Digital Marketing Communications Report: Boosting Online Sales for Amazon UK

DIGITAL MARKETING COMMUNICATIONS REPORT
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Contents
LO1 Introduction.............................................................................................................................3
LO2 Background analysis of the company and the reason for selecting it.....................................3
LO3 Literature Review....................................................................................................................5
LO4 Analysis of the digital marketing using the SOSTAC planning framework.........................10
Conclusion.....................................................................................................................................12
References:....................................................................................................................................14

LO1 Introduction
Digital marketing can be basically defined as the marketing, buying and selling of different
goods and services by the use of different digital technological methods like the use of internet
on a computer or a mobile phone. Today any business can become an online business by having
a domain and an online catalogue of the products and services available on the website of the
company. Digital marketing exclusively refers to the tools and ways of marketing with on the
internet on a national or a global platform. Digital marketing has developed significantly in the
past few years and has changed the way different brands and companies make the use of
technology for marketing. People now are getting used to online shopping rather than physical
shopping as it gives them the freedom to shop from their home and the increase in the number of
digital platforms has made it more convenient for consumers and buyers. Digital marketing
communication refers to the tools and the methods used for marketing of a product on digital
platform in order to boost the online sales.
The aim of this report is to help in developing new online marketing strategies with an objective
to increase the percentage of online sale within overall sales. The industry that we are talking
about here in this report is the online shopping industry, the fastest growing and one of the
largest money spinning businesses in the entire world. The company that has been lately ruling
this industry is none other than AMAZON or Amazon.com ( online website) and it feels me with
great honor and pride to say that I have fortunately been selected as the new marketing manager
for Amazon (UK) and have been handed over the responsibility to increase the online sales of the
different products and services. Amazon UK is a digital platform with the overall sale of the
company being online through the official domain but the company keeps looking for ways and
strategies to boost the sales. Therefore, I as the new marketing manager of the company will
present a report containing different strategies and methods for the use of digital marketing
communications in order to boost the sales online.
LO2 Background analysis of the company and the reason for selecting it
Amazon or Amazon.com famous all over the world as just Amazon is an American based e-
commerce and cloud computing company that is based in Seattle, Washington and was founded
by Jeff Bezos on July 5th in the year 1994. The technology giant is the largest online retailer in

the world as measured by the revenue and market capitalization and the second largest company
in the world after Alibaba group in terms of the overall sales (Charlesworth, 2018). The website
amazpn.com started functioning as an online bookstore and then later on spread its branches on
to video downloads and streaming, MP3 downloads/ streaming, software, videogames,
electronics, apparel, furniture, food, toys and jewellery. The company also provides and sells
consumer electronic goods like Kindle e-readers, Fire tablets, Fire TV and Echo and is the
world’s largest cloud infrastructure provider.
Amazon has distinct retail websites in countries like the USA, the UK, Ireland, France,
Germany, Canada, Spain, Italy, Netherlands, China Japan, India and Mexico. All these websites
are available in different languages. Amazon also has the facility of international shipping of
some of its selected few products to different other countries. Amazon is the third most valuable
public company in the world and the largest internet company in the world in terms of revenue
(Hackley et al., 2018).
Products and services offered by Amazon
Amazon has a long list of products with a wide range in variety throughout the world. The
general products and services that are made available to its customers by Amazon all around the
globe are the following:
 Amazon fresh
 Amazon prime
 Amazon web series
 Alexa
 App store
 Amazon drive
 Echo
 Kindle
 Fire tablets
 Fire Tv
 Video
 kindle store