Netflix: Digital Marketing, Customer Journey and Data Analysis Report

This report examines Netflix's digital marketing strategies, differentiating them from traditional methods. It explores customer touchpoints, including original content and personalized recommendations, and analyzes the omnichannel customer journey. The report details how Netflix uses data generated through digital marketing to improve company performance and enhance customer experiences, emphasizing the importance of data analysis in understanding customer preferences and tailoring marketing efforts. The analysis covers how Netflix leverages feedback, personalizes experiences, and employs various marketing channels to promote its content, ultimately aiming to achieve customer satisfaction and gain a competitive advantage in the streaming market. The report also explores the evolution of Netflix from DVD subscriptions to its current personalized, online streaming model, highlighting the company's focus on providing excellent services to customers in a competitive market.

NETFLIX DIGITAL
MARKETING
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Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY ..................................................................................................................................3
1. The differences between traditional and digital marketing.....................................................3
2.Explains customers touch points and the omnichannel nature of the customer journey of
Netflix subscribers......................................................................................................................4
3. Explains how Netflix use the analysis of data generated through digital marketing activities.
.....................................................................................................................................................5
4. Explain how analysis of data helps improve company performance and improve the
customer experience....................................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................7
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INTRODUCTION
Digital marketing consists of all media and online platform to advertise the organisation.
Digital marketing use different mediums and helps in the traditional marketing (Chaffey, 2019).
Netflix is a streaming service provider founded by Reed Hastings in 1997. The strategy of
Netflix is providing innovation and subscription based model. They started as providing DVD s
and they moved to online streaming and the model is changed to TVs having Netflix installed.
The report includes difference between traditional and digital marketing, customer journey of
Netflix, improve company performance, etc.
MAIN BODY
1. The differences between traditional and digital marketing.
Bases Traditional Marketing Digital Marketing
Meaning It involves advertising activities
using traditional mediums like
magazine ads, boards, etc.
It involves advertising activities using
social media, websites and other online
mediums.
Target Audience It is not easy to reach to many
customers and it is costly. It is for
attracting local customers (Confos
and Davis, 2016).
It helps the organisations to reach to
customers worldwide. Example,
Netflix has its customers in many
countries which helped them in
expanding their business.
Customer
Interaction
The customer interaction is less as
it is not a flexible promotion
strategy.
It provides mediums to customers to
give their opinion about the
organisation like on social media,
website, reviews on the app, etc.
Example, Netflix use algorithms which
determines what customers want and
they are interested in.
Marketing
Analysis
The organisations have to wait for
weeks to get the result. The
process involves cost and they
Online marketing give results quickly
and the organisation do not have to
monitor. This is an effective strategy
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have to monitor the performance
of the marketing activity.
use by them to advertise the products.
Example, Netflix tracks the browsing
of customers, when they pause, when
they stick for longer, they design the
marketing strategy according to their
interest.
2.Explains customers touch points and the omnichannel nature of the customer journey of Netflix
subscribers.
Netflix has evolved from subscription of DVDs to online streaming and now to
personalized model which is based on customer recommendations and interests.
Customer touch points of Netflix
 Original content- Netflix has its “Netflix original” shows and invested in giving better
services to customers (Key, 2017). They launches new series in every one and a half
week. They started with the original content from 2015.
 Encourage feedback- The customer's feedback is used by Netflix to recommend
customers. It helps customers to make smarter purchase decisions.
 Personalize the Experience- Netflix use data as an important factor to give experience
to customers. They give them categories like “ Because you have watched Marvel”
to give them what they have interest in.
The customer journey of Netflix
There are 3 channels which Netflix uses to provide customer journey to customers. The
customers experiences the quality of service by the organisations and it is included in customer
journey.
 Pre-purchase- The customers have to sign in through gmail, Facebook or manually
when they want to have a Netflix account. They have to add their card and pay for the
service.
 Purchase- They have to select the subscription for either a month, 3 months, 6 months or
yearly purchase. There are options for selecting the screen also which has a limit of four
people.
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 After purchase- They recommend customers on their interest and the customer service
of Netflix is good customers can contact to them.
3. Explains how Netflix use the analysis of data generated through digital marketing activities.
Netflix has considered Data as the important factor for the success. They have changed
the online behaviour of the organisations and offered 1million for the collective filtering
algorithms to rate the movies. They have two type of recommendation system where content
based recommendations is what customer have watched and collective filtering
recommendations is based on similar customer profiles. In the viewpoint of Ganis M and
Kohirkar A, Netflix provide the personalised system to its customers where they get can watch
the shows of any language and culture and the shows are in English to attract customers
worldwide. They use many marketing channels to advertise its series like they have used
snapchat to provide augmented reality experience to its customers (Social Media Analytics:
Techniques and Insights for Extracting Business Value Out of Social Media, 2016).
4. Explain how analysis of data helps improve company performance and improve the customer
experience.
Netflix is successful as they have focussed on providing best services to customers and
they have good marketing strategies. They use digital marketing to make the strategies which
provides multichannel marketing and helps in increasing their brand name. In the viewpoint of
Pearson and Tap A Whitten I and Housden M, Netflix has used email marketing as a good
method of satisfying customers as they can add their account with mail and it will be convenient
for them. They will get the information on their account and they do not have to add information
manually. They used email marketing to promote their series “The Punisher” and they sent GIF
which had the logo of the punisher. They have used the technology innovatively and came in
blue ocean as the strategy used by them is helping them in achieving profits. They have used its
resources to gain the competitive advantage and have satisfies customers by giving good
experience. They have focussed on interactive content and provided customers with options so
that they feel that they are important for the organisation (Principles of Direct, Database and
Digital Marketing, 5th Edition, 2014).
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CONCLUSION
The digital marketing is growing and the organisations are focussing on advertising its
products using the online medium as customers are across the globe. The businesses have
changed from providing products to providing services to customers and the market is not easy
to grab as there are many competitors. The customer is the king and the organisations should
focus on providing best services to them. The organisation should balance between traditional
and digital marketing and they need to understand the need customers which will help them in
achieving profits.
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REFERENCES
Books and Journals
Chaffey, D., 2019. Digital marketing. Pearson UK.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Online
Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social
Media. 2016. [Online]. Available through:<https://www.pearson.com/us/higher-
education/program/Ganis-Social-Media-Analytics-Techniques-and-Insights-for-
Extracting-Business-Value-Out-of-Social-Media/PGM249853.html>
Principles of Direct, Database and Digital Marketing, 5th Edition. 2014. [Online]. Available
through:<https://www.pearson.com/uk/educators/higher-education-educators/program/
Tapp-Principles-of-Direct-Database-and-Digital-Marketing-5th-Edition/
PGM1046675.html>
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