The Digital Landscape for Netflix

This report discusses the traditional and digital marketing strategies of Netflix, including the shift from DVD sales to digital streaming. It also explores customer touch points and the Omni channel customer journey. The analysis of data from digital marketing activities is also discussed.

The Digital Landscape for
Netflix

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
2.0 Traditional Vs Digital................................................................................................................3
3.0 Customer touch point and Omni channel customer journey.....................................................4
4.0 Analysis of data from digital marketing activities.....................................................................5
5.0 CONCLUSION..........................................................................................................................5
REFERENCES................................................................................................................................6

1.0 INTRODUCTION
Digital marketing can be defined as an approach of marketing that primarily relies on the
internet to connect with the target audience through different digital media platforms and
channels. Netflix is an American technology and media provider and production company.
Company was founded in 1997 in Scotts Valley, California and is headquartered at Los Gatos,
California, U.S. Services of Netflix are available worldwide excluding mainland China, Syria,
North Korea, and Crimea. Initially Netflix was a business that included DVD sales and rental by
mail. In 2007 Netflix expanded its business with introduction of streaming media while retaining
its initial business. This report will discuss about traditional and digital marketing, and customer
touch point and the Omni channel and analysis of data from digital marketing activities on the
basis of Netflix.
2.0 Traditional Vs Digital
Traditional and digital marketing is significantly different from each other. Changes and
differences in traditional and digital marketing are there in every aspect of the marketing element
of the organisation. Netflix shows how they have utilised both traditional and digital marketing.
One of the best example is visible in their product offering.
Product- Product is concerned with one of the most important element also known as offering of
the organisation. Earlier product of Netflix was DVD, this means that Netflix sold DVD and
rental DVD’s (Durmaz and Efendioglu, 2016). This means that product was provided
traditionally in which products were provided to customers in physical form whereas in digital
marketing Netflix provide digital streaming on online platform. There is significant difference in
this as movie DVD which was traditional and initial business of the Netflix. This also means that
earlier product was in form of physical goods whereas in digital marketing it has become service
for customers.
Price- Price is concerned with money that is paid by customers in exchange of product that they
buy. Price has changed significantly in traditional and digital marketing. This means that in
traditional marketing customers were required to pay for every DVD they bought but in digital
marketing customers can subscribe once and use it to watch several movies and shows. This

price of digital marketing is also low and affordable for employees. Price in digital marketing of
Netflix is also known as subscription fee.
Place- Place is concerned with the point where buyer and customers meet and distribution
channels and concerned with Netflix in their traditional marketing they could sell and deliver
product next day or after few days of ordering but in its digital marketing product is provided on
very same day as customer pay for the product.
Promotion- promotion has also changed in traditional and digital marketing. This means that
earlier Netflix used to communicate and promote its message to potential customers (Traditional
Marketing vs Digital Marketing, 2020). In traditional marketing channels used for promotion
were print media and television advertisements. In digital marketing these channels are digital
platforms; this means Netflix is promoted through social media channels, Youtube and other
digital platforms.
3.0 Customer touch point and Omni channel customer journey
Customer touch points can be defined as any direct or indirect contact a customer has
with a brand. This can either be created by organisation or sometimes they are out of control of
the organisation, this may happen before, during or after purchase. Earlier these touch points
were limited but in digital marketing customers touch points have extended to several levels (The
Relentless Pursuit of the Perfect Customer Experience: A Netflix Story, 2019). Organisation
especially like Netflix do not know where customer will come in contact with it. Customer touch
point has now become an important element of customer experience. Through customer touch
points Netflix is able to identify buying behaviour of customers. In order to provide effective
customer experience companies now are focusing on Omni channel customer journey. Omni
channel customer journey is one in which brand engage customers on multiple touch points
before the point of sale. Data of customers is available on different touch points and it creates a
seamless experience for customers. For example- individuals search about Netflix on Google and
then start using Facebook, advertisement and link of Netflix will seamlessly appear on Facebook
that customers get another channel to engage with Netflix. Through this Netflix also increase its
visibility and increase conversion rate (Omnichannel Marketing: A Complete Guide for 2020,

2020). Omni channel customer journey of Netflix also focuses on personalisation in which
customers get notification through email about new release and for suggesting new contents.
4.0 Analysis of data from digital marketing activities
In order to create seamless customer experience organisations requires collecting data
through several means and their interaction on internet. This is best way in which Netflix can
collect data of customers to provide them Omni channel customer experience. Time spent on
page, this is concerned with how much time individual spends on a page that has information
about Netflix. This suggests interest of person in Netflix and its services and this data is further
used to create another touch point for customers (Clickthrough, 2018). For example- if individual
is interested on page about a show that is on Netflix, this data will be used by Netflix to create
another touch point for customer at social media site. Click through advertisement is a
advertisement that lead customers to destination of advertisers. This means that individuals click
through an advertisement on Twitter that leads them to website of Netflix. On the basis of data
collected through these forms Netflix create a Omni channel experience for customers in which
one link leads to another channel for customer engagement.
5.0 CONCLUSION
On the basis of above discussion, it can be concluded that traditional and digital
marketing are two very different concepts. Introduction of digital marketing also has changed
approach of organisations towards customers. This means that customer experience has become
a priority for the organisations and Netflix is one of the best examples of this. In this example
Netflix has a strong emphasis on personalisation. This means that customers get suggestion for
the content that they are really interested in. This is possible through Omni channels and
collection of data through internet interaction of customers.

REFERENCES
Books and Journals
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management and Business Research.
Payne, E.M., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in
Interactive Marketing.
Online
Clickthrough. 2018. [Online]. Available From:
<https://www.marketingterms.com/dictionary/clickthrough/>.
Omnichannel Marketing: A Complete Guide for 2020. 2020. [Online]. Available From:
<https://www.moengage.com/blog/omnichannel-marketing/>.
Traditional Marketing vs Digital Marketing. 2020. [Online]. Available From: <
https://www.educba.com/traditional-marketing-vs-digital-marketing/ >.
The Relentless Pursuit of the Perfect Customer Experience: A Netflix Story. 2019. [Online].
Available From: <https://www.business2community.com/customer-experience/the-
relentless-pursuit-of-the-perfect-customer-experience-a-netflix-story-02240302>.