Digital Marketing Campaign and its Significance in the Growth and Success of Amazon

This presentation discusses the importance of digital marketing campaign in the growth and success of Amazon. It explores the unique selling proposition, digital marketing principles and strategy, growth engines used by the company, and a comparison between online and traditional competitors. Recommendations for Amazon's digital marketing efforts are also provided.

Digital Business

Table of Content
Introduction
Main Body
Recommendations
Conclusion
References

INTRODUCTION
In current world, organizations use digital techniques to promote as well as
advertise their product and services at wide level. Digital marketing has
become a crucial part of overall marketing campaigns of company that
comprises several tools such as social media marketing, search engine,
content as well as email marketing and more. In the current report Amazon
is taken into consideration that is a leading e-commerce company and
successfully operating business through online platform. It was founded by
Jeff Bezos in 1994. It offers groceries, clothes, electronic appliances at a
single platform. The PPT comprises information regarding digital
marketing campaign and its significance in growth and success of
organization In addition, difference between online and traditional
marketing is also discussed in the present report.

Unique selling preposition:
It is analyzed that there are several competitors of Amazon such as ebay,
flipkart, Alibaba and more are present at market place so it is essential for
company to take advantage of its unique selling point in order to create
difference at market place. Here, digital marketing campaign, technologies
of Amazon are unique that provides its edge over rival firms. It is said that
entity make it possible to provide all the necessary things at a single
platform using online techniques.

Digital marketing principles and strategy:
Here, Amazon uses different tools of digital marketing to promote their
products and services. Social media platforms such as Facebook,
Instagram and more are being used by organization to communicate with
target audience in better manner. In addition, they also use effective SEM
techniques by using appropriate keywords to promote products at wide
level. It is analyzed that Facebook page of organization has over 28.7
million likes and still they are able to reply the comments of audience that
is essential to enhance customer's engagement.

Growth engines used by company:
There are several growth engines can be used by organizations to enhance
its market presence. For this, they can use paid advertisement to improve
the ranking of website in search engines. In addition, marketing campaign
with the use of social media platform to attract more number of buyers.

Digital marketing campaign
Digital marketing campaign is really essential to grab the attention of
buyers and enhance the presence of organisation at market place.
However, Amazon is operating at wide level but marketers can design an
effective campaign to capture higher share at market place.
For this, campaign target group will be teenagers who are efficient in using
online platforms and more friendly with technologies. It will help
managers to increase in profitability that is crucial for future growth and
success.
Here, marketers will gather information about target group to develop
suitable marketing campaign. After this, marketers need to determine the
budget for overall campaign. For this, they are required to maker necessary
analysis regarding expenses and income from designed marketing plan. In
this case, marketer will design social media campaign and take help of
digital marketing company that may enhance their overall cost.

Continue..
There are several channels such as Facebook, Instagram, Pinterest are
used to promote products and services. For the current campaign main
emphasis will be on Facebook and Instagram platform as these platforms
are highly used by teenagers. It will help to engage the target audience of
organisation.
After this, marketers are required to search keywords that can be used in
campaign to get better results. Here, marketers will be required to
undertake proper market research so that they get an idea about
appropriate, suitable and trendy keywords that are being used by
competitors. They need to analyse the results of SEM through click
through rate (CTR), conversion rate and more.

CONTINUE..
Here, marketers are required to manage social media accounts of company
and post appropriate ads in order to communicate with target segment in
better manner. In addition, email marketing should also undertake
effectively to keep the audience engage.
Lastly, they need to execute blogging strategy to get better results from
SEO. Effective content help to enhance the engagement of buyers thus
provide an edge to company over competitors. Here, whole marketing
campaign should be evaluated by marketers in terms of return on
investment. This analysis will help to make necessary changes in overall
campaign in order to make it more effective.

CONTINUE..
It is analyzed that above stated digital marketing campaign will help
managers of Amazon to formulate an effective campaign that will help in
further betterment and enhancement of organization With this, more
number of audience will get attracted towards the offerings of company
that will increase in sales and profitability. Therefore, above stated
campaign will help in the enhancement of business of organization

Comparison of online and traditional competitors
Online business
Here, products and services are offered through online platform thus there
is less or no interaction between seller and buyer. In case of Amazon, it is
an online organization that is operating business with digital technologies
without having any physical space.
Traditional business
In contrast, traditional business that is also known as brick and motor
refers to operate business with physical space where customers and sellers
can interact with each other. Here, several competitors such of Amazon
such as TESCO, Sainsbury also follows traditional business models along
with online platform that provides higher competition to company.

Continue...
Online business
It can be said that online business have presence for 24×7×365 hours.
Here, customers can avail the services any time as per their feasibility. It is
analyzed that Amazon is a e-commerce company that provides services to
customers as per their convenience with the help of its effective logistic
management system.
Traditional business
Here, traditional business has a predefined time under which they provide
product and services. They do not operate business round the clock rather
for a particular time. Small retailers, shops that are also consider as a
competitors of Amazon operate business for a predefined time.

Advantages and disadvantages to online organization
It is analyzed that now people give more preference to online shopping
rather physical shopping so it is an advantage for online organizations
With this, they are able to attract more number of customers that is
essential to enhance their customers base. Here, Amazon is highly used e-
commerce website by customers that provides feasibility to get necessary
products and services to doorstep. Customer is not required to move from
one place to another in order to make purchase. In addition, bricks and
motor model is also giving extensive competition to online organization in
terms of trust, relations with customers. These organizations provide
experience to customers that motivated them to frequently visit to outlets
and shops.

Example of company who failed to achieve growth through online
business
It is analyzed that Dove is a Here, marketers are required to manage social
media accounts of company and post appropriate ads in order to
communicate with target segment in better manner. In addition, email
marketing should also undertake effectively to keep the audience engage.
Lastly, they need to execute blogging strategy to get better results from
SEO. Effective content help to enhance the engagement of buyers thus
provide an edge to company over competitors. Here, whole marketing
campaign should be evaluated by marketers in terms of return on
investment. This analysis will help to make necessary changes in overall
campaign in order to make it more effective. owned brand that is owned by
Unilever and deals in the product of personal care. It provides beauty
products specifically for women to enhance their beauty. The brand has
positioned under premium category that is designed for women to provide
them better personal as well as beauty care so that they feel more
confident. Dove has significance presence over social media such as

Continue..
Organization launched an advertisement over social media platforms in
which they demonstrate a women who got completely transformation of
race after using the brand. This advertisement was highly criticized by
users as they perceived it as their humiliation. It was completely against
from the brand image of company at market place and protested by
audience. After this, Dove took back the advertisement from Facebook and
apologies from customers for the offense and inconvenience they have to
face due to campaign. Therefore, digital marketing is essential and need to
adopt by organizations to promote their products and services. But, they
need to consider several factors such as perception of target audience,
existing brand image and more for the success of campaign.

Recommendations
 Amazon need to do create partnership with search engine service
providers in order to execute search engine marketing strategies in an
effective manner.
 In addition, they are also required to invest significant amount in
research and development to meet with the requirements of current
markets effectively.
 In addition, Amazon can hire more potential and efficient marketers
who have better knowledge about digital techniques to handle
different social media platforms of organization in an efficient
manner.

CONCLUSION
From above discussion, it can be summarized that digital techniques play a
major role in growth and development of business. It is analysed that
digital marketing campaigns are helpful to enhance the engagement of
audience. In addition, there is difference between traditional and online
marketing that affects the performance of online business. Discussion has
been carried out regarding failure of digital campaign due to inability to
perform it well. Moreover, online organizations are gaining popularity and
have tremendous growth opportunity in upcoming years.

REFRENCES
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Exploiting Exploration for Business Success in the Digital Age.
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many names—How business process management drives the digital
transformation. In 2017 6th International Conference on Industrial
Technology and Management (ICITM) (pp. 22-26). IEEE.
Lindskow, K., 2016. Exploring digital news publishing business models:
A production network approach. Copenhagen Business School [Phd].
Martin, B. and Tian, X., 2016. Books, bytes and business: the promise of
digital publishing. Routledge.