Digital Marketing: Traditional vs Digital, Netflix Case Study

This report discusses the differences between traditional marketing and digital marketing, using Netflix as a case study. It explores the importance of digital marketing in today's dynamic world and how Netflix utilizes both traditional and digital marketing techniques. The report also covers the concept of omnichannel customer journey and the impact of digital marketing on Netflix's business performance.

REPORT BASED ON
DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Traditional marketing vs digital marketing.................................................................................3
Customers touchpoints and omnichannel customer journey.......................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is one of the best ways to different businesses and companies for
promoting their products and services at large scale in this dynamic world. Digital marketing is
completely different from the traditional marketing technique. Currently most ventures and
businesses are succeeded adopted this technique of marketing (Elberse and Cody, 2019). This is
very necessary task to upper management of an organisation to order its marketing manager for
mostly using digital marketing in its daily marketing practices, because currently this technique
of marketing provides extra-ordinary and very positive outcomes to various companies in market
place. This report discusses digital marketing aspect of Netflix. Basically, Netflix is one of the
most popular production and technology company that provides media services as well to
customers, headquartered Los Gatos, California, US. Report is outlining differences between
digital marketing and traditional marketing. Omnichannel nature, data generation process,
marketer’s way to map customer journey of Netflix subscribers etc. factors also have been
considered in this report.
MAIN BODY
Traditional marketing vs digital marketing
There is digital marketing is completely different from the traditional marketing.
Basically, digital marketing techniques is trending in the market place from last 5 to 10 years.
Before one decade, no one business was aware about this technique of marketing. In this
dynamic world, digital marketing currently highly uses by various companies in market place,
but still many traditional marketing plays an effective role to many companies and businesses.
Currently marketing department of Netflix uses both techniques of marketing, traditional and
digital. This media service and production company is working for the long time in market place,
in which upper management and marketing team of this company completely aware about the
role of traditional marketing technique, because this technique was also played an excellent role
in high success of this business in market place (Bailey, 2020). However, currently marketing
department of Netflix highly depends on digital marketing technique, because this is necessary to
company for gaining huge competitive advantage in market place.

According to marketing team of Netflix that, traditional method gives opportunity to
promote own brand by using various tools, like; TV, tele phone, broadcast, banner, bill boards,
poster, door to door etc. On the other side, digital method gives opportunity to promote own
brand by adopting tools, like; social media, SEO (search engine optimization), e-mail marketing,
affiliate, digital sponsorship and electronic media etc. According to marketers of Netflix,
nowadays traditional way of marketing is not cost effective and digital marketing is very cost
effective. This digital marketing can be easily measured by using various analytical tools, but the
traditional marketing is very difficult to measure for marketing team of Netflix. There are 4Ps of
marketing strategy has been used below for differentiate use traditional and digital marketing in
existing production and media provider company.
4Ps of marketing
This is a very useful and innovative marketing strategy, that is currently used by many
companies and businesses in market place. This strategy generally shows four Ps of marketing to
Netflix called; product, promotion price, and place, in which these all four elements of strategy
has been discussed in the context of Netflix company.
Product: Before two decades, Netflix was providing CDs and cassettes of music to different
customers in market place. But when digitalisation came in market place and era of internet was
started, this company was started its own OTT (over the top) Platform, and currently company
provides video streaming and video on demand services.
Price: Currently company uses competitive-based pricing strategy to set prices of its products
and services in market place (Diamond, 2019). Basically, this strategy of pricing gives Netflix
opportunity to make its prices something cheaper than its existing competitors, like; Amazon
prime video, HBO and YouTube etc.
Place: Currently company serves in worldwide expect Chain, Syria and North Korea etc.
However, United States, United Kingdom and Australia are main target market places to this
company. Currently upper management of Netflix plans for more and more expanding its
products and services in across the world.

Promotion: Currently company’s marketing team depends in both types of marketing strategies,
traditional and digital (Yan, 2017). However, team gives higher priority to digital marketing in
comparison of traditional, because digital marketing provides very excellent results in this
dynamic and modern world with minimum consumption of resources and fund.
According to current market competition and technologies, the company have to continue
promoting its brand by highly using digital marketing strategy, because this is very necessary to
company for attracting maximum customer towards own brand.
Customers touchpoints and omnichannel customer journey
Currently many people on market place has used the services of Netflix after purchasing
subscription of company. Marketing team of company follow both types of customers journey,
omni channel and multi-channel. Basically, this channel enables to Netflix for knowing actual
demand of customers in market place. By using omni channel technique of marketing, it can
simply understand about the decision-making journey of customers. People or customers in
market place always like to invest to get entertained, in which they buy subscription of Netflix,
and then company allows them to watch movies, web series and other stuff on its own OTT
platform. On the other side, omni channel is a very productive method this company to sales that
seeks for providing customers with seamless experience of shopping (Johnson, 2018). By using
this method, Netflix enables to customers for purchasing subscription by mobile devices, desktop
and etc. By techniques helps to company for improving its customer experience as well as
business performance in market place.
CONCLUSION
On the basis of above findings, it can be concluded that digital marketing is very
important tool to Netflix. Currently marketing department of this company is taking lots of
advantages from this digital marketing technique. Marketers of this company knows that, digital
marketing is important to attract maximum customers in this dynamic world, but it still uses
traditional technique of marketing as well. Basically, traditional marketing strategy has its own
advantages, so this becomes helpful to Netflix in many cases. However, company should focus
on highly using digital marketing strategy, because this provides very positive outcomes
nowadays.

REFERENCES
Books & Journals
Diamond, S., 2019. Digital Marketing All-in-One For Dummies. John Wiley & Sons.
Elberse, A. and Cody, M., 2019. The Video-Streaming Wars in 2019: Can Disney Catch
Netflix?.
Johnson, D. ed., 2018. From Networks to Netflix: A Guide to Changing Channels. Routledge.
Yan, J., 2017. Identifying Online Streaming User Value in the Netflix Recommendation System.
Drexel University.
Online
Bailey, J. 2020. Digital marketing vs. traditional marketing: what’s the difference? [Online].
Available Through: < https://99designs.com/blog/marketing-advertising/digital-
marketing-vs-traditional-marketing/#:~:text=The%20main%20difference%20between
%20digital,as%20social%20media%20or%20websites.>.