Integrated Marketing Communication for Amazon: Goals, Objectives, Target Audience, Communication Mix, Media Schedule and Evaluation Methods

This presentation discusses the integrated marketing communication strategy of Amazon, including its goals, objectives, target audience, communication mix, media schedule, and evaluation methods. It explains how Amazon uses both traditional and contemporary marketing tools to communicate with its customers and increase brand awareness, traffic, and sales. The presentation also provides segmentation criteria for Amazon's target audience and outlines the metrics used to measure the impact of its marketing campaigns.

Integrated
Marketing
Communication-
Amazon

Purpose of the Study
◆ Create marketing communication goals and
Objectives.
◆ Redesigning the message
◆ Key Target Audience
◆ Choice of Marketing Communication Mix
◆ Creation of a media schedule with budgets towards
the activities based on the parameters of Reach,
Frequency and Continuity
◆ Campaign evaluation Methods

Part 1-Marketing
Communication
Goals and
Objectives

Introduction to IMC
◆ Integrated marketing communication is a concept which
ensures that all the forms of communication the company
does with its customers is highly linked together(Armstrong et.
al., 2015)
◆ Amazon uses both the traditional and contemporary tools of
marketing to communicate its message to the
consumers(Blakeman, 2018).
◆ A careful amalgamation of traditional tools like Print,
Newspaper, Magazines, Radio, Billboard with Social media
platforms such as Facebook, Instagram, Google ads, Blogs
forms the backbone of Amazon IMC strategy (Andrews &
Shimp, 2017)

Marketing Communication goals and
Objectives
◆ The underlying criteria of setting of goals and objectives of Amazon is based on the
ability to create SMART goals(Percy & Elliott, 2016).
◆ SMART goals are specific, measurable, attainable, realistic and are set within a
particular timeframe for them to be accomplished.
◆ The marketing objectives are based on the following elements
◆ Increasing the brand awareness of Amazon
◆ Increasing the attention in the customers to buy product at Amazon.
◆ Increasing the Application downloads on Smartphones(Juska, 2017).
◆ Increasing the traffic on the Amazon website.
◆ Driving positive sentimental analysis on Social media Platforms.
◆ Increasing the engagement and conversation through the usage of social
media platforms.

Continued
Specific goals of Integrated marketing plan of Amazon
Increase the brand awareness of Amazon by a factor of 3X(X being
the present number).
Increase the traffic on Amazon website by a factor of 2.5X.
Increase the number of App downloads by a factor of 3X.
Increase in the sales of consumer electronic, consumer durables by a
factor of 3X.
Increase the awareness of the Amazon owned “Alexa” and increase its
penetration in the home device market.
Increased efforts in Social listening to drive positive sentimental analysis
on Social media platforms
Increase the engagement and conversation through the use of Social
media, blogs and affiliate marketing(Berman, 2016).

Key Target Audience
Target audience is the group of customers, towards whom the marketing and promotional
activities of the company are directed.
Segmentation Type Segmentation Criteria Target Customer Segment
Geographic Region Ships products in more than
168 countries(Quesenberry,
2015(
Density Both urban and rural
customers.
Demographic Age Over 18 years
Gender Both Male & Female
Life Cycle Stage Single individual, families, old
couple, new couples, labour
force, retired(People in all life
stages(Turban et. al., 2018).
Occupation Students, employees,
professional and retired
Behavioural Loyalty Hard core and soft core loyal
and switchers
Psychographic Social class, lifestyle Lower, middle and upper class,
struggler, achiever, explorer,
reformer and succeed

Part 2-Choice of
Marketing
Communication Mix

Marketing Communication Mix
Television Targeted towards the family audience to get
their attention by using the leading
channels to broadcast the advertisement
Social Media Marketing Used for targeting the millennial(18-35 years).
Social media marketing helps Amazon to target
customers on the go, it also helps in creating a
brand awareness and push its
products(Turban, Strauss & Lai, 2016).
Event Marketing This is done to reach out a larger audience
falling into all the customer segments. It also
aides the PR effort of Amazon
Newspaper Advertisement Helps in pushing traffic on the website and
target large number of customers and potential
customers to increase the awareness and
sales
Billboards & Hoardings Reach out a wide range of customers and
driving high brand recall.
Digital Advertising Help in pushing the traffic on the website,
increase the sales on the website(Pride &
Ferrell, 2016)

Media Schedule-6 Month Duration
Platforms Reach Frequency/
Continuity
Budget
Newspaper 15.5 Million People Twice in a month
(Monday &
Saturday)
AUD 8600 Per day,
17200 in a month
and AUD 103,200
Social Media
Marketing
(Facebook,
Instagram,
Snapchat, Twitter,
Youtube)
Reach has to be
80%, 20 Million
People
Daily 4 Posts AUD 300,000
Event
Marketing(Sponser
ship)
Reach has to be
50-60%
6 Events in 6
months
AUD 200,000
Billboard &
Hoardings
Reach has to be
50-60%
50 Hoarding
around the city
On actual
Digital Advertising
(Affiliate Marketing)
80% Reach Everyday, ads
posted on different
websites on the
web
Commission basis,
1% of the sale
value

Part 3-
Campaign
Evaluation
Method

Campaign Evaluation Methods-Social , Digital
Media and Print
◆ On-Going Analytics
It helps in keeping up with the pace of
conversation on social media, it starts
with putting trackers on the brand.
Using the Metrics of CPM (Cost per
impression) to measure the
awareness.
In order to measure engagement it is
important to look for number of
engagement, conversation, tweets
and retweets and number of people
engaging with the content (Dodson,
2016).
◆ Campaign focussed Metrics
This is highly focussed for measuring the
impact of the specific marketing campaign
based initiatives(Al Sayyed, 2016).
CTR-Click through Rate- number of clicks
the ad receives/ number of times the ad is
shown.
Bounce Rate-Number of people visiting the
site and leaving in less than 2.5 seconds.
CPC-Cost per conversion
Number of Paper circulation- Print metrics
Reach-Number of people viewed 60% of
the advertisement on TV before changing
the channel.

References
◆ Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.
◆ Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated marketing communications. Nelson
Education.
◆ Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
◆ Percy, L. and Elliott, R.H., 2016. Strategic advertising management. Oxford University Press.
◆ Juska, J.M., 2017. Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge.
◆ Berman, M., 2016. The Blueprint for Strategic Advertising: How Critical Thinking Builds Successful Campaigns. Routledge.
◆ Quesenberry, K.A., 2015. Social media strategy: Marketing and advertising in the consumer revolution. Rowman & Littlefield.
◆ Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. EC Strategy, Globalization, SMEs, and Implementation.
In Electronic Commerce 2018 (pp. 537-572). Springer, Cham.
◆ Turban, E., Strauss, J. and Lai, L., 2016. Strategy and performance management in social commerce. In Social Commerce (pp. 233-
263). Springer, Cham.
◆ Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
◆ Dodson, I., 2016. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online
Campaigns. John Wiley & Sons.
◆ Al Sayyed, S., 2016. Strategic Marketing. A Live Case Study on Amazon Marketing.

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