Digital Business Management and Emerging Technology: A Case Study on Amazon

This presentation is a case study on Amazon, exploring its e-business model, competitive strategy, digital marketing strategy, customer traffic data, e-CRM, social network, and cyber security measures. It is a comprehensive analysis of how Amazon has leveraged digital technology to transform its business and customer experiences.

Digital Business
Management and
Emerging
Technology

TABLE OF CONTENTS
• Introduction
• Main body
• E-business model and concept with strengths and weakness of amazon.
• Competitive strategy and digital business strategy of amazon.
• Digital marketing strategy of amazon.
• Discuss customer traffic data through web market intelligence platform.
• Identify amazon’s e-crm and social network.
• Identify cyber security measures amazon with its e-business ethics.
• Conclusion
• References

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INTRODUCTION
The use of digital technology transforms a company's products and customer
experiences through reimagining business models, creating new products that
provide value, and connecting people to things, insights, and experiences. Digital
business offers organisations and people new ways to communicate, collaborate,
conduct business, and bridge societal gaps in terms of business technology.

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Strength
 Being constantly at the top of consumers' minds on a
worldwide basis is one of Amazon's main benefits.
Because of this awareness, it has been able to enter new
markets that were previously closed off too many e-
Commerce rivals.
 The company has an advantage over its rivals due to
improved client satisfaction as a result of stronger
logistics and distribution skills.
Weakness
 Given that it offers free shipping to customers,
Amazon stands the danger of losing money and may
not be able to cut costs as a result of this tactic.
 Because Amazon is a purely online store, its
objectives for development, particularly in emerging
markets, "may get in the way" of its purely online
sales-focused approach.
E-BUSINESS MODEL AND CONCEPT WITH
STRENGTHS AND WEAKNESS OF AMAZON.
The strength and weakness of the Amazon are mentioned below.

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COMPETITIVE STRATEGY AND DIGITAL
BUSINESS STRATEGY OF AMAZON.
• Amazon's business approach can be summed up as cost leadership at its most extreme.
• Selection, price, and convenience are the three pillars that support Amazon's competitive edge.
• One of the cornerstones of Amazon's digital marketing strategy is a focus on the customer experience.
• The finest customer experience has always been Amazon's top priority, and this is clear from the company's operations in
globe.
• Amazon's digital marketing strategy heavily relies on the use of data.
• They can utilise this data to customise their marketing campaigns and present clients with relevant content.
• Amazon also makes use of data to enhance their website and make sure their customers have a fantastic user experience.
• To ensure that its customers receive the best service possible, Amazon regularly reviews and modifies its business
practises.

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Amazon continually evaluates and adjusts its business practises
to guarantee that its customers receive the best care possible.
 Reach: The first expansion of Amazon's business was
predicated on a meticulous SEO and AdWords strategy that
targeted millions of keywords.
 Act: By testing and learning, create experiences that are basic
and clear.
 Convert: Making relevant recommendations via
personalisation, and a simple checkout procedure that many
now copy.
• Engage: Customers are delighted by Amazon's customer-centric
culture, which keeps them coming back for more.
Types of Amazon Marketing Channels
 Search headline ads
 Display ads for products
 Ads for sponsored products
DIGITAL MARKETING STRATEGY
OF AMAZON.

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DISCUSS CUSTOMER TRAFFIC DATA
THROUGH WEB MARKET
INTELLIGENCE PLATFORM.
Big data has greatly aided Amazon in becoming a leading e-commerce platform. The producers maintain an accurate
inventory in order to guarantee prompt order fulfilment.
Voice recordings for Alexa
• The Echo and Echo Show are two examples of Amazon's virtual assistants that include speakers and a camera.
• These voice recordings, according to the company, make using Alexa more enjoyable.
• It helps by making it feasible for top-notch speech recognition from a number of clients, which results in accurate message
processing and functioning.
System for Individualized Recommendations
• When it comes to using a thorough, collaborative filtering engine, Amazon is a trailblazer (CFE).
• This data is then utilised to recommend further products that previous customers purchased when buying the same items.
• In this approach, Amazon's big data harnesses the power of suggestion to encourage impulsive purchases from customers
and enhance the shopping experience as a whole.

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Amazon's CRM priority areas and e CRM buzzwords
 Customer acquisition and retention
 Ensuring consumer pleasure by providing them with events that
would make them happy and encourage them to become devoted
patrons
 Rewards for customer loyalty
 Client lifetime value (clv)
 Using the most recent systems, databases, and technologies.
 Superior customer service and recovery
 Operating a call centre efficiently
 Removal of unnecessary and cost-ineffective customers.
Amazon engages with customers on social media to advertise
its products, establish its brand, and grow brand recognition.
• Amazon’s Instagram Marketing Strategies
• Amazon’s Facebook Marketing Strategies
• Website
• Mobile Marketing
IDENTIFY AMAZON’S E-CRM AND
SOCIAL NETWORK.

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KINDLE COGNITO
o With Amazon Cognito, anybody can
quickly and easily add user
registration, sign-in, and access
management to your web and mobile
apps. With Amazon Cognito, you can
grow to masses of users and enable
sign-in with SAML 2.0 identity
solutions, your own identity system, or
social identity providers like Apple,
Facebook, Twitter, or Amazon.
DETECTIVE AMAZON
o Analysis, investigation, and speedy
root cause determination of any
security issues or suspicious actions
are all made simple with Amazon
Detective. To help you conduct
security investigations more quickly
and efficiently, Amazon Detective
automatically collects log data from
your AWS resources and puts it
together using machine learning,
statistical analysis, and graph theory
IDENTIFY CYBER SECURITY MEASURES
AMAZON WITH ITS E-BUSINESS ETHICS.
AMAZON INVESTIGATOR
o The new automated vulnerability
management service Amazon Inspector
continuously checks AWS workloads to
check for unintentional network exposure
and software bugs With only a few clicks
in the AWS Management Console and
AWS Organizations, all the accounts in
your organisation can use Amazon
Inspector. Compared to Amazon Inspector
Classic, Amazon Inspector has several
upgrades. For instance, the new Amazon
Inspector correlates information about
common vulnerabilities and exposures
(CVE) with elements like network access
and exploitability to determine a highly
contextualised risk assessment for each
result.

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CONCLUSION
• From the repot it is concluded that Amazon promotes products on Amazon and boosts sales by utilising
digital marketing techniques.
• In order to enhance the number of people who view and purchase their products, Amazon uses search engine
optimization (SEO).
• A pay-per-click service, Amazon Advertising (formerly known as Amazon Marketing Services) is comparable
to Google Ads: Only when consumers click on tailored advertising do brands receive payment.
• Making your business stand out and creating consistent cash depend on how the idea advertisement is
designed.

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REFERENCES
• Berg, N. and Knights, M., 2021. Amazon: How the world’s most relentless retailer will continue to
revolutionize commerce. Kogan Page Publishers.
• Broekhuizen, T.L. and et. al., 2021. Introduction to the special issue–digital business models: a multi-
disciplinary and multi-stakeholder perspective. Journal of Business Research, 122, pp.847-852.
• Gobble, M.M., 2018. Digital strategy and digital transformation. Research-Technology
Management, 61(5), pp.66-71.

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