Digital Marketing Analysis: Netflix Customer Journey Report

This report provides a comprehensive analysis of Netflix's digital marketing strategies, exploring the differences between digital and traditional marketing approaches. It examines the various customer touchpoints within the Netflix ecosystem, from pre-purchase to post-purchase interactions, highlighting how the company has evolved from DVD rentals to online subscriptions. The report delves into the crucial role of data analysis in Netflix's success, detailing how the company leverages data generated through its digital marketing activities to understand customer preferences and personalize services. It also discusses specific measures Netflix takes to improve customer experience and overall performance, including the use of customer feedback and innovative marketing strategies. The conclusion emphasizes the importance of digital marketing for organizational growth, particularly in providing enhanced customer experiences and satisfaction.

The Digital Landscapes- Netflix
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Difference between Digital and traditional marketing................................................................3
Touch points of customers and Netflix journey of customers....................................................4
Data analysis which is generated through various digital marketing activities..........................5
Data analysis by Netflix in order to improve customer experience and performance................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Digital marketing refers to the online marketing efforts of the marketers in order to
promote the business (Egol, Peterson and Stroh, 2014). Good examples of digital marketing are
email marketing, pay per click advertising, social media marketing as they provide great results
to company. It is one of the great platform which companies can use to grow their business. It is
one of the easy and cheapest way to promote the products and services of the organisation. This
report is based on Netflix. The company was established in the year 1997 by Reed Hastings and
they are using various digital marketing channels. The topics covered in the report are difference
between traditional and digital marketing, touch points of customers , data analysis and measures
to improve their performance.
MAIN BODY
Difference between Digital and traditional marketing
Bases of difference Traditional Marketing Digital Marketing
Product Traditional marketing involves
tangible services and products
of the business organisation. In
context of Netflix, they
provide services to its
customers (Page, 2015).
Moreover they are providing
good quality services to its
customer by making features
more attractive.
The products and services in
digital marketing are consider
as both tangible and intangible.
In context of Netflix, they are
using differentiation strategy
to promote its services by
using online platforms.
Price Netflix is providing its
services across the globe so it
become difficult to sell the
products and services to
customers. So they are
focusing on formulating
In context of Netflix they are
using pricing strategies on the
bases of usage that is have
different price for first time
users, provide free trails to
attract new potential customers
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strategies to achieve desire
results.
and provide discount to regular
customers.
Place Netflix is using traditional
marketing in the process of
distribution, logistics, etc.
With the help of digital
marketing company is able to
reach to wide range of
customers. They are selling
their products with the use of
online channel that is on
mobile phones, televisions,
etc.
Promotions Traditional promotional
strategy uses advertisement on
radios , television. Magazines
and many more. In context of
Netflix they are using celebrity
promotional strategy to
promote their products.
Netflix is using digital
methods to promote its
products that is advertisement
on popular social media
platforms, on popular websites
and many more.
Touch points of customers and Netflix journey of customers
In context of Netflix, it has various customer touch points because the company has
evolved from DVD selling to online subscription method (Polanco-Diges and Debasa, 2020).
This is due to changing environment and changes in the needs and preferences of customers.
Touch points
The customer experience is very important in terms of digital marketing as the primary
focus of company is to fulfil the needs of customers and satisfy them with their products and
services.
 Netflix originals- Netflix is not providing copied or already existing material to its
viewers that is providing new and fresh content to its customers. They have various series
and moves in different languages according to preference of its customers in order to
provide entertainment and satisfaction to them.
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 Customer experiences- Netflix track the search history of the viewer and provide more
related options to them based on their search quires.
 Feedback- The company is using feedback approach in order to know what customers are
expecting from the Netflix and make changes accordingly in its product.
Customer journey
 Pre-purchase- For the customers who want to use the services of Netflix for the first
time need to sign in to the Netflix application with their email id or mobile number.
 Purchase- Netflix has various set of package for its customers which they can buy on
their preferences such as 3 months, 6 months, 1 year subscription with them.
 Post-purchase- On timely bases Netflix recommend new or popular series to its
customers on the bases of their taste (Gutierrez-Leefmans, Nava-Rogel and Trujillo-
Leon, 2016).
Data analysis which is generated through various digital marketing activities
Data is one of the most essential element for Netflix and provides great support in the
success of company. The company has strong and experienced employees in its research and
development team which work on analysing the data and provide personalised services to its
customers on the bases of their search list. Moreover they have good quality content for different
age group people and also in different languages.
They provide recommendation to its users and also working on technology in order to
enhance its services and provide innovative content to its customers. Furthermore they are using
various marketing strategies in order to create need for its products such as using social media
for promoting its products and to influence customers. They are generating data through their
application only as for signing in the customer need to feel bases information such as name,
email and mobile number (Malar, 2016).
Data analysis by Netflix in order to improve customer experience and performance.
Netflix focus on providing good quality services to its customer as it is a customer centric
organisation which believes in establishing strong relation with its customers. They develop
marketing strategy for its multichannel services and focus on promoting its product by making it
innovative and entertaining for its viewers. Moreover by providing various discount options it
attract customers such as discount on first time subscription and many more.
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The customers are preferring Netflix are one of the best channel to utilise their free time
as it is delivering high quality services to its customers. By understanding the needs and
requirements they are providing good experience to customers.
CONCLUSION
From the above study it has been concluded that digital marketing has become essential
factor in the growth and development of organisation. There are various digital marketing
strategies which helps marketers in promotional activities. It is one of the easiest and cheapest
way by which company can introduce its products and services in the marketplace and make
people aware. With the use of digital platforms company get the customer data and able to
provide good services to its customers which lead in customer exp[experience and satisfaction.
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REFERENCES
Books and journal
Egol, M., Peterson, M. and Stroh, S., 2014. How to choose the right digital marketing model.
Strategy+ Business.
Gutierrez-Leefmans, C., Nava-Rogel, R.M. and Trujillo-Leon, M.A., 2016. Digital marketing in
an emerging country: Exploratory study of the marketing mix of SMES with trust seal.
Revista Brasileira de Marketing. 15(2). pp.207-219.
Malar, P.J.M.A.J., 2016, March. Innovative digital marketing trends 2016. In 2016 International
Conference on Electrical, Electronics, and Optimization Techniques (ICEEOT) (pp.
4550-4556). IEEE.
Page, K.L., 2015. Digital marketing. Wiley Encyclopedia of Management, pp.1-1.
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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