Differences between Traditional and Digital Marketing: Examples from Netflix

About Netflix

Netflix, a subscription-based online movie rental service was founded in 1997 by Reed Hastings. Netflix is an internet portal through which subscribers can rent movies in DVD format and then have these DVD’s delivered to them directly to their homes. Originally Netflix was based in the United States of America and it utilised the U.S. Postal service to deliver DVDs to its subscribers. By the end of 2006, Netflix had a total of 44 distribution centres across the United States which made it easier and faster to deliver its DVDs to a large number of its subscribers (Rothaermel, 2012).

Netflix was one of the first businesses to see the potential of streaming technology and began to transition to a subscription video-on-demand model in 2007. Since this transition, annual revenue has grown from 1.36 billion to around 15.8 billion in just ten years. The number of Netflix subscribers has followed a similar trend, growing from less than 22 million in 2011 to nearly 150 million in 2019. The service is becoming so popular that an estimated 37 percent of the world’s internet users use Netflix (Watson, 2020). 1 The grade is provisional until confirmed by the relevant assessment board(s).

Your work will be marked in grades rather than percentages. This is considered to deliver the most accurate and fair outcomes for students. Each assessment that you undertake will be assessed using the common grading system. Information about the grading system can be found in your Student Handbook, Section 10. The Grade Criteria can be found in Appendix C of your Student Handbook. Outlines the differences between traditional and digital marketing with examples from Netflix ·

• Explains customers touch points and the omnichannel nature of the customer journey of Netflix subscribers. ·

• Explains how Netflix use the analysis of data generated through digital marketing activities, ·

• Explain how analysis of data enables marketers to map this journey to improve company performance and improve the customer experience. Refer to academic literature, reputable online resources such as McKinsey, Smart Insights and Clickz, and use industry examples. Source Rothaermel, F. (2012) Strategic management. New York: McGraw-Hill. Watson, A. (2020) Topic: Netflix. Statista. [online]. Available from: 

• The word limit for this assessment is 1,000 words ·

• This assignment is worth 20% of the overall module grade ·

• This assignment should be submitted as a Microsoft Word file. ·

• Use the Harvard referencing system throughout for your citations and reference list. Outlines the differences between traditional and digital marketing with examples from Netflix ·

• Explains customers touch points and the omnichannel nature of the customer journey of Netflix subscribers. ·

• Explains how Netflix use the analysis of data generated through digital marketing activities, ·

• Explain how analysis of data enables marketers to map this journey to improve company performance and improve the customer experience. Refer to academic literature, reputable online resources such as McKinsey, Smart Insights and Clickz, and use industry examples. Source Rothaermel, F. (2012) Strategic management. 

• The word limit for this assessment is 1,000 words ·

• This assignment is worth 20% of the overall module grade ·

• This assignment should be submitted as a Microsoft Word file. ·

• Use the Harvard referencing system throughout for your citations and reference list.