Digital Marketing: Differences, Customer Touch Points, and Data Analysis

DIGITAL MARKETING

TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
INTRODUTION..............................................................................................................................1
REPORT..........................................................................................................................................1
Difference between traditional and digital marketing.................................................................1
Customer touch points and omnichannel nature of customer journey of the Netflix subscribers.
.....................................................................................................................................................1
How Netflix use the analysis of data generated through digital marketing activities.................2
How analysis of data enables marketers to map this journey to improve company performance
and improve the customer experience.........................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUTION
At a higher level digital marketing means advertisements delivered through the digital
channels like websites, search engines, email, social media and the mobile apps. By making use
of these online media, digital marketing is method through which companies endorse the goods,
brands and services. The consumers rely over the digital means for researching the products.
Report is based on how the digital marketing is influencing buying behaviour using the case of
Netflix. It is subscription based online rental service that was founded in the year 1997. The
report outlines differences between digital and traditional marketing, customer touch points and
analysis of the data generated through the digital marketing activities.
REPORT
Difference between traditional and digital marketing
Digital marketing refers to use of digital channels like social media and websites as the tools
for communication marketing. Traditional marketing on other includes use of traditional
channels like printed media and billboards. Before development of internet traditional marketing
was only marketing method.
Main difference between traditional and digital marketing is medium using which the
audience encounters marketing message. Traditional marketing make use of traditional media
like newspapers and magazines. Digital marketing uses social media or website.
Using the traditional marketing the promoters have to wait for weeks or months to see
improvement in business where in digital marketing results could be seen in days. As in the case
of Netflix it could be seen that subscribers have grown enormously from 22 million in 2011 to
150 million in 2019 which is hard to see using traditional approach (Chaffey and Smith, 2017).
Digital marketing is automated process which reduces manual process to great extent for
consumers and marketers while traditional method is full of manual work and process. Both the
methods are effective however the trend has grown significantly high towards digital marketing.
Customer touch points and omnichannel nature of customer journey of the Netflix subscribers.
Touchpoint could be described as the interaction between with the customers and prospects.
Touchpoints define customer experience. Customer touchpoints are point of customer contact.
Netflix has worked hard for creating the customer touch points. It has developed the cutting edge
algorithms for serving the custom artwork for thumbnails for enticing the viewers to watch the
content. It used the internet platform and various sites for advertising the content. It also
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