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

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