Digital Marketing Report: Traditional vs Digital Strategies of Netflix

This report provides a comprehensive analysis of Netflix's digital marketing strategies, examining both traditional and modern approaches. It explores the company's pricing models, promotional activities, and product offerings, comparing them to the conventional methods. The report delves into the omni-channel customer journey, highlighting touchpoints and interactions. Furthermore, it discusses the importance of data analysis in understanding customer behavior and preferences, including behavioral, identity, qualitative, and descriptive data. The conclusion emphasizes the significance of digital marketing technologies for business development and gaining a competitive edge, leading to effective decision-making and enhanced customer understanding. The report uses resources from Desklib, a platform for students to access past papers and solved assignments.

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
Consumption of online digital technologies or internet is all a part of digital marketing
which is used for the promotions of services and products in business. Netflix was founded by
Marc Randolph and Reed Hastings which is currently having more than 193 million subscribers
and was founded in 1997. The company is not getting affected due to the issues of the global
imbalance at all. The report is going to consist of traditional and modern methods which the
organization is using to be able to give out their services and products to the customers. Data
analysis and Omni channels are going to make the organization have higher understanding of the
customers according to which the organization will be able to make their further decisions and
planning can be done.
MAIN BODY
Traditional Vs digital
 Price
There are a lot of plans which Netflix is providing to the customers and free trails is a very
good method which Netflix is using to be able to promote their services in the market. The plans
of the organization vary from $7 to $12 which is way cheaper than the DVD’s which the
customers used to rent because for that they were paid according to per hour or days. There is a
good period membership as well as extra privileges to the premium uses of the organization are
provided with.
 Promotions
It is very important for the organization to make sure that the customers of the organization
are aware of the services and products which Netflix is providing them. There are free trails
which are being provided by the company which is going to attract a lot of customers and large
banners as well which original movies and episodes which are launching on Netflix are putting
out (Khwaja, Mahmood and Zaman, 2020).
 Product

There is streaming of entertainment and media online for the customers which is being done
by Netflix in the market instead of renting DVD. There are more services and options which the
customers are having without commercials coming in the middle. The product of Netflix is
divided into three categories which are standard plan, basic plan and premium plan. There are
original movies and episodes as well which Netflix is having so that there are going to be more
subscribers in the organization which are going to be present.
 Place
The customers of Netflix will be able to take these services from anywhere in the world
which is if they have an access to internet then they will be able to take the services and products
of Netflix. The satisfaction level of the customers is going to be higher since they can purchase
the products easily (Ruan and Siau, 2019). They will not have to pay according to days and hours
for per movie but all the services from $7 to $12 which is a great factor for customers of
organization. Smart TV, smart phones, etc can provide the services of Netflix which is a great
factor for the company to be able to operate effectively.
Omni channel customer journey and touch points
There is a different interaction point which all the customers are having in Netflix which
is the customer life cycle in the organization. It is because of Omni channel that there is a
different experience which all the customers are having in the organization (Brindle, 2017). This
is so because all the customers have to be aware about the products and services which they are
providing to the customers and consider their purchasing, actual buying, retention towards the
brand and other factors which needs to be analysed by the organization so that there is going to
be higher sales of the products and services. Social media is a very strong platform which is
being used by Netflix to promotion and popularise themselves in the market and make the
customers aware. Descriptive data and measures like offers and discounts are being provided by
the company so that there are going to be higher sales which is going to be present in the market.
Feedbacks is a very important factor for Netflix because all the troubles are solved and improved
upon by the organization so that there is going to be higher retention of the customers and new
innovation and invention can be planned by the organization. The impression of Netflix on the

customers is high and the performance of the company is well maintained in the market which is
a very good factor for the organization long run in the market (Bizhanova and et.al., 2019).
Data analysis from activities related to digital marketing
Interaction which the customers for Netflix is very important which the organization is
having for themselves in the market. Four types of data is present which is behavioural data,
identity data, qualitative data and descriptive data. Behavioural data is based on emails and pages
liked or clicked upon, descriptive data is on lifestyle and career and identity data is on name,
personal details and address of the customers (Parlov, Perkov and Sičaja, 2016). Qualitative data
is on opinions and motivation. For example, motivation factors are going to be influencing the
pricing strategy of the organization which the customers have to give to the organization.
Qualitative data is going to provide a lot of offers, discounts and loyalty schemes for the
customers so that they can be encouraged to take part in the working of the organization. Digital
marketing is going to help the organization to understand the needs and demands of the
customers so that they can be fulfilled by the organization on time. The likes and dislikes on
Netflix is going to influence the streaming for the customers.
CONCLUSION
From the above report it can be concluded that there has to be good analyses of digital
marketing technologies which can make the market be able to develop themselves in the market
effectively. There are more modern ways and methods which are present in business so that the
organization will be able to get competitive advantage and compete in the market effectively.
Understanding of the customers is also going to be higher in the organization and decisions will
be taken effectively.

REFERENCES
Books and Journals
Bizhanova, K and et.al., 2019. Impact of digital marketing development on entrepreneurship.
In E3S Web of Conferences (Vol. 135, p. 04023). EDP Sciences.
Brindle, F., 2017. The impact of digital marketing disruption on the localization
industry. Multilingual. March. pp.44-47.
Khwaja, M.G., Mahmood, S. and Zaman, U., 2020. Examining the Effects of eWOM, Trust
Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital
Marketing Context. Information. 11(10). p.478.
Parlov, N., Perkov, D. and Sičaja, Ž., 2016. New trends in tourism destination branding by
means of digital marketing. Acta Economica Et Turistica. 2(2). pp.139-146.
Ruan, Z. and Siau, K., 2019. Digital Marketing in the Artificial Intelligence and Machine
Learning Age.