E-Marketing Report: Netflix Social Media for UK Market Expansion

This report analyzes Netflix's e-marketing strategies, particularly focusing on its potential entry and expansion within the UK market. It examines the crucial role of social media platforms like Facebook and Twitter in promoting services, engaging customers, and understanding market preferences. The report explores the changing landscape of e-marketing, the importance of social media trends, and the need for Netflix to adapt its approach to the UK audience. It discusses different marketing concepts and how social media can be used to enhance customer interaction, build brand awareness, and drive sales. The analysis includes statistics on social media usage in the UK and provides insights into how Netflix can leverage these platforms to gain a competitive edge and retain customers. The report concludes by emphasizing the significance of understanding the UK market potential and adapting strategies to meet customer needs through effective social media engagement.

E- MARKETING
1

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.............................................................................................................................................3
TASK 2.............................................................................................................................................4
CONCLUSION....................................................................................................................................5
REFERENCES.....................................................................................................................................6
2

INTRODUCTION
E-marketing is the concept that has been adopted by most of the contemporary business
organizations for the purpose of enhancing the success aspects of the business (Schniederjans
and Schniederjans, 2013). The source is highly crucial in terms of enhancing the reach of
business to different customer segments and at the same time, it is also regarded as a convenient
source through which customers can find out the sources through which services can be
acquired. In this respect the study has been emphasizing on Netflix which is an American
entertainment company operating business in USA. Thus, in this respect discussion has been
made regarding use of social media and its different platforms for the purpose of promoting the
services to UK. Furthermore, researcher has also discussed relevance of social media in context
of meeting the needs and demands of customers.
TASK 1
In current scenario, changes are coming in external environment; therefore considering
the same companies are emphasizing on diverse sources that can help in promoting their
services. Social media includes different websites and applications that also enable the users to
create and share content in social networking sites about business products and services
(Dijkmans and et al. 2015). With technological progress, social media has become an important
place to promote products for any market. A large number of people has access to the different
social media sites; thus it becomes easy to introduce any kind of product. Social networking
mediums like Facebook, twitter, Google Plus and Pin Interest has supported the growth of digital
retail sale of Netflix; hence while entering in UK market, Netflix should consider the importance
of same source.
Currently, social media trends have been changing as customers are getting more
concerned about their preferences (Kietzmann and et al. 2011). Thus, this needs to be considered
by Netflix as well so that business can operate all its functions in appropriate manner. In UK,
people are using different tools of social media; thus this would be beneficial for Netflix in the
same way. The trend of e- marketing has changed the entire scenario and this led Netflix to adopt
the source subsequently.
3

Social media is a source that aids the business entities to promote things on wider extent
and this also aids in enhancing customer base of the company. Facebook, Twitter and Youtube
are some of the most apparent sources that are being used by companies for the purpose of
marketing the products and services. Since, Netflix has been entering in UK market place;
therefore it is crucial for the business entity to emphasize on tools of social media such as
Facebook and Twitter which can also aid in attracting more number of customers.
From the image, it is clear that Netflix is actively present on Facebook which can also
assist the company to aware the population about the services which Netflix has. The population
of UK is around 65 million and social media usage is through the roof with over 38 million
active social media users in the year 2016 which is 63% of the entire population. From past many
years, around 40% of the population is using Facebook and that is very impressive because it
aids in enhancing the promotional aspects of the business. It will also be useful for Netflix to
generate awareness among customers in UK.
Netflix can get assistance from Facebook as people are highly active on such source.
With the help of Facebook, proper interaction can be developed among the clients and according
4

to their preferences, changes can be made to service provision. Currently, Netflix has been
operating effectually in USA; however in order to conduct the business in UK market place,
Netflix needs to focus on suitable strategy (Hanna and et al. 2011).
Thus, according to the use of social media, Netflix can emphasize on target market and
this can also assist the business to focus on those aspects which are highly preferred by the
customers. With the help of social media, Netflix can engage the customers in business
purchases and encourages them to share their buying experiences with the other people as well.
This is essential in terms of enhancing success aspects of the business. Thus, it is clear that social
media is effective in terms of developing and retaining the clients.
TASK 2
There are five different concepts of marketing and each of the concept vary in their
function as per the way they deal. For instance- production concept deals with production and
selling concept deals with selling. Thus, each of the concept was developed as per the needs of
the market. The market is changing and according to that, the concepts of marketing is also
changing.
The concept of marketing includes development of a product, promoting the service,
selling of a service and interacting with the customers about the experiences (Tuten, 2014). Thus,
it is not only related to purchase of a product; but also it deals with after sales services as well.
Currently, around 1870 million users are active in social networking sites; thus it holds around
18% market share.
5

Among social networking sites, Facebook is on the top as 76% of users log in daily and
51% of users access Instagram daily. Thus, this can assist Netflix positively and at the same time
it can aid in promoting the services on higher extent.
Use of social media is becoming popular among all age groups. Competition among
different retailers’ on the social media is also very high where if one company lacks in social
media promotion the loyalty of the customers can be diverted towards other companies. Social
media expand the audiences and drive sales with the involvement of fewer budgets compared to
advertisement campaigns (Mangold and Faulds, 2009). Thus in this modern marketing social
media platforms helps to know the intentions of the buyers more accurately. For the current
research, social media is highly useful for Netflix because it aids in developing interaction
among the customers on higher extent.
6

In UK, around 3.42 billion people are using internet equivalent to 46% of the total
population. Along with this, 2.31 billion people are using social media which is 31% of the total
population. Around 3.79 billion people are using mobile handsets; hence this can assist Netflix to
operate their business in effective manner in UK. Thus, promotion on social media will be
helpful for Netflix in many ways and this can also assist in persuading people towards the
services that Netflix will be introducing for diverse customers.
Currently, Netflix has been using Facebook which provides the option to the customers to
connect with the company. They can also enable their account on Facebook so that simply they
can communicate with the company. This also allows the end users to share their experience on
Facebook. Along with this different options and services are being given to the customers
regarding access to company’s services.
Since, UK would be a new country to Netflix; therefore it is essential for the business
entity to focus on needs of customers so that appropriate products can be brought accordingly.
7

Henceforth, with the help of social media, direct communication can be developed among the
clients and suitable changes can be made to the services (Allen and et.al., 2001). Customer
feedback can also be included in the service provision as that gives the sense of involvement to
the customers. Hence, engaging the customers in company’s services can assist Netflix to satisfy
the interest of clients and as a result they can be retained for longer time span (Boyd and Ellison,
2008). Since, Netflix is an entertainment company; therefore it is crucial for the business to
comprehend how social media tools can be used to ascertain the preferences of customers
regarding entertainment channels.
CONCLUSION
Summing up the entire study, it can be said that it is vital for the organization to consider
the market potential of UK as through that only, possibilities of success can be ascertained.
Social media has been considered as a major source through which needs of customers can be
identified and through this, subsequent changes can also be made to business services according
to end user’s requirements. However, it is also essential for Primark to consider the fact that
social media tool can affect the business as well if customers are not satisfied.
8

REFERENCES
Allen, C. and et.al. (2011). One-to-one web marketing: build a relationship marketing strategy
one customer at a time. 2nd ed. John Wiley & Sons.
Boyd, D.M. and Ellison, N.B. (2010). Social network sites: definition, history, and scholarship.
Journal of Computer-Mediated Communication. 13(1). pp. 210–230.
Dijkmans, C., Kerkhof, P. and Beukeboom, C.J. (2015). A stage to engage: Social media use and
corporate reputation. Tourism Management, 47, pp.58-67.
Hanna, R., Rohm, A. and Crittenden, V.L. (2011). We’re all connected: The power of the social
media ecosystem. Business horizons, 54(3), pp.265-273.
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. (2011). Social media? Get
serious! Understanding the functional building blocks of social media. Business
horizons, 54(3), pp.241-251.
Mangold, W. and Faulds, D. (2010). Social Media: The new hibrid element of the promotionmix.
Kelley School of Business of Indiana University.
Schniederjans, D., Cao, E.S. and Schniederjans, M., (2013). Enhancing financial performance
with social media: An impression management perspective. Decision Support
Systems, 55(4), pp.911-918.
Tuten, T.L. and Solomon, M.R. (2014). Social media marketing. Sage.
9