Digital Marketing

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DIGITAL MARKETING
[Type the document subtitle]
7/5/2019
Student name

DIGITAL MARKETING 1
Contents
Section 1 – Introduction...................................................................................................................2
Section 2 – External environment....................................................................................................3
PESTLE analysis of amazon.......................................................................................................3
Political factors........................................................................................................................3
Economic factors.....................................................................................................................3
Social factors...........................................................................................................................4
Technological factors...............................................................................................................4
Legal factors............................................................................................................................5
Environmental factors..............................................................................................................5
Section 3 – Digital Mix of amazon..................................................................................................5
The digital marketing mix (4P’s).................................................................................................5
Product.....................................................................................................................................5
Price.........................................................................................................................................6
Place.........................................................................................................................................7
Promotion................................................................................................................................7
SWOT analysis............................................................................................................................9
Strengths..................................................................................................................................9
Weaknesses............................................................................................................................10
Opportunities.........................................................................................................................10
Threats...................................................................................................................................10
Section 4 - Evaluation....................................................................................................................11
Social media marketing.............................................................................................................11
SEO............................................................................................................................................12
Section 5 - Improvements..............................................................................................................12
Section 6 – Conclusion..................................................................................................................14
References......................................................................................................................................15

DIGITAL MARKETING 2
Section 1 – Introduction
Digital marketing is the implementation of marketing activities by the companies through the
mood of digitalisation that is the use of technology and online mode to sell, promote, and market
the products of the company (Hudson & Roth, 2016). The purpose of the report is to evaluate the
digital marketing strategy after evaluating the external environment of business, for which an
organisational case will be considered. Amazon is one of the largest online retail Company,
which is providing every imaginable consumer goods at one store through online mode. Amazon
has gained first mover advantage in digital marketing by starting with the selling of books online
and now the company has been able to sell most of the things to the consumers globally. For this
purpose, the report will include analysis of external environment through PESTLE analysis and
the digital marketing mix of Amazon will be evaluated while considering its key strength,
weakness and the major opportunities and threats that the company may face while
implementing digital marketing strategies (amazon, 2018).

DIGITAL MARKETING 3
Section 2 – External environment
PESTLE analysis of amazon
A business conducted in an external environment which impacts majorly over the strategic
decisions of the company. The PESTLE analysis tool is helpful in analysing the key factors
across the globe that either will affect in the form of opportunity or could be a threat for Amazon
to conduct business.
Political factors
Amazon is a global business there for political involvement of various nations may influence
adversely or maybe an opportunity for the company. The key political factors may include
political stability of the nation, this reflects how the nation is being politically stable and there is
no fast change in the political system of the company that must be abided by Amazon (Adam &
Kotler, 2014). The online retail market of Amazon is largely dependent on the government
alliance and permission from the government to conduct business using digital mode in the
nation. Therefore, it can be said that the political factors may be a threat to the company and can
also affect the profit margin of the company in a particular nation. The profit margin may be
impacted by the corporate tax of the nation for example corporate tax of Australia is 30% and it
is found to be constant for many years (theglobaleconomy, 2019).
Economic factors
Economic factors are another major element that may influence Amazon business. As already
known the major products that Amazon is selling in the recent scenario is Entertainment related
products for example fire TV stick, prime music, prime video and other entertainment related