Digital Marketing: Traditional vs Digital Methods and Data Analysis
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This report discusses the differences between traditional and digital marketing methods, the use of data analysis in digital marketing, and the impact of Omni channel customer journey on Netflix's reputation.
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DIGITAL MARKETING
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TABLE OF CONTENT INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 Traditional Vs digital...................................................................................................................3 Omni channel customer journey and touch points......................................................................4 Data analysis from activities related to digital marketing...........................................................5 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Consuming online digital technologies or internet is all a component of digital marketing which can be used for promotions of products and services. Netflix was founded in 1997 and current is having more than 193 million subscriber and the founders of the organization are Reed Hastings and Marc Randolph. The company is not being affected due to the global issues which are taking place because the company is serving their products online. The report is going to discuss the digital methods and traditional methods which the business is going to use so that the company is going to make the customers have higher satisfaction. Data analysis from activities related to digital marketing and Omni channels are being used for the customers which is being used by Netflix which will be affecting the reputation of the organization. MAIN BODY Traditional Vs digital Price The plans of Netflix range from $7 to $12 which is cheaper than DVD because DVD is rented according to days and hours. There are a lot of plans which are present by Netflix for the customers and there are also free trails which the customers are being provided so that they have a better understanding of the services (Teixeira and et.al., 2017). There are a lot of benefits whicharereceivedbythepremiumcustomersoftheorganizationandgoodperiodof membership as well which is going to make their experience be enhanced as well. Product Netflix was started as DVD rental business and now is streaming entertainment and media online for the customers. There are no commercials which are present and make the experience of the customers higher. The customers can purchase these services anytime and from anywhere they prefer and can become members as well. The products and services are divided into three categories which are standard plan, basic plan and premium plan. There are a lot of original
episodes and movies as well which Netflix is providing to the customers and making their experience be enhanced. Place Netflix is online which is serving their products as soon as the customers purchase the services which are going to make the customers have higher satisfaction. These products can be served on smart phones, TV, etc wherever internet is accessible. The customers do not have to go purchase individual DVD’s all the time which is a great factor because there are a lot of options which are present in front of the customers on time (Desai, 2019). Promotions There are large banners which are put out by original movies and episodes of Netflix which is promoting the streaming. There are free trails as well which is given by Netflix for the customers. Awareness is very important in the market about the products and services of the organization so that they can attract more customers in the organization which is important to have competitive advantage. Omni channel customer journey and touch points Customer life cycle and purchasing entire organizations interaction with the customers is having different interaction points in Netflix. There is a different kind of experience which all the customers have when there is a use of Omni channel in the business. This is done so that the customers are going to be aware of the products and services by the organization, points which have to be considered by them for purchasing the products, actual buying, and retention towards brand and other factors which is going to be present (Syazali and et.al., 2019). There are famous social media platforms which are being used by Netflix so that they can popularise the channels and networks they are having in the market for the customers. There is a use of descriptive data and measures like discounts and offers are being used so that the customers are being influenced easily in the company so that there is going to be higher sales. There is feedback as well which is taken from the customers from time to time so that there is going to be effective retention level of the customers by up grading the services by innovation and new features as well. There has to
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be a strong positive impression which needs to be present in front of the customers for which there are purchasing decisions which are being taken regularly so that there would be higher performance which is going to be present (Makrides, Vrontis and Christofi, 2020). Data analysis from activities related to digital marketing There is a lot of customer interaction which is present by Netflix so that data can be obtained effectively. There are four types of data which is identity data, behavioural data, descriptivedataand qualitativedata.Descriptivedata isbasedon careerand lifestyle, Qualitative data is on motivation and opinions, behavioural data is based on emails and pages liked or clicked upon and identity data is name, address and personal details of the customers. For example on the bases of qualitative data there are a lot of offers, discounts and loyalty schemes which are being encourages by the organization so that there are going to be more customers. Motivation factor is influencing the pricing strategy to product type of the customers which Netflix is deciding upon (Kotane, Znotina and Hushko, 2019). Digital marketing is preferred by Netflix more because they can predict the expectations and needs of the customers which are going to make the organization be able to fulfil the needs of the customers of the organization. The likes and dislikes on Netflix is also going to help the company decide on streaming the purchases for the customers or not in future. CONCLUSION From the above report it can be analysed that digital marketing technologies has really changed the way market worked before and now. There is a gain which a business can have in the market rapidly and popularize themselves as well. There is a lot of difference which is present in the market with traditional methods and modern methods which business can use to get a competitive advantage in the market which is important since the competition is higher. Understanding the customers is very important so that there is going to be higher performance and decisions in business can be taken accordingly so that there is going to be higher performance.
REFERENCES Books and Journals Desai, M.V., 2019. Digital Marketing: A Review.International Journal of Trend in Scientific Research and Development. pp.196-200. Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital marketing.Scientific Journal of Polonia University.33(2). pp.28-35. Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing prospectsofbuildingbrandawarenessoverseas.BusinessPerspectivesand Research.8(1). pp.4-20. Syazali, M and et.al., 2019. Partial correlation analysis using multiple linear regression: Impact on business environment of digital marketing interest in the era of industrial revolution 4.0.Management Science Letters.9(11). pp.1875-1886. Teixeira, S and et.al., 2017, October. A theoretical analysis of digital marketing adoption by startups. InInternational Conference on Software Process Improvement(pp. 94-105). Springer, Cham.