Digital Marketing Report: Analysis of Netflix's Marketing Approaches

This report provides a comprehensive analysis of Netflix's digital marketing strategies. It begins by contrasting digital marketing with traditional marketing, specifically within the context of Netflix's operations. The report then delves into the examination of customer touchpoints and the omni-channel nature of the customer journey for Netflix subscribers, highlighting how the company engages with its audience. Furthermore, the report analyzes the data generated through digital marketing efforts, showcasing how Netflix leverages this data to understand customer preferences and behaviors. The analysis extends to how this data enables marketers to map the customer journey, ultimately improving both company performance and the overall customer experience. The conclusion summarizes the key findings, emphasizing the importance of digital marketing in today's business environment and its role in enhancing customer relationships and maximizing profitability.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Difference between digital marketing and traditional marketing in reference to Netflix:.......1
2. Customers touch point and the Omni-channel nature of the customer in journey of Netflix
subscribers:..................................................................................................................................2
3. Analysis of data generated through digital marketing:............................................................3
4. Analysis of data that enables marketers to map this journey to improve company
performance and improve the customers experience:..................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing is a element of marketing that provides promotion of products or
services through advertisement, media and social media platform. It utilizes internet and online
digital technologies including computer, mobile phones etc. The company which is selected for
this report is “Netflix”. It is an American firm that provides media services since 1997,
headquarter situated in Los Gatos, California (Polanco-Diges and Debasa, 2020). This report
covers topic such as difference between digital marketing and traditional marketing, customers
touch point and omni-channel nature of them, data generated through digital marketing. Apart
from this it also covers topic such as analysis of data enables marketers to map the journey to
improve company performance and improve the customers experience.
MAIN BODY
1. Difference between digital marketing and traditional marketing in reference to Netflix:
Marketing is a way of promotion of goods and services so that firm can attract customers
to buy their products and they can generate their needs. It includes advertisement, selling,
promotion, personal interaction etc. it has two approaches for promoting its products that are
Digital marketing and traditional marketing.
Basis Digital marketing Traditional marketing
Target audience Netflix use digital marketing,
so that from the single network
it can provide information to
globally. Through the digital
marketing anyone can see its
services no matter where the
audience is.
In traditional marketing it can
only target the local audience
or consumers.
Market Approach In Digital marketing Netflix
can approach the persons via
internet connection or digital
media (Piñeiro-Otero and
Martínez-Rolán, 2016). In this
In traditional marketing it
approach its customers by
personal, it is easy to market
its services to person to
person. They directly approach
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consumers interaction are very
less.
the customer by personal
promotion. Interaction with
consumers are easy.
Cost Through digital marketing firm
has to bear less cost than
traditional marketing. It has to
promote its services via digital
sites, social media such as
Facebook, twitter etc.
Promotion of services for
Netflix, it is less cost effective.
In traditional marketing
Netflix promote its services
via newspapers, radio, TV,
Magazines etc.
Documentation Netflix promotes its services
via soft copy, videos and
pictures that can be delete by
customers.
In traditional marketing it
promotes product via hard
copy that customers can read
again and again.
Media It promotes its services over
internet through social media,
smart phones, computer,
google ads etc.
It promoting its services
through TV, radio, print
media, door to door etc.
2. Customers touch point and the Omni-channel nature of the customer in journey of Netflix
subscribers:
Customers touch point refers to brand's information from the starting to finish
point. It is an interaction between firm and customer during the overall journey with product or
services. In context to Netflix, customers touch point refers from the knowledge of its services to
buy to after using its services (Pandey, Nayal and Rathore, 2020). Netflix uses digital and
traditional marketing to approach its customers. To approach its customers it uses advertisement,
promotion, online ads, text messages so that users can get information about its services, that all
are ways which connected with customers are known as touchpoints.
Omni-channel nature of the customers refers to customers overall experience to using the
products or services. Netflix provides its services through innovation in products, movies, web
series and its innovative presentation. It gives mail and messages to create better customer
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relationships. For the approach its customers firm uses newspapers, radio, TV, social media mail,
messages etc. For its permanent customers it gives time to time offers to customers and now it
has large number of subscribers with it. It provides better problem solution to its customers so
they feel happy with its services.
3. Analysis of data generated through digital marketing:
Netflix is provides its DVD services in online platform, the services including movies,
web series, TV shows etc. It promotes its products via digital marketing and traditional
marketing. From digital marketing it approach users globally (Muniesa and Giménez, 2020). It
has its permanent subscribers data with it so that it provides time to time updates them through
google ads or text messages. Through it digital marketing approach it approach 2.2 million
customers in July to September period. Firm effectively monitors how customers use their
services, firm provides ad related to their choice. For its brand awareness it generates large
number of loyal customer base. The firm also focuses on customers preference, how they change
their habits it provides services according to their preference, culture and language.
4. Analysis of data that enables marketers to map this journey to improve company performance
and improve the customers experience:
Analysis of customers data through digital marketing it helps firm to change its product
or services. In Netflix, from analysis of digital marketing data it helps firm to improve its
performance and improve customers services (Goldfarb and Tucker, 2019). It helps marketers to
take right decisions for future and improvement in their services. Through gathering data about
market it helps Netflix to improve its operations and maximise its profits. Innovation starts by
gathering information through social media, web sites, customers support, customers feedbacks,
internet apps etc. Netflix provides its services such as web series, movies, TV shows etc. to
improve its customers experience and improve in organisations performance so that it can
maximize its profits.
CONCLUSION
From the above report it has been concluded that Digital marketing is a platform for
marketers to promote their products or services through internet. Firm uses two marketing
approaches to promote their products that are traditional approach and digital marketing
approach. Firm uses digital marketing to target its customers because in today's era digital
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marketing is the largest way to connect with customers. Through this firm can provide all
information to its customers via browsing apps, web sites, email etc. customers touchpoints and
omni-channel is important to create loyal customer base and to know their experience. By
collecting data from digital marketing it helps firm to know its customers their preferences and
help it to improve its performance and customers experience so that it can maximise firm's profit
in efficient and effective manner (Polanco-Diges and Debasa, 2020).
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REFERENCES
Books and journals:
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Muniesa, R. L. and Giménez, C. G., 2020. The Importance of the Loyalty of Fashion Brands
through Digital Marketing. Journal of Spatial and Organizational Dynamics. 8(3).
pp.230-243.
Pandey, N., Nayal, P. and Rathore, A. S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Polanco-Diges, L. and Debasa, F., 2020. The use of Digital Marketing Strategies in the Sharing
Economy: A literature Review. Journal of Spatial and Organizational Dynamics. 8(3).
pp.217-229.
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