Digital Marketing: Online vs Traditional Marketing

This report explores the difference between online and traditional marketing, customer touch points and journey, analysis of data generated through digital marketing activities, and how to improve company performance and customer experience. The case study focuses on Netflix, an American technology company.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Difference between online and traditional marketing.................................................................3
Customer touch points and journey.............................................................................................4
Analysis of data that is generated through digital marketing activities......................................5
Analysis of data to improve company performance and customer experience...........................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing can be defined as the process which involves advertising as well as
branding of the products of an organization through internet. The advertising industry across the
world has grown considerably over the years with the introduction of social media, websites, m-
commerce as well as search engine optimization (Chaffey, 2019). Organization chosen for this
report is Netflix, which is an American technology company. It is headquartered in California
and was founded by Reed Hastings and Marc Randolph. The report includes an explanation
about the differentiation between online as well as traditional marketing. Besides this, there is
also an explanation about the customer touch points and analysis of data that is generated
through digital marketing activities.
MAIN BODY
Difference between online and traditional marketing
Marketing is an important function within an organisation as it helps in generating
awareness about it as well as its products in the market. Marketing mix can be defined as a set of
objectives or actions that an organization uses in order to promote its products to the customers
and thus, achieve organizational objectives. The same is described below in context of Netflix.
Marketing Mix Traditional Marketing Digital Marketing
Product It can be defined as any type of
marketing that is not done
through online channels. This
can include print, broadcast,
phone as well as outdoor
marketing techniques such as
billboards. This helps in
attracting a greater number of
customers.
Netflix uses digital marketing
in order to promote itself as
well as the services that are
offered by it (Chaffey, Smith,
and Smith, 2013). The digital
marketing strategy of Netflix
is to make efficient use of
various social media platforms
to generate awareness among
people.
Price Traditional marketing involves
an increased level of cost as
On the other hand, digital
marketing is comparatively

there is a requirement of
conducting segmentation,
targetting and positioning.
less costly because the amount
of time as well as cost that is
associated with marketing the
products and services online is
low. And the company is able
to provide better experience to
its customers.
Place Traditional marketing is done
on various places like
billboards in order to attract
customers (De Pelsmacker,
Van Tilburg, and Holthof,
2018).
Netflix provides its services on
its website as well as through
its mobile application. The
company offers a high level of
engagement through different
shows and programs.
Promotion Promotion is one of the most
important components of the
marketing mix for the
company because it helps the
organisation in attract potential
customers. Promotion through
traditional marketing can be
done through posters, sample
products and newspapers.
One of the latest ways of
promoting the products and
services of a company is
through various social media
platforms. Netflix has an
efficient online presence
across different social media
platforms like Instagram,
Facebook and Twitter. Apart
from this, it also has its own
website through which it
promotes different shows.
Customer touch points and journey
Netflix is a mass media, technology and entertainment company that primarily focuses on
both increasing as well as enhancing the level of user engagement. The company focuses on the
different customer touch points in order to provide them with the best possible experience. This

strategy has helped the company in reaching out to a large number of customers and thus,
increase overall customer base. The market in which the company operates is highly competitive
and dynamic with a lot of competitors operating in the same segment. The company has focussed
on making sure that the user experience is personalised to as much level as possible. In order to
build a dedicated audience, the company has focussed on developing and emotional connect with
them through content (Tiago, and Veríssimo, 2014).. The level of entertainment that is offered by
the company is incredibly broad with a lot of shows in different languages. The company has
kept this in mind and made sure that subscribers across different geographic locations enjoy the
content provided by the company in the language that they are comfortable with.
Analysis of data that is generated through digital marketing activities
In today's world, data is considered to be one of the most important things for a company
if it is involved in digital marketing. The type as well as quality of data that is offered by a
company can have an impact on the pricing, promotions as well as the level of satisfaction
among customers. Netflix is a company that offers a wide range of entertainment options for its
customers. This strategy has helped it in gaining a high market share as well as maintaining its
competitiveness within the industry. As a result, the company's overall level of profits as well
as performance has increased. Netflix is considered to be one of the most competitive companies
within the entertainment industry (Smith, 2012). The data which is generated through various
digital marketing activities help the company in developing an in-depth understanding about its
customers as well as their individual preferences. Not only this, the company can also measure
its overall performance in the market against competitors.
Analysis of data to improve company performance and customer experience
In order to improve the overall company performance as well as provide the customers
with a lasting and entertaining experience, it is important to analyse the data which is collected
through various digital marketing activities. Digital marketing is one of the aspects that the
respective company takes into account and has helped it significantly with an increase in the
profitability as well as the competitive position. Besides this, the company is also able to make
effective decisions in order to make sure that it is able to address the needs of the customers in
an effective way.

CONCLUSION
From the above report, it can be concluded that digital marketing is an important
component for organizations across different industries. There are different ways in which a
company can market its products, this can include traditional as well as online marketing
methods. Besides this, in order to attract a greater level of customers, it is important for a
company to understand the needs as well as preferences of the customers in an effective way.

REFERENCES
Books & Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
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.
Smith, K. T., 2012. Longitudinal study of digital marketing strategies targeting Millennials.
Journal of Consumer Marketing. 29(2). pp.86-92.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business horizons. 57(6). pp.703-708.