Differences Between Traditional and Digital Marketing

This study explores the differences between traditional and digital marketing and how digital technologies have influenced consumer buying behavior. It also evaluates the customer touch points and the Omni-channel nature of the customer journey. The analysis of data generated through digital marketing activities is discussed, along with its impact on improving company performance and customer experience.

Digital Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Examining differences between traditional and digital marketing.............................................1
Evaluating customers touch points and the Omni-channel nature of the customer journey.......1
Analysis of data generated through digital marketing activities.................................................2
Analysis of data enables marketers to map this journey to improve company performance and
improve the customer experience................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Digital marketing is an effective part of marketing which uses online based technologies to
improve the business performance and reach large number of customers across the globe
(Kannan, 2017). Digital marketting is important as it help in easily monitoring and tracking the
campaigns and drive better results. This study will explore on the digital marketing landscape
and also examines how digital technologies have influenced consumer buying behaviour. This
study will determine differences between traditional and digital marketing. It also evaluates the
customers touch points and the Omni-channel nature of the customer journey. Netflix is a
subscription based online movie rental service which was founded in the year 1997, by Reed
Hastings. It is a media service provider and American technology company which is
headquartered in Los Gatos, California.
MAIN BODY
Examining differences between traditional and digital marketing.
Traditional marketing is a type of marketing which use traditional set of media or tools like
newspapers and magazines to market products and services. The key tools of traditional
marketing mainly includes broadcast, phone, direct mail and outdoor advertising on billboard is
considered to be prominent to cater attraction of customers. Traditional marketing comprise of
newspaper, magazines, radio, etc. is considered to be prominent to effectively encounter the
marketing message (Jenner, 2016). On the contrary, digital marketing is considered to be as an
effective part of the marketing which uses online based technologies like mobile phones and
other social media platforms like Instagram, Facebook, Pinterest, YouTube, Twitter, etc. to
effectively market the specific products and services (Walker and et.al., 2017).
For example, digital marketing is considered to be as key success element for Netflix
Company. Digital marketing helps the Netflix to effectively optimize content on regular basis by
understanding consumer behaviour patterns. Marketing business through various social media
platforms helps in reaching wide range of customers from across globe and also focuses on
strategically creating value for the customers. On other hand, traditional marketing does not let
Netflix reach masses with a greater speed and fluency. However, digital marketing helps in
effectively interacting with large audience and improve business efficiency.
4 P's of Marketing mix
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 Product: It is one of the leading online streaming media where the subscribers get access
to TV series, movies, documentaries, etc. Price: Netflix offers one month free trail and the customer has the option to select their
own plan. Netflix offer 3 plans i.e., basic, standard and premium. The plan is pocket
friendly and mainly ranges from $7 to $12. Place: Netflix is online streaming business and offers service in over 190 countries
across globe. The leading market is in USA.
 Promotion: Advertising strategy and digital marketing platforms are the key marketing
strategy of Netflix.
Evaluating the customers touch points and Omni-channel nature of the customer journey.
Customer touch points are considered to be as points of customer contact from the starting
to the finish for specific brand (Burroughs, 2019). One of most significant way through which
Netflix connects with customers is Social media marketing like Instagram, Facebook, Pinterest,
YouTube, Twitter, etc. and content marketing. Customers also reaches Netflix by finding
business online or through advertisement or also by seeing reviews and ratings. Netflix has
created sophisticated set of algorithms in order to recommend viewing to every prospective
customers. Omni- channel customer strategy mainly comprises of the key set of interactions over
multiple touch points which is between the customer and company throughout lifecycle of
customers and point of sale (What is an omnichannel customer journey?, 2020). Netflix
Company tends to provide seamless experience to customers. Personalizing content for
customers is one of the key prominent way which is useful in effectively providing the best
possible customer service to the Netflix subscribers. It is of key relevance importance to retain
and build the customer base by providing them with the best possible services. Netflix makes
money through subscriptions rather than from ads (Barker and Wiatrowski, 2017). Digital
channels is considered to be one of prominent platform to interact with the Netflix subscribers.
Moreover, Netflix also keeps customers engaged by emailing them with personalized
recommendation of upcoming movies and new series on the OTT platform. Netflix Company
offers aligned set of navigation across devices to improve customer journey of Netflix
subscribers. On the other hand, the customer touch points of the Disney is by effectively
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engaging with the customers and creating a massive portfolio related with the attractions and
shows to cater attention of customers.
Analysis of data generated through digital marketing activities.
The Netflix Company tends to focus on generating the data with the help of digital
marketing activities like social media data, search engine optimization analytics, web analytics,
email marketing, content creation and lead generation. Implementation of the data analytics
model is considered to be as one of most significant model which is useful in discovering the
buying patterns and the customer behaviour (Straubhaar and et.al., 2019). Such data generated
information is considered to be highly prominent and relevant in recommending the TV shows
and movies which are based upon preference of customers. With use of data analytics model and
digital marketing activities is useful in creation of detailed set of profile for users. The ability and
key prominent capability of Netflix Company to generate data is one of significant reason behind
success of company. Netflix offers seamless omni- channel customer experience and journey.
There are various types of data which can be generated through click per advertisement, time on
page, device used, etc. The data is analysed with the use of artificial intelligence.
Analysis of data enables marketers to map this journey to improve company performance and
improve customer experience.
Data analysis is considered to be highly prominent because it is useful in mapping journey
and is useful for Netflix company to effectively predict behaviour of customers, improves
decision making process across board and is also useful in determining and predicting the return
on investment (Lobato, 2019). It helps company to expand to new market territories and also
understand the needs and preference of customers (Fernández Gómez and Martín Quevedo,
2018). Netflix uses data analysis and also implement data analytics order to evaluate behaviour
of customers and examine buying patterns. This eventually leads to improved company
performance and also improved customer experience. Data analysis is considered to be
prominent for marketers in mapping up journey and improves business performance and
productivity. It is significant in maximizing the satisfaction with customer journey.
CONCLUSION
From study it has been summarized that, digital marketing is a prominent part of marketing
which uses online based technology and reach large number of customers from across the globe.
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One of the most significant way through which Netflix connects with the customers is Social
media marketing, content marketing and aligned set of navigation across the devices. Generating
the data with help of digital marketing activities like social media data, search engine
optimization analytics, web analytics, email marketing, content creation and lead generation
leads to improved company performance and also improved customer experience.
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REFERENCES
Books and Journals
Barker, C. and Wiatrowski, M. eds., 2017. The age of Netflix: Critical essays on streaming
media, digital delivery and instant access. McFarland.
Burroughs, B., 2019. House of Netflix: Streaming media and digital lore. Popular
Communication, 17(1), pp.1-17.
Fernández Gómez, E. and Martín Quevedo, J., 2018. Connecting with audiences in new markets:
Netflix s Twitter strategy in Spain. Journal of media business studies. 15(2). pp.127-146.
Jenner, M., 2016. Is this TVIV? On Netflix, TVIII and binge-watching. New media & society.
18(2). pp.257-273.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Lobato, R., 2019. Netflix nations: The geography of digital distribution. NYU Press.
Straubhaar, J.D and et.al., 2019. Class, pay TV access and Netflix in Latin America:
Transformation within a digital divide. Critical Studies in Television. 14(2). pp.233-254.
Walker, R and et.al., 2017. Netflix leading with data: The emergence of data-driven
video. Kellogg School of Management Cases.
Online
What is an omnichannel customer journey?. 2020. [ONLINE]. Available through<
https://www.genesys.com/en-sg/definitions/what-is-an-omnichannel-customer-journey>
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