Digital Marketing Assignment: Amazon

Digital Marketing

Contents
Introduction................................................................................................................ 3
Task............................................................................................................................ 3
Importance of digital marketing.............................................................................. 3
Step and activities assess by Amazon to measure organic search ranking
performance............................................................................................................ 5
PPC strategy for maximizing consumer’s visibility..................................................7
Recommendation for effective online display advertising campaign......................8
Email marketing process and its key activities......................................................10
Social media marketing process and its benefits for organization........................12
Mobile marketing integration overall digital marketing.........................................14
Measuring success of digital marketing strategy..................................................14
Key activities that need to be incorporated into effective digital marketing
strategy................................................................................................................. 15
Conclusion ............................................................................................................... 16
References................................................................................................................ 17

Introduction
Digital marketing is the tool of promoting and marketing of products through electronic
media. It is the easiest way to reach to the end users and make them aware with product and
services (Kim, Lim and Choi, 2014). Present study is based on Amazon which is an online retail
service provider. It operates its business electronically and communicates with mass audience
with the help of this electronic platform. Current assignment will discuss importance of digital
marketing. Furthermore, it will discuss activities to undertake company’s organic search ranking
performance. Process of using digital tools will be described in this study in order to develop
understanding about digital marketing. Difference between social and paid media marketing will
be defined in this assignment. In addition, study will explain ways to measure success of digital
strategy of any organization.
Task
Importance of digital marketing
Internet has changed the scenario of market (Khatri, 2016). Now-a-days many
organizations are taking support of digital marketing tools and techniques in order to
communicate with consumers well. Mobile, media, online marketing etc. are various tools and
techniques which are used by firms in this manner. It is essential for Amazon that to invest in
digital marketing. Significance of this investment are as following:
 Increase sale: By investing in digital tools company will be able to make effective
coordination with consumers (Beata, 2016). It will support the cited firm in attracting
more people towards the brand and making them with its products and services. By this
people will take interest and they will purchase Amazon’s products frequently. This will
support in increasing sales volume of the company to great extent.
 Zero in target market: It is another reason of investing into digital marketing tools of
corporation. Digital marketing channels provide facility to reach to mass audience across
the world. It can make the customers loyal towards the brand and can support in retaining
them with Amazon for longer duration (dos Santos, dos Santos and da Silva, 2017).

 Cost-efficient: It is another reason that Amazon needs to invest in digital marketing. It
helps in minimizing marketing budget because digital tools are cost effective and
Amazon needs not to invest much amount in marketing of its products and services. In
less cost it can reach to mass audience and can promote its retail products easily (Santos
and Paganini, 2014).
 Compete with big companies: It is another essential aspect f digital marketing, by
investing in digital marketing campaigns Amazon can be able to compete with leading
brands of this industry. This will support in increasing its number of customer and
gaining competitive advantage in the market (Hecht and Hribernik, 2018).
Currently Amazon is promoting its products through traditional marketing tools. It
advertise its products in news papers and other print media. It gains attention of limited number
of consumers with impact on sales of the company to great extent (Zubarieva and Зубарева,
2015). There are many digital or electronic methods which are far effective than traditional
marketing tactics. These are such as:
Figure 1digital marketing tools
Source(Digital Marketing, 2017)
 E-media marketing: It is the type of marketing tool which helps in sharing audio and
video of company about its products and services through electronic platform.