Internet Marketing in Ghana

This assignment investigates the use of internet marketing in Ghana. It explores various strategies employed by businesses to reach customers online, delves into consumer click behavior during online purchasing, and analyzes the impact of integrated internet marketing on firm performance within the European context. The study also examines customer relationship management capabilities and initiative marketing based on IoT and RFID technology for intelligent finance.

Internet Marketing
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1 ..............................................................................................................................................3
1.1.................................................................................................................................................3
1.2.................................................................................................................................................4
1.3.................................................................................................................................................5
1.4.................................................................................................................................................6
Task 2...............................................................................................................................................6
2.1.................................................................................................................................................6
2.2.................................................................................................................................................7
2.3.................................................................................................................................................8
2.4 ................................................................................................................................................8
Task 3...............................................................................................................................................9
3.1.................................................................................................................................................9
3.2.................................................................................................................................................9
3.3...............................................................................................................................................11
Task 4.............................................................................................................................................11
4.1...............................................................................................................................................11
4.2...............................................................................................................................................12
Conclusion ....................................................................................................................................13
References......................................................................................................................................14
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INTRODUCTION
Internet marketing is one of the effective tool of marketing for with attention grabbing
qualities for business specially who are making money online. It make easy for employer to
communicate directly with target customer. In the present report chosen organization is Amazon
which is an American cloud computing and electronic commerce company. It is largest internet
based retailer all over the world by market capitalization and market sales(Amazon.in 2016). In
present report researcher cover the elements of marketing mix. Further, describe the method of
interactive order processing. Along with that, demonstrate the mechanics of search engine
marketing. Guideline for best practices in online public relation. Apart from that, demonstrate the
use of electronic customer relationship marketing.
TASK 1
1.1
According to the given scenario, marketing manager of Amazon company follows
various elements of internet marketing for conducting a online business.
 Create remarkable content: The first step of successful internet marketing plan is
creating content on Amazon websites which people want to read (Borza and Borza,
2014). It can be in various form such as blog post, video, podcast, ebook, etc. among all
this form easiest way to start a business by setting up a Blog and start writing.
Information written in blog spot should be useful for for the reader for capturing attention
of customer's. If content of amazon blog spot is liked then it will be share with their
friends peer through social marketing.
 Search engine optimization: After creating a blog spot, or other form of content it must
be optimize for the search engines. It can be done by creating a keywords phrases of each
blog post which is ranked on google. Amazon should include keywords included in blog
title, heading tags and meta description (Chen and et. al, 2011). However it should be
used naturally by making sure that it is no keyword stuffing. Further, every piece of
content produced is opportunity for ranking a new keyword phrase.
 Use of social media for sharing content: Social media is coordination of everything
done online now a days. Different ways required to be included for people so that they
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share it on social media like Facebook, linkedln, Google+ etc. it means amazon should
have sharing button its blog post, ebook, and websites. If content is remarkable or
attention grabbing then company article is shared by reader in their network. Moreover,
Amazon require to promote content on social media account regularly. New articles
written should be post on social media platform (Hidayanto and et. al, 2012). There are
some platform where link require to send few times a day that is Twitter (Which is
attention span).
 Analyze: Wash, Rinse: Amazon company can select best analytical tools such as a hub
spots or google analytic. It is used to see the visitors where they are coming from and
what they have done on their websites. It is also helpful in seeing which content is liked
and shared by their visitors. It allows Amazon to see things working on their websites and
removed which are not useful or not working well (Joy and McMunigal, 2013).
1.2
Different internet marketing mix tools for Amazon company are developed for
purchasing product from their websites. It has been discussed below
 E-product: Product is item for that is produce to satisfy the needs of people. It is service
or products that offered to customer. E product is intangible it cannot be touch until they
buy it and it deliver to their home. Buyers of Amazon can only see the features and
details of product through their websites (Mills and Law, 2013). Hence, buying process is
customized for returning visitors,by making repeating purchase easier for their regular
customer.
 E-price: In marketing mix section pricing is difficult and it take many account in
consideration. Internet has made pricing very competitive for Amazon. It gives power to
consumer to buy best deal at one click. Amazon compare it products form different
websites by informing customers the best deal. Moreover, Growth in online auction helps
consumer to dictate price. E pricing reward loyal customers and who purchase repeatedly
form their websites (Opuni, Adu-Gyamfi and Opoku, 2014). Payment is also easy by
using credit or debit card customer can securely pay for products.
 E-place: In marketing mix the biggest changes is online purchasing. It make easy for
customer to directly purchase from manufactures by sitting home. Amazon make sure
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that their product deliver to customer at given time. Amazon websites make easy for
customer to buy product form any where on a single click. They deliver good quality of
product and provide easy return facility if product is not like by customer. Online
location refer to place where link are placed on other websites, so that it can be easily
access by the consumer (Ota and Ota, 2011). Placing online links and advertisement
helps in understanding how to visit to Amazon websites.
 E-Promotion: Promoting a product and services online so that many of the customers
come to know about their offers Amazon promote its product by placing banner ads so
that potential customer can browse. Moreover, web public relation is another way of
promoting products by amazon (Rajan and Bala, 2013). Company also directly email to
their customer is the common form of e-promotion.
1.3
There are different marketing tools which Amazon can used for
 Reviewing the latest development in industry: Amazon can mentioned brand name,
competitors by entering keywords. At blog post company need to categorize the and keep
up to date the latest development (Roberts and Zahay, 2012). It shows that which
company is giving competition to amazon.
 Managing social media updated: managing the social media update is useful tool for
the Amazon. It helps in analyzing which product is like by customer. By posting on
social media many people come to know about their product quality and features.
 Understanding customer search behavior: Google keyword tool which make easy for
visiting amazon websites (Shih, Chen and Chen, 2013). It is necessary for the
organization to understand the way of searching product by customer.
 Social media: Social media is also a marketing tool to promoting the brand and to inform
about their product to the customer. It helps in providing information about products
prices and it features (Tiago and Tiago, 2012). It grab the attention of the customer to buy
product from their Amazon.
 Websites: It is most effective marketing tool to promote the goods and services through
direct marketing. Websites of Amazon is effective and make easy for customer to buy
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product by following simple process. Moreover, websites also provide detail information
about the products and services.
1.4
Amazon is one of the best retailers in the world that sales different type of product
through online method (Zhong, Luo and Xiao, 2011). Its online trainers available for helping the
online users in making their order through their websites. It also comforts the clients in order to
track the product at evey steps. Amazon used four steps for completing order to accomplish
online sales for their product.
 Step 1: In first step customer require to login to their account on Amazon websites.
Amazon toolbar given at the websites product for searching by category such as women,
men and kids etc. customer can easily see the detail of the product which they want to
buy (Becherer, 2004). Then its product added to customers shooing cart
 Step 2: In this step customer select the quantity of products want to buy. They can also
make inquiry related to their product. Then customer need to fill the shipping address
where the products wants to deliver.
 Step 3 : After filing the details customers need to chooses the mode of payments such as
payment can be done by debit card, credit card or cash on delivery. Amazon provide
secure payment option so customer can easily payed through debit card (Epstein, 2007).
Many of customer not feel secure at the time of providing detail of their bank account, so
company provide them cash on delivery option too for customer comfort.
 Step 4: After placing order customer get message on their mobile of placement of order
successfully. Customers can easily track their product by track id provided by amazon.
Hence, Amazon company also provide easy return product option on their websites if customer
not like the product and they can get easily their money back (Nabout and Skiera, 2012).
TASK 2
2.1
Search engine marketing is a techniques and tactics used for increasing the visitors to
their websites and for obtaining high ranking placement in the search result page.
Search engine marketing: This is one of the best method used by Amazon in order to gain
traffic and visibility at search engine. It can be done by using paid advertisement. When any
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consumer want to search amazon website it can type on different search engines like Yahoo,
Google, Bing etc. etc company need to identify the keywords which make easy for customer to
search their websites (Neslin, 2014). However, registering on internet makes brand image more
strong in online presence among retail competitor. SEO provide list of all relevant data regarding
the business and products of company which a customer want to search.
2.2
Customers invited thorough email for promotional information about products and
services. Through this people are interested in buying products from amazon websites. This
promotional emails are send to only registered web users. They get email when discount or any
offer is given on products it is informed by the company to the customers (Corley II, Jourdan and
Ingram, 2013). So that customers come to know by this email about the latest offers and
discount.
Example of opt in email marketing newsletter of amazon is given below
Amazon.CO.UK: Canon power shot SD780IS 12.1 MP digital CAMERS WITH 3x optical
image stabilized Zoom and 2.5- inch LCD(black) inbox[x]
*Amazon.com to me shows details 6:44PM(17 hours ago)
reply
Chris schwarz We have recommendation for you
Amazon.com Email or print for immediate delivery> amazon .com gift cards
Your Amazon.com today's deal see all department
Chris schwarz,
Are you looking for something in our camera, photo and video departments? If
so, you might be interested in these items.
Cannon power shot camera SD780IS 12.1 MP digital CAMERS WITH 3x optical
image stabilized Zoom and 2.5- inch LCD(black)
by canon
Buy now
Add to wish list
Sold by Tigris of Mesopotamia
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2.3
Online public relation play important role in grabbing the attention of customers, so that
they buy company product. It includes traditional writers, twitters, users, web searchers etc.
Amazon can also make relation with public through social media or by writing message on blog
in their websites. The main motive of Amazon is to create brand image bu making relation with
public. There are many advantage and disadvantage of online public relation that are as follow:
Merits: By providing information regarding the products, prices and place it influences the
customer to buy products from their websites (Perera, Jayawardena and Chen, 2014). Amazon
can take feedback from customers regarding their products and services it makes relation
between customer and company stronger. Customers like to buy them a product if importance
given to their feedback.
Demerits: Sometime it make difficult for company to create relation with public by using online
tool. When products are not deliver to customer according to their demand then it effects their
success and customer may get disappoint (Halavais, 2013). They also may not prefer their
website gain for buying the product.
2.4
Using new digital media communities for delivering information to consumers is not easy
for Amazon. There are different digital media communities used by Amazon are discuss below:
 Different file sharing sites: For sharing information with others amazon used different
file sharing sites. Company can choose google drop box, office 365 which is most
suitable for sharing files. In order to promote their products and services for influencing
the customer to buy it. Hence it is most appropriate way of sharing information regarding
product and services among clients and to attract the customers. Platform of photo
management and sharing is yahoo and flickers (Wang and Feng, 2012). Through this
Amazon can share their products photos. Company can enables to publish photo on
Facebook account and share on different People account.
TASK 3
3.1
Secondary market research is used by Amazon company when many information
available for the product in market. Hence, company can get solutions of problems without
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investing a money or time. The main reason of conducting a secondary research is to find the
competitor movement and market share (Nazerzadeh, Saberi and Vohra, 2013).
Amazon company can conduct a secondary research by following ways
 Defines the goal: it is important for amazon to determine the goal for conducting
secondary research(Perera, Jayawardena and Chen, 2014). The goal to know the
information regarding a target market. Then amazon need to collect different variables so
that information a collect of target market of secondary market.
 Categorize: At the time of conducting secondary market research small amount of data
should be collected then categorize the collected data (Borza and Borza, 2014). When
large amount of data is collected it creates problem in handling it. Amazon when find
new market then it should be divide on the basis of geography, then demography then
finally it should be categorized data.
 Organize: After categorizing data it required to organize it in appropriate manner. When
small amount of data is collected it should be organized and it help in decision making.
 Find out reliability: sometimes secondary market research may be untrue or wrong
information can be collected (Zhong, Luo and Xiao, 2011). It happens when huge
secondary data is collected by Amazon. So it is important for company to check the
reliability of data. For example at the time of finding the competitors presence, then
amazon confirm the reliability through the relation with competitor employee. It will help
in confirming the reliability of the secondary market research data.
3.2
Online survey for amazon company for identifying the brand recognition (Shih, Chen and
Chen, 2013). The sample questionnaire through which online survey is conducted are as follow
Personal information
Name:
gender
age
occupation
nationality
1. Do you prefer the product of amazon?
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 yes
 no.
2. Is amazon product of good quality?
 Yes
 no
3. Price range of Amazon product is appropriates
 yes
 no
4. at the time of purchase product online which features you look for?
 Price range
 quality
 Brand
 others
5. Amazon is providing service according to your demand?
 Yes
 no
6. After purchasing quality of product is same as describe on website?
 Yes
 no
7. does Amazon is deliver it product on time ?
 Yes
 no
8. do you find difference in product deliver by amazon and other brand?
 Yes
 no
3.3
There is great use of Electronic customer relationship marketing at amazon. Amazon
provide all its services through online, so that external and internal customer can easily but the
products (Tiago and Tiago, 2012). For Amazon company maintaining a good relation is
important for the success of their business. Now a day's new technologies are developed which
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make easy for company to communicate with their customers. Relation with customers become
easier through electronic means. Through smart phone or email customer can easily registers any
complaints regarding the products.
Customer can easily ask any queries related to product by leaving a message on their
websites. It also make easier for company to send email to client about the discount or offer on
any product and services. This electronic method helps amazon to maintain long time
relationship with customer by providing them good quality product. Moreover, by solving their
problem if customer get damage product. It can easily advertise their product through social
marketing many of the people come to know about it. It build the brand image of company in
market and capture a high percent share (Perera, Jayawardena and Chen, 2014). Company can
also maintain a database of their regular customers and suppliers, so that in future contacting and
informing them regarding new products will be easier. Feedback from customer scan be taken
and improvement made according to requirements of customer.
TASK 4
4.1
It is important for Amazon to develop internet marketing plan for grabbing the attention
of costumers and to influence them for buying the product. It also help in improving the brand
image and to capture market share (Neslin, 2014).
Following is the internet marketing plan for Amazon
 Analyzing the marketing condition: by conducting the marketing research Amazon come
to know the condition of market such as economy, consumer perception etc (Zhong, Luo
and Xiao, 2011). it is important in planning firstly to determine the current condition of
market.
 Product designing: it is the another important factor for Amazon to design the product in
attractive manner. Designing and packaging helps in attracting a customer to buy the
products. By conducting survey customers views can be known by company and they can
design the product according to it. It helps in delivering the best product to the customers
(Epstein, 2007).
 Methods of promotion: There are different methods available to promote the product
online. Such as by advertising on social media it influence buyers to buy products. At the
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time of promotion offer and discount on product should be known by customers. Amazon
can also launches its application on smart phones which make easy for customer to buy it
through their its application. Promotion of products on Facebook, twitter or through email
can be easily done. While it is important for company to promote its product so that more
and more people come to know about its services (Zhong, Luo and Xiao, 2011).
 Targeting the customers: Amazon need to target a customers who wants to buy a
product at reasonable price(Perera, Jayawardena and Chen, 2014). It can target the
customer who wants convenient shopping and prefer their websites mostly by providing
them product according to their demand.
4.2
It is important for amazon company to setup a pay per click adverting campaign. PPC it
used to describe the little ads seen on websites at the time of searching. It is mostly cost
effective sources for business. It produce a best result first time and may be challenging after
some time. There are the following steps for creating a pay per click
Open a google ad words account: It is the first step visit to the google ad words link and
click sign up now. Then follow the procedure in an open account
Create first ad words campaign: There is to campaign one is local and another one is
national. It is important to setting up at very low cost by keyword list and setting locations
correctly. Amazon need to setup the national campaign in this step for this login in to ad words.
On the first page there is default setting for name, language and target (global and nationwide) .
Company need to enter an ad group name.
Build your keyword list: in this step it target low cost leads. Amazon need to make base
by list of keywords that mainly people used for searching. Then it should be localize by making a
list of locations then combine the two list(Perera, Jayawardena and Chen, 2014). Then in final
list it should be contain all the combination of given two lists. Then enter one keywords in per
line and click submit button to save it.
Make final setting and start campaign: by localized list it can set up a maximum
costumer click by amazon company(Chen and et. al, 2011). They can use the setting that is
comfortable for paying to grab potential customer. Then save the campaign to finalize the
setting.
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CONCLUSION
From the above report it can be concluded that online marketing is the effective way of
promoting the products and services. It also provide many advantage to the amazon to build the
brand image. Through marketing mix elements it can create a large base in global market and
capture shares. By solving the customer issues Related to product company can easily create
strong public relation. Digital media is helpful in sharing the photos and videos of products on
Facebook and yahoo. Further it can be concluded that by conducting the secondary market many
information related to market and competitive company can be known by the Amazon. Hence by
designing a survey it come to know how company is performing.
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