Report: Digital Marketing Strategies and Subscriber Journey at Netflix

This report analyzes the digital marketing strategies of Netflix, comparing traditional and digital approaches. It examines the evolution of the subscriber journey, from DVDs to online streaming, and highlights the importance of customer engagement and personalization. The report details how N...Read More

Digital Marketing

Table of Contents
Introduction .....................................................................................................................................1
Difference between traditional and digital marketing ................................................................1
The journey of Netflix subscribers .............................................................................................1
Analysation of data generation through digital marketing .........................................................2
Analysis of data enables the marketers to improve the company performance through mapping
this journey of transformation in Netflix....................................................................................2
Conclusion ......................................................................................................................................3
References .......................................................................................................................................4

Introduction
Netflix, Inc. is an American technology and a production company of 1997 by Reed
Hastings and Marc Randolph. It has a headquartered in California, United States. This report
includes differences between traditional and digital marketing in terms of Netflix, the journey of
Netflix subscribers on the basis of transformation they receive (Miklosik and et. al., 2019). In
addition to this, there is a brief information about how analysation of data generated through
digital marketing and it enables in improving the customers efficiency through mapping the
journey of transformation in Netflix.
Difference between traditional and digital marketing
Digital marketing refers to that kind of marketing which includes on social media,
websites and on digital media for a marketing of product and services. Traditional marketing
refers to marketing which includes billboards, newspapers, magazine and many others. The
major difference between traditional and digital marketing is the medium through which the
audience is encountering the marketing (Isa and et. al., 2018).
Nowadays digital marketing gives the major efficiency and modern technology in the
society. In 1997, Netflix used DVDs to receive more subscription at the beginning but now it has
been suggested that from 2014 Netflix has their own websites and streaming video which gain a
genuine popularity across the world. Even due to Covid 19 pandemic, where theatres are closed,
Netflix is receiving the best success and advantage of it. One of the major changes that has been
made by Netflix is the use of social media and mobile app formation to make the convenience
for people to achieve growth and success for a longer duration of time.
The journey of Netflix subscribers
Netflix subscribers receive the best journey from traditional marketing towards the digital
marketing (Khan and Islam, 2017). They officially moved from DVD to the online steaming of
videos. To keep the customers attracted and attached, Netflix majorly focuses on their offers for
the customers. Technological development paid attention to the Netflix. This technology always
make sure that to provide up gradation and varieties on video streaming on Netflix. Some of the
touchpoints and the omni nature of the customer in Netflix include successfully changing of
technologies and changing requirements of their customers. Another touch point include
emotional connection that allow the subscribers for longer duration of time. It has been also
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suggested that the company uses big data to simply analyse the behaviour of various user and
their subscribers so that Netflix will be able to resolve their query and uses successful filters
according to the behaviour of customers.
Analysation of data generation through digital marketing
Analysing the digital marketing on the basis of data generation in Netflix suggested that
Netflix are successfully targeting the customers with the help of advance technology. Netflix
uses data which is generated by the subscribers in number of ways. This generating data by
Netflix can make sure that they remain understand the pattern of buying behaviour. Another use
suggested that Netflix can initiate with different web series and movies on regular basis so that
customers will attract towards it. Regular check on diversification of web series and movies will
enable the subscribers to remain engage in this activities and achieve profit. There is an option
available for the subscribers which suggest that a single user can played any video for more than
once (Marrazzo, 2016).
In order to keep their subscribers remain stay for longer duration of time, the major aim is
to provide personalisation. The data which have been generating from the digital media aims in
providing personalised experience. Genres and sub-genres with various customers might be
come through browsing. It is necessary for Netflix to get to know their consumers well, so that
they can build a thriving business from more and more subscribers. Recommendation systems
have been taken into the consideration to issue the major content streamed on the Netflix. The
contents and information helps the Netflix to decide the launching date and time of movies and
web series. New contents and diversification helps the Netflix to increase their customers and
gain profit.
Analysis of data enables the marketers to improve the company performance through
mapping this journey of transformation in Netflix
In order to mapping the transformation in Netflix, the technology is seems out to be the
effecting and significant in term of data availability. Increasing the benefits helps the customers
to reach out the success and gain profits in the organisation. Netflix consists of the process in
which mapping journey is created and interested with the brand. Netflix was founded in 1997 by
Reed Hastings then in the year 2007, company has started its online video streaming which
seems out to be the major transformation and the customer mapping journey. In 2010, Netflix
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started their business to expand globally. In 2013, Netflix develop profile services of every
individual customer to have data of every single user (Dias and Navarro, 2018).
To increase the satisfaction of customers and ensure success of the company, Netflix uses
availability of data in order to make sure that this technology allow the customers to easily
access from their personal mobile or laptops. Smart content and diversification enables the users
to pay for high subscription packs available for users and provide unlimited data, time and
availability. All these were effectively helping Netflix to increase the consumer satisfaction.
Conclusion
The above discussion concludes that there is a huge importance of digital marketing or in
other words it can be said that have a digital technology in today's world are all symbolizes as
standard of living. Netflix is one of the top digital technology which has more that 12 billion
users and 700+ streaming videos. Netflix uses diversification so that every user receive the best
out of it. Companies require to essentially focus on customer mapping in order to enhance their
journey and retain them for a longer period of time.
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References
Books and Journal
Dias, M. and Navarro, R., 2018. Is Netflix Dominating Brazil. International Journal of Business
and Management Review, 6(1), pp.19-32.
Marrazzo, F., 2016. Effetto Netflix: Il nuovo paradigma televisivio. EGEA spa.
Isa and et. al., 2018. Netflix and Dilemma of Content Regulation in Malaysia. International
Journal of Advanced Science and Technology, 28(16), pp.460-468.
Miklosik and et. al., 2019. Towards the adoption of machine learning-based analytical tools in
digital marketing. IEEE Access, 7, pp.85705-85718.
Khan, A. and Islam, M., 2017. The Impact of Digital Marketing on Increasing Customer Loyalty:
A Study on Dhaka City, Bangladesh. International Journal of Economics, Commerce
and Management, 5(4).
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