Digital Marketing: Traditional Vs Digital Marketing, Customer Touchpoint and Omnichannel customer journey, Analysis of data from digital marketing activities

This report discusses the differences between traditional and digital marketing, the importance of customer touchpoints and omnichannel customer journey, and the analysis of data from digital marketing activities. It focuses on the case of Netflix and its digital marketing strategies.

Digital Marketing

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
2.0 Traditional Vs Digital Marketing..............................................................................................3
3.0 Customer Touchpoint and Omnichannel customer journey......................................................4
4.0 Analysis of data from digital marketing activities.....................................................................5
5.0 CONCLUSION..........................................................................................................................5
REFERENCES................................................................................................................................6

1.0 INTRODUCTION
Digital marketing can be defined as marketing of product and services using digital
channels to reach consumers (Chaffey and Smith, P.R., 2017). Netflix is an American technology
and media services provider and production company. It was founded in 1997 as organisation
selling DVD and rental by mail and is headquartered at California, US. Services of Netflix are
available worldwide. Services of Netflix became digital and along with this other elements of
marketing also became digital. It is very important in present times that to reach target audience
company is actively promoting their product on digital channels that increasing digital users
increase visibility of Netflix and also create feasibility in promoting to target market. This report
will discuss traditional and digital marketing, customer Touchpoints and Omnichannel customer
journey and analysis of data from digital marketing activities.
2.0 Traditional Vs Digital Marketing
Traditional and digital marketing are different and key difference in these is medium
through which business and audience used to connect with each other. This has brought changes
in marketing mix elements as well. Difference in traditional and digital marketing of Netflix is as
follows-
Product- In digital marketing of Netflix these elements also has changed significantly. Product
is concerned with offering of the organisation and earlier product of Netflix was in physical form
or in form of goods whereas in digital marketing, product changed to digital marketing (Baltes,
2016). This means that now Netflix offers digital streaming of movies and shows and this way
product of Netflix also has become digital. Initial business of Netflix was DVD sales and rental
by mail where DVD’s were sold to customers and in present customers subscribe Netflix and can
watch unlimited movies and shows.
Price- This is concerned with payment made by customer in exchange of product that they buy.
Digital marketing has made significant influence on price specifically in relation with Netflix.
This means that in traditional marketing Netflix used to sell DVD and price was based on each
DVD sales whereas in present Netflix is subscribed by users and they can watch unlimited shows

and movies in that one time pay (Gutierrez-Leefmans, Nava-Rogel and Trujillo-Leon, 2016).
Subscription payment is also very less compared to traditional price of DVD.
Place- Earlier this element included logistics process for Netflix to reach its customers but in
contrary to this in digital marketing no such process is included. Place has changed as in
traditional marketing Netflix was online DVD rental store and in present users can subscribe to
Netflix and watch unlimited content (Minculete and Olar, 2018). In traditional marketing of
Netflix it used to take some time to deliver product to customers but in contrary there is no such
time involves in digital marketing.
Promotion- This is one of the most important element to have changed, as earlier promotions
were done in form of print or advertisements on TV but now this has changed (Minculete and
Olar, 2018). Digital marketing involves promotions on digital platforms like social media, email
marketing, and YouTube and online advertisements are also part of this.
3.0 Customer Touchpoint and Omnichannel customer journey
Customer Touchpoint is concerned with any place of point from where customer interacts
with the product of the company. This is also known as brand’s points of customer contact from
start to finish. Customer touchpint is an important element in overall customer journey of the
brand. Customer journey can be defined as complete and overall experiences that customers go
through when they interact with Netflix. Now in order to improve customer experiences Netflix
is focusing in Omnichannel customer journey (Shi and et.al., 2020). Omnichannel customer
journey or marketing involves interactions of customer or potential customers over multiple
touchpoints before, during and after sale. Omnichannel also involve collection and merge of
different touchpoints. Because of omnichannel online customer journey has become very
complex. In omnichannel customer journey organisations require make data available at different
touchpoints. Key objective of this is to create a seamless customer journey and increase and
improve engagement of potential customer with brand. Netflix also involve personalisation in
omnichannel customer journey. For example- when customer have used Netflix, company will
send personalised emails with suggestions of content that customers like and also give
information regarding upcoming and new shows (Durmaz and Efendioglu, 2016). Before
purchase omnichannel journey involves that when ciustomer or potential customer make a search

about Netflix on one touchpoint, information about Netflix and related shows appear
automatically on another touchpoint to ensure seamless customer experience.
4.0 Analysis of data from digital marketing activities
In order to create seamless customer experience by utilising omnichannel marketing and
customer journey organisations require using data of customers. User data is collected from
different ways and is analysed in order to understand their behaviour and their perception
towards the Netflix. Interactions of customers on internet are best ways in which customers
generate data and this is used by Netflix to understand and predict customer behaviour. This data
generation involve, time on a page, this is concerned with time that customer or potential
customer spend on a page specifically related to Netflix (Sestino and et.al.,2020). It can be
related to reviews or promotional page of Netflix, time spend by customers help in understanding
their interest and predict behaviour. Clickthrough from advertisement is another way Netflix
collect data regarding customers. Clickthrough refers to advertisement link that lead to
destination of advertiser, whether customer clickthrough or not is an important element to
understand their behaviour. This means that if individual are interested in buying a product,
possibilities are higher that they will clickthrough from advertisement.
5.0 CONCLUSION
On the basis of above discussion, it can be concluded that digital marketing has become
very important for success of the organisation in present times. This becomes more important
when product of the company is also digital. This report discussed about successful ways of
digital marketing and importance and use of omnichannel marketing in digital marketing practice
to improve customer experience. Netflix has also focused on digital marketing and in its
omnichannel marketing Netflix also has emphasised on personalisation of customer experience
and journey. Later discussed about analysis of data from digital marketing and there are several
ways in which organisation can collect data for digital marketing.

REFERENCES
Books and Journals
Baltes, L.P., 2016. Digital marketing mix specific to the IT Field. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.33.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
Gutierrez-Leefmans, C., Nava-Rogel, R.M. and Trujillo-Leon, M.A., 2016. Digital marketing in
an emerging country: Exploratory study of the marketing mix of SMES with trust
seal. Revista Brasileira de Marketing, 15(2), pp.207-219.
Minculete, G. and Olar, P., 2018. RELATIONAL APPROACHES TO THE DIGITAL
MARKETING MIX. In International Scientific Conference" Strategies XXI" (Vol. 2,
pp. 13-19). " Carol I" National Defence University.
Sestino, A and et.al.,2020. Internet of Things and Big Data as enablers for business digitalization
strategies. Technovation. p.102173.
Shi, S and et.al., 2020. Conceptualization of omnichannel customer experience and its impact on
shopping intention: A mixed-method approach. International Journal of Information
Management. 50. pp.325-336.
Online
How to capture what the customer wants. 2019. [Online]. Available From:
<https://www.mckinsey.com/business-functions/operations/our-insights/how-to-
capture-what-the-customer-wants>.