Digital Marketing and Customer Analysis: A Case Study of Netflix

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.