Digital Marketing Strategies and Consumer Behavior: Netflix

This report provides an analysis of Netflix's digital marketing strategies, focusing on how the company uses digital channels to reach consumers. It begins by differentiating between traditional and digital marketing, highlighting the importance of social media, the internet, and search engines in today's marketing landscape. The report examines Netflix's consumer touchpoints, including social media, app interactions, and online advertising, and discusses the omni-channel nature of the customer journey. It evaluates the data generated by digital marketing activities, such as search engine optimization and social media data, and explains how data analysis enables Netflix to understand consumer behavior and improve customer experience. The report uses examples of Netflix's marketing tactics to illustrate its approach. The report also covers the role of data analysis in mapping the customer journey, forecasting consumer behavior, improving decision-making, and expanding market reach. In conclusion, the report emphasizes the importance of digital marketing in the current market and summarizes the key strategies and practices employed by Netflix.

The digital landscapes
Netflix
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Table of Contents
INTRODUCTION...........................................................................................................................3
Describing the difference between digital marketing and traditional marketing.........................3
Analysing consumer touch points and Omni- channel nature of the consumer's Journey..........4
Evaluates the data generated by digital marketing activities.......................................................4
Analysis of data enables marketers to map this journey to improve company performance and
improve the customer experience................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Digital Marketing is uses of the social media, mobile devices, internet, search engines as
well as other channels in order to reach consumers. It is considered as entirely new endeavor that
needs a new way in order to approaches new consumers as well as several ways of understanding
how consumers behave as comparing with traditional marketing.Present report focuses on
describing the difference between digital marketing and traditional marketing, as recycling of
waste, reusing of water, use of biodegradable, etc. hence, in this way they are protecting
environment (Lorenzo, 2017). Alongside, various practices are also implemented by them in it.
Analyzing consumer touch points and Omni- channel nature of the consumer's Journey,
Evaluates the data generated by digital marketing activities. Analysis of data enables marketers
to map this journey to improve company performance and improve the customer experience.
Task
Background of Netflix
Netflix video rental and media streaming entity founded within 1997 through American
Entrepreneurs Marc Randolph and Reed Hastings. Firm is also involved within creation of the
original programming. It headquarters are in Los Gatos, California. It was originally a rent by
mail DVD services that can be utilized a model called pay per rental model. Consumers browse
well as order the films as according to their needs on websites. Such as put an order and firm
would deliver at costumer’s door, after DVD had finished by renters they would post them back.
By 2005, Firms has around 36,000 different films titles available as well as shipped out around
more than 1 million DVDs per day. Firm has licensed as well as distributed various independent
films by a division known as Red Envelope Entertainment.
Describing the difference between digital marketing and traditional marketing
Earlier traditional Marketing is considered as bunch of the promotional methods using
channels such as television, newspaper, radio, magazines, flyers and many more. The history of
the traditional marketing highlights centuries back where individuals distributed pamphlets for
informational and commercial purposes. (Cunsolo, 2019) Within the modern world traditional
marketing focuses on the television culture, newspaper's popularization as well as overall growth
of the society. On the other hand, digital marketing is based on the use of the advanced online
technologies such as social media platform such as Facebook, YouTube, WhatsApp, Twitter,
Pinterest, Twitter, Instagram and many more, internet, worldwide-web, emails, Search Engines
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and many more. Example- For the success of the Netflix Company digital marketing plays a vital
role. It assists Netflix to observe the behaviour of the people consistently especially the needs
and requirements of the young generation. Promoting the products by different social media sites
is useful in attracting more people in wide areas and also generates value of services for
consumers. While on the other hand traditional marketing unable to reach large audiences
quickly and effectively.
Analysing consumer touch points and Omni- channel nature of the consumer's Journey
Consumer touch points are those touch points through which costumer comes in contact
with the brand from beginning to finish. One of easiest and significant way by which Netflix
connects with their consumers is known as the social media marketing such as Facebook,
YouTube, Twitter, Pinterest, Instagram and content marketing. Several touchpoints are App, sign
in, user name. Consumers from all over the world also reaches Netflix through advertisements or
finding business online or also by seeing ratings and reviews. In order to focuses on every aspect
of the consumer Netflix also created a set of algorithms. Omni- Channel consumer’s strategy
also focuses on key set of interactions over the various touch points that is between the company
and consumer throughout the life cycle of the consumers as well as point of scale (O’Donnelland
Huntington, 2020). The firms provide a seamless experience to the consumers as in Covid 19, the
personalized content for consumers is one of the prominent way through which the consumers
attract as well as gain in more number of subscribers towards Netflix as it is considered as one of
the key relevance to build the consumer base through providing them with services.
Evaluates the data generated by digital marketing activities.
The Netflix firms focuses on data generating by the help of the activities of the
marketing activities such as search engine optimization analytic, social media data, email
marketing, lead generation, social media data. Data analytic model implementation's is one of the
vital model that can be useful within discovering the consumer behaviour as well as buying
patterns. For example, data generated information is highly relevant and prominent within
recommending the movies, TV shows that are relied upon the preference of the consumers. By
the help of the digital marketing activities as well as data analytic model is useful within creation
of the users in detailed set of profiles. The capability as well as key prominent ability of the
Netflix firm is to generate data which is one of the vital reason behind firm's success (Alves,
2018).
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Analysis of data enables marketers to map this journey to improve company performance and
improve the customer experience.
In order to mapping Journey data analysis is considered as highly prominent as well as also
useful for the Netflix firm that can forecast consumer behavior, improves within decision making
Process all over the board as well as successful within predicting as well as determining the
return on investment. It aids the firm to understands the requirements as well as preference of the
consumers and also expands the new market territories. In order to evaluate the consumer's
behaviour Netflix uses the data analysis as well as implement data analytical so that easily
examine the buying patterns of the consumers (Jarek and Mazurek, 2019).
CONCLUSION
From the above it had been concluded that Digital Marketing use of the advanced online
technologies such as social media platform, Search Engines and many more. Report also focuses
on Consumer touch points such as Facebook, Twitter, Pinterest. Netflix also created focuses on
key set of interactions over the various touch points that is between the company and consumer
and improve the customer experience and understands the requirements as well as preference of
the consumers.
REFERENCES
Books and journals
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Alves, J.P.F.R., 2018. Netflix Inc.: equity valuation (Doctoral dissertation).
Cunsolo, M.E., 2019. Native advertising come soluzione all'intrusività del digital marketing: il
caso Netflix.
Jarek, K. and Mazurek, G., 2019. MARKETING AND ARTIFICIAL INTELLIGENCE. Central
European Business Review, 8(2).
Lorenzo, L., 2017. Targeting International Customers in Japanese E-commerce: A Web Content
Analysis of the Marketing Mix in Rakuten and Amazon. co. jp.
O’Donnell, R.H. and Huntington, H.E., 2020. Stranger things have happened: Digital marketing
lessons from the eggo–netflix collaboration. SAGE Publications: SAGE Business Cases
Originals.
Online
What is an omnichannel customer journey?. 2020. [ONLINE]. Available through<
https://www.genesys.com/en-sg/definitions/what-is-an-omnichannel-customer-journey>
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