Digital Marketing Initiatives of Amazon: SEO, Blogging, Social Media, Instagram Marketing, Mobile App, and Website Making

This presentation discusses the digital marketing initiatives taken by Amazon, including SEO, Blogging, Social Media, Instagram Marketing, Mobile App, and Website Making. It also covers the strengths and weaknesses of blogging and the framework for SEO. The presentation is based on ITM08 Deferral Assessment 2021.

DIGITAL MARKETING INITIATIVES

COMPANY AND DIGITAL INITIATIVES
 Amazon is the leading e-commerce company
with around 9.2 million sellers, 2.3 million sellers
being active in current meaning products are
being sold by them at Amazon.
 1.2 million new sellers join Amazon the current
year. There are more than 353 million products
on sale at Amazon.
The digital initiatives taken by Amazon are:

CONTINUED
a) Data collection of customers can be taken from online surfing of
customers over a product which they buy often.
b) Customers walking in malls try searching online also for the
products they saw at high price in malls. They can be the customer
segment.
c) Customer feedback can be noted from the Amazon website and this
can help in formation of personalized mails.

SEO STRATEGY
 It happens that most of the product searches start at
Amazon.
 It is necessary to optimize listing of product for the
reason that people buying other products can also
find a product of one’s company whom one would
like to add on in digital marketing.
 An example can be taken of a furniture business
that wants to use SEO strategy of Amazon.
 The comprehensive product description can help
the company in following ways:

FRAMEWORK FOR SEO
a) Discovering competition: The furniture company has to know beforehand,
companies who are in competition with them.
b) Analyzing keyword insights: The competitors positioning in search-engine pages
have to be analyzed and also on other search level which includes images and
local products for determination of sources of search traffic.
c) Analyzing page and content insights: Content strategies and opportunities have to
be investigated with ranking of pages and for keywords. It has to be seen whether
the keywords are relevant for the furniture business.

BLOGGING
 Blog can be centered on Amazon and products is a way of
conveying information of business.
 A business can tell about the product benefits and create
review site for Amazon products in the category.
 This can provide opportunity for featuring of products. The
recommendations for blogging can be:
A) The business has to have a goal to be achieved through
blog. It may be for attracting new followers and engaging
with customers existing.

STRENGTHS AND WEAKNESSES OF BLOG
Strengths:
a) Blogging helps in providing a description of products in which there is a message for
customers about the products and services.
b) It can make people understand through content being shared regularly through posts at
social media website and informing about the latest products about the company.
Weaknesses:
a) Blogging can be read by those who have a reading habit online otherwise there are
customers who are just interested in searching products and see visuals.

SOCIAL MEDIA
 Amazon has a large following on social media and has many
product pages which customers can drive through.
 Digital marketing facilitates sharing images and videos of
Amazon products and sharing information about business and
products.
 It helps in interaction with customers and know about their
shopping habits and also take feedback. Facebook is one such
social media site which helps in solving problems of customer
through Facebook Messenger.

INSTAGRAM MARKETING
After optimization, business brand can be built on different digital channels like
Amazon.
 For physical product sellers, the first channel of choice is Instagram.
 Amazon has used its Facebook image and video based social media platform for
showcasing of products and creation of brand awareness. New business can get
started in the following ways:
A) Setting up a page dedicated for Instagram like Amazon.
B) A link can be inserted of purchase through Amazon and product page can be set in
profile of Instagram.

MOBILE APP
On mobile, Amazon has been able to attract attention of the youth in
various product range.
Through smartphones, Amazon has been able to put various products
that can be booked online and through digital marketing tools, evade
the online traffic to reach to the destination which customer wants.
New business can also set its mobile app campaign in the following
ways:

WEBSITE MAKING WITH CALL TO ACTION
Amazon has special features in website with emphasis on visual
attraction and use of web techniques for enhancing customer
experience. A new business can follow some procedures which
Amazon has done to create a website which can attract customer
attention such as:
A) Call to action button can be made a bit larger in comparison to
company logo.
B) In case of more than one call to action tabs, priority should be
given to more important one.

REFERENCES
 Chopra, A.N. and Batra, S., 2017. Digital Marketing Initiatives Owing To
Technological Improvements. ITIHAS The Journal of Indian Management, 7(4),
pp.15-25.
 Dumitriu, D., Militaru, G., Deselnicu, D.C., Niculescu, A. and Popescu, M.A.M.,
2019. A perspective over modern SMEs: Managing brand equity, growth and
sustainability through digital marketing tools and techniques. Sustainability, 11(7),
p.2111.
 Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the
digital marketing environment with KPIs and web analytics. Future Internet, 9(4),
p.76.