Report On Internet Marketing Activities Of Amazon

Added on -2020-02-05

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INTERNET MAREKTING
Table of ContentsINTRODUCTION....................................................................................................................1TASK 1....................................................................................................................................11.1 The elements of internet marketing................................................................................11.2 Internet marketing mix...................................................................................................21.3 Compare internet marketing tools – e - tools.................................................................31.4 Examine interactive order processing............................................................................3TASK 2....................................................................................................................................42.1 Mechanics of search engine marketing..........................................................................42.2 Copy for a suitable opt-in email marketing newsletter..................................................42.3 Guidelines for best practice in online public relations...................................................52.4 How businesses can use new digital media communities..............................................6TASK 3....................................................................................................................................63.1 Secondary market research............................................................................................63.2 Online survey.................................................................................................................73.3 Use of electronic customer relationship marketing........................................................9TASK 4....................................................................................................................................94.1 Outline of internet marketing plan.................................................................................9CONCLUSION......................................................................................................................11REFERENCES.......................................................................................................................12
INTRODUCTIONIn the present era, internet and digital marketing plays a significant role for operatingbusiness effectively. The main objective of online marketing remains the same as traditionalmarketing such as exchange of information, payment and product to help buyers and sellers.Many tools are used in internet marketing such as social media marketing, search enginemarketing etc. The report shows the internet marketing activities undertaken by Amazonwhich provides customer to business and business to business services through internet.Further, online marketing strategies are adopted by Amazon to support business growth andsuccess. TASK 11.1 The elements of internet marketingIn present times there are various ways to market the business online. In this context, thefollowing elements should be used together so that the marketing objectives are achieved.These are explained as follows:Web Design – In the present business scenario, it is significant for businesses to haveonline presence to lead the market. This can be done by having a well-designed websiteof company. Company should focus on web designing as a part of their marketingefforts. The web design should be attractive so that customers stay on the website formore time. Also it should be user-friendly and should contain fresh blog articles. SEO – Search engine optimisation helps business to be at higher position in the likes ofGoogle, Yahoo etc. In absence of this, it would not be possible for user to engine forcompany’s website. Many of the user do not search for any specific thing more than 2-3pages of search. So in order to gain profit company has to be at top position elsecompany will some bit of website traffic (Ahn, Kim and Han, 2013). Social media – Company gains a lot of value if social media is integrated with internetmarketing. This is because adding account on a social media networking site is for freeand small budget of advertising through these sites will last for long. Company will reacha wide network of people which may not be reached by any other source through socialnetworking sites because thousands of million people all around the world remains activeon different networking sites. These sites not only provide a platform for sharing theinformation about company’s offers with the help of posts, photos, videos, tweets etc. butalso provide an opportunity to create a genuine bond with customers (Kotler andArmstrong, 2010).1
Banner advertising – Almost many of the people these days uses internet to get news,information about any event, shop, and watch TV programs after disconnecting cables.Here comes the role of pay per click and banner advertising. The displaying name ofAmazon on search engine will pop up company’s preference and increase brandrecognition among customers who are looking forward for other online shopping siteslike Flip kart, Snap deal etc (Polman, 2016). 1.2 Internet marketing mixThe internet marketing mix used by Amazon is explained as follow. It is used for promotioninto international market.E-products – Amazon serves customers as a best marketplace to sell various goods orservices. Further, it provides online payment and communication services to all its clientswhether company or individuals. Products of Amazon includes various kinds of productslike furniture, apparels, electronics, utensils and many other goods to be bought and soldon daily basis. The unique facility of payment like cash on delivery is provided byAmazon that gives a reliable and secure deal for customers to rely on company. Also,company keep on add up the list of products and various discounts on many productsconstantly (Fjermestad and Romano Jr, 2003). E-price – In recent times, company has changed its pricing policy. Amazon set a pricewhich is same for all customers whether occasional or frequent customers. Company alsoadopts model of quality click which gives facility to members “by the click” in thesimilar manner as AdSense (Strauss, 2016). E-place – Users of Amazon can solve out their queries and collect more requiredinformation at answer centre of company athttp://pages.amazon.com/community/answercenter/index.html. Company’s informationpath also provides seller information regarding the name of seller, address, and status oforder as whether it has been approved, packed, or shipped athttp://pages.amazon.com/sellerinformation/. E-promotion – In order to promote the wide range of products available at Amazon, itprovides various discount, free coins, coupons, cards etc. to give discount on particularpurchases. Also, it provides a range of discount on season end sales. Further, it offerssome specific percentage of reward if customers takes use of PayTM cash. Moreover,company organises various events and sponsor many shows in order to make customersknow about company (Kaynama and Keesling, 2000). 2

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