Digital Marketing Report: Netflix's Transformation and Data Usage

This report provides a comprehensive analysis of Netflix's digital marketing strategies. It begins by contrasting traditional and digital marketing concepts, highlighting Netflix's transformation from DVD rentals to online streaming. The report identifies key customer touchpoints and examines the omni-channel nature of the customer journey. It then delves into the different ways Netflix utilizes data generated through its digital marketing activities, including understanding customer behavior and personalizing recommendations. The report further explores how Netflix uses data to map the customer journey and enhance the overall consumer experience, concluding with a summary of the key findings and the importance of digital marketing for customer engagement and retention. The report cites relevant academic sources to support its claims.

Digital Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Transformation between concept of traditional and digital marketing..................................3
Determine customer touchpoints and omni-channel nature of the customer journey of Netflix
................................................................................................................................................3
Different ways by which Netflix uses data generated with support of digital marketing
activities..................................................................................................................................4
Use of data to map journey and enhance consumer experience.............................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Digital Marketing is an element of marketing which is related with utilizing mobile
technologies in order to promote valuable goods at market area. The present report is based on
Netflix which is offering online documentaries over internet (Vieira, and et.al 2019). The
assignment consists of different digital marketing tools used by Netflix to grow, customer touch
points, investigation of data collected with the use of digital marketing.
MAIN BODY
Transformation between concept of traditional and digital marketing
The concept of traditional marketing relates to marketing of products through traditional
mode which consist of television, newspaper, magazines etc. On the other side digital marketing
compose of tools such as social media, blogs, website, digital marketing in order to promote
products at the market place. The major difference among both these factors is communication
channel by which persons encounters message related to marketing of goods (Kannan, 2017).
While compelling Netflix into concern the transformation of firm from using traditional
marketing method to digital marketing is valuable for achieving growth. Netflix was mainly
using tradition ways for advertisement of goods at the initial stage when it was into business of
DVD. With the passage of time competition is growing in the environment so firm focuses on
using streaming videos. The main changes implemented were content marketing, social media
marketing which was helpful in retaining customers for long duration who will use their services.
Determine customer touchpoints and omni-channel nature of the customer journey of Netflix
The customer touchpoint of Netflix relates to the subscribers who are focused upon the
company as they are moving from the retailing of DVD to online videos. In order to retain
customers with Netflix they mainly focus on the content quality that is to be offered to clients.
Also while making changes in their channel Netflix paid attention on the development of the
technologies. They mainly promoted their services in efficient ways by which their subscribers
attach the new videos to advanced development of Netflix. The major touchpoint of Netflix
consists of willpower of firm to adopt technological changes according to the changing demand
of their clients.
The major touch point of clients consists of developing an emotional connect with their
potential client which is beneficial in maintaining relationship thus retaining customers for long
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term. The firm is mainly using Big Data to analyse behaviour of their potential users in order to
filter their goods according to pattern of customer behaviour at work place (Pintoand Pinto,
2020).
Different ways by which Netflix uses data generated with support of digital marketing activities
The usage of data by Netflix which is produced with the help of digital technique helps
them in analysing how they are targeting their clients There are different ways by which firm is
utilizing the data. The main use of data by Netflix is understanding the buying behaviour of their
customers and patterns. The other use of data can be related with understanding patterns of their
potential clients. The another usage of information is to ensure that Netflix keeps on giving
reference on various TV shows & movies for their potential customers (Chaffey and Smith,
2017). The recommendation in operations will result in making subscribers engaged with the
activities carried out by Netflix. There are different screenshots of the scenes taken that have
been reviewed by the customers additional than once in order to develop profile by executing
support from the searchers that have been made by the channel subscribers.
The major objective of Netflix is related with keeping all their client engage in order to
provide personalisation. The aim behind keeping personal experience with customer is to provide
them valuable services by analysing the data collected from the digital media. They are offering
client with the different categories which they come across while browsing the data. Thus it is
important for Netflix to know about their potential clients so their business activity can be
increased to large number of subscribers.
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The main content which have been streamlined on Netflix is from the recommendation
business systems. There are various other clients using the data offered by Netflix such as
keeping a track on the patterns of their potential customers. The time which is spent by the users
on the streaming videos such as weekends, national holidays etc. All the data gathered is
valuable for Netflix to decide on the timing & date of their new version. These are also
applicable on the launching of the trailer, ratings given by customers and the important features
in the trailer.
Use of data to map journey and enhance consumer experience
Netflix is using the data which is obtained from the digital media in order to make
customer journey mapping. It is valuable factor for maximising experience of their potential
clients including importance for Netflix. The customer map demonstrate the process used by firm
by which journey map is developed which reflects story of their potential client using Netflix and
their loyalty with the desired brand.
The main points in the customer journey map for Netflix started in the year 1997 where
the laid foundation started by Reed Hashtings. Thereafter with the passage of year in 2007
company planned to develop their online platform which is the major point in customer journey.
The third stage where company planned to expand their business operations at international scale
in 2010. Another innovation was executed in the year 2013 where original content was
formulated by Netflix offering services related to profile and now at present they are having
more than 160M users across the global scale.
In order to formulate strategies for influencing their potential clients & develop customer
satisfaction Netflix utilizes the available data in order to assure that they allow their potential
clients to access data from their homes. If firm is offering smart recommendation system,
minimal charges for subscription with unlimited usage of data which can be available on all the
smartphone devices then these factors are valuable for Netflix to gain satisfied customers.
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CONCLUSION
From the above business report, it can be concluded that digital marketing is important
for influencing customers who will purchase their products. Netflix is large organisation which is
spilling online video for their client. In the current era Netflix customers are increasing rapidly
according to strategies developed by them for enhancing customer base using data gathered from
social media. Companies should focus on customer mapping for making improvement in their
journey and retain their customers for long term duration.
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REFERENCES
Books and Journals
Vieira, and et.al 2019. In pursuit of an effective B2B digital marketing strategy in an emerging
market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Pinto, F.M. and Pinto, C.C., 2020. Country Marketing Strategy: A Low-Cost Digital Marketing
Proposal for Cabo Verde. In Digital Marketing Strategies and Models for Competitive
Business (pp. 131-159). IGI Global.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
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