The Impact of Integrated Marketing Communication and Digital Marketing on Amazon

This study examines the impact of integrated marketing communication and digital marketing on the promotional and branding strategies of Amazon. It discusses the concept of integrated marketing communication and digital marketing, their importance in promoting goods and services, and the strategies and techniques involved. The study also aims to understand the measures and techniques that Amazon can use to gain a competitive advantage in the market and recommends best strategies and measures for implementing digital marketing.

AMAZON THE IMPACT OF
INTEGRATED
MARKETING
COMMUNICATION AND
DIGITAL MARKETING ON
AMAZON INCLUDING
BRANDING AND
PROMOTIONAL
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TABLE OF CONTENT
TOPIC: “The impact of integrated marketing communication and digital marketing including
branding and promotional in Amazon.”...........................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Background:.................................................................................................................................3
Aim:.............................................................................................................................................4
Objective:.....................................................................................................................................4
Research questions:......................................................................................................................4
Rationale:.....................................................................................................................................4
Significance:................................................................................................................................5
Scope:...........................................................................................................................................5
Limitation:....................................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
CHAPTER 3 : RESEARCH METHODOLOGY .........................................................................12
CHAPTER 4 :KEY FINDINGS AND INTERPRETATION........................................................16
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS..................................................32
Conclusion ................................................................................................................................32
Recommendations .....................................................................................................................34
REFLECTION ..............................................................................................................................35
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................40
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TOPIC: “The impact of integrated marketing communication and digital
marketing including branding and promotional in Amazon.”
CHAPTER 1: INTRODUCTION
All marketing activities and advertising that is being delivered through digital channels is
known as digital marketing (Laurie and Mortimer, 2019). Some main digital channels that are
being used by E-commerce and technology companies are: websites, social media, mobile apps
and search engine. In this digital era, most of the companies are performing their marketing
activities via digital channels. It helps them out in intercalating with global people in an easiest
manner. They do not require going anywhere that save time and cost of both customers and
companies. Digital marketing and integrating marketing communication can give several
advantages to companies in promoting their goods, attracting global customers and increasing
sales. There are some factors that need to be focused or considered while performing marketing
activities via digital channels such as content, message, design, access to website and official
page by customers etc. There are some appropriate channels and ways by which Amazon and
other companies can meet their goals and all strategies will be discussed in this study.
Background:
Integrating marketing is strategic approach to interactive experience defined individuals
which coordinates all aspects of marketing. Integrated marketing and digital marketing plays a
vital role in promoting goods and services of company. Digital marketing has made companies
able to interact with customers and promote products. This present study is based on Amazon, an
American multinational technology company, based in Seattle, Washington. It is one of the big
five companies in the US in information technology industry (Bruhn and Schnebelen, 2017).
This study is going to discuss effectiveness of integrated and digital marketing for Amazon and
ways as how it can promote its products, services and brand. Companies in this field are now
facing fierce competition and due to this they are making their products and services innovative.
This study will show ways of measuring effectiveness and strategies of promoting goods with
digital marketing. Further, it will discuss importance of elements of research methodology such
as research approaches, philosophies, data collection, analysis and sampling. Integrated
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marketing and all functions such as marketing research, product development, innovation,
pricing and all plays an important role. Customers find easier in interacting with employers and
getting detailed information of products. On the basis of social media, they can take better
buying decision that decrease their time and cost.
Aim:
“To analyse the impact of integrated marketing communication and digital marketing on
promotional and branding of business. A case study on: Amazon.”
Objective:
 To discuss integrated marketing communication and digital marketing in Amazon.
 To analyse impact of integrated marketing communication and digital marketing.
 To understand measures and techniques which can be used by Amazon to gain
competitive advantage in the market.
 To recommend best strategies and measures to get digital marketing into action in
Amazon.
Research questions:
 What is integrated marketing communication and digital marketing?
 What strategies and techniques are involved in digital marketing and integrated
marketing communication?
 What measures must the company take to be able to operate effectively in the market and
implement digital marketing?
 What recommendations can be suggested to amazon to be able to gain competitive
advantage and maintain their reputation?
Rationale:
This study is all about knowing integrating marketing communication and digital
marketing on the performance of Amazon. The reason behind selecting this topic is to help out
technology companies in taking competitive advantages and satisfying customer’s needs. In this
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regard it can be said that after Covid-19 and integration of social media and internet, people
spend a lot of time in social media. They do not prefer going outside for shopping and by online
shopping they save their time (Vollero, Siano and Sardanelli, 2020). So, it is increasing
competition in this industry and it has become important for all companies to satisfy needs of
customers. So, with the help of this study Amazon can identify the best ways of promoting
products with digital marketing along with knowing impacts that it can have on its performance
and sales.
Significance:
Importance of this research is that there are a lot of factors which are impacting
integrated marketing communication and digital marketing which must be understood by
businesses so that they can make the right changes and improvement accordingly. A lot of
changes are coming in the market effectively which must be analysed and worked upon
effectively so that there are going to be higher working and businesses would be understanding
the changes in market as well. Research can be used by other organizations as well so that they
understand the importance of integrated marketing communication and digital marketing which
is beneficial for the overall development and working.
Scope:
Scope of this research is that Amazon would be able to maintain their competitive
advantage in the market which would make the working and processing of the organization more
effective. The company will have to make sure that there are going to be higher outcomes and
the productivity of the organization must be better. Amazon is having the right experience and
knowledge of digital marketing which would be very helpful for making sure that there are right
working and operations which are present. It is effective for all companies so, on this basis it can
be said that it is vital and has great scope at commercial level.
Limitation:
Data collection on this topic is difficult because different authors have a differ take on
this factor which needs to be analysed and worked upon effectively. Time management and
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problems raised which made the research not be able to match the timeline working on this
project and for the best outcomes as well. Organization will have to make the right working and
processing of the company in order to be able to gain competitive advantage.
CHAPTER 2: LITERATURE REVIEW
Theme 1: To discuss integrated marketing communication and digital marketing in
Amazon.
As per the view of Bruhn and Schnebelen, (2017), integrated marketing communication
is an effective and main concept that makes sure that all forms of communication are linked
together. With this important process and concept companies accelerate returns by making use of
customer’s centric approach in order to align communication objectives. There are some
important tools of integrated marketing communication via which companies like Amazon and
others can interact with its customers and promote goods such as: direct marketing, personal
selling. Public relation and others. In regard to digital marketing, Finne and Grönroos, (2017)
stated that it is a component of marketing that is being done or completed by internet and online
based digital technologies such as mobile phones, social media, websites and others. Both these
terms play a vital role and help companies in promoting their goods, services and brand. With the
help of digital channels, employers or marketer find easier in interacting with its target market
and also reach global people.
In according to Muljono, (2018) all activities of marketing such as marketing research,
promotion of goods, making people aware about effectiveness of products of companies by
internet and digital channels provide several advantages. It saves time and cost of companies and
customers. It has several positive impacts on the overall performance of technological companies
such as: Amazon. In regard to concept of integrating marketing communication it is also being
stated that it has several features such as: customer-centric, coordination of messages,
consistency, communication mix. All these components and features of IM communication can
make Amazon able in improving relation with its customers and retaining them with the brand
for the long run. Klepek and Starzyczná, (2018) said that, digital marketing makes the business
for running with having their full efficiency and that could also help in making their customer for
using their application. In present time online business have become more successful as people
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can easily develop their customer and easily interact with other people for having their more
sales. Amazon have make the proper use of digital marketing and making their more customer
along with high rating on their app. The main role of IM communication is to ensure consumer
or user for communicating with understanding the mission of business what they have promoted.
According to Rebecca and Hanna, (2017) Digital marketing is being more important to
keep the brand message across all the digital channels. If in present time business could not be
enabled to connect with digital marketing than it might be had their negative impact on customer
as well marketing, and they cannot have many profits in creating their business. It also includes
Amazon has make their products more developed, and they also give time to time offer for their
loyal customer along with this the customer should also be able to get the same message across
the various platforms be it offline or online. As per Thomas, Jose and Upadhyay, (2019) viewed
that, IM communication also play important role in developing their business through which they
can easily have their large number of customer as well they can have their high rating. While by
having business online many of people also come to know about their products. It means that
might be showed with rating of products or views about their organization. The same
information can be more attracted to their customer and also have their more attraction towards
their organization. IM communication on Amazon make them to create positive aspects for them
and people also make their products for using, through which they can make their profit
developed in market.
Kumar and Pandey, (2018) states that, in taking the help of digital channels that could
create their business easier, employee can also get more interaction with other people, and they
also come to know about the various people culture. Digital marketing saves the time as well
cost of companies, and they can have high performance level in organization. For instance,
promoting services on social media platforms is the best way or methods for making the
promotion of products and services. On social media platforms it may be in the form of visual
elements and also have images, content or likely to help in the form of sharing short videos.
Halli, (2020) argued that, digital marketing sometime may cause security or some privacy issues.
It also has huge maintenance costs due to having constantly evolving environment. High
transparency of prices can also be lead to have their pricing to be increased along with the
increasing their high price competition. Digital marketing business is equal as profits and loss in
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their organization. Before starting business online, they must know about the social trends and
how people are using their social media platforms. As Amazon have knowledge about their
business strategies but sometime they are facing challenges due to security or privacy in data in
digital channels.
Theme 2: To analyse impact of integrated marketing communication and digital
marketing.
Anabila, (2020) viewed that, IM communication defined the main communication
concepts, where there are all marketing communication tools along with their sources in
organization. IMC have their huge impact on business while they can easily make their goals
through promoting the products. They make the use of promotional activities such as advertising,
direct marketing, public program or done through having data base marketing. All this
communication skill sends information to customer and that can also build strategies through
which they can easily make sure about all the communication across their channels. Bringing
customer focused is the main primary part of business for IM communication. The success of
company can be had from their measuring its ability to attract new customer through making the
available touch and also try to engage customer with their company brand. As per Ebrahim,
(2020) said that, for developing Integrated marketing communication models companies, try to
build up their coordination among the various marketing resources. IM communication also
plays important role in developing the business online or offline store and if some business likely
not be had their business online that might be more effected them for surviving and also reduce
with the interaction of customer. This process can be started from having an optimal mix among
four marketing resources such as brand, audiences, delivery and content, this resources might be
more helpful business for having their succession.
According to Dhir, (2020) IMC make their more development in added value information
is sent to customer for being more engaged with customer through having good relationship
terms of products and services. Audience targeted more important tasks for organization. The
data can be included demographics, behavioural and psycho graphics attitude of customer for
obtaining the media targeting strategies. Brand in order to have their advantage, various
organization need to sell their products with having some different selling pricing strategies and
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packaging seems to be more change with some other brand as well. Gupta and et.al.,(2020) said
that, The brand can be required to have clearly different features and benefits from the
competitors provides and products with their high level of value to customer. Content in
marketing should be necessary for attracting or engaging the attention of audience. Value added
content can also engage customer with company brand. Delivery can develop push or pull
system by mixing the various traditional channels with having their new digital media channels.
To ensure that company message is delivered by targeted audience, marketers are also required
to have some knowledge about current social trends of the customer.
Roncevic, Lukcic and Spoljaric, (2019) states that, current society has become more
digital. This impact can be had such that there is place for world residents but may not have
clean water, but they own smartphones. Digital marketing companies should have their firm
grasp for making their proper utilization of the digital universe with brand impact and having
more brand awareness. Digital marketing offer more and more opportunities platforms to people
for having their benefits. The potential customer to try out the products and various services that
are to earlier know about. It being higher clearly about the strategies that might be utilized for
having better brand image along with other activities that are beneficial for the business. Tiewul,
(2019) evaluated that, digital marketing also increased brand awareness it is on the behalf of the
social media platforms that could keep the people to have their more knowledge in brands and
make sure about that each brands what they are using is perfect or not. Hence, social media has
make the people more attractive regards to using their products and some other social activities
in their lifestyles. Large number of population have become on the user of social media in new
product development with various social media channels.
Zhu and Gao, (2019) analyzed that, digital marketing have their low commitments for
new customer to showing their more interest in business. Getting advantage is more important
for the business which their social media brings out for them in developing at new products.
There are sign and have more interests of customer in buying their products through social media
networking. There are multiple countries in which people only used their digital marketing for
buying or viewing their new products. Digital marketing keeps the customer and business
interact through which they can have their own branding images and developed their more
products. Therefore, social media platforms are big opportunities for brand for being directly
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interact with social media and their customer. Beqiri, (2020) examined that, Content of business
get exposed to new audiences when people start sharing, liking or start commenting on their
posts. While by having such exposure is more benefits such as like, comments and share that
have more reflect on existing business. Boost the sales through digital marketing in sales of
various products the organization have their high positive impact in their business as they have
make their business developed in market and make their own market position. It also means
customer do not just connect with brand as they already know about that, but also gain
information about new discover on social media platforms.
Theme 3: To understand measures and techniques which can be used by Amazon to gain
competitive advantage in the market.
According to Wang and et.al.,(2020). Company need to make their products with having
some various types of strategies through which they can have their competitive advantages.
Amazon must achieve competitive edge, while by selling products or services as in the
combination of two factors. Organization can charge more to their product and services while by
having their business online but price which have been stand up for their business must be under
the people budget. It is not just used for boosting up the margin but also to increased brand
image along with the brand vale. Become more online influenced in current time that can be
function as competitive edge is simple to understand. If they have more people who know and
respect company and the more customer will be must have acquired which some people have
their problem for solving issues. Company can easily get sure about their strategies at time of
launching their products and developing more products as per the demand of customer in market.
Walsh and Dodds, (2017) also viewed that, having business online that might be more successful
for organization, and they make their customer more satisfied for having their business goals to
be completed. For making business with competitive advantage they can have cost leadership
strategies for attracting more customer by pricing. In this they can easily keep their pricing
strategies to be down through which they have their more customer and make their company
targeted to be achieved. In making market position standard products that are to be believed by
the customer at having their products with reasonable price which give them averages profits.
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For earning more profits, they can also keep discount price in order to achieve higher price sales
levels in market.
Genoveva and Siam, (2017) examined about the company targets small segments work
for their customer and make their products to be different from some other organization. This
might make their products to be different from some other organization products along with their
which has their special needs. The special needs segments that have an opportunity for the
company to differentiate its products and those of their competition. By providing them with
basic products and company can also reduce their costs more than the price discount it has given
to sell them their products. Organization build up their products that make them with different
from some other company’s products. Amazon sells products with having their offers or discount
through which they have loyal customer and make their customer to be developed. Liu, Chang
and Fang, (2019) states about that, organization need to make their strategies through which they
can easily have their goals to be complete and make their more customer for developing business
in market. Measuring and techniques can be also helped in targeting the right customer while by
awareness them with buying process and try to involve them in decision-making. When customer
feels that understanding them is more important, serving them with exactly what they need at
that time for having their they will place for reducing their competition. Rewarding behaviours
that might be supportive corporate mission and their value for having their services and products
need to be make their development in market. Amazon can easily develop their products and
services by keeping right people in their organization through they can make more develop
goods.
According to Vollero, Siano and Sardanelli, (2020) organisations must also include
feedback mechanism to gain competitive advantage. Satisfactory customer services are key
feature which distinguish an organisation from other service providers. It is very important for
business to regularly communicate with the customers so that their need and preferences can be
understood and services can be modified accordingly. With this strategy organisation will not
only be able to build more interactive and transparent relationships with its targeted consumer
segment but can also identify the improvement areas. Consumers provide true suggestions for
improvement which can enhance the service quality and efficiency. Thus it is one of the most
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important strategy which can be used by the firm to make a unique identity of it as compare to
other service providers.
CHAPTER 3 : RESEARCH METHODOLOGY
Research type:
Research studies can be carried out with variety of data which is broadly classified as
qualitative and quantitative. The qualitative type of research studies aims at exploring the
opinions and behavioural aspect rather than statistical data set. On the other hand, quantitative
research type is based on analysis of statistical analysis which can form the basis for making
decisions. Thus in quantitative research huge sample size is required to obtain more precise
insight of the predicted behaviour. One of the key advantage of quantitative research is that due
to larger sample size researcher is able to make more accurate and generalised assumptions
(Korstjens and Moser, 2017). However, with quantitative studies since research is not carried out
in normal environment and does not have any follow up after survey it is possible that changing
trends cannot be traced. Also need of large sample size can make quantitative research costlier,
time consuming and complex.
Contrary to the quantitative study, qualitative research is very flexible and allow
researchers to predict the qualities so that human instinct can show its contribution. This research
study is qualitative study so that discussion of digital marketing and its impact on
communication can be explored. The benefit of using this research type is that it is very flexible
and provides a broader and open platform for discussion so that new theories and concepts can
be build.
Research approach: It is defined as the research methodology of analysing the data by providing
a theoretical orientation. It is of three types. The first one is called inductive approach in which
individual instances are used to form general conclusion. Second is deductive approach in which
valid conclusions are framed from initial premises. Deductive approach is also not supportive to
divergent thinking and thus creativity can be limited. It involves hypothesis testing and thus is
more suitable for quantitative research studies.
Since proposed study is of qualitative type it does not involve deductive approach. For
addressing the limitation of both of these approaches the third approach abductive is used. In this
approach some surprising facts are chosen for their explanation. Then for explaining it best
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alterative can be chosen. This study is based on inductive approach because it is best suitable for
the qualitative research. It also makes research very flexible so that research outcomes can be
improved.
Research philosophy:
In interpretivism research philosophy various social considerations are taken into account
so that observations can be interpreted. Thus for the social issues this can provide more accurate
insights and is very suitable for qualitative research studies. Second research philosophy is
positivism in which various quantitative methods are used so that wide observation range can be
used to discover the social trends or concepts instead of focusing on specific individuals (Braun
and Clarke, 2019). Positivism philosophy is helpful in providing trends reliability for quantitative
data. However, it does not give an in-depth analysis and thus has low validity. Further, as it is
more suitable for quantitative data it is not used in this research.
Third type of research philosophy is realism in which scientific approaches are used to
develop knowledge so that reality can be freed from the limitations of human mind. The key
benefit of realism is that it focuses on scientific facts only thus helps in providing key theories.
However, it completely neglects the literature and sentiments (Sheehan, 2018). Thus it is
possible that it may not consider emotional or behavioural aspects. Thus it is also not preferred in
this study. In this research interpretivism is used so that various theories can be applied to the
given case study and real facts can be explored to determine the general trends in market.
Interpretivism based philosophical studies are highly validated because they used to consider
trustworthy and reliable data sources. It also allows researcher to have in depth analysis of the
research subject.
Research design:
Research design is defined as the complete road map to conduct entire research. The key
research design approaches are: causal, exploratory and descriptive. Descriptive type of research
design is used for exploring or describing the relationship between research variables or
behaviour of intendent participants (Kline, 2017). It allows to define a particular behaviour or
attitude so that significance of results can be measured. Another type of research design is
exploratory in which instead of collecting statistical data emphasis is given on discovering new
insights. Third type of research design is causal type in which researcher can explain the cause
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and effect relationship between different research variables (Ghaljaie, Naderifar and Goli,
2017). This is widely used for scientific as well as quantitative study. Thus it is not used in this
research. In this research study descriptive design is used because it best suits the formulated aim
and objectives. Descriptive design also gives certain benefits such as quick decision making and
data collection. In this design methodology data is collected in natural scenarios and thus high
quality data collection is encouraged. This research design is also applicable on both qualitative
and quantitative with holistic and reliable outcomes.
Data collection:
Accessing and collecting the accurate and reliable data is one of the crucial step in
conducting viable research. Data collection methods are of two types: primary or secondary. In
case of primary type; data is collected from original data source without referring to any
secondary or existing source (Silverman, 2020). Thus it is quite authentic and reliable for
addressing any research issue. This type of data can be gathered by conducting market research
through surveys, interviews and questionnaires. On the other hand, secondary type of data refers
to the existing research work of other scholars. Secondary data is publically shared and thus is
easily available. However, this type of type may not essentially meet the tailored objectives of
the research. In this research study both primary and secondary data collection methods are used.
The key benefit of using primary data is that more accurate and precise data can be
collected which meet the research needs. However, for collecting this real time data excessive
cost and time is required and it can also be complex process. Similarly, the use of secondary data
is helpful in adding new insights to primary data because it is greatly affordable and easily
accessible (Fletcher, 2017). Limitation of secondary data is that sometimes it is outdated and due
to personal bias data may be exaggerated. Thus to avoid the limitations of both primary and
secondary data, this research study involves utilisation of both the methods. It enhances the
reliability and ease of collecting accurate data.
Sampling:
Sampling is defined as the process to choose a smaller portion of the individuals or group
in systematic manner so that they can be used for experimentation or observation (Mohajan,
2018). Sampling techniques are used for conducting a more reliable and manageable research
because with large size of participants or target audience it is challenging to conduct study due to
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cost, time as well as complexity limitations. Sampling techniques are of two types namely:
probability and non- probability sampling. In probability or the random sampling participants are
chosen without any bias and thus each one has same probability of being chosen. It is more
reliable and accurate.
The second type of sampling is non- probability type in which specific judgement criteria
are used to select research participants. The key disadvantage of using non probability sampling
is that due to particular judgement criteria is it very challenging or impossible to understand that
how well or clearly the selected population is representing the targeted audience of research.
Thus it has higher instances of inaccuracy or reliability (Bansal, Smith and Vaara, 2018). For this
research simple random or probability sampling is used in which individuals are selected without
any bias with equal chances of selection. The sample size chosen for this study is 50 which
represents different managers of Amazon UK. The key benefit using random sampling is that it
is very easy in terms of assembling different people sample population as there is no bias criteria.
Further as unbiased or representative population is selected it gives more generalised and precise
result of the research. Though random sampling is time consuming but it gives greater degree of
representativeness which is required for selected research topic.
Data analysis:
The technique to analyse the data plays an important role in cost and findings of the
research project. Data analysis techniques are of two types: thematic and statistical analysis. In
the first type of analysis relevant themes are extracted from the text instead of categorising of
test. Thematic analysis is also beneficial in terms of accessibility because it does not require
knowledge of any particular theoretical or technical knowledge (Chang, Chang and Liao, 2020).
In second category of data analysis known as: statistical analysis numerical data set is organised
and collected to make informed decisions by means of statistical models, tools and software. Key
benefit of using statistical data is secondary, it is less costly and correlations are clearly visible.
However, as statistical data can be easily misinterpreted and manipulated. Also it requires
knowledge of statistical tools which can make research complicated. In this study thematic
analysis is used because it has advantage that it gives huge flexibility to the research. Even when
data set is large it is very simple and easier to formulate themes with better reliability. With
thematic analysis it is required that researcher must be very careful about analysis of data
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because if not taken consideration then nuanced data can be missed (Basias and Pollalis, 2018).
Flexibility provided by thematic analysis also enable researcher to modify the data multiple
times as per the research needs. In addition to this thematic analysis is also considered as highly
effective in evaluation and analysis of perspective of different participants so that multiple
unanticipated insights can be easily generated.
Ethical considerations:
The first ethical principle which has been followed in this research is informed consent.
All participants involved in the research are fully aware about the research procedure, aims and
purpose of study. They are also allowed to withdraw from the research or to skip any information
during data collection. During the entire research the confidentiality and anonymity of the
participants must also be maintained. They must not be caused any harm or discomfort. This
research also ensures that the personal information, opinion or any confidential information of
participants is not shared or used without their knowledge and consent. The research procedures
must be very safe and must not cause any kind of psychological, physical or emotional harm to
any of the participants. Researcher must not force any participant to disclose views or to continue
with the research (Horck, 2021). This must be the decisions of participants only to decide that if
they want to remain part of the study or not.
Also participants must be allowed to change their opinion during any instant of time as its
their right to manage their interest and individual rights. The integration of all these ethical
principles make research outcomes more reliable and socially acceptable. It is the responsibility
of the researcher to ensure that all ethical considerations are strictly followed so that research is
carried out in safe, reliable and nature environment without any bias or unethical practice.
CHAPTER 4 :KEY FINDINGS AND INTERPRETATION
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Theme 1: Understanding about concept of integrated marketing communication digital
marketing?
Answers Frequency
Yes 35
No 15
0
5
10
15
20
25
30
35
Frequency
Yes
No
Interpretation: On the basis of above graph it can be said that having knowledge about
integrated marketing communication and digital marketing is important. Without knowing the
concept of this, it is not possible to improve strategies and having positive impacts on
performance of company. When it was asked from 50 managers of Amazon that if they are
aware and know the main concept of integrated marketing communication and digital marketing
then 35 or majority of managers said that they know. They said that Amazon made them aware
17

about digital marketing because of improving channels and also reaching customers to the great
extent in an effective manner. Whereas, 15 managers said that they do not know the main
concept of integrated marketing communication as they have only little knowledge about
communication mix and channels used in digital marketing. Overall, it can be said that company
needs to more focus on providing training to managers in order to make them aware about it for
accomplishing goals relevant to this.
Theme 2: The main reason of making use of integrated marketing communication by
companies?
Answers Frequency
To target wider audience
17
To promote brand
20
To increase sales 13
0
5
10
15
20
Frequency
To target wider
audience
To promote
brand
To increase sales
18

Interpretation: On the basis of above data it can be said that there are several reasons of making
use of integrated marketing communication and digital marketing by companies. E-commerce
companies make use of some communicational channels for different reasons. In this regard,
majority of managers or 20 managers of Amazon said that the main purpose of making use of
digital communication in this modern era is to promote brand. They said that communicational
channels associated with internet helps them out in making people aware about effectiveness of
products and services and also about new services and arrivals. 17 managers interpreted that their
company use some integrated marketing communicational channels in order to target global
customers and reach them for increasing sales as well as profitability. Whereas, only 13
employee said that according to them the main reason of Amazon of using digital marketing such
as social media and others for communication is to increase sales. They also said that these
channels can make easier for them to interact with customers, attract them and then increase
sales by providing services online.
Theme 3: Which marketing communication is being used the most by your company
Answers Frequency
Public relation
15
Media and print advertising
27
Direct marketing
8
19

0
5
10
15
20
25
30
Frequency
Public relation
Media and print
advertising
Direct marketing
Interpretation: This study is being developed for knowing impacts of integrated marketing
communication as well as digital marketing on performance of Amazon. But companies can
make themselves beneficial only when they make use of appropriate marketing and
communication channel. So, for providing better recommendations and helping out Amazon, it
was asked from managers that which main channel they use the most. In this context, 27
managers said that Amazon makes use of media and print advertising for promoting their brand
and also for communicating global target market. They provide advertisement in newspaper and
print brochures. Whereas, 15 managers said that their company mainly focuses on public
relations. It is believed that when company have an improved relation with customers then
existing customers help in promoting their brand by words of mouth. 8 managers said that as per
the situation, company changes styles of marketing and communication and accordingly choose
marketing channel. Direct marketing is the one that is being focused by Amazon and in this
regard 8 managers also said that direct marketing and meeting with customers helps customers in
having detailed information of products and services that makes them feel valued.
Theme 4: Which advantages your company can take by making use of digital and integrated
marketing communication?
20

Answers Frequency
Increase sales
10
Increase profitability
8
Increase customers retention rate
14
Take competitive advantages 18
0
5
10
15
20
Frequency
Increase sales
Increase
profitability
Increase
customers
retention rate
Take competitive
advantages
Interpretation: From the above graph, it can be said that integrated communication marketing
as well as digital marketing plays a vital role. It can provide several advantages to e-commerce
and other companies. The main reason of developing this study was to know impacts of IMC so,
this question was added in questionnaire in order to know views of managers of Amazon as what
21

they think about effectiveness of digital marketing. In this context of impacts of IMC and digital
marketing, 10 managers of Amazon interpreted that if their company makes use of effective
channels then it can increase sales and revenue as well. 8 managers said that digital marketing in
this modern technical era can help their company in increasing profits by selling products to the
great extent. 14 managers interpreted that the main positive impacts and benefit that their
company can take is increasing customers’ retention rate. Majority of managers and 18
managers said in the context of impacts and benefits of integrated marketing communication and
digital marketing that Amazon can take competitive advantages. They also said that by making
use of appropriate channel of communication they can attract customers and by providing
valuable products they can make an effective position in the market.
Theme 5: Does marketing mix strategy play a vital role in integrating marketing
communication?
Answers Frequency
Yes
40
No
10
0
10
20
30
40
Frequency
Yes
No
22

Interpretation: On the basis of above data it can be said that marketing strategies play a vital
role in improving overall performance and also selecting the best communicational channel.
When it was asked from managers of Amazon that what they think about marketing mix and this
strategy can help their company in improving IMC and digital marketing than 40 managers said
that yes marketing mix is an effective strategy. They also said that this strategy consists of
mainly 4 elements such as product, price, place and promotion and by using all these elements
while selected marketing and communicational channel, their company can attract customers and
retain them. By providing all details related to products like its effectiveness, prices of products
and services on media and other digital marketing channel, they can help customers in making
better buying decision. Whereas, 10 managers denied and said that according to them marketing
mix is not associated with digital marketing and integrated marketing communication. So,
company should focus on deciding appropriate channel as per the availability of resources and
customers’ needs.
Theme 6: Reason of using strategies and tools for measuring digital marketing and integrating
marketing communication channels
Answers Frequency
For better improvement 20
Selecting the best channel for communication
30
23

0
5
10
15
20
25
30
Frequency
For better
improvement
Selecting the
best channel for
communication
Interpretation: In the context of integrated marketing communication and digital marketing it
can be said that companies can have several positive advantages and impacts when it selects the
best channel. There are several communicational channels and ways such as sales promotion,
public relations, media, print advertising by which companies can promote their brand, makes
people aware about effectiveness of products and can attract customers. But there are only some
companies that are successful and are expanding their business with digital marketing. The
reason behind it is selection of effective marketing communicational channel and the best
strategy. It is also found that measurement of IMC and digital marketing is one of the key of
success and there are several reasons of measuring IMC. In this context, 20 managers of Amazon
said that according to them if their company measure effectiveness then they can make
improvements in other channels that are not effective and are not being used by customers. It
helps them out in knowing reasons of ineffectiveness of channels. Whereas, 30 managers said
that by using measuring tools, Amazon can select the best way and channel for promoting and
communicating with customers that can save time and cost.
24

Theme 7: How your company does measure effectiveness of digital marketing channel and IMC
Answers Frequency
Through traffic on social media
25
Average session duration
10
Page views
15
0
5
10
15
20
25
Frequency
Through traffic
on social media
Average session
duration
Page views
Interpretation: On the basis of above data and graph it can be said that there are several ways of
knowing and measuring effectiveness of digital marketing and integrated marketing
communication. 25 managers of Amazon among 50 said that their company measure
effectiveness of their digital marketing by viewing traffic on websites and social media
platforms. They said that it can help Amazon in knowing that whether they are using appropriate
channels or not. 10 managers said that their company focus on knowing average session duration
by customers on each page and communicational channels used by their company. They also
25

said that it helps their company in knowing about the best and profitable communicational and
marketing channel that is being used by customers. On the basis of this analysis of knowing
average session duration, they make improvements and focus on the one on which customers
spend a lot of time. 15 managers said that knowing numbers of customers and people who have
viewed their page is one of the easiest and effective ways of knowing and measuring
effectiveness of their integrated marketing communication and digital marketing. Overall, it can
be said that selecting the best and effective way of measuring effectiveness is important for
improving channels accordingly and having positive impacts.
Theme 8: Recommend the best way or strategy of improving integrated marketing and digital
marketing for promotion of brand?
Interpretation: Some open ended questions were also asked for more knowing about
effectiveness and impacts that integrated marketing communication and digital marketing can
have. All managers were given an opportunity to share their views without having any limitation
and extent and that is why open ended questions were asked. In this regard, some managers said
that according to them if company tracks social media channels on regular basis that along with
measurement and knowing effectiveness they can attract customers to the great extent. Some
other managers of Amazon said that by focusing on content marketing strategy, their company
can improve overall digital marketing and also integrated marketing. Their company should
focus on developing am effective content related to services and products and by uploading
images along with content; they can grab attention of customers. It can also help them out in
increasing sales and retaining customers with business for the long run.
Theme 9 IMC play very important part in process of branding or brand creation, and building?
Answers Frequency
Brand image 21
Brand equity 15
Market share 14
26

Interpretation:
From the above graph, Integrated marketing communication plays very important part in
the process of branding or brand creation and building more brand image. 50 manager highly
agreed with the brand image as they think that IMC play very important part in process of
developing the brand image of the organization. While through they have also made understand
for brand image must be important for every business and this make the organization more
market position. 21 manager think about the brand equity from which they are agreed with
integrated marketing communication that play their process in making their brand equity that
might be seemed more important for developing the organization. 14 manager are being agreed
with the market share, as per their thinking in developing the market share this could play
important role for them in making their growth along with market share keep their brand position
at high level. Through which it could be easier for organization in make their products and
services to be more developed. IMC play important role in making brand image high along with
this also to help them for having customer base to be strong. The process of branding or brand
creation that could assist in building up the brand image.
Theme 10 In what ways advertising is intended to you?
Answers Frequency
27

Awareness and inform 20
Persuade and awareness 10
Inform and creativity 10
Persuade and inform 10
Interpretation:
From the above graph it states the awareness and inform is being intended in advertising.
20 manager in organization think that advertisement play their role in awareness and informing
while through which many of the people get more aware about the products and do not make
their bad choice. It had been said that customer need to make their right choice through they can
use the right products. 10 manager are agreed with persuade and awareness in which they think
that advertisement must be about the awareness to the customer along with this make their more
developed and help them in selecting the right products. 10 manager think about that
advertisement inform and creativity it means that customer is also attracted with creativity from
the advertisement, and they also get information about the various products. This can also
include about the basic information while they can make their right products to be choice and
28

also make about hoe to developed brand products. 10 manager are agreed with persuade and
inform which keep them later to inform about the quality of the products and services.
Advertisement plays important towards the customer as this keep the customer to be attractive
through they can use their products and make their high profits.
Theme 11 which form of paid for non-personal presentation and promotion of ideas, goods and
services can be used?
Answers Frequency
Sales promotion 25
Advertising 15
Celebrity endorsement 10
Interpretation:
From the above graph it had been states that paid for non-personal and promotion of
ideas, goods and services that can be make the use of sales promotion. Out of 50 manager, 20 has
manager are highly agreed with the sales promotion while through which they make their non-
29

personal and promotion with having ideas in goods and services. As sales promotion play
important role in making their brand image and also help them for having high rate of profits. 15
manager are satisfied with advertising while having that they can make more promotion ideas
and make their high level of customer. In having the proper advertising that could also help them
for having high growth in organization and while by customer also get more attracted with their
advertising strategies. 10 manager are agreed with celebrity endorsement in which they can make
more growth. As some manager think that in making the use of celebrity most of the customer
are fan of some celebrities while through which they can buy their products and services. In
keeping the high level of promotion ideas in goods and services they are must be required with
sales promotion activities by using the various methods and could be more attractive for the
customer.
Theme 12 What advertisement should be made to convince the current customer in making the
right choice ?
Answers Frequency
Reminder 20
Persuasive 15
Reinforcement 10
Informative 5
30

Interpretation:
From the above graph it can be said that advertisement should be made to convince the
current customer in making the right choice by reminder about their products and services. Out
of 50 manager, 20 thinks about the remainder that advertisement made for their having large
number of current customer and through which they can make their right choice. They must be
want that customer will always have their right choice in products and service while through that
could be easier in making their high range of customer satisfaction. 15 manager think about the
persuasive to the advertisement and that make the customer in making their right choice towards
the products they choice for having their satisfaction level to be maintained. Hence, by doing this
it might be easier for customer in selecting the products which make the strong customer base.
Out of 10 manager reinforcement advertisement should make for customer in convincing about
the product and services. As per their thinking that could be easier for them in making customer
base strong and could help in developing more products and services. 5 manager think about the
advertisement should be informative while they can make more convincing power towards the
current customer and that could also be strong for them in developing high level of satisfaction.
Theme 13 Do you think Integrated marketing communication and digital marketing play role on
Amazon ?
Answers Frequency
Yes 30
No 20
31

Interpretation:
From the above graph it had been states that integrated marketing communication and
digital marketing play role for Amazon. Out of 50 manager. 30 manager thinks that integrated
marketing communication and digital marketing Amazon for having their high role while
through which they can make their more products and services. In this they could be seemed that
how customer and employee think about their digital marketing and integrated marketing
communication. In making the proper of use this both organization might be helpful in
developing their high range of products and services. As digital marketing has only made the
organization for working in the market sector while through which that could be easier for them
in making their products to be high and strong customer base. 20 manager think there is no role
of digital marketing and integrated marketing communication in organization. While they think
that organization has made their own growth and do not take help from any other marketing
sources. They also think about that products and services must be maintained in such way that
organization do not make the any other things through they can make their development. Along
with this, some employees think that they both their important role in developing the
organization.
32

CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS
Conclusion
Internet has become the most important things in today world and competitive marketing
tool that mean about the small and large organization. As internet helps the bridge gap between
or maintain the relationship between the organization and their various stakeholder. Integrated
marketing communication play important for developing the business and make their more
growth in the market. While through which that could help their for having great market
position. It is concept related to marketing communication with having the proper planning that
recognizes about added value along with strategies roles for variety of communication. There are
many ways in which internet use their combined data through having the proper elements in
marketing mix. So, that could help in adopting new technological capabilities established
operation rather than replacing them. In having the business that could be easier for keeping the
customer attraction towards their brand and keep active regards to promotional activities. For
being more update Amazon performance through the website for having their more customer and
easy to use. Integrated marketing communication also provide the application of promorional
offer or to their provider customer along with this making their other stakeholder for more
information regarding organization products or services what type of they basically offered. In
mass communication Amazon need to make the proper use of technology in which they can
easily pass the information to have their large number of audiences, but sometime as internet
allow information exchange in both direction. Amazon try to make their more business to be
developed and make their organization to be well-developed for having their high range of
customer through which they can easily have their more profits. In digital marketing consumer in
the new interactive make their market place and no longer targets for marketing propositions.
In having the online business environment for customer being changes while through
which organization also come to know about the various social trends. This could help them to
know more about the customer taste and their preferences in selecting the brand. There is directly
connection between the consumer, that they can have better communication which make them
better connection with each other. Amazon keep their attraction towards the consumer in making
the blogs, product reviews and even while by making customize messages and that could receive
the short time answer. Digital marketing play the important role through which that they can
33

easily make their high range of products and through that could keep their customer to stay for
long term. As organization is not only the source of sharing information, as it also work digitally
for making consumer work easier along with this also about their high range of products to be
maintained more and higher.
Amazon have their highly impact on the integrated marketing communication and make
their business to be more successful in digital marketing in making the proper use of strategies.
In having the business digital marketing is also helped in deliver higher conversion and that
could also lead for using digital marketing strategies. Review digital marketing strategies which
sometime have their growth and keep their high revenue percentage each year. The digital world
has become evolving and what worked that might be produce the same results or over to come
time. In working with the digital marketing in organization they are must be required with the
team which are more expert in using the marketing analyses and that could make their
organization to be more developed.
Digital marketing should be boosted with their suing social, mobile and some local
marketing efforts through which that could make their channels and get them with the best
results. As this marketing play important for having their organization to be more developed and
that could also lead them for having their better result. While through which that could help the
customer to know about their new product along with this about their strategies related to
products or services. In working with the digital marketing organization also required to make
their budget high and keep the workflow gap that will also save their money and time. In today
time, digital marketing seems to be important for having their business development and making
their high range of growth.
Recommendations
Amazon can easily make their targeted by providing the offer and discount on the
products through which that could keep their customer to be stayed in long term. This might be
also helped them for having their stakeholder to work with them and business to business
enterprise run risk for falling between the work (Sheehan, 2018). Measure about the research
content through that could develop the proper content and that read out by their customer.
Furthermore, making the proper content attract customer in measuring both internal and external
through reaching out their picture and messaging are effective in market. Amazon business have
34

their highly impact on digital marketing and integrated marketing communication through that
make their business easier for more developing and also make their business to be work more for
having effective communication. As communication must be improved among their organization
structure for having their proper requirement and solving out the customer problem. Amazon
need also required to have different department in which they can easily work along with this
also about their various strategies throughout they can work.
The internet has become the medium which allow the people to communicate not only for
having easier, but also allow sender to communicate with the various number of people at same
time (Payne, Peltier and Barger, 2017). To send message through emails or using some other
website through that could be easier for making their customer for staying long term. Online
marketing communication should not be regarded to have most important and the only way to
communicate organization messages. It sometime might be also requires integrating marketing
communication approaches in terms of marketing that could lead for having business need to be
more developed and make their high growth. Effective communication is said to be goals
directed to their customer, aligned for working with integrated marketing communication in
making the strategies.
Brand and promotional activities that could keep the organization in working with high
effectively and make the proper use of their communication skills. Employee are also important
on Amazon through which they can have their more growth and make their work easier.
Employee should be hired in such a way that they can effectively understand about the customer
needs and wants. As they try understand about the strategies what they are using, this can be
happened by offering them training and education program. With the help of this that could be
seemed easier for them in having their high range of customer and maintained their high level of
stakeholder.
Integrated marketing communication and digital marketing have impact on the
organization. In having this impact they can make their organization to be well-developed along
with also make their high level of customer satisfaction. Workforce need to understand the
concept of marketing communication through which that could be more effective for them in
developing their more products or services for having high range of sales (Premkumar and
Shanmugasundaram, 2020). As they are must be required to adopt advance technology and
35

implementing the plan so which keep customer for long stay and organization to work better. In
addition, the role of communication and information technology that also make the aware about
the strength and weakness along with this clear about the marketing objective which can be
reached out for achieving some new online tools. Communication should be in such as way that
employee and customer can easily understand their working strategies and that could be easier
for manager working in organization for making new plans.
REFLECTION
When I have heard about this topic it seems to be easier for me in making this report
properly. While I was thinking that it could help me for having the next report and making the
next report easier to complete. At time of preparing this research I was quite feeling frustrated,
but along with this I was also feeling happy about this that I have got the chance for preparing
this report. Before starting this report I have divided my work as per scheduling so that could
help me for managing the work and complete the work on time. Through this I also understand
various things and various methods which could help me to increase knowledge and developed
more skills. I have come to know about the various author views and thinking that support me
for making the proper literature review and more about the communication skills. Developing th
research more about this I have prepared questionnaire for manager in organization and I have
taken their respondents with easy way. In taking the respondents I was feeling that, they will help
me or things about the various think (Kim, Kang and Lee, 2019). But, when the give the
response I was feeling happy and that could also help for making the further more research easy.
This research report developed my skills and knowledge more so that could keep me
supportive in making the further report. This help me for gaining knowledge about various
author and that know more details related to their thinking. I have divided the work into small
things so that could me easier in managing the work and that might be helpful for completing the
work on time and before deadline. When I have read about the organization details, and I was
thinking that this could be easier for me in making this research and that could also help me for
making some other research report. I have also learned about the communication skills and time
management through which I can make the report easier.
While preparing this report I have also noticed that time management play important role
in developing work and that could also lead for managing the work. This could also benefit in
36

completing the work on time and making the other for completing the work on time. I have learnt
more about the Amazon strategies related to their strategies and various products or services.
Before preparing I have never listened about various methods of research methodological and
how to use this for making the relevant research. The work I have done as per while by
managing the schedule and divided the work as per the weak so that could help me for more
developing this research properly. I have notice the weakness that I was lacking behind the
communication and time management which is more important in making any report.
I have also decided that in further research I will make sure about the time managing and
developed the communication skills (Valos And et.al.,2017). When at time of filling the
questionnaire I have faced challenges for working and understanding the different people and in
collecting the information. But, later I come to know that how to work with them and how could
be make more effective communication with various people. For having better results, I got the
best respondent and that help me for making the research more relevant and reliable. In preparing
the next report I would like to again prepare the primary research through which I come to know
about the various people thinking and how they think and how they work.
37

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40

APPENDIX
Questionnaire
1. Do you understand the concept of integrated marketing communication digital
marketing?
 Yes
 No
2. What is the main reason of making use of integrated marketing communication by
companies?
 To target wider audience
 To promote brand
 To increase sales
3. Which marketing communication is being used the most by your company?
 Public relation
 Media and print advertising
 Direct marketing
4. Which advantages your company can take by making use of digital and integrated
marketing communication?
 Increase sales
 Increase profitability
 Increase customers retention rate
 Take competitive advantages
5. Does marketing mix strategy play a vital role in integrating marketing communication?
 Yes
41

 No
6. What is the reason of using strategies and tools for measuring digital marketing and
integrating marketing communication channels?
 For better improvement
 Selecting the best channel for communication
7. How your company does measure effectiveness of digital marketing channel and IMC?
 Through traffic on social media
 Average session duration
 Page views
IMC play very important part in process of branding or brand creation, and building?
 Brand image
 Brand equity
 Market share
In what ways advertising is intended to you?
 awareness and inform
 persuade and awareness
 inform and creativity
 persuade and inform
which form of paid for non-personal presentation and promotion of ideas, goods and services can
be identified by you?
 Sales promotion
 Advertising
 celebrity endorsement
What advertisement should be made to convince the current customer in making the right
choice?
 Reminder
 Persuasive
 Reinforcement
 Informative
Do you think Integrated marketing communication and digital marketing play role on Amazon?
42

 Yes
 No
8. Recommend the best way or strategy of improving integrated marketing and digital
marketing for promotion of brand?
43