Digital Marketing Report: Netflix Strategies and Analysis

This report provides an analysis of Netflix's digital marketing strategies. It begins with an introduction to digital marketing and its application in the context of Netflix, a company with over 193 million subscribers. The main body of the report compares traditional marketing methods with digital approaches, focusing on aspects like pricing, product offerings, and distribution channels. The report then examines Netflix's use of omni-channel customer journeys and touchpoints, highlighting how the company interacts with customers across various platforms and devices. Furthermore, the report delves into the data analysis activities related to digital marketing, including identity, behavioral, descriptive, and qualitative data. The report concludes by emphasizing the importance of digital marketing in today's market and the value of understanding customer needs for business success. References to relevant journals and books are provided at the end of the report.

DIGITAL MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Traditional Vs digital...................................................................................................................3
Omni channel customer journey and touch points......................................................................4
Data analysis from activities related to digital marketing...........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Consuming online digital technologies or internet is all a component of digital marketing
which can be used for promotions of products and services. Netflix was founded in 1997 and
current is having more than 193 million subscriber and the founders of the organization are Reed
Hastings and Marc Randolph. The company is not being affected due to the global issues which
are taking place because the company is serving their products online. The report is going to
discuss the digital methods and traditional methods which the business is going to use so that the
company is going to make the customers have higher satisfaction. Data analysis from activities
related to digital marketing and Omni channels are being used for the customers which is being
used by Netflix which will be affecting the reputation of the organization.
MAIN BODY
Traditional Vs digital
 Price
The plans of Netflix range from $7 to $12 which is cheaper than DVD because DVD is
rented according to days and hours. There are a lot of plans which are present by Netflix for the
customers and there are also free trails which the customers are being provided so that they have
a better understanding of the services (Teixeira and et.al., 2017). There are a lot of benefits
which are received by the premium customers of the organization and good period of
membership as well which is going to make their experience be enhanced as well.
 Product
Netflix was started as DVD rental business and now is streaming entertainment and media
online for the customers. There are no commercials which are present and make the experience
of the customers higher. The customers can purchase these services anytime and from anywhere
they prefer and can become members as well. The products and services are divided into three
categories which are standard plan, basic plan and premium plan. There are a lot of original

episodes and movies as well which Netflix is providing to the customers and making their
experience be enhanced.
 Place
Netflix is online which is serving their products as soon as the customers purchase the
services which are going to make the customers have higher satisfaction. These products can be
served on smart phones, TV, etc wherever internet is accessible. The customers do not have to go
purchase individual DVD’s all the time which is a great factor because there are a lot of options
which are present in front of the customers on time (Desai, 2019).
 Promotions
There are large banners which are put out by original movies and episodes of Netflix which
is promoting the streaming. There are free trails as well which is given by Netflix for the
customers. Awareness is very important in the market about the products and services of the
organization so that they can attract more customers in the organization which is important to
have competitive advantage.
Omni channel customer journey and touch points
Customer life cycle and purchasing entire organizations interaction with the customers is
having different interaction points in Netflix. There is a different kind of experience which all the
customers have when there is a use of Omni channel in the business. This is done so that the
customers are going to be aware of the products and services by the organization, points which
have to be considered by them for purchasing the products, actual buying, and retention towards
brand and other factors which is going to be present (Syazali and et.al., 2019). There are famous
social media platforms which are being used by Netflix so that they can popularise the channels
and networks they are having in the market for the customers. There is a use of descriptive data
and measures like discounts and offers are being used so that the customers are being influenced
easily in the company so that there is going to be higher sales. There is feedback as well which is
taken from the customers from time to time so that there is going to be effective retention level
of the customers by up grading the services by innovation and new features as well. There has to

be a strong positive impression which needs to be present in front of the customers for which
there are purchasing decisions which are being taken regularly so that there would be higher
performance which is going to be present (Makrides, Vrontis and Christofi, 2020).
Data analysis from activities related to digital marketing
There is a lot of customer interaction which is present by Netflix so that data can be
obtained effectively. There are four types of data which is identity data, behavioural data,
descriptive data and qualitative data. Descriptive data is based on career and life style,
Qualitative data is on motivation and opinions, behavioural data is based on emails and pages
liked or clicked upon and identity data is name, address and personal details of the customers.
For example on the bases of qualitative data there are a lot of offers, discounts and loyalty
schemes which are being encourages by the organization so that there are going to be more
customers. Motivation factor is influencing the pricing strategy to product type of the customers
which Netflix is deciding upon (Kotane, Znotina and Hushko, 2019). Digital marketing is
preferred by Netflix more because they can predict the expectations and needs of the customers
which are going to make the organization be able to fulfil the needs of the customers of the
organization. The likes and dislikes on Netflix is also going to help the company decide on
streaming the purchases for the customers or not in future.
CONCLUSION
From the above report it can be analysed that digital marketing technologies has really
changed the way market worked before and now. There is a gain which a business can have in
the market rapidly and popularize themselves as well. There is a lot of difference which is
present in the market with traditional methods and modern methods which business can use to
get a competitive advantage in the market which is important since the competition is higher.
Understanding the customers is very important so that there is going to be higher performance
and decisions in business can be taken accordingly so that there is going to be higher
performance.

REFERENCES
Books and Journals
Desai, M.V., 2019. Digital Marketing: A Review. International Journal of Trend in Scientific
Research and Development. pp.196-200.
Kotane, I., Znotina, D. and Hushko, S., 2019. Assessment of trends in the application of digital
marketing. Scientific Journal of Polonia University. 33(2). pp.28-35.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing: assessing
prospects of building brand awareness overseas. Business Perspectives and
Research. 8(1). pp.4-20.
Syazali, M and et.al., 2019. Partial correlation analysis using multiple linear regression: Impact
on business environment of digital marketing interest in the era of industrial revolution
4.0. Management Science Letters. 9(11). pp.1875-1886.
Teixeira, S and et.al., 2017, October. A theoretical analysis of digital marketing adoption by
startups. In International Conference on Software Process Improvement (pp. 94-105).
Springer, Cham.