E-marketing: Netflix Social Media Marketing Strategies Report

This report examines Netflix's e-marketing strategies, with a particular focus on social media marketing. It begins with an introduction to e-marketing and its importance in the modern business landscape. The report then analyzes the use of social media platforms, such as Twitter and Facebook, critic...Read More

E-marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Critically evaluating and justifying the use of social media platforms such as Twitter,
Facebook in marketing................................................................................................................3
TASK 2............................................................................................................................................4
Evaluating the extent to which social media platform is related to the modern marketing
concept.........................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
E-marketing implies for the online tools and techniques which are undertaken by the
business unit to develop awareness among the customers regarding the services offered by it.
The present report is based on Netflix which is the multinational entertainment company. In this,
report will highlight the significance of social media marketing tool in the field of marketing.
TASK 1
Critically evaluating and justifying the use of social media platforms such as Twitter, Facebook
in marketing
In the present era, each and every business unit is involved in social media marketing
with the motive to widen its reach. Moreover, now people spend their lots of time on social sites
such as Twitter, Facebook. Moreover, now each individual has smart phone and they spend huge
time on social sites in relation to sharing ideas, views as well as suggestions with others
(Chaffey, Smith and Smith, 2012). Hence, by creating attractive web page on social sites
regarding serial and films Netlflix can enhance the interest level of people. The main reasons
behind this attractive images and comments grab the attention level of people to a great extent.
Social media theory provides deeper insight about the manner in which people,
organization and group interacts with each other. Hence, by using such theory Netflix can build
effectual framework and thereby would become able to widen its reach. Hence, by uploading
images of serials that is recently telecast by the firm awareness can be generated among the
people. In addition to this, social media tool enables Netflix to provide information to the twist
and drama of serials (Ryan, 2016). This in turn helps in generating the attention level of people
and attracts them to watch such serial or movie. Hence, by considering such aspect, it can be
stated that social media is the most effectual and cost effective tools which turn helps in
marketing the serials or films. Moreover, at initial level, Netflix has to spend both money and
time for the creation of attractive web page (Tiago and Veríssimo, 2014). Thereafter, by
continuously uploading the pictures on Facebook and Twitter can provide information to the
large number of people.

Along with this, viewers also make comments on the images which are uploaded by the
firm. Usually, viewers who like specific serial then they prefer to make comments on related
images. Along with this, viewers also share images of their favorite serials which can be seen by
his friends, family members and other people (5 Reasons Why Social Media Marketing Is
Important, 2017). In addition to this, Netflix can also develop awareness among the people by
sharing the link of famous songs and images of the related episodes. Thus, by taking into account
all the above mentioned aspects it can be stated that social media platform enables Netflix to
market services in an effectual way and at low cost. However, on the critical note, it can be
stated that people who dislike the specific serial and images then make negative comment on it
(Smith, 2011). This in turn negatively affects the brand image or market share of firm to the
significant level. Hence, the above presented aspects shows that social media is the best tool
which in turn helps in marketing the services more effectually.
TASK 2
Evaluating the extent to which social media platform is related to the modern marketing concept
There are several marketing theories which have been employed by the business
organization such as balance scorecard, marketing mix and SWOT analysis. Both such
techniques are high effectual which in turn assists Netflix in achieving success in the highly
strategic business environment. By conducting SWOT analysis business unit can easily identify
the manner through which it can grab the opportunities by using strength. Besides this, such
technique also helps company in overcoming the weaknesses on the basis strengths which are
identified. Along with this, in the present times, social media is one of the essential elements of
marketing mix which comes under the category of promotional aspect. Further, offering high
quality services and providing information to the customers is one of the main objectives of firm.
In this, balance scorecard technique enables firm to make suitable modification in the existing
framework according to the feedback provided by customers. This aspect shows that social
media platform is highly associated with the modern marketing concept to a great extent. From
assessment, it has been identified that social media platform is highly linked with modern
concept of marketing. Production, product, selling, marketing, consumer and societal marketing
etc are the main concepts that can be undertaken by Netflix for achieving the growth and

success. In accordance with the modern concepts of marketing now a day’s personnel place
emphasis on improving features and services regarding serial as well as films and lay focus on
increasing the number of viewers (Järvinen and et.al., 2012). In this, social media provides
Netflix with the platform to convey message to the audience which is associated with specific
serial or film. Along with this, it also enables service provider to deliver better services in
accordance with the feedback provided by viewers on the images uploaded by them. Moreover,
modern concept of marketing is not only related with the offering of services but also in this
marketers make focus on the improvement aspects.
Along with this, social media sites such as Facebook, Twitter etc provide assistance to
Netflix in relation to converting the potential customers in the new one. Moreover, when existing
viewers of serial regularly make comment on images then it also entices the mindset of potential
people to a great extent. Hence, by considering such aspect it can be stated that social media
platform ensures high conversion rate. It shows that such platform highly satisfies the aspects of
modern marketing (Chaffey, 2010). Moreover, according to the modern concept now companies
lay more emphasis on enhancing customer base with the motive to build and sustain competitive
edge over others. However, on the critical note, it can be presented that negative reviews in
relation to serial or film closely influence the brand image of film production. In addition to this,
now for the attainment of high profit margin Netflix is required to broadcast the serials and films
in accordance with the expectation level.
In this regard, social media is the tool which provides deeper insight to the firm about the
aspects which they like most regarding the serial or actor. In this way, by working on the
feedback provided by client Netflix can evolve satisfaction among the people or viewers. Hence,
social media tools help company in building long term relationship with the customers or
individuals (Stone and Woodcock, 2014). Moreover, when company more frequently upload the
images of serials or film then it may result into high level of recognition. In this way, by
employing the tool of social media Netflix can generate loyalty and thereby enjoy the desired
level of outcome or success. Hence, social media tools help company in enhancing customer
base, satisfaction, brand loyalty and recognition.

CONCLUSION
From the above report, it has been concluded that social media platform offers
opportunity to Netflix to advertise its serials and films at global level. Besides this, it can be
inferred that social media marketing tool is highly in line with the modern marketing concepts
and thereby leads organizational growth or success.

REFERENCES
Books and Journals
Chaffey, D., 2010. Applying organisational capability models to assess the maturity of digital-
marketing governance. Journal of Marketing Management,26(3-4), pp.187-196.
Chaffey, D., Smith, P. R. and Smith, P. R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Järvinen, J. and et.al., 2012. DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B
INDUSTRIAL SECTION. Marketing Management Journal. 22(2).
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Smith, K.T., 2011. Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing, 19(6), pp.489-499.
Stone, M. D. and Woodcock, N. D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence.Journal of Research in Interactive Marketing.
8(1), pp.4-17.
Tiago, M. T. P. M. B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?.Business Horizons. 57(6), pp.703-708.
Online
5 Reasons Why Social Media Marketing Is Important. 2017. Online. Available through: <
https://smallbusiness.yahoo.com/advisor/5-reasons-why-social-media-marketing-important-
172938196.html>. [Accessed on 16th March 2017].