Digital Marketing and Social Media Marketing: A Case Study of Amazon

This document provides a case study on how Amazon utilizes digital marketing and social media marketing to enhance its customer reach and engagement. It explores the marketing mix and communication mix, the importance of digital marketing and social media marketing, and provides examples of effective social media content. The document also discusses the role of campaigns in digital marketing and the reasons why social media content is considered effective.

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1 ...........................................................................................................................................3
Marketing ...................................................................................................................................3
Marketing Mix and Communication Mix ..................................................................................3
Digital Marketing .......................................................................................................................4
Social Media Marketing..............................................................................................................5
Importance of Digital Marketing and Social Media Marketing .................................................5
PART 2............................................................................................................................................5
Two example of Social Media Contents that really work and justification of why they work ..5
Effective campaigns with reference to established model and standard of digital Marketing....6
Social Media Content is considered effective due to the following reasons ..............................7
CONCLUSION ...............................................................................................................................8
REFRENCES...................................................................................................................................9
Books and Journal.......................................................................................................................9

INTRODUCTION
Digital Marketing is an emerging tool which facilitates in promotion and marketing of goods and
services offered by an enterprise. It is a very effective tool which can be utilises by organisation
around the globe so as to enhance their customer reach and customer engagement. Social Media
Marketing is a technique which allows business organisations to connect and interact with larger
audience and enhance the brand awareness of the same. Amazon is a global business
organisation that is catering to its customer base all across the globe. In order to carry out its
operations more precisely Amazon needs to capitalise on Digital Marketing as well as Social
media marketing in order to grab the attention of more and more consumers and to rise the sales
of offering provided by the company. The report provides an analyses of how Amazon
incorporates and capitalises on the Digital Marketing and Social Media Marketing in its business
operations.
PART 1
Marketing
Marketing can be termed as one of the most prominent function of the management in the
business organisation which involves enhancing the popularity of a product in the market
environment and generating the sales for the same. Marketing helps an organisation to sustain in
the competitive environment and also assist the business organisation to gain a competitive edge
over its competitors in the market place (Saura, 2020).
The market is considered dynamic in nature , hence there is a possibility for sudden risks
and uncertainty in the same. In order to cope up with these risks, Amazon needs to have an
effective and efficient marketing plan that can encourage the organisation's sales and benefit the
organisation in order to meet it short and long term objectives.
Marketing Mix and Communication Mix
Marketing mix is an essential feature of marketing that assist the business organisation to
achieve its overall marketing goals and objectives in the market environment. Marketing Mix
provides a brief analysis of what an organisation is offering to its target consumers.
Communication Mix is a process that provides various tools and techniques to a business
organisation in order to endorse their goods and services in the marketplace.

Product : Amazon provides diverse range of products and services to its consumers such
as electronics, retail products, and services , home appliances etc. The company has wide variety
to offer to its target consumers(Kannan, 2017). This is one of the reasons why most of the
consumers opt for the company and resort to the offerings of the same.
Price : The price of the services offered by Amazon is comparatively low from its
competitors. The prices are very affordable and justified. The company opts for cost leadership
strategy in order to acquire good market share in its target market and it also believes in premium
pricing of products and services offered by the organisation.
Place : Amazon is an online retail business wherein the company provided its services
thorough its online website. Since the company is operating at a global level, it has an
application in its name which can be downloaded by the customers through their mobile phones
and tablets in order to consume the services provided by the company.
Promotion : Amazon has a very intensive and assertive promoting strategy. The
company believes in aggressive promotion and marketing of the products in the target market in
order to generate higher sales which in turn will help the organisation to enjoy good profits.
Communication Mix fits in this particular element of the marketing mix as it deals with
communicating and promoting the services provided by the business organisation among the
consumers. The company capitalises on advertising through print media, television ads, online
campaign, social media. Blogging and relevant contents etc.
Process: Amazon has a systematic process of carry out its services. The consumers can
place orders through the website or application of the company and that order is further
processed and delivered to the consumers. The consumers can review the products and services
and can provide the feedback to the company for the same.
Physical Evidence : Amazon started out delivering its services through online platform but with
the changing times, the company also established its outlets and stores in few cities.
Digital Marketing
Digital Marketing is a trending concept which provides an online platform to effectively
reach numerous consumers. It helps the business organisation to expand their business operations
around the world (Chaffey and Smith, 2017).
Amazon invests in Digital Marketing in order to increase its current consumer reach and
engagement of the same. Digital marketing is less costly and more flexible in comparison to

other promotional techniques. Hence, it can be said that Amazon utilises Digital Marketing in its
business operations in order to increase the cost efficiency and time efficiency of the
organisation. The company also utilises the same so as to enhance the brand engagement and
brand loyalty within the target consumers of the business organisation.
Social Media Marketing
Social Media Marketing facilitate a business organisation in effective interaction with the
target consumers of the same. It provides a medium to the consumers to share their feedback
with the organisation and it can take their feedbacks into consideration for further modification
and betterment of the products and services offered by them (Todor, 2016).
Amazon has also incorporated Social Media Marketing in its marketing plan in order to publicise
its offering in the marketplace and to promote brand development of the company. Amazon
capitalises Facebook, Instagram, LinkedIn, Twitter etc. in order to influence large set of
audience.
Importance of Digital Marketing and Social Media Marketing
 Amazon can opt for Twitter in order to raise awareness regarding its various initiatives
and societal work and it will help the company to reach out to new individuals and grow
their target audience.
 The online platforms such as Facebook and Instagram will assist Amazon in conducting
their KYC (Know Your Customer). It will also help the organisation to effectively
communicate with their consumers.
 Amazon's digital marketing strategy has helped the company to increase its sales and to
generate higher profits in the last few years. Digital Marketing has helped the company
to up their game in the market environment and has also enabled the same to generate
more leads for the organisation.
PART 2
Two example of Social Media Contents that really work and justification of why they work
Articles and Blogs : Blogs and Articles are considered to be the most influential social
media contents. Amazon is a business organisation that believes in delivery business articles and
blogs consistently. In this way, the organisation is able to seek the attention of the target
customers for longer period of time. There are consumers who look up to the articles in the

public domain before investing their time and money in an organisation's products and services.
So it becomes essential for the organisation to utilise such social media content to influence the
decision making of target consumers.
Contests and Giveaways : Amazon hosts various contests in order to arouse the interest
of the consumers towards the products and services offered by the organisation. The company
also believes in hosting giveaways in order to make the brand popular in the marketplace as well
as gain a competitive advantage in the same (Kingsnorth, 2019). This way, the company is also
able to encourage the engagement of the consumers towards the company's offerings. These
giveaways also help Amazon to promote and advertise new products and services in the
potential market.
Effective campaigns with reference to established model and standard of digital Marketing
Campaigns are very essential part of marketing as it helps the organisation to create
excitement for the launch of products and services offered by the organisation in the
marketplace. The digital marketing campaigns are helping various organisation in attracting
potential and target consumers towards the business organisation.
Examples of the organisations that has incorporated campaigns as a part of their marketing plan
are discusses below :-
Apple : The campaigns led by Apple are very well coordinated and organised by the
organisation. They are extremely influential in nature and are able to make a good impact in the
market. Apple is one organisation that puts in a lot of time and money in its advertisement
campaigns in order to enhance the product awareness. Apple capitalises on its quality goods and
utilises the same in its digital campaigns in order to convince its target consumers to invest in the
premium quality offered by the company (Hanlon, A., 2019). Apple's digital marketing
campaigns are very innovate and creative which helps the organisation to create good buzz and
limelight for the upcoming offerings of the company in its respective industry.
Audi : Audi carries out aggressive campaigns which are extremely informative in nature in order
to depict and provide necessary details its new modifications and features in the target market.
The company capitalises on various influential celebrities in order to endorse their brand in the
market. The company organises campaigns and utilises the celebrity attraction and influence in
company's favour in order to influence their respective followers to get interested in the products
and services delivered by the organisation.

Social Media Content is considered effective due to the following reasons
In the current market scenario, it has become very important for organisations to utilise
the online platforms available to them in order enhance their audience reach and to engage them
towards the business operations of their respective organisations. Social Media content is one of
the ways through which business organisation can interact and share the vision and mission of
their company directly with organisation and give a brief about the services provided by the
same in an up-close manner (Kaur, 2017). Today's consumers have become very intellectual in
terms of selecting the organisation they want to invest in. One of the factors that effect the
selection of the brand or a company is based on the social media content provided by the
company on their respective online portals. Some of the reasons why social media content is
considered productive and effective are listed below :-
 One of the major reasons that organisations consider social media content as an effective
medium is because this platform is less costly in comparison to the other promotional
tactics and tools available to the business organisation.
 This also helps the business organisations to reduce the traffic at their official sites and
the company can concentrate on their target consumers.
 Social Media Contents have a possibility of becoming sensational and going viral which
in turn will help the company gain publicity among the users of the same and can help the
company to gain more popularity in the market environment.
 The content available on Social Media has unlimited reach. A content generated by a
company for a specific region can be accessed by individuals from other regions as
well .This helps the organisation to enhance its reach at global level and help the same to
grow and develop in global markets as well.
 A company catering to millennials and younger generation can utilise the social media
content to create buzz about company 's offerings among the same as these age groups
are very active on social media and are up to date with contents posted by various
organisations.

CONCLUSION
It can be concluded that Amazon has a every productive marketing plan in order to
encourage and boost the sale of services offered by the business organisation in market
environment. The company's marketing mix provides the same with a competitive edge in the
market place. The company also capitalises on various Digital Marketing tools and techniques in
order to create interest for its offerings and to capture the attention of the target consumers
which in turn helps the company to enhance their current revenues (Confos and Davis, 2016).
Amazon also opts for Social Media Marketing in order to expand its services in the long run.
Social Media Marketing also helps Amazon to collaborate with famous and popular influencers
and celebrities which can be capitalised by the company to increase their further sales operations
and market the products and services effectively and efficiently among the target market. The
merging trends of social media content is also helping Amazon and various other companies in
order to grab the attention of their followers and make a good impact in the society which in turn
will help the organisations to hold up a good brand image and improve the customer loyalty in
the their respective organisation.

REFRENCES
Books and Journal
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kaur, G., 2017. The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah, 5(6), p.72.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.