketing-compliance-in-the-us/ Cox, C. (2023). “Not Acting, Reacting: An Analysis of Reaction Videos, Reactors, Viewers and Authenticity”. Thesis and Dissertations. 9836. https://scholarsarchive.byu.edu/cgi/viewcontent.cgi?article=10845&context=etd Dean, B. (2023). Hulu Viewership and Subscriber Statistics. Back Link. https://backlinko.com/hulu-users Fraraccio, M. (n.d.). Why Your Business Should Be Using Social Media Polls. U.S. Chamber of Commerce. https://www.uschamber.com/co/grow/marketing/how-social-media-polls-can- grow-your-business Flix Patrol. (2023). Streaming Services by Subscribers in the World. Retrieved from: https://flixpatrol.com/streaming-services/subscribers/ Green, M. (2017). Discover the Path Hulu Uses to Market Its Position. Content Writers. https://contentwriters.com/blog/discover-path-hulu-uses-market-position/

Guidelines for Ethical Business Practice: Mobile Marketing. (n.d.). ANA. https://www.ana.net/content/show/id/accountability-digital-marketing-ethical-mobile Knezovic, A. (2023). Useful Mobile Marketing Tools to Grow Your Business in 2023. Udonis. https://www.blog.udonis.co/mobile-marketing/mobile-marketing-tools Molenaar, K. (2021). How Promo Codes Can Help E-commerce Businesses. Influencer Marketing Hub. https://influencermarketinghub.com/promo-codes-ecommerce/ Monae, A. (2023). Here’s Why Customer Engagement on Social Media is Important to Your Brand. Entrepreneur. https://www.entrepreneur.com/science-technology/the-importance- of-customer-engagement-on-social-media/449786 Mor-Samuels, E. (2022). The Essential KPIs for Apps and How to Track Them. AppsFlyer. https://www.appsflyer.com/blog/measurement-analytics/app-kpis/ Statista. (2022). Share of Adults with a Hulu Subscription in the United States as of May 2021. Retrieved from: https://www.statista.com/statistics/742117/hulu-with-live-tv- subscription-adults-usa-by-age/ Storm, M. (n.d.). Conversion Rate Marketing: Everything You Should (And Need) to Know. WebFX. https://www.webfx.com/blog/marketing/conversion-rate-marketing/ Tanton, A. (2022). Ways to Measure the Success of a Campaign. Demand Science. https://demandscience.com/resources/blog/ways-to-measure-campaign-success/ Tas, G. (2020). Key Takeaways from Netflix’s Digital Marketing Strategy. Digital Agency Network. https://digitalagencynetwork.com/key-takeaways-from-netflix-digital- marketing-strategy/

ThumbVista. (2022). 5 Ways to Increase Brand Awareness Using Mobile. Retrieved from: https://thumbvista.com/2022/08/5-ways-to-increase-brand-awareness-using-mobile/ WeatherAds. (n.d.). How Effective is Weather-Based Marketing? 4 Case Studies with ROI Stats. Retrieved from: https://www.weatherads.io/blog/how-effective-is-weather-based- marketing-4-case-studies-with-roi-stats Zhou, L. (2023). Social Media Demographics: The Definitive Guide in 2023. Retrieved from: https://www.luisazhou.com/blog/social-media-demographics/#:~:text=Over%20half %20of%20the%20platform%27s,55%2D64%20(3%25) .

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