Digital Marketing Report: Netflix, LSBM200, First Semester, 2020-21

This report provides an in-depth analysis of Netflix's digital marketing strategies. It begins by contrasting traditional and digital marketing approaches, specifically focusing on the marketing mix elements like product, price, place, and promotion. The report then examines customer touchpoints and the omnichannel nature of the customer journey for Netflix subscribers, highlighting how the company interacts with its customers. A significant portion of the report is dedicated to analyzing the data generated through Netflix's digital marketing activities, exploring how this data enables marketers to map customer journeys and improve both company performance and the customer base. The analysis includes the importance of data in decision-making, identifying opportunities, and refining marketing strategies based on customer preferences and habits. The report concludes by emphasizing the importance of digital marketing in today's business environment and its role in technological advancement and innovation.

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Difference between traditional and digital marketing.............................................................1
2. Customers touch points as well as omni channel nature related to customer journey of
subscribers of the company..........................................................................................................2
3. Analysis the data generated through digital marketing activities used by Netflix:.................3
4. Analysis of data enables marketers to map the journey to improve company performance
and improve the customer base:...................................................................................................3
CONCLUSION................................................................................................................................3

INTRODUCTION
Digital marketing is a type of marketing tool that presents on internet or online
technologies such as mobile phones, computer and digital media platform to promote products
and services (Busca and Bertrandias, 2020). The company which is selected for this report is “
Netflix”. It is an US based firm which is technology and media service provider It's headquarter
are situated in Los Gatos, California since 1997. Digital marketing plays key role in Netflix for
its higher conversion, fast response, cost effectiveness, create high brand image etc. This report
covers topic such as difference between traditional and digital marketing, customers touch point,
the omni-channel nature of customers and data generated through digital marketing. Apart from
this, it also consider analysis of data for marketers to improve company performance and the
customers experience.
MAIN BODY
1. Difference between traditional and digital marketing
Marketing refers to activities which a company undertakes to promote it's product and
services (Liu, Perry and Gadzinski, 2019). It includes, selling, promotion, advertising and buying
activities for product for consumer or firms. There are two approaches of marketing which are
traditional and digital marketing. The two are discussed below in context to Netflix on the basis
of elements of marketing mix:
Basis Traditional Marketing Digital marketing
Product In this context, Netflix promotes its
products or services in traditional
way through newspapers and
magazines. Products of firm includes,
Movies, web series, Tv shows and
the company provides DVD's on
rental basis.
This tool of marketing, firm use
through social media, websites and
internet for promotion of its products
(Cole, DeNardin and Clow, 2017).
Netflix modern marketing strategy of
its product is all about innovation
and the latest technology.
Place Netflix is an online mode business
whose various the practices
conducted on online platform. The
The services of the firm
approachable through TVs, mobile
phones, computers, tablets on online
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firm promotes its online services
through newspapers, radio to gain
customer base.
mode. In this way company
promotes its products through social
media, different types of apps and
emails.
Price In traditional method, pricing
strategy for the firm is penetration.
Firm uses low cost pricing strategy.
In this modern method Netflix uses
price skimming strategy. Firm
provides its services on higher price
though subscription or VIPs.
Promotion Netflix uses almost all media
channels for promotion such as
newspaper, radio, books, postcards,
coupons, letters, magazines. Firm
using this kind of marketing for those
people who are not using social
media apps (Domazet and Neogradi,
2019).
In this way, firm promotes its
products through online apps
includeing twitter, Facebook,
Instagram, emails and text messages.
Firm promotes through the approach
for brand awareness into the
customers mind.
2. Customers touch points as well as omnichannel nature related to customer journey of
subscribers of the company
Customers touch point refers any direct or indirect information or point from which
customers connected with the brand. Netflix uses online or offline marketing of its product, so
that the firm can approach and creates a brand image into the customers mind. Key customer
touch point in context to the firm are online advertisement, promotional events, social media
platform, etc which improves subscribers journey to gain information related to offerings
(Parekh, Kapupara and Shah, 2016). When customers know about the brand and see advertising
at daily basis they prefer to buy that product once.
Omnichannel nature is basically refers to customers experience about the brand, it is
about natural progression from search to personalised. Firm used traditional marketing including,
newspapers, radios etc but now entity uses digital platform such as, mail, social media to target
its customers. The firm provides better experience to its customers through innovation in
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products, presentation, upcoming series or shows (El Junusi, 2020). It give time to time offers,
memorable messages so that it can drive better relationships with the audience. Now Netflix has
large number of customers with it, as it give changes in its services according to the technology
and customers can drop complain if they have any issue regarding service.
3.Analysis the data generated through digital marketing activities used by Netflix:
Netflix has large number of customers with it. The firm's digital marketing strategy
contains a wide range of campaigns, social media posts, newspaper advertisement, messages etc.
to generate more customer base. The Netflix team creates original and attention-getting
promotions to target loyal customers. Firm is actively monitoring how customers consume their
series and movies and now it focuses on changing in customers habits (Goldfarb and Tucker,
2019). The firm has abundant data about its users, it helps firm to make better marketing
strategies to gain more consumers.
4.Analysis of data enables marketers to map the journey to improve company performance and
improve the customer base:
Analysis of data or collection of data will help the company to its better decision making. It can
also helps Netflix to identify other future opportunities to better operations and maximize their
profits. Gathered information about the customers or market will help to its marketing strategies.
Changing in users demand, wants or habits will help entity to identify innovations and future
decisions for the organisation. Innovation starts by gathering and integrative data from possible
sources like social media, customers support, browsing app, websites to build better view of each
customer (Ivanov, 2019). Netflix provides digital shows, web series, movies according to
customers preference to get better relationships with users and it will improve consumers
experience in context to their needs and firm's performance in context to operations or profits
maximization.
CONCLUSION
From the above report it has been concluded that Digital marketing is a source used by
marketers to promote their products or services through social media, websites, browsing apps
etc. Company uses digital marketing for promote its products to approach more customers
because social media is largest way to connect with people in today's era. The firm is working on
online mode, through this marketing approach it increases its subscribers day by day. It is
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important to know customers touch points and omnichannels nature for decision making.
Gathered data about the customers demand, and their preference will help the firm to improve its
performance and better customers experience. The research and exercise on digital marketing
will improve the advancement of technology. Advancement or innovation helps the entity for
future opportunities and will keep progression with time.
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REFERENCES
Books and journals
Busca, L. and Bertrandias, L., 2020. A Framework for Digital Marketing Research: Investigating
the Four Cultural Eras of Digital Marketing. Journal of Interactive Marketing. 49. pp.1-
19.
Cole, H. S., DeNardin, T. and Clow, K. E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly. 38(4).
pp.203-212.
Domazet, I. S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital
Marketing in the Banking Industry. In Managing Diversity, Innovation, and
Infrastructure in Digital Business (pp. 20-40). IGI Global.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry. 2(1). pp.15-28.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Ivanov, M., 2019. The digital marketing with the application of cloud technologies. In SHS Web
of Conferences (Vol. 65, p. 04019). EDP Sciences.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management. 26(4). pp.395-409.
Parekh, D., Kapupara, P. and Shah, K., 2016. Digital pharmaceutical marketing: a review.
Research Journal of pharmacy and technology. 9(1). pp.108-112.
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