Effectiveness of Online Marketing of Netflix (Research Proposal Sample)

EFFECTIVENESS OF ONLINE MARKETING (NETFLIX)
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Table of Contents TOC \o "1-3" \h \z \u 1.Introduction PAGEREF _Toc50222799 \h 31.1 Research Questions PAGEREF _Toc50222800 \h 61.2 Research Objectives PAGEREF _Toc50222801 \h 71.3 General Aim PAGEREF _Toc50222802 \h 71.4 Specific Objectives PAGEREF _Toc50222803 \h 71.5 Problem Statement and Justification of the Research Project PAGEREF _Toc50222804 \h 72 Literature Review PAGEREF _Toc50222805 \h 82.1 Introduction PAGEREF _Toc50222806 \h 82.2 Netflix Online marketing: An Overview PAGEREF _Toc50222807 \h 82.3 Michael Porter’s Five Forces PAGEREF _Toc50222808 \h 102.4 Resource-Based View Theory PAGEREF _Toc50222809 \h 112.5 Empirical Review PAGEREF _Toc50222810 \h 122.6 Online Marketing Strategies Embraced by Netflix. PAGEREF _Toc50222811 \h 132.7 Benefits of Online Marketing to the Growth of Netflix PAGEREF _Toc50222812 \h 142.8 Key Indicators for Measuring Online Marketing Effectiveness. PAGEREF _Toc50222813 \h 15References. PAGEREF _Toc50222814 \h 16
Abstract.
There is a drastic change in today's business environment as well as the tools employed in online marketing. The changing business environment needs that organizations have customer satisfaction and harmonize all stakeholders’ interests to remain competitive. The growth of internet users and the application of the internet have enabled organizations to shift focus to online marketing to reach out to more customersCITATION Opr15 \l 1033 (Opreana, 2015). Online marketing is therefore seen by many scholars as a powerful tool in implementing various strategies online to reach more and the targeted audience specifically. Netflix, which was founded by Reed Hastings and Marc Randolph in 1997 is more popular and common among people from all around the world. Netflix provides a digital marketing strategy which the other tools of online marketing such as advertising, personal selling, and direct marketing cannot offer. Netflix is by far one of the leading companies facilitating entertainment streaming services with approximately 183 million paid users in over 190 countries. Netflix services include TV series, documentaries featuring films in various genres and languages. The study by Google (Google 2007) argued that has the world population increase decant by decanting, the use of the internet is always increasing every day and Netflix helps to measure the accessibility of internet use. Scholars like Belch & Belch (2004) noted that internet use is growing simultaneously in terms of application and users because of its flexibility in nature. Because of these flexible features of the internet, it has enabled tools like Netflix and others to become effective in online marketing. Netflix marketing can be employed as a tool to reach a global audience at a very minimized cost and it has contributed more than 50 percent of the successful integration of the global economy (Devi & Konti, 2017). The effectiveness of online marketing on Netflix was the research study on which the research work was conducted.
The work, specifically aimed at how Netflix improves online marketing and to what extent it is effective in our day-to-day lives. To achieve the objectives of the study, the researcher employed descriptive statistics where the marketing department officers of three companies selected were tabled to investigate the effectiveness of online marketing. The institutions sampled include Coca-Cola (international firm), Uber (international Firm), and Crown paint (domestic firm) in carrying out the study. Information was obtained from the respondents using a questionnaire instrument of data collection using a 5-point Likert Scale. The data were examined using descriptive statistics (mean, standard deviation, Skewness, etc) and frequencies (percentages, table, and graph). From the research findings, it was revealed that Netflix is an effective tool for ensuring effectiveness in online marketing. By increasing brand awareness, improving customer satisfaction, easy integration and management, and facilitating automation of marketing activities, Netflix ensures success. It was equally revealed that marketing online effectiveness can be measured using several metrics including consumer interaction on site, number of repeated visits, sales volume, and profits among others. The researcher also discovered that the trending online marketing tools employed by most organizations include, e-mail marketing, social media marketing, search engine marketing, artificial intelligence, and chatbot among others.
1.Introduction
The global economy and the corporate world have witnessed massive technological developments in information technology for the past recent years. Technology advancement has transformed how companies do business and how they interact with esteemed customers. Online marketing refers to diverse marketing activities that firms undertake on different online platforms to market themselves and maintain contact with their customers This mode utilizes various online platforms in delivering a firm’s promotional and marketing details to customers (Such online platforms may include the use of e-mail, social media, search engine, mobile phone as well as the use of banner advertising.
Netflix has managed to penetrate and establish its presence in over 190 different countries, commanding about 83 million loyal customers. Further, it has succeeded in establishing a global leading firm that provides on-demand video, TV series, and movie streaming services. The firm's online marketing strategy that includes an Over-the-top video service, accords its customers a subscription-based streaming platform that offers a variety of films plus TV programs that are mostly in-house produced. Any organization that fails to embrace technological advancement and information technology innovation is deemed