Difference between traditional and digital marketing

This report explores the difference between traditional and digital marketing, focusing on Netflix as a case study. It discusses the customer touchpoints and the omnichannel nature of customer journey for Netflix customers. Additionally, it explains the use of data analysis for digital marketing activities and how it facilitates improvement.

Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Difference between traditional and digital marketing.............................................................................3
Customers touchpoints and the omnichannel nature of customer journey of Netflix customers...........4
Use of analysis of data.............................................................................................................................5
Use of analysis of data for facilitating improvement...............................................................................5
CONCLUSION...............................................................................................................................................5
REFERENCES................................................................................................................................................6

INTRODUCTION
Digital marketing refers to a form of marketing in which the organizations reach the
customers through the use of various types of digital mediums (Confos and Davis, 2016). This
report is based on Netflix. It is an American technology and media services provider which
provides streaming services to its various customers. In this assignment, focus will be made on
differences between traditional and digital marketing, explanation of touch points of the
customers and the omnichannel nature of customer journey of Netflix customers. Additionally,
specific analysis on use of data for digital marketing activities and explanation of analysis of data
will be discussed as a part of this project.
MAIN BODY
Difference between traditional and digital marketing
Digital marketing is an approach through which the emphasis relies primarily on the
internet to connect with the target audience through the use of digital marketing channels and
platforms (What Is Digital Marketing? Definition, Types, Best Practice with Examples, 2020).
There is a lot of difference between traditional and digital marketing. It has been explained as
follows-
Basis Traditional marketing Digital marketing
Target audience With its use the companies
can reach out to the local
customers who will purchase
the product (De Pelsmacker,
Van Tilburg and Holthof,
2018). For example- Earlier
Netflix used to target the
customers who wanted to rent
DVDs using traditional
marketing techniques.
With its use the companies
can reach out to the customers
all over the world in a highly
effective manner. For
example- Netflix makes use of
digital marketing techniques
so that they can popularize
their streaming services in an
effective manner.
Marketing approach In it, the companies rely more
on interacting face-to-face
with the customers thus
facilitating personal
interaction. For example-
Netflix used this approach
when it used to operate as a
DVD rental service.
In it, the companies are not
required to ensure the physical
presence of the marketers
(Diez-Martin, Blanco-
Gonzalez and Prado-Roman,
2019). Thus in this way they
can reach out to a wide range
of customers. For example-
Netflix makes use of this
approach to popularize its
streaming services among the

customers.
Documentation Here, a hard copy of the
documents is provided to the
customers so that they can
store it according to their
convenience. For example-
Earlier, Netflix used to
provide hard copy of bills to
the customers for their
services.
Here, a soft copy of the
documents is provided to the
customers according to their
various types of needs and
requirements. For example-
Nowadays, Netflix provides
soft copy of bills to their
customers for the use of their
services.
Consumer interaction Here, very less interaction is
there between the marketers
and the customers. For
example- Earlier, there were
very less ways for the
customers to register their
complaints and grievances.
Here, there is more interaction
between the marketers and the
customers. For example-
Nowadays, there are various
ways for the customers so that
they can register their
complaints and grievances.
Customers touchpoints and the omnichannel nature of customer journey of Netflix
customers
Customer touchpoints refer to those mediums which can be used by the companies in
order to facilitate the connection with the customers in a highly effective manner (Girchenko and
Kossmann, 2017). The customer touchpoints for Netflix are as follows-
Social Media- Through social media the companies are able to find out the needs and
requirements of the customers and ensure that the products and services are designed in order to
fulfill them effectively and efficiently. Netflix makes the use of social media so that it can
connect with its customers in the right manner.
Online Advertisement- Online advertisements are an essential element in Digital
marketing. Therefore it becomes quite important for Netflix that they use it so that they can
connect with the customers.
Digital marketing content- Using digital marketing content, the firms ensure that they
can connect in an appropriate manner with their customers by reaching them. Thus it is crucial
for Netflix to use this medium in an appropriate manner.
Company events- Company events are attended by a lot of customers and thus it is
important for the organizations to organize them to connect effectively with the customers. Thus
Netflix can use them to connect with its customers.
Omnichannel journey of Netflix customers-
Earlier, the customers of Netflix used to connect with the company using the traditional
methods of marketing (Herhausen and et.al., 2020). However, now the customers of Netflix

connect with the company by making use of multiple channels because the company now uses
multiple mediums to facilitate the desired interaction with the customers.
Use of analysis of data
It is explained as follows-
 Recommendation of content to the users- Depending upon the way the users watch
content at Netflix, its analytical system automatically recommends the right content to
them which is according to their preferences (Järvinen, 2016).
 Selection of content in the future- Netflix’s analytical system analyzes the content
which is preferred to be watched by its customers and thus in this way is able to provide
them with the recommendations to select the appropriate content to be shown to the
customers in the future (Kannan, 2017).
Use of analysis of data for facilitating improvement
It is used by Netflix as follows-
 Selection of good content- By analyzing the history of content which has been viewed
by its different types of viewers Netflix can make sure that it can select good content for
the users to view (Key, 2017).
 Improvement in interface- Netflix makes use of its feedback mechanism to register the
feedback from the customers (Piñeiro-Otero and Martínez-Rolán, 2016). Thus in this way
it is able to make sure that the right improvements are facilitated in an effective manner
in its interface which can ensure that the company is able to attract the customers.
 Innovation- Netflix ensures that it can make the right use of data so that it can bring out
innovations which help it in remaining competitive as compared to other streaming
platforms which are also operating within the market (Saura, Palos-Sánchez and Cerdá
Suárez, 2017).
 Improvement in quality of services- Through the data analytics system, Netflix finds
out whether it needs to improve considerably in its quality of services. Thus in this
manner the company ensures that it provides a fine quality content for its customers to
use so that they receive the right value for price paid.
CONCLUSION
From the above report, it can be concluded that digital marketing is a very useful medium
for the companies to connect in an effective manner with the customers. Therefore by using it the
companies can ensure connectivity with the customers and facilitate the desired improvements.

REFERENCES
Books and Journals:
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72. pp.47-55.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research challenges in
digital marketing: sustainability. Sustainability. 11(10). p.2839.
Girchenko, T. and Kossmann, R., 2017. Implementation and development of digital marketing in
modern banking business. European Cooperation. 12(19). pp.68-85.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Järvinen, J., 2016. The use of digital analytics for measuring and optimizing digital marketing
performance. Jyväskylä studies in business and economics. (170).
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
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.
Online
What Is Digital Marketing? Definition, Types, Best Practice with Examples. 2020. [Online].
Available through: < https://www.toolbox.com/marketing/content-marketing/articles/what-is-
digital-marketing-definition-types-best-practices-with-examples/>