Netflix's Internet Marketing and Global Challenges Report

This report delves into the realm of internet marketing, focusing on its role, benefits, and challenges within the context of modern business. The report uses Netflix as a primary case study, exploring how the company leverages various internet marketing techniques, including SEO, email marketing, and social media, to engage customers, build brand awareness, and drive sales. It analyzes the advantages of internet marketing for both businesses and consumers, such as dynamic pricing, responsive transactions, and mass customization. Furthermore, the report addresses the challenges of globalization and the associated costs, security concerns, and information management complexities that businesses face in the digital landscape. The report also examines the efficiencies gained through internet marketing, including supply chain improvements, opportunities for increased sales, and competitor monitoring. Overall, the report provides a comprehensive overview of internet marketing strategies and their impact on business success, using Netflix as a prime example of how to navigate the digital marketplace.

Internet Marketing In
Businesses

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role of internet marketing.....................................................................................................1
P2 How Netflix use internet marketing.......................................................................................2
TASK 2............................................................................................................................................3
P3 Benefits to customers of a business using internet marketing...............................................3
TASK 3............................................................................................................................................3
P4 Benefits and opportunities to business using internet marketing...........................................3
P5 Use of internet marketing to make a selected business more efficient, effective and
successful....................................................................................................................................4
TASK 4............................................................................................................................................5
P6 Challenges of globalisation...................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Internet marketing is latest trend in which marketing activities are done by internet
mediums like: E mail and Social Media. Most of the organisations are using this tool in order to
provide better products and services to customers. This will also help them to satisfy their needs
and retain in market for a long period of time (Andreopoulou and et. al., 2014). Present report is
based on Netflix which is leading in internet television network with over 100 million members
in approximately 190 countries. In present report role of internet marketing is explained in
detailed. Along with this use of internet marketing for company, it's benefits and opportunities of
internet marketing is discussed. Further, some challenges of globalisation which has been faced
by organisation is discussed.
TASK 1
P1 Role of internet marketing
Marketing is the method of communicating that the price of a goods or services to
customer, for expected selling. It is the communicating method between a society’s demand able
materials and economic pattern in exchanging money. Internet marketing, or online marketing,
refers to advertising and marketing efforts that use the Web and email to drive direct sales via
electronic commerce, in addition to sales leads from web sites or emails. Internet marketing and
online advertising efforts are typically used in conjunction with traditional types of advertising
such as radio, television, newspapers and magazines. Internet marketing popularity is increasing
day by day. Many business organizations are using internet to direct communicate with customer
and to get more attention of customers (Berisha-Namani, 2013). It helps to Netflix organisation
to build one to one relationship, customer get sufficient information about products and company
and company can give enough information about products and company reduce their cost.
Internet marketing also helps to reach wider and distant markets; product impact, enhancing
traditional products and services; opportunities enhancing marketing effectiveness e.g.
understand customers and target more effectively. The customers of Netflix customers can get
information about products, customers can buy and sell products very easily.
Here is role of internet marketing in modern marketing concept;
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Product developer: Nowadays is organisations are designing an attractive page for each
product, add information and videos/photos. Through this they can take review of their products
from targeted customers to make better products more.
Business Promoter: Promotion will differ a little bit through internet marketing. Because
with a lot of shops organisations will make promotion by means of nice flyers and offers ( Chen,
2011). For people who buy their products online, they need to be attracted via other methods.
Communicator: By this organisation can make communication with their targeted
customers to know what are their needs. Most of consumers are using internet and social media
and by this an organisation can easily communicate with them.
P2 How Netflix use internet marketing
Internet marketing is important because it aligns with the way consumers make
purchasing decisions. Importance of internet marketing are; it is convincing for organisation to
convey their message to customers. Through this they can target different customers who are
belonging from other countries. Netflix can take advantage of social media sites which help them
to increase their revenue.
The company is using online marketing as well as many social media sites to increase
their sales as well as market share (Christiansen, 2011). Here is some use of internet marketing
which are used by Netflix company:
Search Engine Optimization: SEO consist of optimizing the website of company in
such a way that the site of the respective company would be rank on the first page of search. In
this way users can visit to web site of company whether they are in search of. Cited firm is using
internet source to increase their number of users.
E-mail Marketing: It is one of the most effective marketing techniques which help to
organisation to build their sturdy relations with customers. Netflix realized that e-mail marketing
is the key to attract more customers.
Online Advertising: Face book and Twitter have the greater hand to make the closer
relationship with customers and for promotional campaign for company. It helps to Netflix to
increase their number of users by using different social media sites (Heang and Khan, 2015).
They added social strategy of the company would support to improve personal relationships with
its customers and loyalty.
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TASK 2
P3 Benefits to customers of a business using internet marketing
Good customer service is a benefit from a customer shopping with a business who uses
internet marketing. This is because the online services will be quick and easy and therefore
satisfactory towards customers. The following are some benefits which are available for
customers.
Dynamic Pricing - A benefit of a customer shopping with a business who uses internet
marketing is that hey can experience dynamic pricing (Hung and et. al., 2012). Dynamic pricing
is when a price of a product or service changes due to certain actors such as changes in the
economy, seasonal changes etc. This means customers who shop online can save money on these
circumstances. Dynamic pricing from the internet website allows customers to save money and
time without having to shop at the store directly.
Responsive transactions - An additional benefit of customers purchasing
product/services of a company who use internet marketing is that they can get a quick response
to their transactions. This is because the internet is a convenient place which can be used from
any location (as long as you have the correct equipment) and transactions online are usually very
quick and relatively easy.
Comprehensive and up to date information - Another benefit of customers using a
business who use internet marketing is that their information and data can be updated quickly so
the customer can know if there are any changes (either minor or major) straight away
(Pomirleanu and et. al., 2013). It will help to Netflix to secure their all information in data of
their all customers.
TASK 3
P4 Benefits and opportunities to business using internet marketing
Internet marketing has many opportunities that will benefit a business for example it can
help businesses to reach a wider audience, to reduce overhead cost of the business and to expand
the company. The benefits of using internet marketing in the context of marketing mix:
Product - One benefit for a business that internet marketing has on product is mass
customisation. Mass customisation is where a product can be personalised to meet customers
changing needs at good prices because it’s produced in mass. This means that customers can
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have exactly what they want (Roberts and Zahay, 2012). A benefit of mass customisation is that
customers will be more satisfied as they will be able to purchase the products that they want,
tailored to them, that they otherwise wouldn’t be able to offline. Opportunity for Netflix is to
increase customers.
Price - An advantage of price when it comes to internet marketing for a business is
dynamic pricing. Dynamic pricing is when a good or service at a price changes, due to the level
of demand; the type of customer; or the weather. A benefit of dynamic pricing is that if a
business constantly updates their prices according to factors listed above, then they are likely to
maximise their potential profits. It can also mean that a business targets new market segments,
such as customers that are looking for low prices and that are price sensitive. The opportunities
that dynamic pricing brings are the chance for a business to assess their target market and market
their products at the right price, in order to get maximum sales and revenue.
Promotion - An advantage of internet marketing when it comes to promotion is brand
awareness (Sharma, 2011). A business can use lots of different ways to get their brand known
using the internet. Social networking sites are one of the ways; businesses are using websites
such as Facebook and Twitter to send out promotions and keep people up-to-date on upcoming
events and products. By businesses using social networks it means that they can gain customer
loyalty, as people will want to buy from brands that they know and can trust. An opportunity of
brand awareness is the potential to increase sales.
Place - Search engine optimisation is when a business designs their website so that when
people type in keywords or phrases the business has chosen it will come up high in search engine
results. A benefit of search engine optimisation is that there is an increased chance of them
getting higher profits from more sales being made, due to their website being high in the search
results of a search engine. An opportunity of SEO is that it can help a business to reach a wider
range of people and a bigger target audience.
P5 Use of internet marketing to make a selected business more efficient, effective and successful
The increasing in availability of the web gives Netflix all kinds of opportunities to speed
up their interaction with both suppliers and customers (Sin Tan, Chong and Lin, 2013). This can
lead to a number of efficiencies.
Supply chain efficiencies - A business will always be both a buyer and a seller, buying
products from other businesses, buying product from others and selling to others or private
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consumers. It also makes strong supply chain management of organisation in providing high
quality of services to their customers.
Opportunities to increase sales from existing customers - Businesses that adopt internet
marketing strategy do so because they can see the opportunities either to improve sales with in
the marketers they already serve or to enter complete new markets (Sozinova and Fokina, 2015).
As internet penetration increases and more business uses online strategy the web will become the
accepted method for marketers.
Opportunities to monitor competitor activity – Netflix must constantly monitor their
competitors so that they can follow the strategy and objectives that will enable them to stay
competitive. In an increasingly global business competitors come from anywhere. The manager
have to find out their competitors in order to grab those opportunities which are available in
market.
TASK 4
P6 Challenges of globalisation
One of the challenges of internet marketing which is facing by Netflix is costs. Costs of
setting up a website can be quite expensive, as they have to consider things such as, the domain
name; protection of the website; people looking after the website; designing the website; hosting
and staff to look after the consumer’s requests and query’s. So this is a big thing that a business
has to think about when starting up an online business or website, as all of these things add up
and can end up costing a lot of money. Another challenge of internet marketing can be the
information a business puts on the website (The Role of Internet Marketing within the a Modern
Marketing Context, 2017). When creating a website, a business has to be careful of the content
that they put on the website. A business doesn’t want to overload the customer with information
on products, as the customer will get bored and find another website, which is more to the point
and easier to read.
A challenge of internet marketing is security. An online business makes their profit
through online sales, and therefore needs to make sure that people feel secure and safe doing so.
They can do this by making sure their website has regular virus checks and some sort of software
to stop it from being hacked. A challenge of internet marketing can be culture. When a business
is starting up a website in a different country, they will have to take into consideration the
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country and their views on things. Netflix have to considered all these factors in order to retain in
market for a long period of time.
CONCLUSION
From above report it has been concluded that use of internet marketing is helping to
organisation to attract with them and maintain strong relation. It will help them to resolve their
issues which are facing by customers. Along with this, it help to organisation to maintain their
strong position in market. It will easy for organisation to beat their competitors. Further, manager
have to find out those opportunities which will help them to provide more quality of services to
customers.
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REFERENCES
Books and journals
Andreopoulou, Z., and et. al., 2014. Internet marketing for sustainable development and rural
tourism. International Journal of Business Information Systems. 16(4). pp.446-461.
Berisha-Namani, M., 2013. Information technology, internet, and marketing. International
Journal of Electronic Commerce Studies. 4(1). p.103.
Chen, K. C., 2011. Text mining e-complaints data from e-auction store with implications for
internet marketing research. Journal of Business & Economics Research (JBER). 7(5).
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons. 54(6). pp.509-514.
Heang, J. F. and Khan, H. U., 2015. The role of internet marketing in the development of
agricultural industry: a case study of China. Journal of Internet Commerce. 14(1).
pp.65-113.
Hung, Y. H., and et. al., 2012. Online reputation management for improving marketing by using
a hybrid MCDM model. Knowledge-Based Systems. 35. pp.87-93.
Pomirleanu, N., and et. al., 2013. A review of internet marketing research over the past 20 years
and future research direction. Journal of Research in Interactive Marketing. 7(3).
pp.166-181.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Sharma, A., 2011. Take-off of online marketing: casting the next generation strategies. Business
Strategy Series. 12(4). pp.202-208.
Sin Tan, K., Chong, S. C. and Lin, B., 2013. Intention to use internet marketing: A comparative
study between Malaysians and South Koreans. Kybernetes. 42(6). pp.888-905.
Sozinova, A. A. and Fokina, O. V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social
Sciences. 6(4). p.139.
Online
The Role of Internet Marketing within the a Modern Marketing Context. 2017. [Online].
Available through: <https://www.bartleby.com/essay/The-Role-of-Internet-Marketing-
within-the-F3JETWRAVC>. [Accessed on 17th July 2017].
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