Digital Marketing Strategy for Amazon

Msc- digital marketing
strategy and analytics

Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Brief of the company..............................................................................................................3
Planning to improve the market share by investing in Digital Marketing.............................3
Marketing proposal..........................................................................................................................4
Situation analysis for digital marketing..................................................................................4
Micro and macro environment and systematic review of the environment...........................4
Digital business model canvas (BMC) for the selected company provide brief summary on the
various elements.....................................................................................................................6
SOSTAC model to develop successful digital marketing strategy........................................7
Multichannel digital marketing strategy.................................................................................8
Strengths of digital marketing strategy...................................................................................8
KPIs for each online channel..................................................................................................8
Company’s international marketing mix................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Present essay is going to be enclosed with a digital marketing strategy in order to enhance
the overall performance level of the company and in order to grab huge potential based
consumers from all over the world. Company that has been taken into consideration is Amazon
which is B2B and b2c organisation that is conducting business at international level (Symons and
et. al., 2019). Report will be conducting situational analysis for developing a digital marketing
strategy, micro and macro environment analysis is also going to be conducted. Digital business
model Canvas, SOSTAC model and lastly a multi-channel digital marketing strategy is also
going to be developed considering the different KPIs of it.
Main Body
Brief of the company
One of the most famous business organisation which is Amazon based in Seattle consist
with more than 750000 staff, which is focusing on cloud computing, e commerce, artificial
intelligence and digital streaming. It is considered to be the largest B2B and b2c organisation that
serves to both customers and businesses (Chaffey and Ellis-Chadwick, 2019). Basically, this
organisation is known for its destruction strategies considering mass scale, technological
innovation among different aspects which helps them in sustaining in the market and giving good
rivalry two different business companies like eBay, Alibaba, and many more. Recently, company
has faced decline among its performance which it wasn’t because of the weak digital marketing
strategy that company has adopted in the past.
Planning to improve the market share by investing in Digital Marketing
Currently, Amazon consists of 10% of the market share within global e-commerce and
planned to enhance these numbers in order to gain competitive advantages, to give good rivalry
two different business organisations that are dealing with an E-Commerce and other industries in
which Amazon is performing its operations. In order to do so company has decided to improve
its digital marketing strategy to investing in it and focusing upon different channels through
which digital marketing can be done.

Marketing proposal
Situation analysis for digital marketing
Basically, situation analysis consist of different elements like micro and macro
environment which needs proper review so that an effective digital marketing strategy can easily
be developed by a business organisation like Amazon (Thomas, 2017). In order to analyse the
overall situation of the company SWOT analysis and PEST analysis are conducted in order to
evaluate the existing performance that company has already reforms in the past and to look
among future opportunities which will help company in sustaining and to improvising the market
share at international level.
Micro and macro environment and systematic review of the environment
SWOT analysis
Strengths:
Solid brand name, As a worldwide web based
business goliath, Amazon has a solid position
and effective brand picture in the market. Brand
valuation, According to Interbrand's Global
Brand Ranking 2019, Amazon is positioned at
#3 position (after Apple at #1 and Google at
#2), with a brand estimation of $125 Billion.
Client situated as Amazon takes into account
countless clients for ordinary needs at
reasonable costs. This has made it a client
arranged brand.
Weaknesses:
Losing Margins in Few Areas where im
hardly any territories, for example, India,
Amazon has confronted misfortunes. It's
free delivery to clients can be one reason
that uncover the dangers of losing edges in
certain business sectors. Item Flops and
Failures where, its Fire Phone's dispatch in
the US was a major disappointment while
its Kindle fire gadget didn't develop well
(Hall, 2017).
Opportunities:
Amazon can pick up the chance to enter or
extend its activities in creating markets. Also by
growing physical stores, Amazon can improve
seriousness against large box retailers and draw
in clients with the brand.
Threats:
Barely any debates have caused a scratch in
Amazon's image picture. Individuals
fundamentally responded and boycotted
Amazon locales in 2010 when they found
that it's selling the book "The Pedophile's
Guide to Love and Pleasure. Also,