The Impact of Integrated Marketing Communication and Digital Marketing on Amazon

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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