Comprehensive Digital Marketing Analysis Report: Netflix Case Study

This report examines Netflix's digital marketing strategies, contrasting them with traditional marketing approaches. It details Netflix's marketing mix, including product, price, promotion, and place, within the digital landscape. The report highlights customer touchpoints and the concept of an omnipresent channel, illustrating how Netflix uses digital marketing analysis to understand customer preferences and tailor its content offerings. Furthermore, it explores the role of data analysis in shaping marketing activities, emphasizing how Netflix leverages data on customer behavior, market trends, and competition to gain a competitive advantage. The report concludes by underscoring the importance of digital marketing in today's business environment and how it enables companies like Netflix to reach target audiences effectively and meet customer needs.

ASSIGNMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Traditional VS Digital.................................................................................................................3
Customer touchpoints and omnipresent channel of Netflix........................................................4
Data analysis in marketing activities...........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is the activity in which the organisation performs its advertising and
promotional activities with the use of internet and social media platforms. With the changes in
business operations and scenarios majority of operations and activities are now done digitally.
The digital marketing is so new and famous that all organisations have start performing their
marketing activities with the help of digital marketing. This report has taken Netflix as a
company. Netflix is a multimedia platform which provides variety of media to their viewers. The
company was established in the 1997 (Chaffey and Smith, 2017). The founders for the
companies are Reed Hastings and Marc Randolph.
This report discusses about the digital marketing and use of marketing mix at digital
platform. The use of data analysis in deciding the digital marketing activities and evaluation of
customer touch points are also mentioned in this report.
TASK
Traditional VS Digital
The traditional marketing refers to educating the customers or target groups about the
product or service by not using any digital or internal source. For example newspapers,
catalogue, word of mouth and etc. Whereas the digital marketing refers to marketing or
educating the customers about the product or services through the use of internet sources and
social media platforms. For example the use of SEO's, ads posted by the company at various
sites, and so on.
Marketing mix for Netflix:
Product: Here the product refers to the item which the company has to offer to their
targeted customers. As per the Netflix company, they offer the service of streaming the various
media at their site which the customers can enjoy watching and gets the full satisfaction from
that (Deiss and Henneberry, 2020). The company tries to bring all sorts of variety in their
streaming so that they can satisfy the needs of customers.
Price: Price refers to the cost for acquiring the product or service. The price of any
product or service is decided through its cost of production, potential of the market to pay for
that product or service, demand and supply for that product and etc. The price for getting the
Netflix subscription is nominal which can be afford by an average person.

Promotion: It refers to the activities which the organisation takes to make the product
and service offered by the company known to the people. There are various activities which an
organisation can use. Some of them includes promotional events, sponsor events, advertising
through digital and social platform, newspaper and radio ads and much more. The Netflix
performs the promotions through majorly by digital marketing. They display their ads at various
sites like YouTube, televisions, social media sites like Facebook, Instagram, twitter and much
more.
Place: Place refers to the location where the organisation performs its marketing or
promotional activities where they can reach to maximum of people. Therefore the Netflix
performs such activities at television and social media platform because majority of people can
get target through that (Kingsnorth, 2019). Social media platform is consider that major platform
where the organisation can directly communicate or interact with their followers and audience. A
large number of population can get target through these activities.
Customer touchpoints and omnipresent channel of Netflix
Netflix through the help of their digital marketing analysis watched out the areas or
categories of media where most of customers are directing. Through the proper analyses of such
traffics the company can mould up their offering regarding the media which they present
according to the need and demand of viewers. The company believes that they only can gain
growth and profit when they truly understands the needs of viewers. For that they analysis the
traffic flow and understands the need of their audiences and targeted group. By analysing the
touch points the company serves the audience with variety of genres. By providing what the
customers or audiences are looking for the company can retain as well as also can increase their
customer base (López García and et al., 2019). The companies can planned to analysis these
customer feedbacks, traffics and reviews so that they can make the customer experience more
effective and efficient.
The company, Netflix, focuses upon being omnipresent. At the same platform they
provide all the media which they have streaming for their audiences. Through being omnipresent
the company can provide the comprehensive category for the viewers so that they can watch the
media in accordance with their interest. This has enable the company in widening up the
customer base for their audiences. Through the omnipresent channel the company tries to widen
up their customer base.

Data analysis in marketing activities
The data which is collected by the organisation is used to make the necessary details or
decisions about the company management and working. The data can be about customers
behaviour, market trends and preferences, competitions and much more. The data which is
gathered from digital platform can be categories in various types. Like behavioural data in which
the behaviour of customers is included, basic data in which the basic details about the customers
get gathered like name, address, subscriptions and etc., interaction data is the data about the
touch points which has taken place between customers and company, and attitudinal data in
which the data gathers give information about customer thinking, perspectives and attitude
towards a topic (Saura, Palos-Sánchez and Cerdá Suárez, 2017).
By collecting all these data about customers the marketing activities for the company can
be formed. The data gathered is analysed and then process through the help of AI. The process
data enables the company in knowing about the customer preferences and behaviour also it helps
in knowing about the future trend which would be prevailing in the market. Through this the
company can attain the competitive advantage also by grabbing the opportunity about coming
future trends.
CONCLUSION
The report presented above, present the importance of digital marketing. The digital
marketing is the marketing and advertising activities which are taken by an organisation through
the help of internet and social media platforms. The traditional marketing whereas refers to
performing the marketing activities without any help of internet source and digital platform. The
digital marketing gives many benefits to an organisation like it helps in presenting the company's
offered product or service at the top so the target audience puts their attention on that. It also
helps in forming major marketing activities in knowing about customer behaviour, preferences
and choices so that they can satisfy their audiences accordingly.

REFERENCES
Books and Journals
Chaffey, D. and Smith, P .R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
López García, J. J ., and et al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6). p.130.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.