Customer Engagement in Social Media & Netflix - Assignment Example

Question Marketer generated components such as awareness and consideration are critical to any marketing campaign. We all have unique internal characteristics that influence our decision for consumption. What is the determining factor in a consumer ultimately purchasing a product according to your perception of the Social Feedback Cycle? Why is this component so crucial in your estimation? Answer # 1:The most critical factor that makes the consumer purchase a product is the post purchase phase.

The experience and opinions of the current consumers influence the future consumers in making their purchase decisions. Today people prefer other people’s experience and their opinions about a particular product or service rather than advertising and promotions of the brands. For this reason internet is playing a vital role in encouraging people to share their ideas, experiences, opinions to influence others. The potential consumers seek for these types of information which is available and open to everyone (Evans and McKee, 2010).

Question # 2:One of the benefits of taking this course is that the information is presented two-fold. Both the marketing and consumer perspectives are represented in an effort to provide you with a holistic view of Social media Marketing. What is your perspective on the Netflix/Qwikster rebranding endeavor? Taking the newly adopted Netflix business model into consideration, how would you have handled the negative customer outpourings on the Social Web if you were in the shoes of Netflix CEO Reed Hastings?

FYI, implementing the previous price model is not an option in this scenario, what are other alternatives Netflix could have explored that would prove beneficial to both customers and stakeholders? Answer # 2:The Company decided to change the name of its DVD mail service to Qwikster while rebranding, however being wise in technology and innovative, the Company did not go through Social Media, i.e. Twitter where a guy named Jason Castillo already existed with Qwikster (Hill, 2011). To make Netflix beneficial for customers as well as stakeholders and to handle the negative reviews there should have been a better communication process.

The Company increasing the prices and doubling it followed by a bad communication process would certainly put a loyal customer to rethink about the relationship with the Company. Priority to customers is the main element and while driving prices up, there could have been a better communication with the customers through their blogs and through other social media. They could have communicated with the customers before the increase of prices. In this way they could have known what customers would think and what could be done in order to retain customer loyalty.

Another thing which the Netflix could have done in order to be beneficial is that they could have made one website offering two different product lines including streaming service and the other invention Qwikster and offers billing of streamlining in the same website. In this way customers do not pay bills for two separate websites.ReferencesEvans, D., and McKee, J. (2010). Social media marketing: the next generation of business engagement. Indiana: Wiley Publishing.Hill, K. (2011). Netflix whoops: Qwikster twitter account already taken – by a pot smoking elmo. Forbes. Retrieved June 29, 2013, from http://www.forbes.com/sites/kashmirhill/2011/09/19/netflix-whoops-qwikster-twitter-account-run-by-a-pot-smoking-elmo/