Difference between traditional and Digital marketing
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This article explores the difference between traditional and digital marketing, focusing on consumer touchpoints and data analysis. It discusses how Netflix utilizes digital marketing strategies and the role of data analytics in their marketing process.
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Contents 1. INTRODUCTION.......................................................................................................................3 2. Difference between traditional and Digital marketing............................................................3 3. Consumer touch points and omni channel journey..................................................................3 4. Analysis of data from digital marketing activities...................................................................4 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................7
1. INTRODUCTION Digital marketing is focus on advertising delivered by digital channels such as social media, websites, search engines, mobile apps, emails and many more(digital marketing, 2018). With the help of digital marketing, company easily track or monitor the campaigns and examine whether the investment provide best outcome in future or not. Through using such online media channels, digital marketing is considered as a method through which firms endorse services, brands and goods. Background of Netflix Within the year 1997 Netflix is known as video rental as well as media streaming. It is founded by American Entrepreneurs March Randolph and Reed Hearing. It headquarters is in Los Gatos, California. Earlier it was known as the mail DVD service that can be used in order to pay per rental model. Consumers browse and orders the films as per their requirements. In this case put an order and firm delivers at the door of the consumer. After when DVD had finished through renters, they would give them back to the firm. Digital marketing helps in promoting in effective way through social media platforms. As these are very crucial one as it can easily track as well as monitor the campaign and enables to adapt and drives for better outcomes.(Cuizon. and Ferolino, 2017). Present Report has been focuses on Difference between traditional and Digital marketing, Consumer touch points and evaluates of data from digital marketing activities. MAIN BODY 2. Difference between traditional and Digital marketing. There is large difference between both marketing concepts which is explained below with help of 4 P’s. Also, when it comes to knowing the consumers and data collection, creativity is considered as key component in these both types of marketing. So one can go beyond comments and see how one can shares the blog post. It will be easier to grasp the right digital marketing analytics data and utilizes it and for that there is a need of think that is something different or out of the box. Traditionalmarketingcampaignsincludesales,directmail,tradeshowsandprint advertising. On the other side, digital marketing involves social media marketing in which company reach to wide customers at any place. For example, Honda uses traditional marketing
tool like TV and radio, while Netflix uses digital marketing method in which it post new ideas on social media like Facebook etc. BasisTraditionalDigital ProductIn this products are retail, consumer durables, etc. that is being promoted through traditional marketing. In this products which are becoming digitalismusic,hospitality,etc. whichhastransformeddigital marketing. PlaceTheplaceinitisproductis delivered same day as there is no logistics involved in it. there is no complex process involved in it(El Junusi, 2020). The product is not delivered on same day as it includes logistics in it. So, a properdistributionchannelis followedinitwhichiscomplex procedure. PromotionHere, promotion is done with help ofTV,radio,newspaper, magazines, etc. also, reach of these methods is limited and there is no twowaycommunicationinit (Saura, 2020) As name depicts promotion is done through internet and social sites such as Instagram, twitter, etc. So, there are more ways of doing promotion in itascomparedtotraditionalone. moreover, online ads are also given for promotion in it. PriceIn this the price of doing traditional marketing is high as compared to digitalone.ThisisbecauseTV, newspaper, etc. are used and for each product different ad is to be published. Here, priceof digitalmarketingis comparatively low. The social sites are used in it which is cheap. Besides that, there is minimal cost required in doing digital marketing. 3. Consumer touch points and omni channel journey Omni channel is the multi-channel approach which is used to sell the product in order to seek to provide customers with a seamless shopping experience and they may also use the same through online mode. Netflix uses the and offer users aligned navigation across devices. Such
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that though user’s accounts, company send a personalized emails bases upon their shows which they watch online and this will assist to improve the customer base.Consumers comes within contact within brand form beginning to end are known as consumer touchpoints. Some consumer touchpoints are App, user name, sign in and many more. One of the significant as well as easiest way through which Netflix connect with their consumers are social media marketing such as You tube, Pinterest, Instagram, Facebook and many more. From all over the world consumers reaches Netflix by finding business online or advertisements(Hofacker, 2018). These touchpoints developing an understanding of each touchpoints means one can design better and improves the experience of consumers. In order to focus on each and every aspect of the consumer Netflix also created several sets of algorithms. One of the strategy is Omni channel strategy also focusing on the key set of interactions over several touchpoints between the firm as well as consumer throughout the life cycleof the costumers. The entity givescustomizedcontentfor the consumers as in pandemic Covid 19, people are already frustrated to stay at their homes while at that time providing new contents to the people help a lot in removing stress(Tapp, 2014). Through this way more number of consumers attracts towards the firms. Netflix is considered as one of the key relevance in order to build the consumer base by giving them all such services. 4. Analysis of data from digital marketing activities The Netflix focuseson several datageneratingthrough thevarious activitiesof the marketing actions such as social media data, search engine, lead generation, email marketing and many more. In order to discover the behaviour of the consumer and purchasing patterns, the implementation of Data analytical model is one of the vital method that can be used. Such as in recommending T.V shows, movies that are based on the consumer's preference data generated information plays a highly prominent and relevant role. Through the help of the data analytic model and digital marketing activities there is a creation of the users within more detail set of the profiles(Chaffey. and Smith, 2017). The keys prominent capability and ability of the firm is used to generate various data that can be considered as one of the crucial reason behind the success of the firm. It is necessary to understanding digital marketing in Netflix so that accurate and appropriate data as well as information is collected this enables in analysis the needs of the consumers and their behaviour towards Netflix. For example, in blogs comments there are
several ideas that are-mentioned more frequently and then there is a need to focus or analyses them in order to see if there is something for the firm. Role of data analytics in marketing process Data analytics track customers from initial interest to final purchase and that is why, they play an important role in the marketing process. Also, they design the content and provide the same to customers which help to attract customers which in turn assist toimprove customer base. Further, data analytics also assist to forecast the marketing team and provide necessary things which in turn lead to improve the valuable information and analyse customer trend as well as behaviour. CONCLUSION It had been summarized from the above report that digital marketing are uses several social media platforms as well as online advanced technologies. It also focuses on the consumer touchpoints such as Facebook, twitter and many more. Furthermore, report focuses on the Netflix background which highlights about the 1997 Netflix when people were used as DVD service that can be used in order to pay per rental model. Report highlights on several data generating study also concluded the role of data analytics in marketing process which assist to determine the customer trend as well. Through the help of the data analytic model used to generate various data and hence improves the consumer's experience by providing them the content as per their needs. REFERENCES Books and Journals Cuizon, J. and Ferolino, K., 2017. Social Media Character Assessment for Talent Selection using Natural Language Processing.Recoletos Multidisciplinary Research Journal.5(1). Chaffey, D. and Smith, P.R., 2017.Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis. Chaffey, D., 2019.Digital marketing. Pearson UK. Zhu, G., 2019. The digital sales transformation featured by precise retail marketing strategy. Saura,J.R.,2020.UsingDataSciencesinDigitalMarketing:Framework,methods,and performance metrics.Journal of Innovation & Knowledge. Tapp, A., 2014.Principles of Direct Database & Digital Marketing. Pearson Education.
Hofacker, C.F., 2018.Digital marketing: communicating, selling and connecting. Edward Elgar Publishing. El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic Perspective.Journal of Digital Marketing and Halal Industry.2(1).pp.15-28. Online digitalmarketing,2018.[online]Availablethrough:<https://www.marketo.com/digital- marketing/>