Internet Marketing: Role, Benefits, and Challenges for Netflix

This report provides a comprehensive overview of internet marketing, exploring its role in modern marketing, with a specific focus on Netflix. It examines how organizations utilize internet marketing, detailing the benefits for both customers and businesses, including price transparency, product information, data collection, and opportunities for growth. The report also analyzes how internet marketing has enhanced business efficiency and success, using Brakes Group as an example. Furthermore, it addresses the challenges of globalization in the context of internet marketing, such as payment security, meeting customer expectations, and competition. The conclusion emphasizes the significance of internet marketing in the contemporary business landscape and its impact on organizational strategies.

Internet
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Role of internet marketing has within modern marketing.................................................1
P2 How organisation use internet marketing..........................................................................2
TASK 2............................................................................................................................................3
P3 The benefits to customers of business using internet marketing.......................................3
TASK 3............................................................................................................................................4
P4 Different benefits and opportunities to business of internet marketing............................4
P5 How internet marketing has made business more effective and successful......................5
TASK 4............................................................................................................................................5
P6 Challenges of globalisation facing business when using internet....................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
.........................................................................................................................................................7

INTRODUCTION
Internet marketing is a growing business mainly because more and more people use the
internet every day. Present report contain the relevant information of internet marketing of
Netflix like, what are the role of internet marketing and how the organisation use this marketing
(Berisha-Namani, 2013). What are the benefits to customers of business using internet
marketing, various benefits and opportunities to business and how internet marketing has made a
business more efficient, effective and successful. What are the challenges of globalisation facing
a organisation when using the internet as a marketing tool and how it affect the organisation.
TASK 1
P1 Role of internet marketing has within modern marketing
There are different types of role of the internet marketing within the modern markeing.
The role are as follows: Web Advertising: Marketing is one of the vehicles businesses use to attract customers.
The Internet provides a platform to place advertisements with the potential to reach
millions of consumers around the world. Several advertising options are available on the
Web. The Web as a Sales Channel: The Internet also gives retailers an additional channel to
sell products. Thirty years ago, a retail store without a physical store front was all but
unheard of. This lets Netflix sell more products without the cost of having to rent out and
stock additional retail floor space. The ability to sell goods without the cost of a physical
store front is especially helpful for entrepreneurs who want to keep start-up costs low. Market Research: Gathering information about the preferences and habits of consumers
is an essential part of marketing. If organisation don't know what your customers want,
how much they are willing to pay for products, and who are competitors, it is difficult to
offer the right product to the marketplace (Chen, Fay and Wang, 2011). The Internet can
be used to gather consumer data through Web-based surveys, email surveys and online
tools that let you track user activities and preferences.
 Communication and Customer Service: Building a base of loyal customers that come
back and buy products repeatedly is essential to creating a successful small business. The
Internet can help companies improve customer service by giving customers an additional
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channel of communication that is available at all hours of the day. In addition, the Web
lets businesses distribute important consumer information such as product manuals,
guides and answers to frequently asked questions. This can help customers make
informed decisions about their purchases (Guzzo and et. al., 2012).
P2 How organisation use internet marketing
There are three area in which company will use internet marketing in the company. They
are as follows:
 Advertise, promotion create a grater awareness of mediareach and information sharing of
their products to increase sales now with help of Instagram, Facebook and twitter.
 Carry out cost effective research from feedback and relationship building opportunities
that it offers businesses that how they need to expand its range of goods and services.
 Mass customisation and personalisation of key products in their range e.g. mediareach.
There are different points in which company is considering for internet marketing. The
points are as follows:
 Advertise their last minute promotion, prices and deals.
 Identify new markets and reach wider distant markets.
 Create opportunities to customise their internet products to their new audience.
 Extend their online product range (Hollensen, 2015).
 Increase their marketing attention- developing further their one to one relationships.
 Increase the product information to their customers video clips, online training guides,
tutorials, how to manuals etc.
 Develop the mix of online and offline activities forcing shop users to go online to claim
deals and online customers to visit the shop to collect products.
 Develop cost effective information gathering methods so they can understand their
customers better and target them more effectively.
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TASK 2
P3 The benefits to customers of business using internet marketing
When it comes to internet marketing the customers are also having benefits. The
technique is growing fast and customers and getting more and more familiar by using internet.
The benefits which customers have are : Price transparency: By price transparency we mean the customers easily can check the
prices between products and services of organizations (Jain, Ahuja and Medury, 2012).
If business customers look at the website of Netflix Customers can choose their product
and all kind of organization than pop up with different prices and with the best reviews of
customers. Product information: Internet marketing is providing customers a lot of information
about the products and also compare the features of the products. The product details are
mostly: Price, Description features, Colours, Images, Drawings. Dynamic pricing: Customers can have advantages and disadvantages of dynamic pricing.
When there are many products in stock and the businesses doesn’t sell well, prices will be
of influence of that and will go down. When there is much demand to the product and
there are not many products in stock the price will go up. Responsive transactions: Internet marketing is providing customers the immediate
satisfaction feeling they bought a product.
 Customers service: The internet marketing helps businesses to give better services. They
can use the FAQ forms and can see how they can contact the business. If customers have
a complaint they also can send an e-mail by special forms, which is handy to the business
because than they can category those complaints (Juon, Greiling and Buerkle, 2011).
When the customers send an e-mail some businesses send an e-mail directly back they
will answer the complain in 48 hours. Some businesses are also offering chats to
customers they can ask their questions to each other but also can talk about the products
the business is delivering.
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TASK 3
P4 Different benefits and opportunities to business of internet marketing
There are different type of benefits of internet marketing for business. They are as
follows: Data Collection: Every time a customer transacts with the company online, that
transaction is captured (Peter and Donnelly, 2011). The firm can use this data in a
number of ways. Firstly information can be analysed to find out most popular
products/services sold. Secondly the data can be used to assist in segmenting their
customers, profiling them and sending customers promotional material based on past
buying habits. Personalisation of the Web Experience: When customers log into their accounts
businesses can make their web experience almost unique. Personalisation allows the firm
to form stronger bonds online with customers and form long term online relationships
ensuring customers come back regularly.
 Competitor Analysis: The internet allows businesses to analyse their competitor’s online
strategy. A firm can keep abreast of new products that are released, react to price
changes, or use the internet to discover secondary data on their competitors.
Opportunities to business of internet marketing: Cheaper: Online business is cheaper therefore it saves money to businesses. They do not
have to spend huge amount of money to rent or buy physical stores. Offer Convenience: Businesses like Netflix have organised their website in such away
that people can find the product really easily this is the reason why online businesses are
more efficient because unlike physical stores they do not have to go around with
customers to find a particular product (Shaw and et. al., 2012).
 Growth Opportunity: Online businesses provide all the products to it's customers that can
be purchased from physical stores. As it is easier to shop online than visiting the stores
most people prefer shopping online which helps businesses like Netflix as their growth
opportunity goes up and their profits begin to rise.
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P5 How internet marketing has made business more effective and successful
Brakes group has been using internet marketing concept in their business for last two
decades which is getting more popularity day by day by giving more efficiency and effectiveness
resulting in successful business activities ( Soomro and et. al., 2012). Here are presenting
how internet marketing has made Brakes Group more efficient, effective and successful which
are following: Efficiency in supply chain: Supply chain relationship starts from buying raw materials
from the suppliers and ends through selling the finished goods made from the raw
materials to the ultimate consumers. Internet marketing makes this relationship more
effective for Netflix by giving some extra benefits such as quick communication,
bargaining power, competitive advantages etc. As a result the organization can run its
daily activities more successfully. Sales efficiency: Internet marketing helps the organization increase the volume of sales
by promoting their products more effectively. The organization can promote their
products through which covers maximum customer coverage. They get more orders from
the potential customers increase their sales efficiently. Effective cost control: Internet marketing also helps the company control the fixed and
variable costs in different levels by removing the intervention of the middlemen. The
company can deliver the products directly to ultimate consumers with lower costs
resulting in lower price and more customer satisfaction.
TASK 4
P6 Challenges of globalisation facing business when using internet
There are different types of challenges which is facing by the business when the business
use the internet as a tool (Tiago and Veríssimo, 2014). The challenges are as follows: Payment Security: The internet offers the chance to use a direct channel of supply to
customers this process is known as disintermediation and is the tendency in order to cut
out the middle man. Customers are often concerned about purchasing products from the
internet customers and often have stories of hacking and scammers and therefore
reluctant to give credit or debit card details online it is a organisations responsibility to
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inform customers how payments are taken and to reassure potential customers that it is
safe purchasing products online with that business. Meeting Customer Expectation: The internet continues to expand customer expectations
and this is a challenge to all online businesses. The 24/7 availability and convenience of
the internet has been reinforced with increased personalisation and price transparency.
More importantly customers are starting to expect higher levels of reliability,
responsiveness, convenience and speed in terms of the time taken in visiting the website
and delivery of items once the order has been placed (Yannopoulos, 2011). The Challenges of Delivering: The internet continuously increases the customer
expectations due to customers starting to expect higher levels of reliability,
responsiveness, convenience and speed in terms of both the time taken in visiting the site
and in the delivery times once the order is placed Netflix. Competition – Dynamic Pricing: Competition is mainly about customers having trust in
the business and the business’s capability in competing with their main rivals such as
Asda competition aim is to become the number one retail organisation in ranking, also in
a process of competing with other organisation.
 24-Hours Service Online: A website is available 24 hours a day, seven days a week, and
365 days a year. For businesses that offer a service this offer many advantages as
customers with internet access can use the service anytime, anywhere.
CONCLUSION
In this report it has been concluded that the internet marketing is playing an important
role inn modern time. It has been identified that how the role of internet marketing is effective
for the organisation and how the organisation use internet marketing for their growth. The
internet marketing provides different types of benefits to the business customer and which type
of opportunities of internet marketing which are provides for the business and benefits of internet
marketing to the business. The challenges of globalisation using business when the business use
internet and it can influence the organisation. So, the internet marketing is the popular and
effective internet marketing for businesses.
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REFERENCES
Books and Journal
Berisha-Namani, M., 2013. Information technology, internet, and marketing. International
Journal of Electronic Commerce Studies. 4(1). p.103.
Chen, Y., Fay, S. and Wang, Q., 2011. The role of marketing in social media: How online
consumer reviews evolve. Journal of Interactive Marketing. 25(2). pp.85-94.
Guzzo, T. and et. al., 2012, September. Evolution of marketing strategies: from internet
marketing to m-marketing. In OTM Confederated International Conferences" On the
Move to Meaningful Internet Systems" (pp. 627-636). Springer Berlin Heidelberg.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jain, N., Ahuja, V. and Medury, Y., 2012. Internet marketing and consumers online:
Identification of website attributes catering to specific consumer intents in a digital
paradigm. International Journal of Online Marketing (IJOM). 2(3). pp.70-82.
Juon, C., Greiling, D.A. and Buerkle, C., 2011. Internet Marketing, Start-to-finish. Que
Publishing.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Shaw, M. and et. al., 2012. Handbook on electronic commerce. Springer Science & Business
Media.
Soomro, Y. and et. al., 2012. Significance of Internet Marketing in Promoting Consumer Goods
in Subcontinent.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Yannopoulos, P., 2011. Impact of the Internet on marketing strategy formulation. International
Journal of Business and Social Science. 2(18).
Online
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