Digital Marketing Services & Online Marketing Solutions

Running head: - MARKETING SERVICES
MARKETING SERVICES
Name of the Student
Name of the University
Author Note

MARKETING SERVICES
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Table of Contents
1. Introduction:...........................................................................................................................2
2. Traditional methods and Artificial Intelligence:....................................................................3
3. Success factors using AI:.......................................................................................................6
4. Issue faced by Netflix:...........................................................................................................7
5. Marketing Communication Mix Tools:.................................................................................8
6. Conclusion:............................................................................................................................9
7. References:...........................................................................................................................10

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1. Introduction:
Netflix refers to an American provider for media services as well as Production
Company that has its headquarters located at Los Gatos, in California. The company had been
founded in the year of 1997 by Reed Hastings along with Marc Randolph in the Scotts
Valley, again in California (Verganti, Vendraminelli and Iansiti 2020). The primary business
activity of the company is to provision with streaming services that has a complete
dependency upon subscription from the end of the customers. Netflix offers streaming service
in the field of library films, in-house productions as well as television programs. Until April,
in the year of 2019, the company was in possession of over 148 million subscribers that had
the primary inclusion of 60 million from United States along with 154 million subscriptions
that are related to free trials. The company provisions with services to all the customers on a
global level except China in regards to the local restrictions, North Korea as well as Syria due
to the sanctions in US (Deb, Jain and Deb 2018). In this discussion, the company has been
visibly identified to be using artificial intelligence in its services replacing the traditional ones
along with the success factors that led to a potential growth of the company. In addition to
this, two marketing communication mix tools have been suggested for Netflix through the
discussion that has been carried out.
Figure-1: Netflix Logo
(Source- Lu et al. 2018)

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2. Traditional methods and Artificial Intelligence:
Netflix is an American based company that provisions all the members in the form of
customers with services such as the watching multiple TV shows, documentaries and movies
as well as other services with the help of devices connected to internet. In addition to this,
with the help of Netflix, the customer have the provision to watch all the contents that are
advertisement free (Lu et al. 2018). The primary advantage of having a subscription in
Netflix is that every month newer movies as well as series are added to the collection in the
form of entertainment for retaining the customers to stay as paid subscribers.
Traditionally, Netflix makes use of payment from the customer’s end and utilizes that
to provision the respective customers with ad free content on their individual platform as a
part of entertainment (Patchunka 2018). The resources are often locked to the users who do
not have a subscription and offer them with a premium membership to unlock the locked
content and to have a look through it.
Figure-2: Netflix old platform
(Source- Patchunka 2018)