E-Marketing Report

This report examines how Amazon Fresh utilizes social media platforms like Facebook, Twitter, and Instagram to expand its reach into new markets. It analyzes the impact of social media on the industry and how Amazon leverages these platforms to target clients effectively. The report also discusses the relevance of social media to modern marketing concepts.

E-Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
How social networks can be effectively used by Amazon Inc. to boost the penetration in to
new market segments..................................................................................................................1
TASK 2............................................................................................................................................2
Critically evaluation of the industry reports on social media impact and usage by the company
to target clients............................................................................................................................2
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
E-marketing refers to the process in which organisations use internet for the marketing of
the products and services. It is not consider only internet but also includes marketing done via e-
mail and wireless media (Taiminen & Karjaluoto, 2015). This assignment is related to Amazon
Fresh which is a subsidiary of the Amazon.com American e-commerce firm in Seattle,
Washington. In this report will be discussed about the use and impact of social networks on E-
marketing firms.
TASK 1
How social networks can be effectively used by Amazon Inc. to boost the penetration in to new
market segments
There are number of social media networks that can be used by Amazon Fresh to provide
information about the goods and services of the firm and doing the marketing of the products and
services which are provided by it. In Amazon Inc., the management department of the firm used
Facebook and Twitter to attract more customers when it start operating its business in new
marketing with its existing products and services.
How Amazon use Facebook- Now these days, most of the people use Facebook in
different countries so it is a easy way and tool to provide information about the products and
services. With the help of this social media network the organisation is used to market their own
products and highlight deals, competitions and offers to their consumer community. For
example, on International Beer Day, this firm posted a high quality video on How to brew their
own beer. This kind of promotions help the company to to boost the penetration into new market
segments by effectively targeting relevant clients via this social media networks. Facebook is a
versatile advertising platform and the management department can use a Facebook pixel that can
be helpful for targeting its customers. With this way the company can take advantages of both
Facebook and Amazon audience to target and convert more customers. Facebook Pixel help the
firm to track what their targets and provide an opportunity to capture emails and secure a sales.
How Amazon use Twitter- Another social network is Twitter which is used by the
company to understand how social media is not only a marketing tool but also be integrated
directly into e-commerce. Currently, Amazon expanded its Twitter e-commerce integration
which offering users the ability to add to Amazon wish lists (Stone & Woodcock, 2014). When
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this firm expand its business in different nations and several markets to convert the clients in its
customers, it use Twitter as a promotional tool. It is a social plate from where it v can get
feedbacks from its target audience to make improvement in their exciting services so that they
can provide products according to them. The management department of this company
effectively and efficiently used Twitter for as a promotional tool which help in boost the
penetration in to new market segments by effectively targeting relevant clients via Twitter as a
social networks.
TASK 2
Critically evaluation of the industry reports on social media impact and usage by the company to
target clients
Industry reports on social media impact
Social media are interactive computer mediated technologies that facilitate the creation
and sharing of information, ideas and others. It can be a forms of electronic communication with
the help of it people create online communities to share information, personal message and
others (Shaouf Lü & Li, 2016). It is one of those tricky topics that marketing departments know
is effective for business growth. There are number of social media tools and networks such as
Facebook, Twitter, Instagram and others that help various companies to provide advertisement of
its products and services and help in attracting more customers. The impact of Social media on
industry are as following:
 It help the organisations in promoting their products and services for the purpose of the
firm branding and consciousness.
 It is not only useful for large business but also small business because by proper using of
social media sites and platforms, they can gain opportunities to expand their businesses.
 By using social media the firms can define their business goals (Schumann, von
Wangenheim & Groene, 2014).
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Source: Social media impact,(2018).
From the above graph, it can be analysed that Facebook is an important social media
network which is useful for the organisation to create awareness and establish a brand image.
Other tools are also useful for the firm and create positive impact on the company.
There are several social media networks that can be used by Amazon fresh to target its
customers by providing information about the products and services. This firm use Facebook,
Instagram, Twitter, Snapchat, Web Advertisements, Pinterest etc. These platforms are heavily
visual and content driven which makes them ideal for promoting products. Snapchat help the
company to attract more targetted customers because branded location based filters and
sponsored stories are presented in the app as engaging content rather than standard advertising. It
is the fist social media network that introduce native advertising in its trust form. With the help
of Instagram, it has also made its Instagram feed shoppable, something that a number of other
retailers like Nordstrom and Target, have done of late (Pinto, 2017). Target audience of this firm
is also prefer to use Facebook, Instagram and twitter etc. to get information about the products or
services of Amazon.
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Illustration: Social media impact

Relevance of social media to the modern marketing concept- Social media is
important for modern marketing concept because now these days people prefer online marketing
cause of lack of time. It is useful to attract number of customers because by designing the
advertisement which attach the feeling of the consumers with the products, companies can
increase the customer base (Karjaluoto, Mustonen & Ulkuniemi, 2015). Facebook and
Instagram are another tool of social media which help the company to promote its product by
designing videos. This create great impact on brands and attracting several customers. With the
help of Twitter, they can get feedback and make important in its goods and services which
positively affect the organisations.
CONCLUSION
From the above information, it can be concluded that social media is and important tool
which is beneficial for the organisation's to make promotion of their goods and services and
create a good brand images at market place. It is useful for attracting more customers and
developing the customer base. Different social media platformate are defined in this report and
the use of them in context of Amazon Fresh is also defined.
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REFERENCES
Books & Journals
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Letters. 6(1). 31-46.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The
Marketing Review. 15(3). 289-309.
Grabner-Kräuter, S., & Bitter, S. (2015, January). Trust in online social networks: A
multifaceted perspective. In Forum for social economics (Vol. 44, No. 1, pp. 48-68).
Routledge.
Ibrahim, A. & et. al. (2018). Segmenting a water use market: theory of interpersonal behavior
insights. Social Marketing Quarterly. 24(1). 3-17.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing. 30(6). 703-
710.
Pinto, R. R. D. S. P. (2017). Turning meals to digital: Levoo: market strategy and impact on the
consumer habits (Doctoral dissertation).
Schumann, J. H., von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using
reciprocity appeals to increase acceptance among users of free web services. Journal of
Marketing. 78(1). 59-75.
Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online
purchase intention: An examination across gender. Computers in Human Behavior. 60.
622-634.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing. 8(1). 4-17.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development. 22(4). 633-651.
Online
How do Amazon use Social Media. 2018. [Online]. Available Through:
<https://www.giraffesocialmedia.co.uk/how-do-amazon-use-social-media/>.
Industry reports on social media impact. 2017. [Online]. Available Through:
<https://www.smartinsights.com/social-media-marketing/social-media-analytics/
measure-social-media-impact/>.
(Taiminen & Karjaluoto, 2015)(Stone & Woodcock, 2014)(Shaouf Lü & Li, 2016)(Schumann,
von Wangenheim & Groene, 2014)(Pinto, 2017)(Karjaluoto, Mustonen & Ulkuniemi,
2015)(Ibrahim & et. al. 2018)(Grabner-Kräuter & Bitter, 2015, January)(Dwivedi,
Kapoor & Chen, (2015)(Baksi, 2016)
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