Netflix's Success in the Digital Landscape: A Case Study

This case study explores how Netflix utilized the digital landscape to achieve success in the digital era. It discusses the difference between traditional marketing and digital marketing, the customer touch points and omni channel nature of customer journey, and how data analysis was used to enhance customer experience. The study highlights the importance of digital marketing in today's competitive business environment.

NETFLIX DIGITAL
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TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
EXECUTIVE SUMMARY.............................................................................................................1
REFERENCES................................................................................................................................2

INTRODUTION
The digital landscape refers to collective name for the emails, websites, social networks,
mobile devices, videos etc. The tools are used for helping the business to sell products and
services over online mode. Statistics have shown that organisations spend over 25% of marketing
budgets over digital modes. Digital marketing efforts are increasing at the phenomenal rate. It is
the new skill which is followed worldwide for increasing the sales. Present report is based over
how Netflix used the digital landscape for becoming a success in digital era. It will reveal how it
used customer touch points for building customer journey. Netflix also used data analysis for
enhancing and improving the customer experience.
REPORT
Difference between the traditional marketing and digital marketing
Traditional Marketing
Traditional marketing refers to the old ways of marketing. This form of marketing refers
to advertisement, promotion, flyers, TV ads, billboards, newspaper, print advertisement etc in
which the companies used in early period for marketing their product. Traditional form the
media are not so strong enough for reaching the goals. This unfortunately, traditional methods or
the classic media not even know if have achieved the goals since the tracking is not defined well.
The traditional media continues for serving the purpose for building brand awareness, the
traditional marketing has edged the traditional channels.
Digital Marketing
The digital marketing refers to the social media. This is modern method of marketing
technique in which organisations promotions, sell products and the services through online
marketing. This also means marketing of any business through the digital media and the devices
like Facebook, Google, youtube, Instagram, email marketing and managing the digital marketing
using account based marketing, CRM etc. People considers the digital to be another channel, but
digital marketer considers digital as the unique communication method with the current and
prospective customer (Chaffey and Smith, 2017). The digital marketing provides flexibility,
personalisation for switching the courses and instantly tracking and analysing for making data
driven decisions.
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The digital channels helps in reaching the ideal target audience as they spend various
time. Over millions of people use internet services and this makes the effective promotion of the
products and services.
Customer touch points and omni channel nature of customer journey of the Netflix subscribers
The touch point refers to the interaction point with the potential customers or customers
over any stage of customer journey. The digital touch point refers to the engagements with brand
online, that includes the ads, website, search engine and social media. More and more people
turn the phones and computers for finding information, products, services and understanding full
array of the digital touch-points are important than ever.
There are many ways to interact the brand with customer. Netflix started the customer
journey, by giving the platform for DVDs analysing the requirements of customers. It found the
demand and requirements of customers from the feedback and customer review systems (Netflix,
2020). It found the right content and experience to deliver over the right channel at right time to
right person. The customer journey started from the DVDs to Netflix subscriptions for web
series. Building customer journey refers to understanding and knowing the customers, their
interests, their motivations, their issues and many more (Kannan, 2017). Netflix build the
customer journey analysing the different scenarios and build the customer touch-points over
various digital channels. This helped the dragged attention of people to Netflix over various
sources they visited. Netflix made a well defined customer journey carefully analysing the
customer reviews and requirements that helped to increase over 181 million subscribers.
How analysis of the data generated from the digital marketing activities was used by Netflix
Netflix has become household name becoming popular around world. It has made it
through intelligent strategies of digital marketing practiced by the Netflix. The digital marketing
strategy of the Netflix included different posts over social media, campaigns and the
opportunities to member for watching the content anywhere, anytime or for any screen connected
to internet.
In 2000s Company initiated open competition for $1 million for best filtering algorithm
for predicting rating for films by users based over previous ratings. The approach resulted in the
Netflix to become turning point for service. It uses opulence of the technological algorithms for
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boosting and enhancing the customer experience (Saura, Palos-Sánchez and Cerdá Suárez,
2017). The data collected from the marketing activities helps company to analyse the customer
interest, their preferences and many more. It allowed the firm to make the customer journey and
to develop the systems and applications for the users accordingly. It built the recommendation
systems from the data that allowed it to inform about the different strategies that will further help
in improving the services.
How data analysis enable marketers to map journey for improving the company performance and
improving customer experience
Data analysis is very essential for maping the future journey for improvements and
enhancements. Netflix used the recommendation systems to assess the customer views, their
interest, the issues faced and the other requirements they seek. It analyses the data from all the
sources to make the experience of customer more and more better. It also used personalised
thumbnails for dragging the user attention. The past viewed data enabled to predict the similar
content that may influence the user. It streamlined the quality of services from the collection of
data through various channels used by it for digital marketing (Dodson, 2016). Netflix undergoes
rigorous process of the A/B testing for adaptive streaming and content delivery network
algorithms for understanding the customer interest area. Continuous review systems helped the
company in improving the quality of services for customers.
CONCLUSION
In the end it could be concluded that the digital landscape could help the business to gain
competitive advantage over other. Netflix is the best example that used the digital marketing
strategies and review system for continuous improvement of the services as per users
requirement after proper analysis through algorithms and data analysis. Effective digital
marketing helped the Netflix to increase its subscribers to 181 million in a short span of time.
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REFERENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Online
Netflix. 2020. [Online]. Available through: <https://www.analyticssteps.com/blogs/using-data-
handling-and-digital-marketing-maximise-customer-experience-netflix-case-study>.
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