Netflix: Internet Marketing Opportunities and Challenges

This report provides an in-depth analysis of internet marketing within a modern marketing context, focusing on Netflix as a case study. It describes the role of internet marketing in advertising, cost reduction, and customer reach, highlighting how Netflix leverages digital campaigns, social media, and online streaming services to engage customers globally. The report examines the benefits of internet marketing for customers, such as convenience, updates, global reach, and feedback loops, and analyzes how these benefits contribute to Netflix's service quality. Furthermore, it explores the opportunities and benefits of internet marketing within the marketing mix (Product, Price, Place, Promotion) and assesses how internet marketing has enhanced Netflix's efficiency, effectiveness, and success. The report also addresses the challenges of globalization, including costs, security concerns, and rising customer expectations, and concludes by evaluating marketing opportunities and challenges faced by Netflix in meeting customer needs.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Describe the role internet marketing has within a modern marketing context......................3
P2 Describe how selected organisations use internet marketing................................................4
TASK 2............................................................................................................................................4
P3 Customers benefit for using internet marketing.....................................................................4
M1 Analyse the benefits of internet marketing to customers.....................................................5
TASK 3............................................................................................................................................5
P4 Opportunities and the benefits of internet marketing to the business in the marketing mix. 5
P5 Internet marketing has made a selected business more efficient, effective and successful...6
P6 Challenges of globalisation....................................................................................................7
M2 Marketing opportunities and challenges...............................................................................7
D1 Effectiveness of marketing in meeting customer needs........................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Internet marketing is simplest term in which the organisation are selling and purchasing
the products and services with the help of using internet services. Internet is using by all the
organisation as medium of exchange. Internet has made all the things easy and possible to do the
business in global competitive market. Internet marketing give benefits to online business
organisation and easy for them to attract large number of customers. The present report is based
is on Netflix company which is the largest company in entertainment. This company is
specialised and provides streaming media services. In this the role of internet marketing have
been explained. Further, effectiveness of internet marketing has been described.
TASK 1
P1 Describe the role internet marketing has within a modern marketing context
Now a days every company is promoting their good and services on internet because of
lesser cost and high customer reach. Internet marketing play a vital role in marketing. Every
sector is using the internet marketing whether its a retail sector, finance sector. Auto mobile
sector and others. Internet is medium of the communication which help the companies to
communicate the customers about their products. Following is important role of internet
marketing in modern marketing(Mohammed andet. al., 2003). Internet marketing is form of the
advertisement which company do for their product and services promotion. Internet Marketing
helps the company to reduce the cost because the cost of internet marketing is less compare to
other advertisement channel.
The customer gets the wider range of the products at one single place. They need not to
go the market place in search of products. The company don not need to appoint the employees
for the promotion. They just need to appoint the agency who design the advertisement. Netflix is
very famous entertainment company which provides the entertainment services through online.
Customers has to download the app and they can enjoy the moves, videos, serials from different
countries. Netflix is doing its business world wide.
The customer can explore the video from anywhere in the world. They use this app from
the mobile phones, laptops, tablets. There different sources by which company can do the
internet marketing like social networking sites, web sites, email etc. it brings the new concept

and new innovation in the advertisement market and also give the opportunity for the companies
to reach their customer in quicker and effective manner.
P2 Describe how selected organisations use internet marketing
Netflix is entertainment services provider. Netflix provide the video, movies , serial
online, customer can use this services by downloading app in their mobile phones, tablets,
laptops etc. the customer can use these app anywhere in the world and enjoy the the leisure time.
This company has its world wide business(Omar, Bathgate and Nwankwo., 2011). They have
operation in many countries. They have different advertisement styles. But they prefer top
advertise on the internet channel because it is less costly than other mediums. They conduct the
digital online campaigns to reach their customers and brings the awareness. Netflix use the
digital message to communicate their customer because and according to them it is more reliable
to communicate in this way. It also gives different offers like first month free trial
subscriptions. There is no late fees charge by the Netflix if customers keep the movies for the
longer time.
Its brings new invention in the entrainment sector. Netflix also provide the demand
streaming services in which the customer demand the movie or a video they want to see and
Netflix can provide them. They use the social media sources also like face book, twitter,
Instagram etc. to promote there product they give the information through social networking sites
and update about the new deals , new products. Netflix regular update the app to make it more
easier and improve the quality(Baloglu and Pekcan., 2006). When a customer gives the rating
along with rating it shows the other videos that customer can see. It design its website which
gives new experience to its employees. They are proving its unique selling point to its customer
by their high quality and original content.
TASK 2
P3 Customers benefit for using internet marketing
Internet marketing is very important for the customers of the Netflix, because it helps in
many ways. It gives alignment to the way in which purchasing decisions is made by the
consumers. It enables the customers of the Netflix to be around the company all the time without
worrying about the various issues. Various benefits of the internet marketing for the customers
are :

 Convenience : With the help of internet marketing customers can overcome the distance
barriers. They can make use of the products and services from any part of the world
which will be very helpful for the customers to make use of the services effectively and
efficiently (Fritz, 2013). Customers are updated : The internet marketing provides the proper update to the
customers, it has changed the habit of shopping and there is the development of the
technology as the mentioned company provides the online streaming of the various shows
which helps the customers to stay updated about different news. Global reach : Netflix is one of the major online streaming service from the last few
years. It is available in the 190 countries and for the approx 75 customers, by which it can
be said that it provides the global reach which is very helpful for the customer.
 Loop of feedback : Netflix permits its customers to provide the feedback regarding its
services, with the help of which customers can give their views and suggestions
according to their needs and wants so that it will allow the company to make changes
accordingly (The importance of user experience: lessons from netflix. 2016).
M1 Analyse the benefits of internet marketing to customers
Internet marketing provides several advantage to customers which help to Netflix in order
to deliver quality of services to customers. For the customers internet marketing is cost effective
in which they do not have to worry about the travel or postage etc. It makes cheaper as compare
with the traditional marketing. The customers can get the information about the organisation that
what information will provide to them. With the help of internet marketing the customers can
shop at anywhere and anytime. In internet marketing the customers are having more bargaining
power as if it compare from the different sources.
TASK 3
P4 Opportunities and the benefits of internet marketing to the business in the marketing mix
The four P's of the marketing mix not just applied to the mortar and regular marketing but
also to the internet marketing. These four P's of the marketing mix which a Netflix is making use
of is Product, Price, Place and Promotion. Benefit of internet marketing in this marketing mix
can be described as :

 Product : Product is basically a service which a mentioned company is offering to its
customers. To be successful with the help of internet marketing, there should be a proper
and the sufficient training. Internet marketing helps in giving the easy, safe and
convenient services to the customer and also get assistance of the online customer (Fritz,
2013).
 Price : Internet marketing helps in improving the price transparency and have impact on
the differential pricing. It helps the company to understand price elasticity in regards with
the demand.
 Place : In the internet marketing there is no need of the physical location but it helps the
Netflix regarding the positioning and also helps to paint the picture which a company
wants to make their services visible to the customers. Through internet marketing
company can make use of the tag line or catchphrase to attract customers. It also helps in
creating websites which will cater particular requirements of the country.
 Promotion : The internet is used as the new channel for the effective communication and
promotion and also helps in making communication strategy which helps the company to
make promotion of the services and attract more customers (Chen, Fay and Wang, 2011).
P5 Internet marketing has made a selected business more efficient, effective and successful
Internet marketing has provided so many opportunities to organisation in order to satisfy
the needs of customers. With the help of internet marketing the organisation can find out their
competitors strength and weakness and who are targetting their customers (Shih, Chen and Chen,
2013). Here are some following points in which the internet marketing has became more
effective, efficient and successful for Netflix company.
 It gives an opportunity to organisation to increase the profits and sales through existing
customers. With the help of adopting the internet marketing strategy the company can
either improve the sales or serve to retain in competitive market.
 Netflix company have to continuously monitor their competitors that what kind of
strategies they are following. Through this it increase the global business competitors
from anywhere.
 It provides opportunity to organisation to increase the interaction between the suppliers
and buyers. Through this the organisation can lead into the business efficiencies.

In internet marketing the organisation can also use different techniques and tools in
promoting the brand name of company (Pomirleanu and et. al., 2013). They can provide
information through mails, social media sites and many more techniques can be used. Internet
marketing is a place of search engine optimisation in which the organisation design their
websites. Through this, the organisation can made large number of profits from the increase in
sale. If there is different design feature in websites then it make the easy for the company to
attract large number of customers.
P6 Challenges of globalisation
While the internet marketing provide huge number of opportunity to organisation as well
as it also generates large amount of risk. One of the biggest challenge in internet marketing is
that cost. For Netflix company, when they are setting the websites then it may quite expensive
for organisation. While making the websites it contains domain name, protection of website and
many more things. So the organisation have to think about when they are starting the new online
business.
Another challenge is security (Kriemadis, Terzoudis and Kartakoullis, 2010). A company
can earn large number of profits while providing the services online. But the organisation need to
make sure that the payment are making safely and secure. So the the manager of Netflix, has to
constantly check the virus or sort of software if it has been hacked by someone else or not.
In modern era, there is raise in the customer expectation on continuously basis. So it
became hard for the company to do business 24/7. Along with this customers are starting to
expect high level of reliability, convince in terms of visiting the company websites. The
organisation has face the challenge to anticipate the customer expectation that what they need in
the context of market. It also became difficult for the organisation to deliver online services on
time due to network issue. To retain in global competitive market the organisation has to use new
and latest technologies in order to fulfil the expectation of consumers.
M2 Marketing opportunities and challenges
Netflix has got the opportunity to attract new customers and clients for different places. It
became easy for the organisation to provide online services to customers (Corley, Jourdan and
Ingram, 2013). With the internet marketing the organisation came to know about the competitors
strategies and plans that how they will attract the customers. The manager has to analyse the

challenges which are facing by the organisation on continuously basis. Such as order fulfilments,
hacking the sites and more.
D1 Effectiveness of marketing in meeting customer needs
The manager of Netflix has to properly find out the needs of customers that they can
fulfil their expectations. The company has to properly understand the culture of customers who
are belonging from different religion so that they can provide services accordingly (Chen, 2011).
With the help of this, the company can increase the brand awareness and can attract new
customers also. If the organisation has provide quality of services to customers them will retain
for a long period of time and again they will use services.
CONCLUSION
It has been concluded from the above report that internet marketing has change the world
and rapidly increase in the development of economy. Most of the organisation are using these
internet services in order to attract large number of customers. It sometimes save the time and
cost of organisation in order to convey the message. It will also give advantage to organisation to
expand their business in new area with the help of internet marketing. The organisation can also
easily do promotion in order to attract large number of customers.

REFERENCES
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