Digital Marketing - Netflix

Digital Marketing - Netflix
1

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1. Difference between traditional and digital marketing........................................................3
2. Customer touch points and journey of Netflix subscribers................................................4
3. Analysis of generated digital marketing data by Netflix....................................................6
4. Analysis of data by Netflix to improve company performance and customer experience.6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
2

Introduction
Digital marketing refers to the advertising and promotion of products and services
through online media channels such as search engines, websites, social media, email, mobile
apps, etc. It has helped businesses to interact with their targeted audience in real time (Chaffey,
2019). This report is prepared in the context of digital marketing channels used by Netflix.
Netflix is an American technology and media service provider. It distributes and produces films,
original series, web-shows, etc. in various languages from across the globe (Netflix: Statistics
and facts). Netflix is reported to be a customer centric company. This report discusses the
various customer touch points presented by Netflix in journey of its subscribers. It also presented
the highlights as to how company uses it digital data to improve its performance and customers'
experience.
Main Body
1. Difference between traditional and digital marketing
Marketing mix is a framework which provides useful insights to review strategies and
policies of products and services offered by a company (Thomas and Housden, 2017).
Marketing Mix Traditional Marketing Digital Marketing
Product It includes marketing of tangible
products and the intangible services
business is dealing in. It includes
highlighting features and services of
the products which make it appealing
to the customers. For example, of
DVD-by-mail rental service by
Netflix.
Products here refers to marketing of
intangible products or tangible
products offered as services. For
example, of all the films, series, etc.
that Netflix airs on its application
and websites are its intangible
products. Company websites
highlight product's features and
services as soon as customer visits
the page.
Price This includes all the pricing
strategies that are planned for the
products of the company right from
Pricing here includes all pricing
strategies that company offers online
such as free first month trial period,
3