A Comparative Study of Netflix Marketing and Consumer Behavior

This report provides an in-depth analysis of Netflix's marketing strategies, contrasting digital and traditional techniques. It examines the differences between marketing tools like television, radio, and social media, highlighting their impact on brand awareness. The report delves into Netflix's marketing mix, including product, price, place, and promotion strategies, using examples of customer touchpoints and the omnichannel buyer journey. It also explores the data gathered from digital marketing actions, such as basic, interactional, behavioral and attitudinal data, and how Netflix utilizes this information to retain customers and drive sales. The report concludes by emphasizing the effectiveness of digital marketing tools in promoting the Netflix brand and the importance of consumer touchpoints in increasing sales and profitability. References from academic journals and books are included to support the analysis.

Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Differences between digital and traditional marketing techniques and tools.........................3
Consumer touchpoints and omnichannel buyer journey........................................................4
Gathered data from digital marketing actions........................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Digital marketing is define by utilize of number of advanced digital channels and
strategies to connect with target market where they spend much of time; internet. This term
encompasses all advertising attempts that has been used an electronic tool. The current study will
be based on Netflix, which falls under list of leading media services providers in the world. It is
subscription based streaming service that permit subscriber to watch the latest movies, TV shows
and other things on internet connected device. In recent time, digital marketing is essential
because it help to reach enormous customers in a manner that is measurable and budget friendly.
The current study will explain differences between digital and traditional marketing tools, define
customer touch points and omnichannel consumer journey. Furthermore, it will clarify data from
digital marketing activities.
MAIN BODY
Differences between digital and traditional marketing techniques and tools
Television, Radio, magazines, newspaper and signage are the best examples of traditional
marketing tools, which are quite different from digital one including paid social media, websites
testing, video hosting and email marketing (Veronica, Silvia and Lavinia, 2018). It can be said
that, all traditional marketing techniques take too much time to build brand image in market,
while above digital techniques of promotion are effective and sufficient for brand awareness, as
it quickly and efficiently building market image of Netflix.
Marketing mix-
Product-
Netflix is leading online entertainment and streaming media venture in the whole world
(Burroughs, 2019). They provide chance to watch movies online after launch in theatres, by
developing own website organization give opportunity to watch new documentaries, latest TV
shows and all entertainment source. As compare to offline, people could not wait for long to
watch his or her favourite shows, which is great think.
Price-
Price of each Netflix services or products is sum amount that buyers is expected to give
in exchange of quality purchase. Subscribers of this website can watch all entertainment sources
without downloading them by only pay a monthly subscription and take plan begin from £5.99
each month with no additional contracts (Harvey, 2020). After a month duration, organization
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charges minimum cost in form of subscription which is less as compare to other entertainment
channels.
Place-
Netflix provide their services online instead of offline that is why everyone used it via
operated in laptop, mobile phones and computer (Pan and Wu, 2020). The overall venture is
conducted online, where subscriber enjoy unlimited fun and movies. The services of company
are available through smart phones, tablets, television etc. with net access. In recent time, people
can watch favourite movies, shows and other things online anytime and anywhere.
Promotion-
There are ranges of marketing and products promotional tools accessible in the world of
business that Netflix can use to generate brand awareness and advertise goods all over the world.
Organization makes utilize of Facebook, Instagram and Twitter as social media platforms, where
accessibility of millions customers is possible. Furthermore, Netflix also use commercial
billboard that is form of offline marketing mode.
Consumer touchpoints and omnichannel buyer journey
Customer touch points are Netflix business points of buyer contact, from beginning to
end (Aichner and Gruber, 2017). It is any time a potential client comes in contact with company
before, after and during they subscribe.
Consumer journey is final sum of experience that each person go through when
interacting with firm and its services. It can be consider as story about company understanding
for consumers, how they act, behave while visit official website and what firm can do to improve
it.
Omnichannel is multichannel method used to sales that seek to cater buyer with ultimate
shopping experience, when they are purchasing online from mobile or other electronic device or
in mortar & brick outlet (Larke, Kilgour and O’Connor, 2018). For example, Netflix provide
each subscriber align navigation across sources. Via their personal accounts, people can get
personalize mail based on shows they can watch online without making effort to download.
Customer’s services team, mobile, Netflix website, newspaper, social media channels and
other services are the touch point of consumers where they can gather a lot of data about chosen
brand services and products.
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All touch points help buyer come closer to company and its exiting offers that attention
of new consumers even better. Before subscribe Netflix, people conduct deep research and
collect more information about their plans.
Gathered data from digital marketing actions
Netflix attempt much to provide excellent services and products directly to consumers.
They use effective omnichannel buyer journey with appropriate data about buyer (Anshari and
et.al., 2019). There are different types of data can be generated when one consumer interact with
internet. It includes basic, interaction, behavioural and attitudinal data. Netflix and its marketing
department can use these data to retain consumers and drive new one towards purchase, which is
actually very important do to. Buyers data can be defined as key information chosen firm
subscriber cater while interacting with its range of entertainment plans via mobile application,
marketing campaigns, website, social media, surveys and other offline as well as online avenues.
The data about consumers needs and preferences can be gathered by company when buyer click
on advertisement, see and like pages and click on official website of Netflix for more info about
its offers. Through all these sources management collect data that would be use to identify
further behaviour and attitude of customers towards brand products.
Chosen enterprise use generated data effectively and successfully which is quite
beneficial for its business in term of increasing sales and revenue.
CONCLUSION
From above analysis it has been summarized that by using all digital marketing tools,
Netflix effectively promoted their business all over the world. Through touch points international
and national consumers came more near to organization, which is quite beneficial for firm in
term of increasing sales, profitability and productivity. It has been indentified that digital and
traditional marketing are different from each other, but useful for Netflix in term of generating
more brand awareness.
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REFERENCES
Book and Journals
Aichner, T. and Gruber, B., 2017. Managing customer touchpoints and customer satisfaction in
b2b mass customization: A case study. International journal of industrial engineering
and management. 8(3). pp.131-140.
Anshari, M and et.al., 2019. Customer relationship management and big data enabled:
Personalization & customization of services. Applied Computing and Informatics. 15(2).
pp.94-101.
Burroughs, B., 2019. House of Netflix: Streaming media and digital lore. Popular
Communication. 17(1). pp.1-17.
Harvey, S., 2020. Broadcasting in the Age of Netflix: When the Market is Master. A Companion
to Television. pp.105-128.
Holmlund, M and et.al., 2020. Customer experience management in the age of big data analytics:
A strategic framework. Journal of Business Research.
Larke, R., Kilgour, M. and O’Connor, H., 2018. Build touchpoints and they will come:
transitioning to omnichannel retailing. International Journal of Physical Distribution &
Logistics Management.
Pan, Y. and Wu, D., 2020. A novel recommendation model for online-to-offline service based on
the customer network and service location. Journal of Management Information
Systems. 37(2). pp.563-593.
Veronica, P., Silvia, M. and Lavinia, P.A., 2018. Traditional versus online marketing for B2B
organizations: Where the line blurs. Ovidius University Annals, Economic Sciences
Series. 18(1). pp.382-387.
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