Netflix: Digital Marketing Landscape Analysis Report and Discussion

This report provides a comprehensive analysis of Netflix's digital marketing landscape. It begins by differentiating between traditional and digital marketing, using Netflix as a case study to illustrate the practical application of each approach. The report then explores the omnichannel nature of the buyer journey and consumer touchpoints, highlighting how Netflix interacts with its subscribers across various platforms. A significant portion of the report is dedicated to the utilization of data analysis by Netflix, demonstrating how the company leverages digital marketing practices to gather and interpret consumer data. This data-driven approach enables Netflix to map consumer journeys, improve customer experiences, and enhance overall firm performance. The conclusion summarizes the key findings, emphasizing the importance of both digital and traditional marketing strategies, data-driven decision-making, and the optimization of consumer interactions for sustained business success.

Digital Marketing Landscape
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Table of Contents
Digital Marketing Landscape...........................................................................................................1
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Differences between traditional & digital marketing with right examples............................2
Omnichannel nature of buyer journey and consumer touch points of organization subscribers
................................................................................................................................................3
Utilize of analysis of data by company through digital marketing practices.........................3
Data analysis make marketers capable to map journey to improve experience of people and
firm performance....................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
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INTRODUCTION
Digital marketing encompasses all advertising attempts that use range of electronic
devices. It refers to promoting delivered through digital sources such as websites, mobile
applications, social media, search engines and email. The current assignment will be based on
Netflix, which is one of the best American technology and media sources providers companies. It
was founded by Reed Hastings & Marc Randolph in 1997. The purpose of this organization is to
provide excellent entertainment services to consumers by offering movies and TV shows with
minimum subscription plans. This study will explain differences between digital & traditional
marketing. It will define touch points of consumers and omnichannel nature of people journey of
Netflix subscriber. Furthermore, this report will justify use of analysis of data generated via
digital marketing activities by firm. It will describe how data analysis allows marketers to map
journey to enhance firm performance and consumer’s experience.
MAIN BODY
Differences between traditional & digital marketing with right examples
Both terms are different from each other, for example traditional marketing comprise
media sources such as newspaper, entertainment magazines, templates etc, while digital
marketing use the latest technologies or tools such as websites & social media. Netflix and its
marketers use range of approaches to promote their business within target market place. They
use newspaper advertisement which is cost effective method. Furthermore, brand along with
these marketing techniques also uses digital promotional platforms such as social media
channels, Video marketing etc, that is totally different from above one (Dakouan,
Benabdelouahed and Anabir, 2019).
Both play important role in field of marketing, for example when Netflix use traditional
marketing channels they can reach at those people who are not using social media platforms or
other digital tools to gather data. It concentrates at selling goods developed while latest
marketing totally focus more on people satisfaction. It is all about considering needs of each
buyer.
As compare to traditional, digital marketing is much better because it is less time
consuming and contributes to reach at target consumers.
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Omnichannel nature of buyer journey and consumer touch points of organization subscribers
Consumer touch points are any point of interaction between a buyer and a venture
(Nakano and Kondo, 2018). It directly connects people with Netflix offers and products, which is
really very essential and beneficial in context of organization.
Omnichannel consumer experience is made by single touch point, over a range of sources
that seamlessly interact, permitting buyer to choose where they left off on individual channel and
continue enjoy on another.
The customer journey of Netflix subscriber via omnichannel defines the points where
people can interact and connect with brand that is important (Barwitz and Maas, 2018). Before
subscribe or subscription, each customer gathers data about firm and its plans via using websites
and internet where overall data has been available. The entire journey is procedure that each
client experiences when he or she first determines their main issue then search optimal
suggestions to overcome that problem.
The overall journey of subscriber is quite interesting as it is beneficial for firm success
and excellent progress in digital world. Content marketing is one of the ways that company has
been used to show their listening to target market.
Utilize of analysis of data by company through digital marketing practices
Netflix is payment based streaming services that permit their customers to watch range of
movies either old or current one and TV shows without commercials on an online connected
tool. Digital marketing activities and actions of non subscriber and subscribers provide key
information to company about themselves and their preferences. For example, when individual
person click on web page of brand, it direct inform marketers that people are interested in their
services. This kind of data organization could use to know more about market trends and needs
as well. Firm uses overall analysis by considering pages view, comments on social media
channels and other things. Company can concentrate on omnichannel customer procedure that
can help make all data accessible for developing excellent experience for buyer (Cui and et.al.,
2020).
By using examination of data generated via digital marketing actions of consumers,
organization gain a lot of benefits in term of generating revenue, increasing sales and
profitability rather than competitors. It can be said that brand needs to focus on offline and online
marketing sources where they can collect more data about people.
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Data analysis make marketers capable to map journey to improve experience of people and firm
performance
Consumer data is a key element to successful venture tactics like Netflix. Data driven
company consider significant of this and take appropriate actions to assure that firm gather
important consumer data points that can make marketers capable to improve consumers
experience and business performance in systematic manner.
Analysis of information is quite useful and beneficial for marketers of Netflix because it
help firm to know more about people demands. This type of data can be used to improve current
action and operational practices of company which in return increase consumer’s experience.
Marketers develop a new consumer journey or improve existing one that provide great
experience of each individual and it also drive towards enhancing organizational performance as
well.
CONCLUSION
By summing up above discussion, it has been summarized that Netflix used digital and
traditional marketing sources, which is quite beneficial for growth & success of its business.
Customer journey touchpoints help each person to reach at better offers provided by company
especially to target segment. Furthermore, it has been concluded that chosen brand effectively
used data gathered by marketers via digital marketing activities of consumers which make them
able to know each buyer even better. By taking right decision and developing new plans
organization marketing team enhance experience of customers better than before and also
improved productivity of brand within entertainment world.
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REFERENCES
Book and Journals
Barwitz, N. and Maas, P., 2018. Understanding the Omnichannel customer journey: determinants
of interaction choice. Journal of interactive marketing. 43. pp.116-133.
Cui, T.H and et.al., 2020. EXPRESS: Informational Challenges in Omnichannel Marketing:
Remedies and Future Research. Journal of Marketing, p.0022242920968810.
Dakouan, C., Benabdelouahed, R. and Anabir, H., 2019. Inbound marketing vs. outbound
marketing: independent or complementary strategies. Expert Journal of Marketing. 7(1).
Nakano, S. and Kondo, F.N., 2018. Customer segmentation with purchase channels and media
touchpoints using single source panel data. Journal of Retailing and consumer services.
41. pp.142-152.
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