Comprehensive Analysis of Netflix's Digital Marketing Approaches

This report provides a comprehensive analysis of Netflix's digital marketing strategies. It begins by contrasting traditional and digital marketing, using Netflix as a case study. The report then explores customer touchpoints and the omnichannel nature of the customer journey, illustrating how Netflix engages with its subscribers across various channels. It delves into how Netflix utilizes data generated through its digital marketing activities to understand trends and make informed decisions. Furthermore, the report explains how the analysis of this data enables marketers to map the customer journey, ultimately improving company performance and enhancing the customer experience. The conclusion emphasizes the effectiveness of digital marketing tools in brand promotion and customer engagement, highlighting the benefits of omnichannel strategies in connecting with a broad audience.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................4
1. Difference between traditional and digital marketing with example from netflix..................4
.........................................................................................................................................4
2. Explain customers touch points and the omnichannel nature of the customer journey of
Netflix subscriber........................................................................................................................5
3. Explain how Netflix use the analysis of data generated through digital ,marketing activity..6
4. Explain how analysis of data enable marketers to map this journey to improve company
performance and improve the customer experience....................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is marketing component that is used to advertise by using different
digital channels like social media, mobile app, search engine, website, email etc. With the help
of this companies can promote their brands, goods and services. Netflix is the company that is
selected in this report. It is a media service provider and production company and it was
established in 1997 (Diamond, 2019).
TASK
1. Difference between traditional and digital marketing with example from netflix.
Telemarking is a tradition way of straight conversation it works usually for sale not for
advertising. But vital interaction are there in digital marketing by building a closer, direct and
controlled connection with leads (Chaffey, 2019). (Susanto, 2017)
Traditional marketing Digital marketing
 It is old technique of marketing in
which promotion is to be done with the
help of Banner, Television, Broadcast,
Telephone, sponsorship and door to
door interaction. By taking sponsorship
for movies Netflix doing promotion.
 By using digital and electronic medium
such as ppc, seo, sem , web design,
content marketing, email marketing,
social media etc. promotion activity can
be perform. By giving advertisement in
Facebook, you tube, Instagram Netflix
can do promotion.
 It is less cost effective for example to
see movie in theatre more amount is to
pay in traditional marketing.
 It is more cost effective because Netflix
is comparatively less expensive as it
offers various movies or series at a
point of time.
 Interest, desire, decision and awareness
are traditional marketing phrase. It
attract less customer.
 Planning, sequel, content and
conversation are four phases of digital
marketing. As Netflix capture huge

culture base because large number of
public are update in social media so by
adopting this it can create their market
in large scale by doing promotion
through different modes of social
media.
2. Explain customers touch points and the omnichannel nature of the customer journey of Netflix
subscriber.
Customers touch point: From starting to end it represent the brands point of audience
contact. As it reflects the interaction among business and end users that exist during journey of
the customer.
Create original content: Netflix invest huge amount in creating original content. The
company launch 5 new original series. LUSH is the famous brand that use content to educate
large number of audience about its core values.
Encourage feedback: To fuel its movie recommendation system Netflix believe on user
rating. Rating, users develop and reviews create awareness among consumers and empower them
to take effective purchase decision.
Listen, Learn and apply: By using multiple channels so many consumer are sharing
feedbacks in this digital world. Netflix become successful because they listen to their customers
and work on their feedbacks.
Continue the conversation: Netflix has create thriving business around subscription that
means its livelihood . The organisation leverages streaming information to craft personalized
email that promote new seasons of favourite shows. This encourage existing as well as new
customers to tap and enjoy new shows or films in Netflix (isser, Sikkenga and Berry, 2019).
Omni channel Nature: It is an approach of sales that give shopping experience to
customer whether the mode of shopping is offline or online from telephone, desktop, mobile etc.
The increasing number of digital channel made the journey to omnichannel more
arduous. Digital marketing have completely change the manner of interaction. Through multiple
channels large number of customers engage with companies. The Omni channels use by netflix
are email, customer service, e-commerce and notification.

Individual touch points must be seen through the lens of the end to end customer journey.
The organisation can be tempted to concentrate on achieving touchpoints of individuals beleiving
that whole will automatically make greater interaction.
3. Explain how Netflix use the analysis of data generated through digital ,marketing activity.
Netflix has around 130 million subscribers globally. Large user base allow Netflix to
collect huge data. With this it takes better and effective decision and finally make their
customers happy with their good services. Netflix also looks at data with in movies. It gather
data to understand the trend at deep level. If Netflix saw that 70% of users watched all seasons
available of a cancelled show that may provoke some interest in restarting Arrested development.
Netflix also looks at data with in movies. To look at in the moment characteristic They take
various screen shots. Large user base and data allow Netflix see trend quickly and formulate their
opinion.
4. Explain how analysis of data enable marketers to map this journey to improve company
performance and improve the customer experience.
The customers journey means touch point and pain point audience experience when the
interaction is based with the brand. The customer journey have five distinct phases. This is use to
create awareness. Various phrase are
Consideration phase: This is the point where customers are collecting information
comparing prices and reading reviews and feedback from those who have done business with a
brand. They review the information that is available on brand website and on social media.
Purchasing phase: It is the part of journey where the audience is very close to making a
purchase.
Retention phase: By providing updates, promo codes, discount offers, customer may be
enticed to make additional purchase.
Brand advocacy phrase: In this phrase they become loyal to the brand and continue to
purchase from time to time. Smart marketers of Netflix also encourage reviews, social
commenting and feedbacks.
create customer personas: Netflix can create their market base by considering
demographic information such as age, geographic location, marital status, employment, annual
income.

CONCLUSION
After doing deep analysis it is conclude that modern method of marketing such as digital
marketing is best tools to make promotion and create awareness. Digital marketing is efficient
for building and developing brand. Various digital marketing tools like e- marketing, social
media, content marketing, web design help to promote business. By developing and using omni
channel business benefits the most by doing interaction with large audience through multiple
channels like smart phone, chatbox, social media etc. As this channel also help to increase
through online or offline channel.

REFERENCES
Books and Journals
https://neilpatel.com/blog/how-netflix-uses-analytics/
Chaffey, D., 2019. Digital marketing. Pearson UK.
Diamond, S., 2019. Digital Marketing All-in-One For Dummies. John Wiley & Sons.
Susanto, G. M., 2017. The Power of Digital Marketing. Elex Media Komputindo.
Visser, M., Sikkenga, B. and Berry, M., 2019. Digital Marketing Fundamentals: From Strategy
to ROI. Routledge.