Marketing Report: Netflix's Digital and Traditional Strategies

This report provides a comprehensive analysis of Netflix's marketing strategies, examining both traditional and digital approaches. The report begins with an introduction to Netflix, highlighting its growth and success in the online streaming market. It then delves into a comparison of traditional and digital marketing methods, focusing on price, product, place, and promotion. The main body explores the omnichannel customer journey, identifying key touchpoints and interactions. Furthermore, the report analyzes the data derived from digital marketing activities, including identity, behavioral, descriptive, and qualitative data. The report concludes that for achieving greater success at all customer touch points companies must emphasis on both online as well as offline methods. The report emphasizes the importance of data analysis in understanding consumer preferences and improving customer interactions. References from academic journals and books are also included.

ASSESSMENT - REPORT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Traditional Vs digital...................................................................................................................3
Omni channel customer journey and touch points......................................................................4
Data analysis from activities related to digital marketing...........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is a component which is consuming internet and online digital
technologies to promote products and services online. Netflix was founded by Reed Hastings and
Marc Randolph in California in 1997 and as of 2020 the company is having 193 million
subscribers who are paying for the services of the organization. Netflix is not affected must with
the global issues since they are giving their services online. The report is going to consist of
traditional and digital methods which are being used by organization to be able to reach out to
the customers so that the experience and satisfaction of the customers can increase. The
behaviour of the customers is changing and that has to be matched by the company which is
important for the reputation and standard which Netflix has set for them in the market.
MAIN BODY
Traditional Vs digital
 Price
There are a lot of plans which are present for the customers to enjoy this and there are free
trails as well which are provided to the customers so that they are aware of the services which
they are paying for. There plan range from $7 to $12 which is present and this is on
psychological pricing as well so that the customers are going to get attracted (Kuazaqui and
Lisboa, 2019). There are additional benefits which are provided to the premium customers of the
organization and there is a good period which they would be paying for which is making the
organization have higher performance.
 Product
Streaming online media and entertainment business in the world is Netflix which started as
DVD rental business. There are no commercials on this site while the customers is seeing the
movies or enjoying themselves on this website. Anytime of the year the customer can subscribe
themselves on this for membership and there are three levels which are basic plan, standard plan

and premium plan which are present. There are Netflix original episodes and other movies as
well which are there so that the customers can get attracted.
 Place
The products are on spot for the customers and are present everywhere where the customers
are going. The business is online which is present on smart phones, smart TV, etc where there is
an access of internet (Van Looy, 2018). The distribution of DVD has stopped which is good for
the customers as well because they are getting more options and varieties online which can make
the delivery easier.
 Promotions
The company is using all media channels to promote themselves in the market and there is
also free trail which is a very good factor for the company to get in more customers. There are
large billboards which are used by movies and other series which are being launched and Netflix
is also mentioned in them which are another method for the organization to promote themselves.
Awareness in the market is huge for the products and services which are present in the market
and the customers will have to promote so that they can attract more customers.
Omni channel customer journey and touch points
It includes different interactions points through which consumer interact with the
organisation in entire purchasing or customer life cycle. With Omni channel approach customers
have seamless experience at each and every touch point. The various phases of customer journey
are awareness of product or organisation, consideration for purchasing, actual buying, retention
towards brand and advocacy (Laverie, Humphrey and Bolton, 2018). Netflix ensures that its
customers get best experience at all these points. For instance in order to create awareness
Netflix not only promote on its websites or application but also on popular social media
platforms or other popular channel network so that people can know about its services. For
motivating customers to make purchase organisation uses descriptive data and measures like
discount offers and other service attributes related to product. To retain customers for long term
Netflix also give priority to the feedback of customers along with the service up gradation with
innovative services. The emphasis at each of the touch points keeps a strong and positive
impression on customers so that they can make regular and repetitive purchasing decision. For

gaining competitive advantage it is vital for companies like Netflix to provide excellent services
at every touch point otherwise customer may not be retained for long term. Competitors such as
Disney also use this type of techniques to remaining in competition.
Data analysis from activities related to digital marketing
Digital activities of Netflix also aim to anlayse various data obtained through customer
interaction. This data is mainly of four types such as identity data (name, address and personal
details), behavioural data (pages liked or clicked, emails), descriptive data (life style and career)
and qualitative data (opinion and motivation). This type of data helps organisation to improve
various touch points of customer interaction. For instance, on the basis of qualitative data
organisation introduces discount offers or other loyalty schemes which encourage customer to
make purchasing decision. The likes and dislikes of the company also help other streaming
companies to predict the choice and interest of consumers and to provide content which seems
interesting to target audience (Berman and Thelen, 2018). From pricing strategy to product type
the decision of the customers is greatly influenced by the motivation factor and life style of the
individual. Thus with digital marketing Netflix analyses these data to predict the preference of
the consumers. It enhances the possibilities of the customer to have more interaction or decision
making throughout the customer journey.
CONCLUSION
From the above analysis it can be concluded that digital marketing technologies are
rapidly gaining popularity among organisations. Thus for achieving greater success at all
customer touch points companies must emphasis on both online as well as offline methods.
There is significant difference between traditional and digital marketing approaches but for better
competitive advantage it is required that organisations must adopt and priorities both of these
approaches as per customer demands and journey needs. It can also be concluded that for better
understanding of consumers marketing data analysis must be performed with utmost care and
concern.

REFERENCES
Books and Journals
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Kuazaqui, E. and Lisboa, T.C., 2019. Marketing: The Evolution of Digital Marketing. Archives
of Business Research. 7(9). pp.89-96.
Laverie, D., Humphrey, W.H. and Bolton, D.E., 2018, May. Integrating customer journey
mapping and integrated marketing communications for omnichannel and digital
marketing education: An abstract. In Academy of Marketing Science Annual
Conference (pp. 205-206). Springer, Cham.
Van Looy, A., 2018, September. On the synergies between business process management and
digital innovation. In International Conference on Business Process Management (pp.
359-375). Springer, Cham.