Digital Marketing Report: Netflix, Traditional vs. Digital Marketing

This report provides a comprehensive analysis of Netflix's digital marketing strategies, contrasting them with traditional marketing approaches. It delves into the key differences between these methods, highlighting the advantages of digital marketing in terms of cost-effectiveness, brand building, and customer reach. The report examines Netflix's customer touchpoints, including content variety, ease of use, customer-oriented filters, low subscription costs, and omnichannel nature, illustrating how these elements contribute to customer engagement and satisfaction. Furthermore, the report explores how Netflix leverages data analytics to improve performance and enhance customer experiences, covering descriptive, diagnostic, predictive, and prescriptive analytics. The analysis includes how data is used to understand customer behavior, personalize content recommendations, and refine marketing strategies. The report concludes by emphasizing the importance of data-driven decision-making in the digital marketing landscape and its impact on Netflix's success.

DIGITAL MARKETING

Table of Contents
DIFFERENCE BETWEEN TRADITIONAL AND DIGITAL MARKETING.............................1
Traditional marketing.............................................................................................................1
Digital Marketing...................................................................................................................1
CUSTOMER TOUCH POINT........................................................................................................2
High number of content..........................................................................................................2
Easy orientation ....................................................................................................................2
Customer oriented filters .......................................................................................................2
Low Subscription cost ...........................................................................................................2
Omnichannel nature................................................................................................................2
NETFIX USING DATA FOR DIGITAL MARKETING...............................................................3
DATA ANALYSIS ENABLEING MARKETERS TO IMPROVING PERFORMANCE AND
CUSTOMER EXPERIENCES........................................................................................................4
REFERENCE...................................................................................................................................6

DIFFERENCE BETWEEN TRADITIONAL AND DIGITAL MARKETING
Traditional marketing
 It is the marketing technique of old days compare to today's marketing. For traditional
marketing four main phases are Awareness, Interest, Desire & decision (Pham and et. al.,
2019).
 Promotion of services and product by using the TV, Banner, sponsorship, Door to Door
advertisement which was expensive for the Netflix.
 Traditional marking can't said to be cost effective in nature in terms of Netflix there were
so much expenses to send their DVD to their customer.
 There are so much difficulty in measuring this marketing.
 For brand marketing it is not so good.
 It includes
1. Radio
2. Television
3. Print ads.
4. Sponsorships
5. Banner Ads.
6. Broadcast
 In this era, there are few or not more customer who go through this instead of their
devices like smartphone.
Digital Marketing
 Digital marketing uses the digital channels. For marketing technique it is the modern
way. It refers any kind of business marketing through digital media & devices like
Instagram, Facebook, Google, Twitter etc.
 Four phases are planning, content, sequels and conversation in digital marketing (Wirtz
and et. al., 2019).
 Promotions for their product and services with by the use of digital media. Here Netflix,
promote its product on the different social media sites.
 Cost effectiveness of digital media is more because most of the customer uses the digital
platform.
 Brand building is fast due to its effectiveness.
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 It includes
1. Web design
2. social media marketing
3. search engine optimization
4. content marketing
5. Pay-per-click advertising
 In this era, many of the people are using the digital media for their entertainment on
regular basis.
CUSTOMER TOUCH POINT
High number of content
They having lots of content which is different than each other on basis of categories.
Which attracts customer for subscription (Kent and et. al., 2017)
Easy orientation
Easy orientation of site give easy to handle and control for use. This makes people friendly to use
Netflix. This is so easy that any children or old people can easily able to find their choice of
content.
Customer oriented filters .
The filters and custom search engine is so adorable to get the right choice on first attempt
which attract the customer for use. This helps in finding any type of file by applying different
filters at the same time.
Low Subscription cost
Low subscription cost is the most attractive factor for customer attraction towards
Netflix. This is because people like to have a subscription and use this on the different devices
which is helpful here and main source of attraction.
Omnichannel nature
This enables the customer for seamless experience. They know that people spent a lot of
time on the web browsing and searching the right content. Here, Netflix is doing the same for
them which helps customer for just came to this platform and get your type of searching content
on just few clicks.
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NETFIX USING DATA FOR DIGITAL MARKETING
The digital marketing analytics is used in many of industry to make the business decision
for a long term. The data analytics provide the conceptual theory to the marketer which helps in
the generation leads, create product and services awareness and attract to customer. The data
generally helps to track the behaviour of customer. It not in the base of making decision but
action is also taken in the behalf of that data (Legocki and et. al., 2020). The business have must
grown nowadays in the digital platform and all are leads some data to follow up, the good
business are grow with the correct digital marketing are-
1. quality of data collected.
2. data scientist.
3. tools to know, analyse and brief description of data.
There are big data analytics which follow the grasp rule the categories are-
Descriptive Analytics- Descriptive data provide a vision in the context of digital marketing,
Netflix generally collect the information which service or which is customer likely to used
this analytics.
Diagnostic Analytics- This identified the path in which a performance based section. The
performance reports on a product or particular services. The Netflix used this part to evaluate
the total analysis of product and service generally a user consume. How much data were
buffered and what are the reviews of the product or service is examined.
Predictive Analytics- This is totally based on the assumption. What are expect which will
done and what happens next. The prediction words quantify the overall parts will future
prospective.
Prescriptive Analytics-after the lots of review, the existing product were have some position
in market, so in which the analysis is gone through is that right time ton launch new product
as per the popularity of existing product. So selected firm decided to introduce the new
product in market as per the basis of new strategies.
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DATA ANALYSIS ENABLEING MARKETERS TO IMPROVING
PERFORMANCE AND CUSTOMER EXPERIENCES
Data analysis in the recent time give a idea about the customer like how wisely they use
the service. As per the context of Netflix, user are confirmed by the subscription, usually they
count the number of customer and how they deals is all about a plan (Minde and et. al., 2016). The
strategies are their which make the operation. The feedback process defines how really the
service is beneficial for the user or not. If the user is satisfied then continuous using the product
service but if feels something non relevant behalf of the product or service, user has fall out with
choose new service provider. So data analysis provide the brief introduction about how the user
going with the service or product which helps to mapping the improvement and checkout the
customer experience. The negative data helps to make some new improvement in the existing
service or in the product that not provide the better experience to the viewer in the behalf of
Netflix.
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Illustration 1: DATA ANALYTICS

REFERENCE
Pham and et. al., 2019. Determinants of smallholder farmers' marketing channel choice: evidence
from the Vietnamese rice sector. Asian Economic Journal, 33(3), pp.281-300.
Wirtz and et. al., 2019. Platforms in the peer-to-peer sharing economy. Journal of Service
Management.
Kent and et. al., 2017. User-Generated Captions: From Hackers, to the Disability Digerati, to
Fansubbers. M/C Journal, 20(3), pp.1-1.
Minde and et. al., 2016. A comparative analysis of East African destination marketing
organizations’ websites. International Journal of Tourism Sciences, 16(1-2), pp.15-26.
Legocki and et. al., 2020. Sound and Fury: Digital Vigilantism as a Form of Consumer Voice.
Journal of Public Policy & Marketing, 39(2), pp.169-187.
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