Integrated Marketing Communication for Amazon: Goals, Objectives, and Strategies

This presentation discusses the goals and objectives of marketing communication for Amazon, including increasing brand identity and profitability. It explores the use of integrated marketing communication techniques, such as social media and email marketing, and provides a six-month media schedule. The presentation also covers campaign evaluation methods, including cost per click and click-through rate.

INTEGRATED MARKETING
COMMUNICATION

PURPOSE OF THE
PRESENTATION
The objective is to create goals and objectives of marketing communication.
The aim is to redesign the key message
Target audience for Amazon
Choice of marketing communication mix
Creation of six-month media schedule based on the reach, continuity as well as frequency
Campaign evaluation methods

PART 1-MARKETING
COMMUNICATION AIMS AND
OBJECTIVES

It is seen that the primary objective of Amazon is to attract
more customers to buy their product. It is the goal of the
respective organization to enhance their brand identity
among the existing customers of Australia. This brand aims
to increase their overall profitability by conducting its
business in the competitive market of Australia.

INTEGRATED MARKETING
COMMUNICATION
It has been observed that integrated marketing communications refers to the approach for
attaining the aims and objectives of promotional campaign. For this purpose, various
marketing techniques are used by companies in order to deliver a coherent message to
users and buyers of amazon. In other words, it refers to integrate every method of the
brand promotion (Schultz, Kim and Kang, 2014).
Amazon, is an america-based electronic commerce as well as cloud computing business
organization. This organization is the world’s biggest internet retailer on the basis of
generation of revenue. It has been observed that this organization uses traditional as well
as social media for promoting its products .
Broadcast media, print media like newspapers and magazines, portal advertising, various
social networking sites such as facebook, twitter, pinterest, sponsored search, email
marketing etc are used by this particular e-commerce organization for advertising its
products like kindle (Ots And Nyilasy, 2015).

MARKETING
COMMUNICATION GOALS
AND OBJECTIVES
Rationale of the objectives for
Amazon
• It aims to capture a larger market share
in the competitive market of Australia.
By capturing the larger market share in
the market, it is possible for amazon to
sustain its leading position in the
existing market of Australia.
• It aims to reach its targeted customers.
In this context, it can be stated that by
reaching its specified customers, it can
increase its sales volume.
• It aims to increase its revenue
generation. By enhancing its revenue
generation, it is possible for the
respective company to sustain its
advantageous position in the
competitive market of Australia. In
other words, by increasing the revenue
of amazon, it is possible for the
management to dominate the existing
market of Australia.
SMART
Objectives
SMART
objectives will
be created by
the
management of
Amazon. SMART
refers to
Specific
Measureable,

SPECIFIC COMMUNICATION
GOALS
• To increase the brand image by a factor of 3X
• To increase the sales of kindle by a factor of 4X
• To increase the overall profitability by 3.5%
• To increase the revenue generation by a factor of 4X
• To increase the awareness of the customers regarding kindle by
3.5x

REDESIGNED MESSAGE
A stylish kindle can make YOU TO stand out from the crowd.

REDESIGNED
MESSAGE
• It is a small electronic hand-held device that helps the
reader to download books from online sites. Some of
the books can be accessed by the reader without
paying any cost while some books need to be
purchased by the reader. This E-reader has a matte
finish screen.
• Kindle wi-fi 6 inch has a matte finish screen.
• It has the embedded led which is used for regulating
brightness providing paper-like display.

TARGET AUDIENCE
• It is seen that marketing department of the companies
targets population for launching marketing as well as
promotional campaigns.
• The customers of Amazon are mainly youngsters and working
professionals. Students are also its customers.

TARGET AUDIENCE
Segmentation Type Segmentation Criteria Target Customer Segments
Geographic Region It should be released all across the
globe
Density Both rural and urban consumers
Demographic Age 16 years to 36 years and 40 years to 60
years
Gender Male and Female
Occupation Students, working professionals,
recently employed person
Behavioral Loyalty Hard core loyal customers and
switchers

PART 2- CHOICE FOR MARKETING
COMMUNICATION MIX

MARKETING COMMUNICATION MIX
Facebook:
This respective company should use Facebook for advertising Kindle Wi-fi 6
inch among the customers, especially the young generation. It can be used for
gaining the attention of customers of Australia (Blakeman, 2018).
Television:
This is an effective medium for reaching a larger number of audience. It will
influence the customers to buy kindle Wi-fi inch 6. In this context, it can be
stated that customers will become aware of the features and pricing of Kindle
Wi-fi inch 6 (Munoz-Leiva, Porcu and Barrio-García, 2015).
Billboards:
Billboards will be used by the company to increase the number of customers
who will be interested to buy the new Kindle Wi-Fi inch 6. In this context, it can
be stated that customers will get to know about the product after seeing the
billboards at the streets of city (Armstrong et al. 2015).
Social Media:
Social media platforms are useful platforms for promoting any sort of product.
In this context, it can be stated that the Amazon wants the customers to see
the features, quality and pricing of the new version of Kindle e-reader.
Email marketing:
Amazon will take help of email marketing for offering discounts to its
customers who are willing to buy new Kindle Wi-fi inch 6 (Belch et al.2014).

Platforms Reach Frequency/Continuity Budget
Television It should reach at least 14
million individuals
Everyday AUD 7800
Newspaper 10 million individuals Once in a month
( Friday only)
AUD 4000
Social media channels
(Facebook, Twitter,
Pinterest, etc )
Reach should cover at least
75% of the population
Daily seven posts AUD 25000
Email marketing 66% of the population Daily 10 mails AUD 1000 per month
Billboards At least 50% of the
population
25 hoardings at the streets
of the city
AUD 1200 per month

CAMPAIGN EVALUATION
METHODS

CAMPAIGN EVALUATION METHODS
• Cost per impression/1000
• It is a parameter which shows the
number of times the impressions are
being delivered to advertisers. In
this context, it is a parameter which
shows the number of times the
impressions are being delivered to
Amazon.(Iheaka, Njoku and
Ahaiwe, 2015)
• Cost per click
• It has been observed that in case of cost-per-
click, after the consumers clicks on the
advertisement, the advertiser has to pay certain
amount to the publisher. In this case, Amazon
will get clicks from its customers after it
advertises Kindle Wi-Fi inch 6 on social
networking sites.
• Click-through Rate
• In case of click-through rate,
the percentage of people
seeing the web page who click
on the particular advertisement
which appears on page (Šeric,
Gil-Saura and Ozretić-
Došen, 2015)

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