Digital Marketing Analysis: Netflix's Content Strategy and Data Usage

This report provides an overview of Netflix's digital marketing strategies, differentiating them from traditional marketing approaches. It explores customer touchpoints, highlighting Netflix's focus on customer needs and preferences through data analysis and A/B testing. The report details the omni-channel nature of Netflix's content delivery, ensuring a consistent experience across all platforms. It explains how Netflix analyzes data generated from its digital marketing activities to understand customer behavior, personalize content recommendations, and improve customer satisfaction. Furthermore, the report illustrates how data analysis helps Netflix map out its customer journey, refine its strategies, and enhance overall company performance. The conclusion reiterates the key differences between traditional and digital marketing and emphasizes the importance of data-driven decision-making in optimizing customer experience.

The Digital
Landscape- Netflix

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Differences between traditional and digital marketing................................................................3
Customers touch points and the Omni channel nature for journey of customers........................4
Usage of analyze data generated through digital marketing activities.........................................4
How analysis of data helps the marketers in mapping out their journey for improve company
performance and customer experience.........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital Marketing is a form of marketing which uses the online platforms and internet
based technology for promoting the products and services. Through digital marketing an
organization can bring their sites and advertisements more visible to their targeted audiences.
These can be done through activities like SEO’s, traffic monitoring, social media marketing and
etc (Chaffey and Smith, 2017). The concept of Digital Marketing is now get followed by every
organization as it provides many advantages like cost savings, more reach to customers, effective
building up of connection with followers at social media platform and so on. This report discuss
about digital marketing activities of Netflix. Netflix is an American media services which was
founded in the year 1997. It provides the viewers with variety of movies, TV shows,
documentaries and the like to their viewers. This report discusses about the traditional and digital
marketing used by Netflix. The customers touch points and the ways in which the company
analyses the data which is generated through Digital Marketing is also included in report.
MAIN BODY
Differences between traditional and digital marketing
Traditional marketing refers to the type of marketing in does not done at the online
platform. Whereas Digital marketing is the type of marketing in which an organization
performs the marketing by utilizing the online platforms and internet technology (Chester and
Montgomery, 2017). Netflix performed the marketing using both these types in the following
ways:
Basis Traditional Marketing Digital Marketing
Platform of marketing  The Netflix performed
marketing activity by giving a
full page ad in the
newspapers about the shows
and series which they are
streaming upon their media
players.
 The company also gives
sponsorship to various events
like The Alumni Society’s
Catalyst event, Joke fest,
PRS, Mayor Kline’s Fun Fair
event and much more.
 Initially when Netflix
was new in the market
they performed their
marketing activity by
sending the email to
people educating about
the services and
benefits offered by the
Company.
 The other activities in
Digital marketing done
by company include
various campaigns,
posts at social media
platforms, tolls and
questioners, analyzing
the traffic, make the
best use of SEO’s,
displaying various

online ads at various
sites like You tube.
Customers touch points and the Omni channel nature for journey of customers
Netflix focus upon the customer needs and choices. They have planned to earn growth by
providing the Medias which customers or audiences want to see. They very keenly observe the
categories in which are preferred by the customers and try to focus upon such medias. Company
being customer centric totally put is energy and strategies upon the ways in which they can
satisfy their audience. They plan their strategies in such a way that customer must feel delightful
the moment it comes in contact or interact with the Netflix medias. Netflix in a particular year
conducts around 250 A/B tests in which they monitor the customer behavior. They gather the
data and try to analyze it so that they can know about the customer preferences so that they can
stand upon the same. From these tests only the company has decided to stream little to no friction
movies to the audiences as such movies are in more trends among audiences (Girchenko and
Kossmann, 2017). Therefore Netflix customers touch points is through providing the media
which are in demand or preferred by them.
Omni Channel nature in Netflix means that they provide the same Medias to all their
customers irrespective to their country, religions or language. The company provides the same
movies, shows and all media to everyone. They bring all kind of media at a single platform so
that they can widen their customer experience. This strategy has worked so well for as far.
Netflix has tries to put the media from all type or genre so that they can easily personalize the
preferences of audience.
Usage of analyze data generated through digital marketing activities
Data analyzing refers to the process in which the information which has been gathered
through digital marketing gets organized and process in such a way that meaningful information
gets from them. Through the data collected by the company, the following usages are done:
Analyzing the traffic: The company can analyze the direction for traffic where majorly of the
audiences are heading. By knowing the directions about the audiences their preferences and
choices can be ascertain.
Satisfying the audience: Through the data collected from digital marketing activities, the
Netflix presents the media which their customers would like to see. This helps the company in
focusing more upon the customers and their choices. This will also results in increase in the sales
of Netflix as they are providing what the customers are looking for. The company knows very
well that they can only attain success through making their customer experience good and
satisfying so their all the activities and planning are done in a view that how they can increase
their customers experience and demands.

How analysis of data helps the marketers in mapping out their journey for improve company
performance and customer experience
They say it’s all about the data and information. The data collected can help the company
in knowing about the direction where the trends are heading and about how successful a
company’s strategies are. Through the data the company can know about the reactions of various
elements like customers, employees, market and so on. By gathering this information the
company gets the feedbacks and the areas where they need to put their focus more and the areas
where they can grab the opportunity for success and growth. These data shows the true mirror to
the company’s strategies and planning (Kannan, 2017). And when they gets to know about
reviews, feedbacks and actual performance they can form their strategies and future plans
accordingly. This will help the company in bringing an increase in their performance by focusing
upon customer centric policy.
CONCLUSION
From the report presented above, the difference between traditional and digital marketing
has been mentioned. The traditional marketing is that type of marketing in which the
organization does not include any online activity. Whereas digital marketing includes the usage
of internet and online platforms. The data which are gathered through digital marketing can be
used for various purposes like knowing about the preferences and choices about the audience,
satisfying the customers, knowing about the feedbacks and reviews so that performance can be
improve and much more.

REFERENCES
Books and Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chester, J. and Montgomery, K. C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review. 6(4). pp.1-20.
Girchenko, T. and Kossmann, R., 2017. Implementation and development of digital marketing in
modern banking business.European Cooperation. 12(19). pp.68-85.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.