Digital Marketing Report: Netflix's Digital Marketing Practices

This report provides a comprehensive analysis of Netflix's digital marketing strategies, exploring the differences between traditional and digital marketing through the lens of Netflix's practices. It examines customer touchpoints, the omnichannel nature of the customer journey, and how Netflix utilizes data generated through digital marketing for customer analysis and improved company performance. The report delves into the ways data enables marketers to map customer journeys, leading to effective improvements in customer service and overall brand image. It highlights the impact of data analysis on Netflix's ability to understand customer preferences, personalize content recommendations, and maintain a competitive edge in the entertainment industry. The report concludes with a summary of the key findings, emphasizing the significance of digital marketing in promoting products and services effectively in the modern era.

Digital
Marketing

TABLE OF CONTENTS
Introduction................................................................................3
Main Body.................................................................................3
Analyse difference between traditional and digital marketing with example from Netflix
................................................................................................3
Evaluate customer touch points and the Omni channel nature of customer journey 4
Discuss how Netflix use the analysis of data generated through digital marketing practices
................................................................................................5
Analyse how data enables marketers to map this journey for the effective improvement of
company performance............................................................5
Conclusion.................................................................................6
References..................................................................................7

INTRODUCTION
Digital marketing is an online process which is used by different organisation in order to
reach target customers easily (Gershon, 2016). This is a broad form of marketing that includes
content marketing, search platforms, email, social media marketing and so on. This report
determines digital marketing practices of Netflix which is based on online movie rental services.
The company was founded in the year of 1997 by Reed Hastings. This report is going to
determine digital landscape of Netflix in the context of modern society.
MAIN BODY
Analyse difference between traditional and digital marketing with example from Netflix
The main difference between traditional and digital marketing is their medium through
which an organisation encounters the marketing message to their potential customers. Major
difference between traditional and digital marketing is:
Basis Traditional Marketing Modern Marketing
Product This involves a tangible way
through which organisation
provide their products and
services to their customer. As
Netflix is providing tangible
products to their customers as
DVD, Blur rays etc.
The products of modern
marketing associates both
tangible and intangible
services. Netflix is
recognising as subscription-
based online movie rental
services provider.
Price Traditional marketing
associate with high cost
practices because its main
target particular segment by
providing desired services to
customers (Lee, 2020).
Netflix uses traditional
On the other hand, the prices
of modern marketing are
comparatively low than
traditional marketing
practices. As Netflix uses
modern marketing platform
also by promoting their

marketing approach as well
by using print media
platforms.
shows on different digital
platform.
Place Traditional marketing
includes traditional methods
of promoting products and
services at different places
through billboard, pamphlets,
print media and so on.
Modern marketing includes
promotion of products and
services at global level. For
example, Netflix promotes
their products through online
platforms in order to grab
major market share easily.
Promotion Traditional marketing
includes promotional
practices through print media,
radio, televisions and so on.
For example, nowadays
different channels promote
shows of Netflix in order to
increase customer awareness.
Modern marketing includes
promotion of products and
services through digital
platform as Netflix promotes
their services through social
media marketing.
Evaluate customer touch points and the Omni channel nature of customer journey
Netflix is one most popular company that provide its products and services to customers
through traditional and modern platform (Magnotta, 2019). Thus, organisation has a strong
customer base at global level. Main objective of firm is to evaluate customer touch point in order
to serve them quality services. These practices are:
Touch points:
 Customer experience: Netflix provides services to their customers by analysing their
search behaviour, customer history and so on. By analysing such, they show them
relevant results to attract them easily.

 Feedbacks: Netflix uses customer feedback approach that help them in analysing
customer’s view point and expectation in order to provide them desired services
accordingly.
Customer journey:
 Pre-purchase: Initially, customers of Netflix requires to provide their login details for its
effective access. Through this they can understand the uses and its subscription facilities.
 Purchase: After the login of application, customers can check subscription details and
different which are based on customer’s requirement and needs.
 Post-purchase: After the subscription of appropriate package, customer can easily watch
their favourite shows, movies and series.
This process is based on customer’s requirement and need that assist in maximising their
interest towards the application. Main objectives of such activities is to generate an effective
customers base that can help in providing desired sustainability to company in competitive
market.
Discuss how Netflix use the analysis of data generated through digital marketing practices
Netflix Now-a-days is one of the most competitive companies within the Entertainment
Industry as it offers wide range of entertainment options for its customers (WASEF, 2017). The
type of data that is offered by the company have an impact on price, promotion and provides
customer satisfaction. As a result, it has helped in gaining overall profits and performance of the
company. The data is generated through various digital marketing activities which help the
company in developing in-deep understanding about its customers and their preferences. Hence,
company gains its high market share and also measure its performance within its competitors.
Analyse how data enables marketers to map this journey for the effective improvement of
company performance
In the era of digital marketing, customer analysis is become very important aspect for the
companies. Data analysis, help the marketers to know where the company stand and how much
the company's customers are satisfied with the company services like Netflix. Companies who
are not getting Adequate data collection, will start lagging and fall in middle of the path. Netflix

provides not only TV shows, but suggesting books, music and web-series which fit in the
customers taste and preferences. These is not possible without data analysis. Netflix provides
various of services like Personalised thumbnails, updates series and different genres availability.
Services like; Highlighting features, streaming experience, offering varieties of features,
creating user profile and differentiate services according to customer’s search based. Offered by
Netflix make them exceptional case as because their regular data research and analysis on that
research (Wheeler, 2015). Data analysis help in improving the customer services by proving their
need and demand arises by them. And if there are any dissatisfaction by the customer's side,
Netflix provides all that possible solutions which satisfied the customers need. At the same time,
Netflix provides the amazing and admirable methods through various digital marketing strategies
which enhance their brand image in front of customers and increase the market share. These all
can be possible with suitable and regular data analysis which is provided by the special team and
share that data to the marketers so that they can go through with data and solve the arising
problems.
CONCLUSION
From the above report it has been summarised that digital marketing form is one of the
fastest growing that helps in promoting organisation’s products and services more effectively at
worldwide. Thus, now maximum organisation uses these kind of practices so that they can
promote their products and services easily to their potential customers easily.

REFERENCES
Books & Journals
Gershon, R.A., 2016. Digital media and innovation: Management and design strategies in
communication. Sage Publications.
Lee, J., 2020. Change in the Digital Age. In Accelerating Organisation Culture Change. Emerald
Publishing Limited.
Magnotta, E., 2019. Digital Disruption in Marketing and Communications: A Strategic and
Organizational Approach. Routledge.
WASEF, A., 2017. Monetising digital audiences: Turning a marketing cost into a profitable
business unit. Publicado en: Journal of Brand Strategy. 6(2). pp.171-180.
Wheeler, S.R., 2015. Architecting Experience: A Marketing Science and Digital Analytics
Handbook (Vol. 1). World Scientific.