Digital Marketing Report: Netflix, Data Analysis, and Customer Journey

This report delves into the realm of digital marketing, utilizing Netflix as a compelling case study. It begins by contrasting traditional and digital marketing approaches, highlighting the advantages of the latter in reaching a vast target audience, saving time and resources. The report then examines customer touchpoints within the customer journey, emphasizing their importance for delivering optimal customer experiences, fostering loyalty, and driving business growth. Furthermore, the analysis incorporates the significance of data derived from digital marketing activities, showcasing how Netflix leverages this data to understand customer behavior, refine marketing strategies, and enhance customer engagement. The report concludes by emphasizing the evolving landscape of marketing and the necessity for businesses to embrace both traditional and digital strategies to thrive in the marketplace. The role of data analysis in shaping future strategies is also highlighted.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Difference between Traditional and Digital marketing...............................................................3
Customer touch-points in customer journey................................................................................4
Analysis of Data from digital marketing activities......................................................................5
CONCLUSION................................................................................................................................5
REFERENCES..................................................................................................................................

INTRODUCTION
Digital marketing is form of marketing of company products and services through
electronics devices. It is component of marketing that utilizes technologies that are online based
such as smart phones, computers, internet and various other digital media platforms to promote
company products and services. Netflix is subscription based online movie rental service
provider which was being founded in year 1997, based out of USA. It is one of the business to
see potential of emerging technologies where according to recent data it has around 150 million
user which constitutes of 37% of internet users. Importance of this marketing is it helps in
reaching large target audience which saves lot of time and money. Present report will brief on
difference between traditional and digital marketing, will give brief on customer touch points and
analysis of data from Digital marketing activities.
MAIN BODY
Difference between Traditional and Digital marketing
Traditional marketing refers to marketing which does not constitutes any online element. It
includes promoting company product and services through tangible means such as magazines,
newspapers, print ads, and various other means. It also includes promoting commercials of
business on TV or radio, brochures, posters and by other means. Anything other than digital or
online means to promote brand value is termed as traditional marketing (Todor, 2016). This
approach to marketing is oldest in nature and marketers lean on same as it convey message easily
which is required to be conveyed whereas
Digital marketing is marketing through online means which is through paid social media
ads, various advertisement means on social media platform, email marketing and through various
other online platforms. It has become widely popular due to various changes in society such as
Technological, cultural etc. (Herhausen, 2020). It has changed and evolved way how company
such as Netflix market its subscription service to large target audiences and which help company
to grow at constant pace. Netflix constantly adopts to promote its services on online platforms
such as Facebook, Instagram, Twitter and other to win in marketplace by satisfying its customer
through attractive means. Company adopts to various digital marketing tools to make its
marketing mix approach more flexible in nature which includes

Products and services has acquired new form which were being earlier traded in physical
form in traditional marketing now being traded online which possess unique features to attract
audience as a result saving lots of efforts for company (Kannan,2017).
Price element has also changed heavily where earlier it was being presumed that services
of Netflix cost heavily but with introduction of latest mean it has lower down prices of its
services.
With introduction of digital marketing it has helped Netflix to get wide reach to places
globally to have large target base which is being hard with means of traditional marketing to
cover the same (Išoraitė, 2016).
Promotion in traditional marketing is hard as compared to digital marketing as it requires
huge amount of money and time where it is easy to promote services of Netflix digitally which
are highly attractive, as it capture large audiences in no time and saves heavy cost.
Customer touch-points in customer journey
Customer touch point are areas of customer which Netflix should constantly review and
evaluate as it is very complex process consisting of various touch points both online and offline
as they move towards through their buying behaviour. Customer journey is full and complete
experience with an organisation (Aichner, Gruber, 2017). It is required by Netflix to monitor its
customer touch points where it will helps its customers to derive best experience and will
generate loyalty and retention of its people which can make business grow and can break too if
not taken into consideration
Company can attract by offering price which is affordable to its customers as compared to
its competitors such as Voot, Amazon prime video and others , provide free
subscription/discounts of its rental service for initial target customers, can extend tenure, for
example exceeding months for given prices of watching movies, videos, by providing updated
quality services etc. This can also include collecting feedbacks of their experience with company
services and improving upon same to derive its customer expectation more efficient and help in
satisfying same (Rosenbaum, Otalora, Ramírez, 2017). Company can do this by sending thank
you letter for availing services. Customer touch point if meet properly by Netflix helps in
deriving Omni channel journey for its customer where it will help customers with seamless
experience with company both online and offline.

Analysis of Data from digital marketing activities
Online and digital marketing helps Netflix to get lot of information and data about its
customers, there buying behaviour of services of company and provide with useful insight on
areas where company needs to improve upon areas where it is lacking. It is because of data
which helps Netflix is analysing what customer requirement and what are thing that they want
which can be catered by company accordingly (Saura, 2020). It is because of data which support
growth and survival of companies which in turn helps in generating high sales revenue, helps in
social media engagement, communicating brand value to its target customer more productively
and helps in getting and deriving customer retention. It helps in generating site traffic which
helps in increasing profitability of company and making to ensure that huge customers are
attracting towards its services.
It helps in generating data where it lays down customer interaction in terms of amount of
time spend by user on company site which provides understanding to Netflix to target which
segments of customers and help in knowing and generating data such as click through
advertisement which helps in assessing efficiency of same in term of how many customers lend
towards site of company. By analysing data company is availed with advantage of Artificial
intelligence which will help Netflix to assess its future and make strategies accordingly (Amado,
2018)
CONCLUSION
From the above report it is being understood that companies have evolved the way how
they market their products and services which is in terms of online and digital mode as it is cost
effective and help in reaching to large customer base. It is understood that companies who adopt
to both traditional and digital marketing mean are highly successful in marketplace. It is also
understood that there are various touch- points of consumer which company should monitor
constantly and abide with same to derive and meet with their expectation and also briefed on
importance of data collected by online activities to support future strategies.

REFERENCES
Books and journals
Aichner, T. and Gruber, B., 2017. Managing customer touchpoints and customer satisfaction in
b2b mass customization: A case study. International journal of industrial engineering
and management. 8(3). pp.131-140.
Amado, A., and et.al.,2018. Research trends on Big Data in Marketing: A text mining and topic
modeling based literature analysis. European Research on Management and Business
Economics.24(1). pp.1-7.
Herhausen, D.,and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management .90. pp.276-290.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business Horizons.60(1). pp.143-150.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V. 9(1). p.51.
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