The Digital Landscapes of Netflix

This report explores the digital marketing strategies and customer touch points of Netflix. It compares traditional and digital marketing methods, discusses the use of data analysis, and highlights how digital marketing improves company performance. It emphasizes the importance of striking a balance between traditional and digital marketing to effectively reach target audiences.

The digital landscapes -
Netflix
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Table of Contents
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................3
1 Comparison of Traditional marketing and Digital marketing..................................................3
2 Touch points and omni channel in context of customers of Netflix........................................4
3 Use of data generation analysis by Netflix..............................................................................5
4 Data analysis induces improvement in company performance................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
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Introduction
Digital marketing is a method which uses digital channels like search engines, websites,
email, mobile applications and social media to delver advertising message to targeted audience.
This is rapidly growing (in terms of use) in today's world, as a wider range of audience are
relying on technology. In this report, use of digital marketing is been understood in context of
Netflix, which is an American technology and media service provider. It is registered in
California. Company was founded in 1997 and its initial business line was to sale and rental
DVD's. It grew with time and company was first to think about online streaming. In present
times, primary business line of company is subscription based streaming service. Netflix is using
digital marketing as major medium of their marketing channels. This report focuses on various
concepts like comparison between traditional and digital channels of marketing, assistance that
this medium provides in improving company's performance, etc.
Main Body
1 Comparison of Traditional marketing and Digital marketing
Basis of comparison Traditional marketing Digital marketing
Targeted audience This is a suitable approach
when size of targeted audience
is comparatively small or to
reach local customers
(Nwankpa and Roumani,
2016).
This approach covers a wider
range of targeted audience
who all can be geographically
dispersed all around the globe.
Intensity of personal touch In this method, personal and
face to face interaction is of
high intensity and marketers
are able to establish personal
relationships with consumers.
This method do not involve
any kind of physical presence
within target consumers. This
just helps the marketer to reach
a wider range of audience.
Physical documents In this medium, customers do
have physical documents to be
referred in future. Marketers
Digital medium do not provide
any hard copy, but the
advantage in this method is
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provide a hard copy marketing
message which can be read
again and again.
that there is a soft copy
available that can be referred
to anytime and from any place
in future.
Cost involved One of the very important
aspect considered before
choosing any method is cost
involved. Traditional method
is a way more expensive than
digital marketing. It involves
very cost like printing, tv
advertisements, etc.
This medium of marketing is
less expensive as compared to
former. This method is cheap
due to the reason that
everything is online and using
social media do not cost a
penny for the company. Based
on the requirement of
marketing plan, the company
can choose a suitable medium
of digital marketing (Somalo,
2017).
2 Touch points and omni channel in context of customers of Netflix
Netflix has its motivating journey from subscription of DVD's and to online subscription
for streaming. They are making it more personalized in accordance of feedbacks and
recommendations of a particular user.
Customer touch points of Netflix are explained below:
 Own content- These are the series that are produced by the company itself. They are only
streamed on this platform. This is a step that is taken to satisfy the taste and demands of
customers.
 Feedback consideration – Feedback is a document that studies the response or thinking
view about a particular product or service. This document is in rigorous use by Netflix to
encourage smarter purchase decisions of users.
 Personalised experience- This is a vital satisfaction techniques used by company so as to
gain attention of customers. On their app or website, they are including a section named
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as “because you watched......”, this section provides content according to previously
watched content (Tong, Luo and Xu, 2020).
Customer journey of Netflix
Customer journey of Netflix is divided into three channels and is characterized by their
experience and quality of service provided by the organisations (Tran, 2017 ).
 Pre-purchase- This is a process of attaching customer with Netflix for the very first time.
This includes signing in of customer through email, Facebook or manually. After this
payment gateway opens up and with the help of suitable payment method, payment is
processed.
 Purchase- In this step, a suitable plan is selected, these options differ in time period of
subscription and also number of screens on which simultaneously, this subscription can
be exercised.
 After purchase - In this part, recommendations from side of company are made on the
basis of interests and preferences of customers.
3 Use of data generation analysis by Netflix
In today;s technological environment, most important thing is data. Like raw material is a
necessary input for generating outputs in a production process, same as, data for generating
suitable results for customers. Netflix is using data analysis technique which they also use for
rating different movies which forms a basis of streaming decisions of customers. Netflix is a
personalised system that customers uses to watch shows and movies based on their choice of
language and genre. They are also using data inputs to choose for suitable marketing medium to
advertise for their series. For instance, launch of Snapchat is a creative method to provide reality
experience to their customers.
4 Data analysis induces improvement in company performance
Netflix is a successful online streaming platform that focuses on providing best quality
services to its customers and for this purpose they adopt better marketing strategies. Digital
marketing is one of the best and most used medium of marketing in company. This method helps
in increasing brand value of Netflix. Email marketing is most common channel in marketing
strategic setup of company. Customers get time to time updations regarding their subscription
through emails and also new offers are communicated by same medium. Netflix is using
technology in an innovative way which helps them to achieve good profits and also it is helping
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company in long term sustainability. They are focusing upon interactive content and provides
users with different benefits that they feel satisfies and important for company (Vira and
Freimane-Singha, 2018).
Conclusion
Digital marketing is an inseparable part of today's business environment, due to its
various advantages. Every business around the globe is tending towards adoption of this medium
of marketing. One of the very big reason behind intense use of digital marketing is that it helps in
satisfying customers in a better way. It is necessary to strike balance between traditional and
digital method of marketing so as to reach target audience in an efficient and effective way.
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References
Books and Journals
Nwankpa, J.K. and Roumani, Y., 2016. IT capability and digital transformation: A firm
performance perspective.
Somalo, N., 2017. Marketing digital que funciona (Vol. 1). Editorial Almuzara.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science. 48(1). pp.64-78.
Tran, H., DIGITAL COUPONS TECHNOLOGY INTERNATIONAL LLC, 2017. Service
provider system and method for marketing programs. U.S. Patent 9,842,337.
Vira, R. and Freimane-Singha, A., 2018. THE ROLE OF DIGITAL MARKETING AND
FACTORS AFFECTING THE DECISION-MAKING PROCESS. In 5th International
Multidisciplinary Scientific Conference on social sciences and arts SGEM 2018 (pp.
1147-1154).
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