Digital Business: Strategies and Growth Engines

This presentation provides an overview of digital business, with a focus on Amazon. It covers topics such as the USP of Amazon, digital marketing principles, online organizations marketing strategy, different growth engines, digital marketing campaigns, key differences between online and traditional competitors, and the advantages and disadvantages of online organizations. The presentation concludes with references for further reading.

Digital business

Content
• Introduction
• Overview of company
• USP of Amazon
• Digital marketing principles
• Online organizations marketing strategy
• Different growth engines
• Digital Marketing Campaign
• Key difference between Online and Traditional (Brick and Mortar) competitors
• Advantages and disadvantages to and Online Organization
• Conclusion
• References

Introduction
In a digitalisation world, majority of business are going online to
execute as well as operate their operational activities at market
place. Current report is based on the Amazon, is an American
multinational technology company that operate their online
business in around the world with the aim of generating larger
profitability. Company is focuses on e-commerce, cloud
computing, digital streaming and artificial intelligence and
many more.

Overview of company
Selected organization for current project is Amazon, which is an
American multinational technology company located in
Seattle, Washington that focus on different aspects including
e-commerce, digital streaming, cloud computing, artificial
intelligence and many more. Company is also referred as one
of the most influential economic and cultural forces within the
entire world.

USP of Amazon
USP of Amazon is that it is trusted brand that provide online
shopping experience for customers in order to make satisfied.
As, Amazon is positioned its image as a global online market
place which provide shopping by a customized user shopping
experience.

Digital marketing principles
Digital marketing is considering as an appropriate gateway between
electronic technology and marketing psychology that may assist
company in advertising their image at market place to make
customers aware.
• The customer’s connection:
• Adopt or Die:
• Know the competition:
• Make good content

Online organizations marketing strategy
It is significant for company to develop a strong online
marketing strategy that help in increasing organizational
growth. In this context, there are some effective marketing
strategy Amazon can use to attain competitive advantage:
• Use Search Engine marketing and optimization
• Maintain a Blog

Different growth engines
There are various growth engines that used by Online
organization for improvising their performance and at the
same time also create sustainable growth in market place.
These can be understood by following points:
• Sticky engine
• Viral engine
• Paid engine

Digital Marketing Campaign
Digital marketing campaign is an effective activity for business
to increase awareness in market place.
• Define goals
• Define person
• Asses budget
• Take advantage of social media

Key difference between Online and
Traditional (Brick and Mortar) competitors
Amazon is an online company that operate their business through
online market and also offer all the services by online platform.
Now a day, it is one of effective way to engage with customers.
One the other side, Marks and Spencer is an example of traditional
marketing in which company invite customers to a traditional
and physical stores. As it allows people to be hand on with
products as per their requirements.

Advantages and disadvantages to and Online
Organization
Online business is beneficial butt at the same time also includes
some drawbacks as well. In this, the main advantage of doing
online business is that it reduces overall cost and also connect
quickly that increase the productivity level of company at
online market place. Apart from this, online business has more
competition in the internet world that may reduce the market
share of company. Lack of interaction is also a major
drawback of online organizations.

Conclusion
From the above mentioned report it has been summarised that
now a day digital business is growing because it provides a
platform wherein large number of people are easily connected.
Thus, it is important for company to analyse the market before
creating digital marketing campaign that provide them
assistance in establishing their image more competitive.

References
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019.
Digital business and e-commerce management. Pearson UK.
Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business
ecosystem: Literature review and a framework for future
research. International Journal of Information Management,
47, pp.52-64.

Continue…
Weill, P. and Woerner, S., 2018. What's Your Digital Business
Model?: Six Questions to Help You Build the Next-
Generation Enterprise. Harvard Business Press.
Dellermann, D., Fliaster, A. and Kolloch, M., 2017. Innovation
risk in digital business models: the German energy sector.
Journal of Business Strategy.

Continue…
Nadeem, A. and et. Al., 2018. Digital transformation & digital
business strategy in electronic commerce-the role of
organizational capabilities. Journal of theoretical and applied
electronic commerce research, 13(2), pp.i-viii.
Ballardini, R.M., Ituarte, I.F. and Pei, E., 2018. Printing spare
parts through additive manufacturing: legal and digital business
challenges. Journal of Manufacturing Technology Management.

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