Comprehensive Report on Netflix Marketing Strategies and Data Analysis

This report examines the marketing strategies employed by Netflix, a leading provider of streaming services. It begins by differentiating between traditional and digital marketing methods, illustrating their application through Netflix's practices. The report then delves into customer touchpoints and the omnichannel nature of the subscriber journey, highlighting how Netflix maximizes its customer interactions. Furthermore, it explores the use of data analysis in digital marketing activities, detailing how Netflix gathers and analyzes data to understand market trends, customer needs, and preferences. The report concludes by explaining how this data analysis enables marketers to map the customer journey, thereby improving both company performance and customer experience. The analysis includes references to relevant academic literature and provides insights into Netflix's successful marketing approaches.

Report

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Difference between traditional and digital marketing with examples from Netflix................1
2. Explanation of customer touch points and omnichannel nature of the customer journey of
Netflix subscribers.......................................................................................................................2
3. Explanation of the use of analysis of data that is generated through digital marketing
activities by Netflix......................................................................................................................2
4. Explanation of how analysis of data enables marketers to map this journey so that company
performance and customer experience should be improves .......................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing can be defined as a tool of promoting the goods and services that a firm sale
(Algharabat, 2017). If it is correctly used it can help in the growth and profitability of the
company. In this report there is a description about a firm named Netflix which provides shows,
movies, series, etc. with a cost of subscription. This report covers topics such as differentiation
between traditional and digital marketing, omnichannel and customer touchpoints. Further a
discussion about analysis of data has been done.
MAIN BODY
1. Difference between traditional and digital marketing with examples from Netflix
Marketing- It is the process by which a firm promotes its product and services through
various mediums so that it can reach maximum number of people. Difference between traditional
and digital marketing with reference to Netflix is explained briefly below-
Traditional marketing Digital marketing
 As the name suggests it is the method
of marketing which is traditionally used
by companies to promote their goods
and services (Bruhn and Schnebelen,
2017). They are old, tried, and tested
methods that can reach customers
without using internet. Netflix uses
traditional methods of marketing earlier
to promote which include newspaper,
radio, posters, postal cards, journals,
etc.
 It is very useful in attracting local
people as it reaches customers that are
present locally. Netflix used this
method a lot in its starting days so that
a pool of people would be interested in
 It is a form of marketing which can
reach a huge number of people within a
short period of time. It is commonly
used by firms nowadays because of its
advantages. Netflix uses digital
marketing to a larger extent now as
compared to earlier so that it can reach
everywhere in the world. It includes
social media platforms, emails, etc.
 It is very common method of marketing
because companies are keen to reach
people all over the world within no
time and this method gives an
opportunity to do so. Netflix uses this
marketing method nowadays because it
already established the market value it
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buying their services.
 It is very expensive because the cost
that comes with it but it is much
reliable than others. Netflix used this
method in starting a lot due to its
reliability factor.
needed locally and since it wants to
expand its business world wide, this
method is pretty useful for it.
 It is not a much expensive method of
marketing as compared to the reach it
gives to a business but sometimes it
becomes a lot unrealistic. Netflix uses
this method of marketing presently
because of the mass reach that it get
from this method.
2. Explanation of customer touch points and omnichannel nature of the customer journey of
Netflix subscribers
Customer touchpoints can be described as the different points at which a customer
contacts the firm, starting from seeing the product till after sales services all comes in it. It is
very important for a business to have a maximum number of touchpoints with people so that it
can be beneficial for the growth of the company. Netflix uses various tools that helps in
maximizing its reach to the customers which helps in increased touchpoints and thus helping it in
increasing the size of market share that it has captured (Floren, Rasul and Gani, 2019).
Omnichannel is defined as a multichannel tool through which sales can be maximized by
providing a better experience of shopping to the customers so that it is convenient for that
person. Netflix provides on the spot subscription of its services to the willing person so that
hassle free services would be provided to the customer which directly benefits the firm in a
positive way (Jarek and Mazurek, 2019).
3. Explanation of the use of analysis of data that is generated through digital marketing activities
by Netflix
Netflix uses analysis of data that is generated through digital marketing very carefully
and precisely which helped it to grow and perform exceptionally well. It gathers data that is
generated and then a specialised team of research and analysis wing uses this data to analyse the
market environment and the customer needs and requirements and the result is again briefly
discussed so that the necessary changes and rectification could be done in the services that would
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make it a far better firm than it is now (Lamberton and Stephen, 2016). It analyse data privately
and very securely so that other firms would not take advantage of the loop holes that the firm
possess. It also employs a team of experts in that region so that every aspect should be touched
without any mistakes.
4. Explanation of how analysis of data enables marketers to map this journey so that company
performance and customer experience should be improves
Analysis of data helps marketer to map customer journey so that Netflix could improve
company's performance and the experience of the customers. The firm uses this data to see the
current demand of the market as well as see the market situation and the needs, demands,and
requirements of customers are also kept in mind. Location, IP address, etc. are the tools that are
used to identify the pattern of a specific location and the requirements of people of that location,
after that Netflix takes decision in accordance with the results that it got from that analysis of
data. Rigorous transformation is done of the services that are been given currently so that the
best could be provided to the customer which directly helps in the working of the firm (Park,
2020). Marketers design the rectification process keeping in mind the geographical location and
also the demand of the customers and thus providing the best experience to the customers which
will attract many other new people towards the firm which will increase its growth and
profitability in the long run.
CONCLUSION
From the above it can be concluded that marketing is a process where goods and services
that are produces by a firm is promoted through various channels. Two types of marketing that is
traditional and digital, omni channel and touchpoints of customers has been discussed above.
Apart from that various aspects of data analysis have also been done.
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REFERENCES
Books and journals
Algharabat, R. S., 2017. Linking social media marketing activities with brand love. Kybernetes.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing.
Floren, J., Rasul, T. and Gani, A., 2019. Islamic marketing and consumer behaviour: a systematic
literature review. Journal of Islamic Marketing.
Jarek, K. and Mazurek, G., 2019. MARKETING AND ARTIFICIAL INTELLIGENCE. Central
European Business Review. 8(2).
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
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