Website Promotion Strategy for Amazon Pvt. Ltd.

This report discusses the website promotion strategy for Amazon Pvt. Ltd. including product/service description, website goals and objectives, target audience identification, competitor analysis, budget and planning, existing website statistics, promotional strategy and campaign, and PPC campaign considerations. The report suggests using content marketing, social media, email marketing, and promotional campaigns to drive traffic and engagement. It also recommends considering PPC goals and options for effective marketing.

THE WEBSITE
PROMOTION
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Product/service description:.........................................................................................................3
Website goals and objectives:......................................................................................................4
Target Audience Identification:...................................................................................................5
Competitor analysis:....................................................................................................................5
Budget and Planning....................................................................................................................6
Existing Website statistics...........................................................................................................7
Promotional Strategy and Campaign:..........................................................................................8
PPC Campaign Considerations:...................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Website promotion strategy refers to a fully-fledged plan for longer run, such plans are
fabricated by an organization in order to promote the website and hiking its revenue, number of
visitors etc. for fulfilment of the aim, in this report a promotional strategy would be made for
Amazon pvt. Ltd. Report will be discussing website goals, target audience to bring better
understanding (Valente, Modahl and Soldal, 2019).
To analyse the competitors there will be a good elaboration of competitors by depiction
of competitor analysis. At the end a promotional strategy would be fabricated along with an
appropriate campaign consideration.
MAIN BODY
Product/service description:
The website of Amazon is engaged in online business. This website is providing range of
services such as promotion of products and services which are available on the website, the
available offers, prices, delivery schemes etc. With the progress of time, the website got drastic
reforms and now it is inevitably helping the business.
Amazon is already the organization whose major success lies in successful operation of
its website. There are more than 2.45 billion visits are taking place in a month. This traffic on
website is getting hyper yet there is need to ensure better performance in order to get more
customers under the single umbrella.
For fulfilment of the aim, the organization is supposed to fabricate a website promotion
plan which will enhance its capability to reach the customers and exploring new markets. It is
also experienced that still in the market there is no technological or digital inclusion. Millions of
people are still not feeling much convinced when it comes to online shopping (Zhou, 2020).
There are number of products and services are available on the website such as retail
items, consumer items, books, clothes, Fast Moving Consumer Goods etc. the main role of this
website is to provide a platform to its associated organizations so can extend their products and
services to their customers.

Website goals and objectives:
The website is one of the most visited website at present. The main aim of the
organization is to make the digital world wider and inclusive. So the goals and objectives of the
website are as-
Website goals Website Objectives
To ensure better flow of information. The objectives would be number of total
call, the status of web page traffic.
To hike the brand value or branding. Number of visitors on the website, and
their activities.
Taking a good lead generation. Total number of emails, rate of conversion
of such visitors.
Ensuring hyper Revenue Generation. To monitor the conversion of such leads to
sales of the organization (Yunus and
Tanuar, 2018).
Fulfilment of internal needs. To make the website aligning with internal
needs of the organization.
Making sure transformation of business. Ensuring reduction in total cost, hiking
revenues, reducing cost of promotion and
boosting up its efficiency.
The website is intended to make its performance better and would like to reach those
people who are somehow driven to make buy. By putting extra efforts the organization may get
success in changing the mindset of society to keep their-self away from online buy. These
websites promotional efforts would pave the way to hike organizational performance.
Amazon is working in more than 58 countries so there is strong need to promote its
website, it will make its customers and potential customers more aware of the provided products
and services. Which will ultimately drive good profitability to the organization. There are
number of competitors are there, such as Alibaba group, Costco, Walmart, Ebay, Flipkart etc.

Being in such a competitive market the entity can not sustain without having great
performance of its website. The organization is striving to achieve its aim of serving customers
through online and its physical stores. With the progress of time the share of offline stores is
coming down and organization is moving to hike its contribution of online sales. Which is only
possible with the help of better website (Conversano, Contu and Mola, 2019).
Target Audience Identification:
Target audience can be defined as a cluster of customers or audience who are targeted for a
particular expedition. This is very much needed since while formulating a strategy and while
implementing it, there is need to have a sense of clarity about targeted audience so can make
it appropriate or suitable to them.
The targeted audience in this case would be adults aged 18 to 40. Since majority of the customers
are lying in the same group.
Competitor analysis:
Amazon is a multinational large scale organization which has many business operators in
the same industry yet there are few very tough competitors which are giving tough competition
to the website. The two major competitors are eBay and Sainsbury. eBay is an American e-
commerce company which operates multinationally in many countries (Valente, Modahl and
Soldal, 2019). It facilitates business to business and consumer to consumer sales. It totally
operates via online website. It does not have any physical stores anywhere. E commerce giant
has a large and diverse product portfolio which makes it a favourite place of the customers to go
for anything and everything.
Sainsbury is a UK based 2nd largest chain of super markets, it has high market share of
14.9%. The online site of the company is very effective and facilitates specialization of 1 hour
delivery which enables delivery of goods within an hour or less. Sainsbury not only operates
online but it also has physical stores in UK. It recently has acquired Argos which has been a
game changer for the company due to the most effective delivery channels in the country. It has a
large product portfolio and has many subsidiaries under it. Let's use a detailed comparison of
these three companies to analyse competition.
basis Amazon eBay Sainsbury
Country of origin America America United kingdom

Offline stores and
online website
Online website Online website Operates both offline
and online.
Revenue in 2021 46980 crores USD 1027 crores USD 2904 crores GBP
subsidiaries Audible, Zappos, ring,
wholefood market etc.
Mobile.de, ebay
austria etc.
Argos, habitat,
Sainsbury 's bank.
Major product serving House hold items,
electronic gadgets,
groceries, beauty,
clothes etc.
Electronic gadgets,
health and beauty,
furniture, fashion etc.
Groceries, house hold
items, cleaning
products, diet food etc.
headquarters Seattle, US San jose, US. London, UK.
Keeping the above comparison in mind it can be said that in terms of revenue, amazon is
very ahead of both of its competitors, yet company's vision to grab a large market share in UK by
building an effective website which can provide quality services and fast deliveries can be very
impactful (Zhou, 2020).
Budget and Planning
Step-1 Identify ideal ACos
Before set up campaign on dashboard it is necessary for first need to ask on how much they
spend on advertisement so that it help for creating effecting marketing campaign apart from
eating into profit (Chaudhry, 2022).
 How much can you spend?
Particular Budget ($)
Selling price 30,000
Cost of buying products 70000
Amazon FBA fees 10000
PPC 13000
Total 123000
Step 2 Allocation of budget – average daily budget and fixed daily account budget.

In the individual campaign it is necessary to focus on setting daily budget for every
budget ad campaign that create on Amazon. It will be calculated by calendar month by
using formulas:
Maximum expenditure per calendar month= daily budget* number of days left in
calendar month
It is necessary to calculate daily budget that help for carrying over next day and then
entire daily budget in one day so that it is unused amount that can be rolled over days.
Step-3 calculates default bid
This amount is related to the keywords search by audiences as well as it is necessary for
considering the paying pay per click amount every time user in the form of cost per click.
 How will you measure your Return on Investment (ROI)?
For marketing campaign, ROI can be measure by profit – cost/ cost
Example, if the sales growth from business or product line and subtract the marketing
costs by divided with marketing cost.
Sales grew by $2000 and marketing campaign cost $200 then ROIs is 900% which can be
calculated by (($2000-$100)/$ 200)= 900%
 What will decide if the campaign is successful (e.g. 20% increase in sales)?
In order to determine the marketing campaigns, it has been analysed that it is necessary to
measure more than just number of sales and amount of profit brought in. Also, if sales of
Amazon increase by 20% then company will have decided that campaign is successful. This is
help for achieving clear goal in order to focus on all the aspect which make the campaign
successful (Kandi, Balakrishnan and Vijayalakshmi, 2022). Then it is necessary to improve
strategy fort promoting so that it help for providing success.
Existing Website statistics
 In order to analyse the existing website statistics of Amazon it has been analysed that it is
on 12th rank globally, 4th rank in country US, 1st rank in ecommerce and shopping.
 There are more than 2.7 billion total visit at website with bounce rate of 33.63%, pages
per visit is around 9.39 by considering duration of 7 minutes and 34 seconds.

 In order to understand the gender distribution, it can be said that it is related to the there
are 40.29% are female and other than 59.71% of male identified in audience
demographics as well as it is related to the current market share across various audience.
It can be said that there are most of people visit on the basis of 25 to 34 year old on desktop
(Yadav and Sagar, 2018).
 Audience interest can be reveal on the basis of key details with the help of
browsing interest of Amazon.com’s visitors.
 By understanding the similar sites and competitors it can be said that top competitors are
e-bay by 100% affinity and monthly visit 756.7 million with rank 2nd, 95% of Walmart for
442.2 million with rank 8th, target.com by affinity of 100% and monthly visit of 196.8
million and getting 23rd category rank (Amazon statistics, 2021).
Promotional Strategy and Campaign:
Drive more traffic with content marketing- It can be said that content marketing is one of the
key marketing strategy which are help for bring together. This is help for educating customer
with services and products of amazon. Also, it helps to solve problem of different type of
customer regarding for what product they looking for. Blog posts is one of the powerful form of
inbound marketing for internal and external content. Then with the help of infographics it helps
for visualisation between images and data (Rahman, 2021).
Explore the power of social media- there are more than 3.6 billion peoples who are
using social medias as great way of promotional content. Also it helps for experiment on
Facebook, snapchat, Instagram, etc. that are help for invest in social media marketing budget
accordingly. Then, YouTube ads are one of the best strategy of promotion on which all category
of audience are participated accordingly. Instagram marketing is simple and catchy which help
young audience to read content and follow up (Feng, Chen and Li, 2021). There are more than 10
million of youngsters are visit Instagram ads on daily basis, that help for providing knowledge in
order to focus on explore social media in better way.
Using email marketing in order to drive engagement and sales- This is an inbound and
outbound promotional strategy. It helps for email marketing campaign proves in order to prove
extremely effective is brand’s marketing strategy. According to the campaign it has been
analysed that there are 3.9 billion daily email users in order to predicted 4.3 billion by 2023.
Then, more than 46% emails are opened on mobile devices. It is necessary for attracting large

audience so that company can grow increasingly as well as it is help for promoting accordingly.
There are large number of audience can connect with campaign.
Promotional campaign- It is necessary for every company in order to focus more on opening
new strategy for customers in order to browse, shop, discover etc. Also, digital ads are helps for
combination of text, image, video etc. It helps in new ways to reach shoppers so that it will help
to increase the online shopping journey that can be projected by 278.73 million online shoppers
in US by 2024. By considering flexible assignment, it helps for providing digital solution by
provide them customisable features as well as it helps for including different variety and
creativity’s formats advertisement placements (Olivar and Melo, 2022). Also, it is necessary to
provide them customisable budget so that it help for providing ratio for understanding traditional
advertising that can often require for significant financial investment and also easy to accessible
with given budget.
PPC Campaign Considerations:
Pay per click (PPC) is one of the best strategy of marketing campaign that is also called
goal oriented strategy which is related to the PPC paid social program that can actually from
different goals. Sometimes it is necessary to required consideration of all the options that can be
available in organisation. The most common PPC goal can be include product and brand
consideration, brand awareness, sales, leads and repeat sales. In context to Amazon it is already
as well-known brand for online shopping as well as it is related to sales funnel on the basis of
awareness, consideration and purchase.
For instance, B2B business have longer sales cycle in order to researching business solution that
is related to internal decision-maker involvement. On the others hand, ecommerce product can be
immediate purchase for few hours from clicking on PPC ad. In content to brand awareness it is
help for introducing and raising the visibility of brand and product also it is necessary for
exposure to highly relevant distance that’s can hopes clicks in order to lead consideration phase
(Labadens, 2018). Also, product and brand consideration can be identified by great time to
reintroduce the brand with the help of detailed target and persuasive call to action language in ad
copy. Further, lead is related to business model that can be support in online sales for interested
prospects and engage for conversation.

CONCLUSION
It has been concluded that promotion strategy is help for firm’s decision making that can be
concerned on the basis of choosing appropriate mix of advertisement, personal selling, sales
promotion and publicity for communication by its target market. There are different types of
campaign that can be followed by company so that it helps for coupon, price reduction, loyalty
programs, buy one get one strategy etc. In the present report it is including how Amazon can
improve its strategy for promoting product and services in order to focus on traditional and
online advertisement, direct marketing, sponsorships, personal selling etc. Further, on the basis
of PPC campaign it will help for conduction online campaign which is helpful for improving
sales as well as brand image of company. It is including call to action with the help of request a
demo, free trial and get consultation.

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Online

Amazon statistics, 2021 online through
https://www.similarweb.com/website/amazon.com/#overview.