A Comparative Study of Netflix Marketing and Consumer Behavior
VerifiedAdded on 2023/01/05
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AI Summary
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.
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