LSBM200 Digital Marketing Report: Netflix, Data Analysis & Channels

This report examines Netflix's digital marketing strategies, focusing on the differences between traditional and digital channels, customer touchpoints, and the use of data analysis. It highlights how Netflix leverages social media, ratings, reviews, testimonials, word-of-mouth, and community involvement to attract and retain customers. The report also discusses the role of data analysis in monitoring the success of marketing strategies, attracting new users, and sustaining existing customers. Tools like data analytics and Google Analytics are used to assess the effectiveness of digital promotion strategies. The analysis reveals a significant increase in Netflix users over the past decade, attributing this growth to the company's effective digital marketing efforts.

Report

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Difference between traditional channels and digital marketing channels...........................................3
Customer touch points and Omni channels nature of customer journey............................................4
Use of data analysis...........................................................................................................................5
Analysis of data enable marketers.....................................................................................................5
CONCLUSION.....................................................................................................................................6
REFERENCES......................................................................................................................................7

INTRODUCTION
Marketing is defined as promoting company’s products and services at different
channels of promotion. This report is based on the case study of Netflix in respect to its
digital promotion campaign. The organisation was established in the year 1997. In this report
digital promotion of the Netflix will understand in this project. Henceforth, report will
emphasis on difference in between traditional channels of promotion and digital marketing
channels. Different touch points of customers will understand in this project. Furthermore,
this project will also understand how Netflix use the data analysis tool. How data analysis
enables marketers to map journey in order to improve the customer experience.
MAIN BODY
Difference between traditional channels and digital marketing channels
Point of difference Traditional channel Digital channels
Consume internet Traditional marketing
channels do not consume any
internet use.
These channels are the
traditional techniques of
promoting company’s
products and services
Digital channels are the latest
marketing techniques which
consume high level of
internet usage to promote
company’s products and
services.
Internet is the key element
involve in these marketing
channels.
Cost friendly Traditional channels are less
cost friendly techniques of
marketing and promotion of
company’s products (Sridhar
and Fang, 2019).
Digital channels are cost
friendly techniques of
promotion.
Time of marketkng Traditional channels
consume more time in
marketing and promotion as
compare to digital promotion
technique.
Digital channels consume
less time of promotions as
compare to traditional
promotion and marketing
techniques.
Monitoring of channels Traditional technique of Digital medium or channels

promotion does not provide
any way to monitor the
outcome of the promotion or
utilising such channels of
promotion.
also support the monitoring
of the promotion in form of
tools such as Google
analytics and other such
techniques of monitoring the
overall outcomes of the
promotion.
Example Netflix earlier used mode of
promotions such as radio,
television, holding and other
such traditional methods of
promotions.
Netflix started utilising social
media, digital mediums to
promote its products.
The above mentioned differences are the key differences in between traditional
technique and model of digital technique of promotion of company’s products and services.
Customer touch points and Omni channels nature of customer journey
Netflix usage the following touch points of customers. They are the medium that
allow the organisation to approach customers in order to sale its services.
Social media: Social media is the key touch point that can be used by customers. This is the
medium that allow the Netflix to attract customers towards buying company’s services.
Application like Facebook, Instagram and other such applications are used in this touch point.
Ratting and reviews: This is another key touch point that can be used to attract customers
towards buying company’s services (Crittenden and Peterson, 2019). In this practice
company improve its ratings over internet. This is the best way to attract customers towards
buying the services offer by Netflix.
Testimonials: Netflix also use testimonials to attract customers. With the support of cat logs
such as emails company get to attract its potential customers to buy company’s services.
Word of mouth: This is another key touch point that can be utilised by company to attract
customers towards buying the services offer by organization. Promotions are used in this
method to attract customers towards buying the services offer by company.

Community involvement: With the support of help centre this technique is channelizes by
the company. In this practice community of Netflix available over internet are approached
(Riyadi and et.al., 2019). This is a potential touch point that is used to attract customers over
internet.
The above mentioned touch points are the key ways to attract and influence customers
in respect to utilising the services offer by Netflix Company. Comanya lso usage
omninichannel to attract its customers. Services offer by Netflix are not free as the customers
require buying the membership by paying over a monthly basis. Package offer by company
need to buy in this service in order to utilises the services offer by the organisation.
Use of data analysis
Data analysis is a tool that are used by companies in order to monitor the success of
all different strategies company has used against the business operations undertaken by
organisation. Data analysis projected that company has entertained a massive growth in total
number of users in past ten years as the total number of users increased from 1.36 billion to
15.8 billion is the past ten years. This figure could highlight only with the support of data
analysis. Figures and statistics are the fundamental information about the growth and
progress of the organisation against the business operations it has channelized (El Junusi,
2020). Digital promotions played a significant role in raising such a massive number of users
of the Netflix. After the emergence of social media company has focused over digital
marketing to [promote the Netflix. As this channel is a digital medium so promotion of digital
medium allowed the company to gain attention of its customers towards using the Netflix as
the primary mode of entertainment. This has given a huge rise in the total number of
subscribers Netflix has been associated with in against to the business operations in has
undertaken.
Analysis of data enable marketers
Data is the fundamental information about the performance of organisation. Data
analysis allow marketers to analysis how strategies are attracting to new users and how many
users company could sustain against its existing services and how many new users are getting
attraction towards utilising company’s services (Leite and Azevedo, 2017). Data is the sole
denominator about the performance of Netflix. On the basis of the analysis driven by data and
figures all strategies related to marketing are formed by marketers. Tool such as data

analytics, Google analytics are used to identify the digital promotion strategies company has
formed look attractive enough in favour of the company or not.
CONCLUSION
This report has projected about the digital marketing. It is about to use of digital
platform such as social media, digital platforms to promote company’s products and services.
Data analytics support the company in attracting new potential customers along with
sustaining the existing customers of company.

REFERENCES
Books and Journals
Crittenden, V. and Peterson, R. A., 2019. Digital disruption: The transdisciplinary future of
marketing education.
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.
Leite, R. A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New
Media, (2).
Riyadi, S. and et.al., 2019. Digital marketing strategies to boost tourism economy: A case
study of atlantis land Surabaya. Humanities & Social Sciences Reviews. 7(5).
pp.468-473.
Sridhar, S. and Fang, E., 2019. New vistas for marketing strategy: digital, data-rich, and
developing market (D 3) environments.
Online:
Netflix Growth past 10 years, 2020.[Online]. Available Through:
<statista.com/topics/842/netflix/#:~:text=Since%20this%20transition%2C%20Netflix's
%20revenue,nearly%20150%20million%20in%202019.>.