Digital Marketing: Analysis of Netflix and Use of Data

Digital Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Difference between traditional and digital marketing.................................................................3
Customer touchpoints and omni-channel nature of the customer journey of Netflix subscribers
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Ways in which Netflix uses data generated through digital marketing activities.......................4
Use of data to map journey and enhance consumer experience..................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Digital marketing involves the form of marketing services and products in which
electronic devices are involves the following report consists of an analysis of Netflix and ways in
which it have used digital marketing to grow (Confos and Davis, 2016). The report also includes
an analysis of usage of data collected through digital marketing by Netflix.
MAIN BODY
Difference between traditional and digital marketing
Traditional marketing refers to marketing through traditional media that includes
television, magazines, newspapers and so on. Whereas digital marketing consists of social media,
digital media or websites that are used for marketing of a product or service. The basic difference
between these is the medium through which the audience is encountering marketing messages.
When taking Netflix into consideration the transformation of company from traditional
ways of marketing to digital ways is tremendous (Hanlon, 2019). Netflix also used the traditional
ways of advertising at beginning when it was in DVD business. However, as the competitors in
this business raised Netflix started streaming videos. The major changes brought by Netflix
included use of social media, content marketing which successfully helped them to retain
subscribers for a longer period of time.
Customer touchpoints and omni-channel nature of the customer journey of Netflix subscribers
The customer touchpoints of Netflix subscribers have been focused upon by the company
as they moved from retailing of DVD to online streaming of the videos. In order to keep the
customers attached and involved with them Netflix majorly focuses on the content that it has to
offer. Also while changing its major channel Netflix paid attention on the technological
development. They promoted their services in such a way that the subscribers attached the new
video streaming to technological development of Netflix. Major touchpoints of Netflix also
included the ability of company to successfully incorporate changing technologies and changing
needs & requirements of their customers (The importance of digital marketing analytics,2019).
Some of the major customer touch points included making an emotional connect with their
customers which allowed them to retain customers for a longer period of time. They emotionally
connected through the content they stream for their consumers. The company was also using Big
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