Digital Marketing Strategies and Tactics for Amazon

This report focuses on the development of digital tactics and strategies for Amazon to attract potential and loyal customers. It includes an implementation plan, customer service strategies, relationship development, and gaining loyal customers. The report also discusses the timeline of the promotional strategy and future assumptions.

ASSESSMENT 3: INDIVIDUAL REPORT: DIGITAL
MARKETING STRATEGIES AND TACTICS
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Executive summary
Purpose of this report is to development of digital tactics and strategies for Amazon. This retail
giant has established its brand image by providing top quality service and products. Customer-
oriented business strategies are helping this company to maintain customer satisfaction. This
report includes implementation plan of promotional strategies, plan for customer service,
development of relationship with customers, and plan for gaining loyal customers. Proposed e-
marketing strategy is potent to help this firm to attract maximum potential as well as loyal
customers towards their business. In this study, wireframe of new website, mock-up, banner ad,
Facebook ad, newsletter, and e-mail marketing have been added. At the end of this report,
conclusion part has been drawn from overall discussion of report.
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Table of Contents
Introduction......................................................................................................................................4
Section 3: Implementation plan.......................................................................................................4
3.1 Tactics and strategies for achievement of objectives.............................................................4
3.1a Usability factors and design.............................................................................................4
3.1b Driving traffic to website: SEO (Search Engine Optimization).....................................10
3.1c Driving traffic to website: obtaining interest, action, and desire of customers..............11
3.1d Revenue generation........................................................................................................23
Section 4: Relationship, customer service, and loyalty plan.........................................................24
1. Customer relationship management (CRM) and customer service.......................................24
2. Strategy for customer service.................................................................................................25
3. Strategy for obtaining loyalty of customers...........................................................................26
Section 5: Timeline of promotional strategy.................................................................................26
Section 6: Future assumption.........................................................................................................28
1. New potential technologies....................................................................................................28
2. Discussion on planning action...............................................................................................28
Conclusion.....................................................................................................................................29
Reference list.................................................................................................................................30
3

Introduction
Digital marketing strategies and tactics help organization to meet objectives of their business and
these kinds of business actions are very common in today’s digital business era. This study
focuses on development of digital tactics and strategies for Amazon. This retail giant has
established its brand image by providing top quality service and products. Customer-oriented
business strategies are helping this company to maintain customer satisfaction. Proposed e-
marketing strategy is potent to help this firm to attract maximum potential as well as loyal
customers towards their business. This report includes implementation plan of promotional
strategies, plan for customer service, development of relationship with customers, and plan for
gaining loyal customers. In addition, time plan for promotional strategy and future assumption
are being discussed in this report.
Section 3: Implementation plan
3.1 Tactics and strategies for achievement of objectives
In this part, strategies and tactics of digital marketing are going to be discussed with proper
justification. These strategies have the potential to help Amazon to meet business objectives
within minimum time period.
3.1a Usability factors and design
Key issues that affect of usability and design of website
User Interference (UI) and User Experience (UX) need to be measured in order to understand
key uses of website of Amazon.
 Loading time of website in mobile
Many consumers use mobile applications and use Google Chrome as browser to visit official
website of Amazon. According to Todor (2016), it has been noticed that increasing loading time
of website has negative impact on customers. Research regarding this aspect has postulated that
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other similar websites such as official website of competitors of Amazon face same issue. It has
been found that if loading time increases by 0.1 seconds, sales of Amazon decreases by 1%.
Annually, Amazon faces financial loss of near about $1.3B. Optimization of design and usability
of website may help to mitigate this issue
Figure 1: Comparison of loading speed of Amazon with its competitors
(Source: www.joomlashine.com)
 Issue related to usability in desktop
Overall score of Amazon is lower than many other websites due to certain reasons. Järvinen and
Karjaluoto (2015) have mentioned that website of this retail giant is user-friendly and it
maintains average speed to load the content. However, desktop site takes more time to load the
content. Due to this reason, overall score is remaining lower than many other similar sites.
Design and usability of website need necessary modifications to overcome this potential issue.
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Figure 2: Speed test of online businesses including Amazon
(Source: www.ovrdrv.com)
Wireframe structure of new site
Wireframe structure is given below with required modification,
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Figure 3: Wireframe diagram of new website
(Source/Tool: Wireframepro. Com, 2018)
This wireframe structure has included certain modifications in order to improve design and
usability of website. Chatbox have been included within this site and this feature may help to
solve queries of customers by employees of Amazon. Search by color option has been added to
this site. Users will be more comfortable to find products of their choice as per their color
preference. Links to connect with social media sites of this company have been included in
order to provide more information to customers. At the left side, a list of popular items has been
added in order to influence buyer's decision of purchasing.
Graphic design
Graphical design is a form of visual communication process that helps organization to provide
better experience through their website. Official website of Amazon contains data and image
gallery containing images of business operations (Amazon.com, 2019). Through effective
graphic design, this company is being able to explain their brand value. They hire best graphic
designers for designing their website so that they can attract target customers. For example,
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modern and stylish outlook of the home page attracts tech-savvy young customer groups towards
Amazon.
Function, content, and features of site
Content
Website of this company includes in-depth information about products offers by this company.
Images of products are clear and customers can easily understand dealing offers. As mentioned
by Baltes (2015) it is important to develop simple and attractive content to attract consumers.
This company provides detail information regarding diversified products to billions of customers
from all over the world. Simple language and good usability of website help Amazon to
influence more than 55% of customers to visit their site again. Quick response to customer’s
query is helping this company to ensure customer satisfaction (Amazon.com, 2019). For this
reason, this company is getting opportunity to maintain its position in global marketplace.
Attractive look of website is offering an eye soothing experience to consumers.
Features and functionality
Innovative features of this company are helping Amazon to beat their competitors. Important
features and functions of this e-commerce website are mentioned below,
 Provides personalized experience to visitors
Once visitor reaches Amazon website, it asks to register and team of this firm communicate with
registered customers by one-to-one. They ask to rate their product and influence buying behavior
of customers. This approach helps customers to understand brand values of this company.
 Prime offers
Amazon offers prime products and services to their customers through their website. This aspect
helps them to maintain business position. They set different target market for different kinds of
products and implementation of continuous innovation is the main USP of this business.
 Works on reviews
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Registered customers are allowed to provide reviews on a specific section of Amazon website.
Management study reviews and work on it (Amazon.com, 2019). This approach of this company
is helping them to improve user experience. They are getting more traffic on their website by this
approach.
Approach to measure effectiveness of website
Aspect to be
measured
Measuring Tool Frequency of
measurement
Meeting
objectives
Site traffic Google analyzes Weekly  To
increasing
traffic by
40% by
next year
Page views Google analytics Once in a month  To enhance
visitor of
website by
10% in
next one
year
Search Engine
Optimization
Alexa Once in a quarter  To increase
profit by
15% for
next fiscal
year
Customer
satisfaction
Survey of customers Once in a month  To increase
revenue
generation
by 305 by
meeting
needs of
existing
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and
potential
customers
Table 1: Measurement approach
(Source: Created by Learner)
3.1b Driving traffic to website: SEO (Search Engine Optimization)
 Google
This search engine has been selected as it is the most common search engine that is being used
by huge population throughout the world. As opined by Karjaluoto et al. (2015), this search
engine is continuously improving its algorithm and this aspect is helping companies such as
Amazon to reach maximum visitors on their site.
 Yahoo
Yahoo is another popular search engine with market share of near about 7.7% and this is the
reason behind selection of this search engine (Saura et al. 2017). It will be easier for Yahoo user
to reach the website of Amazon more easily.
 Bing
Bing is in similar position with Yahoo and service quality of this search engine is influencing
many people to use it (Kotler et al. 2016). Due to this reason, this search engine has been chosen
for Amazon.
Monitoring strategy for search engine effectiveness Monitoring Frequency
1. Evaluating number of direct traffic generated Weekly
2. Evaluation o traffic generated through referral Once in a month
3. Evaluation of conversion rate Once in a month
Table 2: Monitoring strategy for search engine effectiveness
(Source: Created by Learner)
Optimization strategy
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 Optimization of crawl budget
Optimization of crawl budget helps to prioritize respective pages to be crawled by users and
allow search engine to re-index on regular basis. As suggested by Yeow et al. (2018), it is
important to revisit site on regular basis in order to optimize site. It helps users to access all
pages of websites easily.
 Re-optimization of content
Re-optimization of content refers to create an inventory of important pages that have great
impact on traffic generation, branding, conversions and link earning. Patrutiu-Baltes (2016) have
suggested that these pages must be reviewed for ensuring further improvement.
3.1c Driving traffic to website: obtaining interest, action, and desire of customers
1. Outline of Promotional strategy
Email marketing: this strategy can be used four times in a year to provide details regarding
various offers. In addition, communication with customers can be maintained through the help of
this promotional tool.
Social media advertisements: This tool can be used all the year round and various channels like
facebook, twitter and Instagram can be used for this purpose. Detailed description regarding
products can be provided for this purpose.
Banner: This tool can be used during specific seasons and for advertisements for new products.
Online ads and endorsements: these tools of advertising can be used frequently in a year.
Information about products and organization can be provided by these channels.
2. Justification for selection of Promotional strategies
I. Contribution of strategy
Promotional strategy Contribution Achievement of
objectives
e-mail advertising  This strategy can help Raising traffic of website
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to increase brand
image
 Constant interaction
with clients can help in
positioning of the
company
 This strategy helps to
provide essential
product information to
target market.
within a year by 40%
Social media  Helps to increase
transparency that can
increase satisfaction
rate of target market.
Increasing revenue collection
by 30% within a year can be
achieved.
Banner  New products
information can be
given to target market.
 Positioning of different
new brands can be
done properly.
Raising market in next six
months
Endorsements  Brand image will be
increased
 Target market can be
motivated to buy
products
Increase of net profit by 15%
by next financial year.
Online Ads  Information about
products and company
policies can be
conveyed through this
channel.
Creation of a strong brand
existence.
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II. Media used
Media Paid/owned/earned
e-mail advertising Owned
Social media Owned
Banner Paid
Endorsements Paid
Online Ads Paid
III. Frequency of strategy implementation
Social media advertisements need to be continued whole year that can help Amazon to maintain
proper communication with target market. This is cost-effective channel that helps to increase
reach of a firm (Ozuem et al. 2018). Other channels of promotion like online advertisements and
endorsements can be done periodically to gain attention of customers. E-mail promotional
strategy can be used 4 times a year to provide information about different products and attractive
offers.
IV. Professional service
Expert agencies need to be included during conduction of endorsements. Advertising firms can
be contacted for this purpose who can arrange influencing personalities. In addition, IT experts
required for conducting online advertisements and creation of attractive blogs.
V. Method integration
Method of endorsements can be integrated with social media advertisements. Different videos of
endorsements can be published on social media channels like facebook and twitter. As stated by
Todorova (2015), integrating a promotional strategy with another helps an organization to gain
more benefits. In addition, different advertisements in banner can also be published on online
channels and social media.
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VI. Banner ad
Sky Scraper banner by Amazon (160X600)
14

Advertisements by Leader board (728x90)
Facebook Ad
Facebook Advertisements (600X315)
15

Sponsored Ad for facebook
(Source: MailChimp)
16

VII. Wireframe for website
(Source: Wireframepro, 2018)
17

Website mockup
18

19
In Amazon we try to delight our customers through innovative
strategies and brilliant workforces. Approximately 250000 associates
and executives work at different network of Amazon to implement
technology and fulfill consumer needs. Innovation, creativity and
good quality service are our main objectives.

VIII. E-mail letter
Email marketing
\
20

Newsletter
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IX. Collaboration partners
 Expert agency for endorsement
Expert agencies such as Celebrity endorsement network can be considered as suitable partner for
Amazon. This company may help them to hire celebrities for endorsing their brand.
 IT experts
Collaborating with IT experts can help this company to ensure technological advancement that
may help to improve promotional methods. As mentioned by Geru et al. (2018), various IT
expert companies are there those provide engineering services to companies such as Amazon to
improve their marketing process.
3.1d Revenue generation
This report has mentioned about promotional and SEO strategies that can help Amazon to
increase revenue generation by their company. Additional strategies are mentioned below,
 Promoting link of other companies
Kotane et al. (2019) have mentioned that it is an easy technique to generate more revenue
through website. Amazon may get money from other companies for promoting their website on
official website of Amazon.
 Dealing with popular organizations for promotion
This company may pay popular companies to share link of Amazon on their website. This
approach may help this firm to obtain maximum customers and can help in generation of
maximum revenue.
 Stop asking users for registration
Many users do not like to be registered and companies continue forcing them for registration.
Amazon can get more visitors on their website by simply avoid asking visitors for registration. In
this way, customer number and revenue generation can be improved.
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Section 4: Relationship, customer service, and loyalty plan
1. Customer relationship management (CRM) and customer service
CRM or customer relationship management is an essential part of providing customer service.
Amazon can adopt different objectives that can be fulfilled by the management in order to
achieve loyalty of customers. There are different objectives of CRM in Amazon that includes:
 Providing insights of all products by constant support and helping in booking of orders
 Providing support to consumers after selling of products by collecting feedback through
email and survey.
 Managing several issues and queries of customers in a friendly manner by the help of
Twitter, e-mail or personal message.
Proper CRM strategies help to increase relationship with customers and sales can be increased
(Girchenko et al. 2017). Amazon can fulfill these objectives that can help to improve buying
experience of customers. Retention rate of customers can increase by this process and Amazon
can achieve a distinguished position in market. Maintaining proper relationship can help to
increase marketing objectives of Amazon like increasing sales by 30% by next year. Executives
of this company need to provide training regarding use of modern technology for increasing
impact of CRM on sales ration. Moreover, Kingsnorth (2019) argued that installation of CRM
software like freshsales can help e-commerce business to maintain good relation with customers.
Freshsales is designed to help e-commerce business like Amazon to grow and achieve success.
This software can help Amazon to rank leads of customers based on various factors. Hence,
identification of customers based on lead scoring can help this firm to serve potential customers
in an effective way.
Customer service is another factor that can be obtained through the help of CRM software like
freshsales. As stated by Ziliani and Ieva (2015), customers choose e-commerce for saving
valuable time. Hence, it can be said that customers have certain expectations during visiting an e-
commerce site. CRM software like freshsales can help to management of Amazon to gather
valuable data like last time visit of a customer, products purchased and feedback. Hence,
customer service strategy can be improved by this organization accordingly.
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2. Strategy for customer service
Customer service can be provided by Amazon by increasing transparency. Immediate assistance
to consumers can be provided by help of online website. This can help to increase satisfaction
rate of customers.
Strategy of FAQs and help pages
This strategy can be taken to provide essential information to customers regarding various
products. As mentioned by KO et al. (2016), contents in FAQs of e-commerce websites is an
essential service strategy. Contents in these pages can provide assistance to customers all day.
FAQ page's content of this firm needs to contain answer of some common queries. This includes
answers regarding products and terms and conditions. In addition, information such as, shipping
information, terms of exchange and return must be containing in this service page. Different
queries of customers can be solved.
Figure: FAQ for providing customer service in a proper way.
It is essential to put FAQ page prominently on Amazon website that can increase convenience of
customers’. Different categories of questions need to be grouped together that can help to
eliminate any kind of confusion. For example: questions regarding products need to be grouped
together.
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3. Strategy for obtaining loyalty of customers
Loyalty of customers can help a business to gain a distinguished position in market by winning
competition. Loyal customers help a firm to eliminate any kind of business risk by maintaining a
steady flow of revenue. Amazon can adopt the strategy of loyalty program and reward strategy.
As said by Zhang et al. (2017), loyalty program by offering lucrative rewards to customers helps
to increase their loyalty. Amazon can offer different rewards on multiple purchases like free
shipping and storing credit. These strategies can help them to retain customers and obtain their
loyalty. However, regular collection of feedback from customers regarding loyalty program is an
essential part. This can provide an idea to management of this organization regarding success of
this reward program and future demands. Moreover, welcome offers for new subscribers can
help to increase engagement of customers. Welcome offers are a part of the reward strategy that
must be offered to new customers for gaining their trust and growing interest in them. Offering
points to new customers can give management of Amazon a chance to communicate with them
regularly by providing reminder regarding remaining points. Hence, a relationship can be
maintained with new customers and they can be included in the loyalty program.
Section 5: Timeline of promotional strategy
One year chart
Elements Ma
y
Ju
n
Ju
l
Au
g
Sep Oct Nov Dec Jan Feb Ma
r
Ap
r
e-mail
Social media
ads
Banner
Online Ads
Endorsement
s
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Amazon can continue different strategies of promotion that can help them to gain desired
marketing objectives. From the above Gantt chart, it can be seen social media promotional
strategy is an essential part that helps to maintain connection with current and potential
customers. As mentioned by Mogos and Acatrinei (2015), special offers can be promoted
through banners during summer and winter session. Different products like air conditioners,
room heater and refrigerators can be advertised by this strategy. Hence, this strategy can be
applied during this time and additional operational cost is required to implement this strategy. In
addition, endorsements can also be done periodically in a year. Periodic endorsements help to
maintain attraction of an organization. In addition, periodic advertisement on online media like
blogs and website needs to be done by Amazon in order to gain desired marketing objectives.
These promotional strategies can help Amazon to gain a marketing objective of increasing
revenue by 30% within one year.
Rationale
In the above timeline, it can be seen that endorsements and advertisements by banner are done
periodically. This can help Amazon to gain its marketing objectives like raising traffic on the
website by 40% in a year. Endorsements and banner creates interest among customers and
motivate them to gather information about products or offers Tuten and Solomon, 2017).
Moreover, social media is an essential strategy that is cost effective and can help Amazon to
attract different segments of customers from all over the world. Marketing objective of
increasing net profit by 15% can be achieved with the help of this strategy. Different offers and
information regarding different segments of products can be promoted in different social media
channels like facebook, twitter. Collection of feedback can also be done through the help of this
strategy. Hence, this strategy of promotion needs to be continued for the whole year. Increasing
product responsiveness is another essential marketing objective of Amazon. This objective can
be fulfilled by the strategy of e-mail advertising. Objective of customer relationship management
can also be fulfilled by this strategy of promotion. Providing information regarding different
products to customers by email can help increase responsiveness. Newsletter regarding various
offers can be mailed to customers directly. This can help to establish a strong relationship with
customers and achievements of objectives can be achieved.
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Section 6: Future assumption
1. New potential technologies
Different new technologies can be improvised in Amazon website in future. This includes voice
assistants, which helps to increase convenience of customers. As stated by Wu (2016), voice
assistant is an efficient technology that listens to voice of a user and performs tasks accordingly.
This feature can be included in near future in order to increase convenience of customers.
Increase in satisfaction rate of customers can help Amazon to gain consumer loyalty. This
feature can be used during searching a product or in FAQ division. Different questions can be
asked without typing that can enhance the strategy of customer service.
M-commerce is another essential strategy that can help increase convenience of customers
during making payments. Internet traffic at present is occupied by consumers with mobile
devices. It can be seen that e-commerce companies including Amazon have adopted m-
commerce strategy. However, improvement of this strategy is essential in future. This includes
regular update of products on mobile devices and solving issues. This can help to gain
engagement of customers.
Blockchain technology is another essential future need that must be implemented by Amazon.
This is a powerful technology that impacts on activities of both seller and customers. Application
of this technology can help meet issues regarding transparency, payments, and data security.
Processing fees of making payment through applications like Paypal is high. In addition, data
security of customers is another essential issue in e-commerce. Block chain helps to increase
transaction cost and elevates data security of customers. Supply chain management becomes un-
corrupt able by using block chain network (Mandeville, 2018).
2. Discussion on planning action
In the coming five years of operations, different actions like automation in delivery can be
pursued. Automation in delivery like using drone can be used for delivering products that can
help to save time of both consumers and sellers. In addition, cost of delivery can be reduced that
can help this firm to achieve a greater percentage of revenue. However, proper planning needs to
be done for setting up of automation technology. Set up needs to be done at different distribution
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centers and warehouses that require proper funding. Safety of delivery increases by adopting
automation in delivery (Katsikeas et al. 2016).
In the next five years implementation of linking strategy needs to be done by Amazon in a proper
way. Linking strategy can help website of Amazon to rank higher in market. However, this
strategy has been implemented to a greater extent by this firm. As stated by Knab et al. (2015),
proper application of linking strategy can help a firm to achieve more traffic in the site. Hence,
competitive advantage can be achieved. For implementing this strategy, management of this firm
needs to collect more information about customers. Achieving greater knowledge regarding
audiences helps a firm to plan and implement strategy effectively. The next step of this plan
involves making a proper list of websites that attract target customers. After this step, creative
and innovative contents need to be produced for attracting audience. This can be done by
providing proper training and development opportunities for employees. After this step, different
social media like facebook and twitter can be used to attract targeted customers towards blogs or
contents. Direct links can be shared on those websites for guiding customers.
Conclusion
From the above discussion, it can be concluded that different promotional strategies like social
media and endorsements can be taken by Amazon. These strategies can help this firm to achieve
different marketing strategies like attracting more traffic on their website and gaining more
profit. However, these strategies need to be implemented through proper planning and collecting
enough resources. Lack of resources can cause failure of promotional strategies. Customer
service is an essential part of operation that is discussed in this assignment. Strategy of FAQ can
be taken that helps to provide proper value to consumer needs. Different queries can be solved
easily in a proper way that can help to increase satisfaction rate of consumers. Adopting CRM
software like fresh sales can help Amazon to maintain proper relationship with customers.
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