Digital Marketing Strategies for Netflix: A Comprehensive Report

This report provides a comprehensive analysis of Netflix's digital marketing strategies. It begins by differentiating between traditional and digital marketing approaches, highlighting the advantages of digital marketing in reaching a wider audience and offering cost-effective promotional activities. The report then explores Netflix's customer touchpoints, including unique content, feedback mechanisms, and user experience, illustrating the customer journey from pre-purchase to after-purchase engagement. It emphasizes the importance of data generation and analysis, particularly in the context of personalized recommendations and content ratings. Furthermore, the report underscores the role of data analysis in improving company performance, particularly through effective email marketing and engaging content. The conclusion reiterates the significance of digital marketing in the modern business landscape, emphasizing its cost-effectiveness and ability to enhance customer satisfaction. The report highlights that while digital marketing is crucial, a balance with traditional marketing methods is essential to achieve desired outcomes.

The Digital Landscapes- Netflix
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Difference between Traditional marketing and Digital marketing.............................................3
Touch points and use of various channels in terms of Netflix customers...................................4
Data generation analysis.............................................................................................................5
Importance of data analysis in order to improve company performance....................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Digital marketing is the one of the popular approach used by marketers where various
digital channels like search engines, email, social media etc are used in promotional activities.
Digital marketing is rapidly growing across the globe as people are dependent on digital
technology (Chaffey and Smith, 2017). This report is based on Netflix as it is based on American
technology and is using digital marketing. Netflix is providing digital entertainment to the people
across the globe. The company was established in year 1997 in California and they have started
business by selling DVD's. The company has grown with time and is the first who has started
online streaming services for its customers. The customers need to take the subscription of
Netflix and can watch variety of series of their choice. The company is using digital marketing as
the primary medium for its promotional activities. The topic covered in the report are difference
between traditional and digital marketing and which medium is providing better results to the
company.
MAIN BODY
Difference between Traditional marketing and Digital marketing.
Basis of difference Traditional marketing Digital marketing
On the bases of Target This is most convenient
approach where size of
audience which company want
to target is usually small and
basically use for targeting
local customers (Chaffey,
2019).
This approach is used by
company when they want to
cover large market area. It is
one of the most suitable
approach for targeting wide
range of customers.
Personal touch In traditional method face to
face communication take place
and changes of conversions are
high as marketers tries to build
good relations with the
customers.
This method does not involve
any personal contact between
the marketers and customers.
This method helps in reaching
to wide range of customers.
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Documentation work This method involves physical
documentation where with the
help of hard copy marketing
the promotional activities are
performed by marketers.
This method don't involve any
usage of paper as marketing is
done with the use of digital
tools. It is a eco-friendly
method where wastage of
paper is not taking place.
Cost and expenses This method involves high
cost and expenses are high in
comparison to digital ways. As
it involves use of paper, prints
and many other things.
This is one of the cheapest
way of doing promotional
activities as it don't involve
usage of physical materials
that is work is performed using
software and various digital
tools.
Touch points and use of various channels in terms of Netflix customers.
The journey of Netflix is inspiring and motivating as from online business it has
established its online business.
Touch points of customers are described below-
 Unique content: The content provided by them is unique and is available on Netflix only.
The variety of series are provided by company for different people that is on the basses of
their taste and preferences (Järvinen and Karjaluoto, 2015).
 Feedback: The company is using feedback option in its business activities where they
consider the viewpoints of its user and take corrective actions accordingly. Basically this
is one of the strategy used by Netflix to increase its sales volume.
 Experience: The techniques and method used by them is able to satisfy the needs and
desires of customers (Taiminen and Karjaluoto, 2015). They have different sections like
fun, comedy, honour and many more on its mobile application in order to provide easy
and convenes to customers.
Customer journey while using Netflix
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Customer journey has been classified in three phases on the bases of experience and the
quality of services which are provided by the company.
 Pre-purchase- This is the initial stage where customer sign in to Netflix and create his
account. After filling of bases basic details the payment gateway opens and customer
need to pay for Netflix subscription.
 Purchase- In this phase there are various plans already been formulated by company, the
customer need to only opted for plan on the bases of their convenience and suitability.
 After purchase- In this phase the recommendations are provided to customers by the
company on the bases of their watch and search history (Jenner, 2016).
Data generation analysis
In this scenario the data is one of the most essential requirement of business unities. In
context of Netflix, the company is using data analysis techniques in its business operations.
Moreover they use this technique for rating its series and movies. The application is based on
personalised system as customers use it on the bases of their own choice. Moreover they are
using popular social media platforms such as snapchat, instagram and many more for promoting
its new series and shows.
Importance of data analysis in order to improve company performance.
Netflix has established its brand name in the marketplace and is widely used by
people for entertainment. They are able to attain this position in marketplace as they are
providing good quality services to its customers and implementing better marketing strategies in
its business operations. Digital marketing is one of the best platform which provides effective
results to the company. With the help of different digital platform Netflix has created brand
reputation in marketplace. Most effective digital tool for them is Email marketing as customers
get email on timely bases regarding expire dates, offers, subscription renewal and many more. It
is cost saving method used by the company (Lobato, 2019). Moreover they are focusing on
content which is engaging and interactive that is provide satisfaction to its customers.
CONCLUSION
Digital marketing has now become one of the most important factor in the business
world. In this current scenario of digitalization, digital marketing is in trend and plays crucial
role in success of business. One of the biggest benefit of use digital marketing is that company
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can reach to wide range audience and helps in dealing better satisfaction to the customers. Where
as it is essential for business to have proper balance between traditional marketing and digital
marketing in order to get desire results. Digital marketing is the most effective and cost saving
strategy and roadmap that is used by business organisations.
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REFERENCES
Books & Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Jenner, M., 2016. Is this TVIV? On Netflix, TVIII and binge-watching. New media & society.
18(2). pp.257-273.
Lobato, R., 2019. Netflix nations: The geography of digital distribution. NYU Press.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development.
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