An Analysis of Netflix's Digital Marketing Strategies and Performance

This report offers a detailed analysis of Netflix's digital marketing strategies, examining the differences between traditional and digital marketing approaches. It explores the evolution of Netflix from a DVD rental service to a leading streaming platform and delves into the significance of consumer touchpoints and omni-channel journeys in enhancing customer experience. The report also highlights how Netflix leverages data analytics to understand consumer behavior, personalize content recommendations, and optimize its marketing campaigns. Furthermore, it underscores the importance of social media marketing and the use of data analytics in tracking customer engagement and improving customer base. The conclusion summarizes the key findings, emphasizing the role of digital marketing in Netflix's success and its ability to adapt to changing consumer preferences.

Netflix digital marketing

Contents
1. INTRODUCTION.......................................................................................................................3
2. Difference between traditional and Digital marketing............................................................3
3. Consumer touch points and omni channel journey..................................................................3
4. Analysis of data from digital marketing activities...................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

1. INTRODUCTION
Digital marketing is focus on advertising delivered by digital channels such as social
media, websites, search engines, mobile apps, emails and many more (digital marketing, 2018).
With the help of digital marketing, company easily track or monitor the campaigns and examine
whether the investment provide best outcome in future or not. Through using such online media
channels, digital marketing is considered as a method through which firms endorse services,
brands and goods.
Background of Netflix
Within the year 1997 Netflix is known as video rental as well as media streaming. It is
founded by American Entrepreneurs March Randolph and Reed Hearing. It headquarters is in
Los Gatos, California. Earlier it was known as the mail DVD service that can be used in order to
pay per rental model. Consumers browse and orders the films as per their requirements. In this
case put an order and firm delivers at the door of the consumer. After when DVD had finished
through renters, they would give them back to the firm. Digital marketing helps in promoting in
effective way through social media platforms. As these are very crucial one as it can easily track
as well as monitor the campaign and enables to adapt and drives for better outcomes.(Cuizon.
and Ferolino, 2017). Present Report has been focuses on Difference between traditional and
Digital marketing, Consumer touch points and evaluates of data from digital marketing activities.
MAIN BODY
2. Difference between traditional and Digital marketing.
There is large difference between both marketing concepts which is explained below with
help of 4 P’s. Also, when it comes to knowing the consumers and data collection, creativity is
considered as key component in these both types of marketing. So one can go beyond comments
and see how one can shares the blog post. It will be easier to grasp the right digital marketing
analytics data and utilizes it and for that there is a need of think that is something different or out
of the box.
Traditional marketing campaigns include sales, direct mail, tradeshows and print
advertising. On the other side, digital marketing involves social media marketing in which
company reach to wide customers at any place. For example, Honda uses traditional marketing

tool like TV and radio, while Netflix uses digital marketing method in which it post new ideas on
social media like Facebook etc.
Basis Traditional Digital
Product In this products are retail, consumer
durables, etc. that is being promoted
through traditional marketing.
In this products which are becoming
digital is music, hospitality, etc.
which has transformed digital
marketing.
Place The place in it is product is
delivered same day as there is no
logistics involved in it. there is no
complex process involved in it (El
Junusi, 2020).
The product is not delivered on same
day as it includes logistics in it. So, a
proper distribution channel is
followed in it which is complex
procedure.
Promotion Here, promotion is done with help
of TV, radio, newspaper,
magazines, etc. also, reach of these
methods is limited and there is no
two way communication in it
(Saura, 2020)
As name depicts promotion is done
through internet and social sites such
as Instagram, twitter, etc. So, there
are more ways of doing promotion in
it as compared to traditional one.
moreover, online ads are also given
for promotion in it.
Price In this the price of doing traditional
marketing is high as compared to
digital one. This is because TV,
newspaper, etc. are used and for
each product different ad is to be
published.
Here, price of digital marketing is
comparatively low. The social sites
are used in it which is cheap. Besides
that, there is minimal cost required in
doing digital marketing.
3. Consumer touch points and omni channel journey
Omni channel is the multi-channel approach which is used to sell the product in order to
seek to provide customers with a seamless shopping experience and they may also use the same
through online mode. Netflix uses the and offer users aligned navigation across devices. Such

that though user’s accounts, company send a personalized emails bases upon their shows which
they watch online and this will assist to improve the customer base. Consumers comes within
contact within brand form beginning to end are known as consumer touchpoints. Some consumer
touchpoints are App, user name, sign in and many more. One of the significant as well as easiest
way through which Netflix connect with their consumers are social media marketing such as You
tube, Pinterest, Instagram, Facebook and many more. From all over the world consumers reaches
Netflix by finding business online or advertisements (Hofacker, 2018). These touchpoints
developing an understanding of each touchpoints means one can design better and improves the
experience of consumers. In order to focus on each and every aspect of the consumer Netflix also
created several sets of algorithms. One of the strategy is Omni channel strategy also focusing on
the key set of interactions over several touchpoints between the firm as well as consumer
throughout the life cycle of the costumers. The entity gives customized content for the
consumers as in pandemic Covid 19, people are already frustrated to stay at their homes while at
that time providing new contents to the people help a lot in removing stress (Tapp, 2014).
Through this way more number of consumers attracts towards the firms. Netflix is considered as
one of the key relevance in order to build the consumer base by giving them all such services.
4. Analysis of data from digital marketing activities
The Netflix focuses on several data generating through the various activities of the
marketing actions such as social media data, search engine, lead generation, email marketing and
many more. In order to discover the behaviour of the consumer and purchasing patterns, the
implementation of Data analytical model is one of the vital method that can be used. Such as in
recommending T.V shows, movies that are based on the consumer's preference data generated
information plays a highly prominent and relevant role. Through the help of the data analytic
model and digital marketing activities there is a creation of the users within more detail set of the
profiles (Chaffey. and Smith, 2017). The keys prominent capability and ability of the firm is used
to generate various data that can be considered as one of the crucial reason behind the success of
the firm. It is necessary to understanding digital marketing in Netflix so that accurate and
appropriate data as well as information is collected this enables in analysis the needs of the
consumers and their behaviour towards Netflix. For example, in blogs comments there are

several ideas that are-mentioned more frequently and then there is a need to focus or analyses
them in order to see if there is something for the firm.
Role of data analytics in marketing process
Data analytics track customers from initial interest to final purchase and that is why, they
play an important role in the marketing process. Also, they design the content and provide the
same to customers which help to attract customers which in turn assist to improve customer
base. Further, data analytics also assist to forecast the marketing team and provide necessary
things which in turn lead to improve the valuable information and analyse customer trend as well
as behaviour.
CONCLUSION
It had been summarized from the above report that digital marketing are uses several
social media platforms as well as online advanced technologies. It also focuses on the consumer
touchpoints such as Facebook, twitter and many more. Furthermore, report focuses on the Netflix
background which highlights about the 1997 Netflix when people were used as DVD service that
can be used in order to pay per rental model. Report highlights on several data generating study
also concluded the role of data analytics in marketing process which assist to determine the
customer trend as well. Through the help of the data analytic model used to generate various data
and hence improves the consumer's experience by providing them the content as per their needs.
REFERENCES
Books and Journals
Cuizon, J. and Ferolino, K., 2017. Social Media Character Assessment for Talent Selection using
Natural Language Processing. Recoletos Multidisciplinary Research Journal.5(1).
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.
Zhu, G., 2019. The digital sales transformation featured by precise retail marketing strategy.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Tapp, A., 2014. Principles of Direct Database & Digital Marketing. Pearson Education.

Hofacker, C.F., 2018. Digital marketing: communicating, selling and connecting. Edward Elgar
Publishing.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry. 2(1).pp.15-28.
Online
digital marketing, 2018. [online] Available through : <https://www.marketo.com/digital-
marketing/>