Digital Marketing Report: Traditional vs. Digital for Netflix

This report provides an in-depth analysis of Netflix's digital marketing strategies. It begins with an introduction to digital marketing and its importance, then delves into a comparison between traditional and digital marketing methods, highlighting the evolution of marketing approaches. The report examines customer touchpoints and the Omni-channel customer journey, emphasizing the significance of understanding customer behavior and experience. Furthermore, the report explores the crucial role of data analysis in digital marketing, illustrating how Netflix utilizes data to improve its services, understand customer preferences, and anticipate future trends. The conclusion summarizes the key findings, emphasizing the need for businesses to embrace both traditional and digital marketing methods to achieve success and the importance of data-driven insights.

DIGITAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Traditional and digital marketing................................................................................................3
Customer touch points and Omni channel customer journey......................................................4
Analysis of Data..........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is component of marketing that utilises internet and online based
technologies to promote company products and services. It is form of advertising that allows for
promotion of product and brands through variety of digital channels. Importance of digital
marketing is it reaches to wide range of audience all across the globe. Netflix is American
technology and media service provider and Production Company with its headquarters in
California which provides subscription based online rental service of video, movies and others.
Netflix has paid subscription of around 193 million who avails services of company where it’s
initial business was selling DVD’s rental. The formal report will brief on difference between
digital and traditional marketing, customer touch point and there Omni-channel journey and
analysis of data from activities of digital marketing.
MAIN BODY
Traditional and digital marketing
Traditional marketing refers to any type of marketing that is not by online modes. It refers
to marketing company services and products by means of physical things such as newspapers,
magazines, print ads, hoarding and also can includes promoting products and services through
means like radio, televisions, posters, brochures and by various other means. Traditional
marketing does not include any digital or online means to promote products and services (Tudor,
2016). This method of marketing is adopted by marketers from years ago as they believe by using
this means they can communicate what they want in manner that is highly productive in nature
Digital marketing on other hand is promotion of goods and services via online mode and
can be said on online platform such as Facebook, Instagram, and various others. It has helped
companies like Netflix to promote its services and has entirely changed how to market its
services to large base of audience. This can be termed as paid method of promoting its services
on platforms which are highly used by users all across which help company in letting know its
target audience what its services are offered (The Who, What, Why, & How of Digital
Marketing,2020). Netflix adopts to various digital marketing tool which helps them a lot with its
marketing mix to be more efficient and meeting goals which it desires to achieve. It includes

Products- By adopting to digital marketing tools products and services has acquired there new
form where earlier they were being tangibly being traded now are traded online with ease of
company in saving lot of time and money.
Price-By introducing and adopting to new technologies of promoting services Netflix, it is being
expected by its audience that its services are low price and are affordable to them.
Place- By adopting to various digital marketing tool it has made ensured to companies like
Netflix to target and capture huge customer base as online platform ensures in wide reach of
audience who are highly interested in availing services of company in beneficial manner (HR,
withal, 2020).
Promotion- promoting through digital and online means is simple as compared to traditional
means as it is highly innovative in nature driven with creativity of employees of Netflix which in
turn help to gain competitive advantage in marketplace.
Customer touch points and Omni channel customer journey
Customer touch points are Netflix brand points of contacting customer from start to finish.
Touch-points is any time when customers of company comes in contact with brand before,
during and after they purchase rental services of company. For company it is very complex
process whether online or offline as it is hard to understand buying behaviour of consumers
Customer journey refers to sum of complete experiences that they go through while
interacting with brand and Netflix services. Company needs to constantly encounter touch points
of customers which are highly valuable as when company succeed in that it helps to retention
and loyalty of its customers which helps to gain competitive advantage over its competitors such
as Amazon prime, Zee, Voot select and various others (Lemon, Verhoef, 2016).
Company can work on customer touch points which helps them with providing best
customer experience such as offering discounted rate to avail rental services of Netflix.
Customers who are highly loyal to be given free subscription for a given time phrase, providing
quality services. Can collect services feedbacks by asking them to rate services by various means
which will help company to improve on areas to deliver services that are highly valuable (Archer,
Gruber, 2017). Company can do this by building relationship with various affiliated programs
where they can arrange contest/ lucky draws and can give various attractive prizes to its
customer which helps in building favourable brand image and which contribute towards there
Omni channel journey that is seamless for both online and offline marketing.

Analysis of Data
Digital marketing activities helps in generating lot of data and valuable insight and get to
know what customer require, which on the other hand help Netflix to improve upon areas where
it is lacking and improve upon the same and to match up with customer expectation and help
them in deriving their satisfaction level. It helps in understanding buying behaviour and helps in
catering services accordingly (Wei, Wang, 2017). Data in today’s world is most crucial and
important element for companies as with the help of this company like Netflix know where they
stand which helps in boosting sales and building brand recognition.
By analysing it helps in generation of different types of data where it analysis’s of actual
time spend by potential customer on companies landing page or websites, helps in generating
data related through click on advertisement by user on different sites which states customer
interaction level and how they found it attractive towards services of companies. By analysing
data through different marketing activities Netflix can anticipate various problems which can
come in its ways and which will help to make information more organised and ensures smooth
flow of operation (Sever sky, Davis, Berger, 2016). It can also result in artificial intelligence where
machines will replace human beings which will help in anticipating future behaviour of
customers of Netflix and meeting various contingencies.
CONCLUSION
From above report it is being understood that there is lot of change happened in marketing
where marketers now have evolved and adopted to various online marketing modes and tools
which have helped them in increasing efficiency of business. Companies should adopt to both
traditional and online marketing to get its option open for success of company. It is also
understood that company needs to closely monitor its customer touch points which helps
company to boost up there sales and made to understand importance of analysing data which
provides useful insight about company.

REFERENCES
Books and journals
Archer, 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.
HR, G. and Withal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters (IJAEML), 4(1),
pp.191-218.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer
journey. Journal of marketing. 80(6). pp.69-96.
Seversky, L.M., Davis, S. and Berger, M., 2016. On time-series topological data analysis: New data and
opportunities. In Proceedings of the IEEE conference on computer vision and pattern
recognition workshops (pp. 59-67).
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of
Brasov. Economic Sciences. Series V. 9(1). p.51.
Wei, G. and Wang, J., 2017. A comparative study of robust efficiency analysis and data envelopment
analysis with imprecise data. Expert Systems with Applications. 81. pp.28-38.
Online
The Who, What, Why, & How of Digital Marketing.2020 [Online]. Available through<
https://blog.hubspot.com/marketing/what-is-digital-marketing>
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