Internet Marketing & Netflix Case Study

This assignment delves into the effects of internet marketing on Netflix. It examines both the benefits and drawbacks internet marketing provides to businesses like Netflix, using a case study approach. The analysis considers aspects such as brand image, customer reach, and the potential risks associated with online marketing strategies. The document concludes by summarizing the advantages and disadvantages of internet marketing for Netflix.

INTERNET
MARKETING

Table of Contents
TASK 1............................................................................................................................................3
P1. Describe the role of internet marketing has within a modern marketing context............3
P2. Describe how selected organisation use internet marketing............................................4
TASK 2............................................................................................................................................4
P3. Explain the benefits to customers of a businesses using internet marketing...................4
M2...........................................................................................................................................5
TASK 3............................................................................................................................................5
P4 The benefits and opportunities of internet marketing.......................................................5
P5 The Role of internet marketing to increase the efficiency, effectiveness and success of the
business...................................................................................................................................6
P6 Challenges that are faced by the Netflix due to internet marketing..................................7
M2 Opportunity and challenges of internet marketing...........................................................8
TASK 4............................................................................................................................................8
D1...........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals ................................................................................................................9
Online.....................................................................................................................................9

INTRODUCTION
Marketing is the process through which a company reach to the people and make them
their customers. It is the way through which a organisation can promote its products and
services. But what are the path which it could adopt to reach to its customers and these ways
have evolved or developed from time to time (Solomon, Russell and Previte, 2012). Today in the
era of globalization internet has become the top priority for every company in process of making
communication with the people. Netflix is an American entertainment company which gives its
services in film production, film distribution and television production. In all file we will be
discussing about how the company could use internet for its marketing.
TASK 1
P1. Describe the role of internet marketing has within a modern marketing context.
Internet has brought a revolution in the world and almost all this is possible through this
big spider, one of the thing which can be possible through it is the marketing. Every year there is
a drastic rise in the number of internet users around the world. This is the platform where one
could communicate to the other person who is sitting in other country by the use of internet. It
has made communication and opened the market for the businesses where they can introduce
themselves in the world and can ask people to buy their products and services. Netflix is an
entertainment company who uses internet to provide their content to the audience. They use
more internet than the telecasting their shows on TV (Shank and Lyberger, 2014). Earlier the
companies were restricted to a particular area or a country but internet had made a different
approach. Almost every segment or age of people exist on internet from the young ones to old,
men or women, or people of different profession. Websites which are the part of the internet can
be used as tools for promotion, online marketing which is also called as internet advertising can
be taken in account to give promotional marketing messages to the customers. Other ways of
marketing through emails, social media and different types of display advertisements. Through
email a company can gives its customers the information about their products and services. They
could use internet in taking reviews and opinion about the services. E- commerce can be done to
sell the products in which company could create their own website and sell the products to the
customers.

P2. Describe how selected organisation use internet marketing.
Netflix is an company which is totally based on the internet, founded in 1997 has
revolutionized the world through its internet video streaming strategy. It uses no cables, does not
have any contracts or no any commitment with any company the main aim of its is to entertain
audience. They have mastered the art in which they are engaging millions of people on social
media. It releases all its episodes on their YouTube channel at a single time and people are going
about its sensational videos all over the world. This could be seen from the data it has more than
23 million Fans on Facebook and 2 million followers on its Netflix US twitter account (Kaplan
and Haenlein, 2011). For Netflix Facebook is the main social network for the promotion and in a
year they have gained a million years on their account. What they do to engage people is that
they splits their content according to different regions. It posts videos, gifs and images which are
related to their episodes and movies. Suppose Netflix will be coming with a episodes on a
particular topic so to make it hit they will use social media to make people aware about it and
make it hit. They will use Facebook, Twitter and Instagram to put posters or logos of that
episodes through this people get information that certain episodes of Netflix will be coming.
After few time they releases a trailer of it on YouTube and Facebook people like it. Share
it and through this their friends also get to know about this. Than time comes when they releases
their episodes on their YouTube channels so before that various advertisers call them and ask for
advertisement that certain company wants to sponsor this episodes or want to give advertisement.
All these activities help them to build more and more viewer and this brings profits (Stelzner,
2011).
TASK 2
P3. Explain the benefits to customers of a businesses using internet marketing.
Customers are the people who decide the fate of any businesses and they gets attracted to
any businesses only when they see profit or any better option. So why the viewers should
consume the content of the Netflix, what extra thing they are providing and etc. are some
questions which need to be answered. In the era where a lots of brands exists in the market it
makes it difficult for the customer to choice any one. When they watch any episodes or any
movies they have to pay for it in the cinema halls or on the TV, Netflix provide them free content
which they can access easily just by opening their YouTube channel and can use certain tools in

the process of watching. They are getting original content at free of cost on their demand and its
their choice they can watch it whenever they wanted. No ads, no intervals and they can also
download it for further watch. Internet marketing gives them an idea that what kind of content
can be watched or is good for them.
M2.
Customers has a lots of benefits of internet marketing, like if any one wants to buy some
product for health but due to lots of choices available in the market he is facing confusion so
what he can do is to open his social media account and check out the reviews or information
about different products available in the market (Moran, Seaman and Tinti-Kane, 2011).
TASK 3
P4 The benefits and opportunities of internet marketing
Internet marketing
Internet marketing is the term that is used to make the availability of the product and the
services through the internet. It helps the company to make the effective system of selling of the
product of the company. It makes the procedure very easy. There are many benefits from the
internet marketing (Christiansen, 2011).
Following are the benefits that arise to the Netflix-
1) Access-
 Internet marketing provides the benefit that is can be accessed at any place.
 It helps to provide many innovative offers to the customers.
 The new product can be launched through the internet market and it helps to make the
product demand more.
 It is the cheaper method that can be used to make the advertisement of the product.
 It can be better to adopt the quick change as per the market situation.
2) Availability-
Internet marketing helps the company to make the easily availability of the product of the
company to the market. It helps the company to address the demand and the needs of the
customer. It can be used to identify product development and opportunity to sale the product.
3) Business efficiency-

The use of internet marketing is to reduce the cost of the staff. It provides many opportunities to
increase the sales of the product of the company. When it is globally traded then it provides
efficiency to the business (Yami, Bitto and Bates, 2010).
Following are the Opportunities that are available to the Netflix-
1) Globalisation
Through the internet market the business gets the global recognition. It helps the business to
increase its profit and efficiency. It is the main motive of every business to trade at international
level and internet marketing provides this opportunity to the business.
2) Personalisation
Personalisation is in the internet marketing. It helps the individual to personally access the
account and the information that is received is personal to the buyer of the product.
3) Advertising
Advertising provides many opportunities to the company as it increase the trading of the product
and services of the company. It helps the company to increase the sales of the company.
4) SEO
SEO is search engine optimisation. That helps the company to the advertisement of the
company's product. When user first open the site then first advertisement of the company's
product is shown (Shih, Chen and Chen, 2013).
P5 The Role of internet marketing to increase the efficiency, effectiveness and success of the
business
Internet marketing is very important for the company and following the ways by which the
efficiency and effectiveness of Netflix increased-
1) Supply chain efficiency
Internet marketing provides many opportunities to the business as the company can use the
material required from various supply agency. Business that works with supply chain make the
way more smother to deal with the firms. Supply chain provides many opportunities as delivery
of product to the customer, trade partner, managing to track the order.
2) To increase sales from existing customer
Internet marking helps the organisation to increase the sale from the existing customer. Customer
those are linked with the product of the company but unable to come to the store to buy the
product then such product can be easily available to them. Now a day, most of the citizen are

using internet, it provides them information about the new product launched by the company and
overall helps in to increase the sales of the product (Roberts and Zahay, 2012).
3) Opportunity to monitor the competitor activity
Internet marketing provide information to the company about the services that are provided by
the other business in the market. It helps the company to monitor the competitor strategy and to
check the demand of the product in the market so that according to the demand the product can
be produced by the company.
P6 Challenges that are faced by the Netflix due to internet marketing
Internet marketing provides many opportunities and benefits to the company as well as generate
many challenges due to global market place.
Following are the challenges that are faced by the company-
1) Payment security
There are issues that are faced by the customer due to online payment and such issue is also
faced by the company when the amount is deducted from the account of the user but does not
credited to account of the company. There is problem related to the hackers scammers (Peter and
Donnelly, 2011). Due to these problem user generally feels confusion while making online
payment.
2) Meeting customer expectation
Internet generate the expectation of the customer and this is the biggest challenge that is faced by
the company to fulfil the expectation of the customer. Customer started to generate more
reliability, responsiveness, convenience. It is required for the company to fulfil the expectation of
the customer.
3) Challenges of delivery
When a company started to provide their services and product online then it is most common
issue to deliver the product to the customer at the time of delivery. This issue is mostly faced
during the festival season. At this time customer demands product at correct time otherwise they
do not accept the product. It is the duty of the business to deliver the product on time to the
customer.

M2 Opportunity and challenges of internet marketing
Internet marking has many benefits as well as challenges. Disintermediation,
personalisation, mass communication, SEO, CRM system to cover the information about the
customer, Competitor analysis are the common opportunities and benefits available in the
internet marketing (Christiansen, 2011). There are many challenges that are faced by the
company doing their business to online as the buyer has little confusion while making the
payment through the credit and debit card due to the hackers. It is required for the business to
mange such issues so that their business can be moved more efficiently and to provide adequate
safety to the buyer while making payment.
TASK 4
D1.
There are various marketing opportunities and challenges faced by a business when using
internet marketing like if the Netflix has came out with a episode which contain lots of intimate
scene or which promote nudity so through there image which go down and people will start
disliking it. Internet marketing will not help them to regain their status.
CONCLUSION
As per the above study it can be concluded that interment marketing has advantage and
disadvantage. Internet marketing provides many advantages to the business of Netflix. It is
required for the company to use such things in their business efficiently so that their business can
be grown more effectively. This company has to provide little safety to buyer when they are
purchasing product of the company and making payment.

REFERENCES
Books and Journals
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons. 54(6). pp.509-514.
Kaplan, A.M. and Haenlein, M., 2011. Two hearts in three-quarter time: How to waltz the social
media/viral marketing dance. Business Horizons. 54(3). pp.253-263.
Moran, M., Seaman, J. and Tinti-Kane, H., 2011. Teaching, Learning, and Sharing: How Today's
Higher Education Faculty Use Social Media. Babson Survey Research Group.
Peter, J.P and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub. INC.
Roberts, M.L and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Shank, M.D. and Lyberger, M.R., 2014. Sports marketing: A strategic perspective. Routledge.
Shih, B.Y., Chen, C.Y and Chen, Z.S., 2013. An empirical study of an internet marketing
strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing &
Service Industries. 23(6). pp.528-540.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Stelzner, M.A., 2011. Social media marketing industry report. Social Media Examiner. 41. pp.1-
10.
Yamin, C.K., Bitton, A and Bates, D.W., 2010. E-cigarettes: a rapidly growing Internet
phenomenon. Annals of internal medicine. 153(9). pp.607-609.
Online
15 Top Benefits of Internet Marketing. 2017. [Online]. Available through:
<http://aceclue.com/15-top-benefits-of-internet-marketing/>. [Accessed on 3rd May
2017]