Digital Marketing: Traditional vs. Digital Marketing and Customer Touchpoints

This report explores the differences between traditional and digital marketing, focusing on customer touchpoints and the use of data analytics. The case study examines how Netflix utilizes digital marketing strategies to improve performance and customer experience.

Digital Marketing
INTRODUCTION
The use of internet has increases the importance of digital business in market at wider
scale. With period of time, many enterprises are evolved with concept of digital marketing.
This report gives a brief knowledge about how business is using digital marketing as a source
of business. Netflix, an American International technology & media services headquartered in
California, U.S. This report comprises of difference between traditional & digital marketing,
customer touch points, uses of data analytics through digital marketing activities and analysis
of data to improve performance & improve customer experience.
Customer touch points- These are defined as process or time when
end users are coming in touch with brand or a product and gain
information. It is essential to be aware about these touchpoints so that
decisions making is done in appropriate way. In relation with Netflix,
they too are aware about these customer touchpoints which are further
discussed below-
 Social media- It is to be considered as most important touchpoints
because it is easy way of accessing to larger customers. This is used
by Netflix through which they promote their application, web
series, service subscription etc.
 Online advertisement- In this, it is also being considered as
important customer touchpoint in which ads are shown on side of
web sites those are considered to be as touchpoints of end users.
Though carrying out online advertisements it is easy for end users
to reach to brand.
Customers touch points and the Omni-channel nature
Outlines the differences between traditional and digital marketing with exam Outlines the
differences between traditional and digital marketing with examples from Netflix
Digital marketing is defined as way communicating with audience through use of social media
& tools. With changing period of time, people are adapting this concept which assist them in
carrying out their goals & objectives. Both traditional as well as digital marketing are essential
to be focused as they help in achieving of short & long term goals.
Traditional marketing Digital marketing
It refers to promoting of products by using newspaper,
magazine, radio etc. It is beneficial for business to
adopt traditional marketing because it is easily
understood by others or audience in effective manner.
It is defined as process through products are being
promoted & advertised with use of social media
platforms and tools
For example- Netflix uses traditional marketing at low
level such as printing ads of Marco Polo series.
For example- Netflix promote their many web series
such as Daredevil, Money Heist, Arrow on their
social media pages
Benefits of traditional marketing is that it is easily
understood by audience & customers.
Benefits of digital marketing is that it is most
effective one through which customers are access at
larger scale.

Omni-channel refers to channel through marketing &
sales activities are being carried out to customer with
effective user experience whether they are shopping via
online or Brick N Mortar. In relevance with Netflix
subscribers, journey of users has been evolving with
changing period of time. For example- Netflix does uses
Omni channel strategy such as by sending personalized e-
mails to their subscribers & providing them
recommendation of web series, shows etc.
With help of this Omni channel strategy assist in
engaging users for longer period of time & it enhances
the sustainability period of business for future interval.
Using of this strategy leads to developing & establishing
relationship with customers in effective way. Thus, after
analysis of above matter it is seen that touchpoints &
Omni channel strategy both are required to be done in
appropriate way
The use of data and information has widened the scope
of business. In reference with chosen firm, they too use
analysis of big data through which they are able to access
user insight. With help of analysis of big data, they
implement their marketing activities, strategies & tactics.
In application of Netflix, they collect large data points to
create profile on its subscribers. Through gathering
cookies of profile of every subscriber they are able to use
it in their marketing process.
Further entity also collects response every
individual through TV shows, online reviews &
feedbacks, etc. Moreover, they use data analysis for
tracking customer activities in application. It helps them
in implementation of planning marketing activities
effectively.
Data analysis provides ways through
which marketers have access to user’s insights
in detailed way. It is true that it enables
marketers to improve entity performance &
customer experience. Gathering of data assist
marketers to provide products & services in
such way that it fulfils the need of every
individual. In reference with chosen entity,
they assure that appropriate data is being used
through which it is easy to use skills &
knowledge of employees in efficient way.
Moreover, with help of data analytics
marketers gain credentials & through which
they make decisions within management &
business which is used in effective way
With effective of information appropriate
strategies are used which leads to achieving of
better results. It also results in enhancing
improving customer experience at higher level
by proving them with total satisfaction.
Manager of company make ensure that data is
being used in most appropriate manner
CONCLUSION
After a brief analysis of above report, it is seen that digital marketing is wider &
broader concept which requires high level of knowledge & skills. It is examined that it is
necessary to adapt with changing market trends so that goals are achieved.
REFERENCES
Happ, 2020. Insights into customer experience in sports retail stores.
International Journal of Sports Marketing and Sponsorship.
Omni-channel strategy Netflix use the analysis of data Analysis of data