Digital Marketing Strategies

This assignment analyzes a range of digital marketing strategies, including search engine optimization (SEO), social media marketing, and online public relations. It examines empirical studies, industry trends, and the role of KPIs in measuring e-commerce success. The provided resources include journal articles, books, and online sources, showcasing different perspectives on digital marketing's impact on businesses.

INTERNET
MARKETING
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing of Amazon...........................................................................3
1.2 Evaluate the internet marketing mix of the Amazon.............................................................4
1.3 Comparison between marketing tools and E-tools................................................................5
1.4 Explain interactive order processing of Amazon...................................................................5
2.1 Demonstrate the search engines of marketing in Amazon.....................................................6
2.2 Write a news later for opt-in email marketing.......................................................................7
2.3 Follows guidelines for best practices in online public relations............................................8
2.4 Demonstrate that how Amazon can use new digital media communication.........................9
3.1 Conduct secondary market research in CRM......................................................................10
3.2 Design online survey of Amazon.........................................................................................10
3.3 Uses of electronic customers relationship management......................................................11
TASK 2..........................................................................................................................................12
4.1 Produce an outline for internet marketing plan for an Amazon...........................................12
4.2 ..............................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14
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INTRODUCTION
Internet marketing refers to advertisements and marketing efforts which can be used for
selling through e-commerce. Internet marketing is a special strategy for those who are looking to
the internet for shopping (Berisha-Namani, 2013). Amazon is international segment focusing on
retail sales of consumer products. It includes selling through websites such as
www.amazon.com.au, www.amazon.de etc. Amazon allows its customer to access its website
directly and through website (Amazon.com Inc. 2016). The company offers annual membership
program that includes shipping on a range of items, access to streaming of range of television,
and other benefits. The organization provides programs which enable the sellers to sell their
product and fulfil orders through websites. This report contains the element of internet marketing
which is adopted by Amazon. Further, it also emphasizes on order process which helps to serve
to the customers.
TASK 1
1.1 Elements of internet marketing of Amazon
Most of the organization’s primary goal is growth. It involves constant acquisition of
potential customers than the existing customers. By marketing on internet, Amazon can create
customers acquisition program to associate with the new users. This also helps the organization
to leads new generation in anywhere to the world (El-Gohary, 2012). Following are the elements
of internet marketing of Amazon:
 Design: Designing attracts the customers. Thus, it is important to focus on designing in
the internet marketing. Designs attract the customers and it helps to maintain trust of the
users towards the Amazon. It is important to look and feel good (Gangeshwer, 2013).
 Strategic content: Strategic content means creating content which drives the user for
achieving specific goals (Gautam, 2012). Strategic content of the Amazon helps the
customers to know how order with the help of website.
 Search engine optimization: If organization creates its new blog post or any other form
of content, then they must optimize the search engines (Grifoni, D'Andrea and Ferri,
2013). For this, the Amazon must include keyword of the blog title and heading tags.
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 Promote: Social media can be helps to doing online these days. This social media helps
to promote the business (Kent and et.al., 2013). It includes Facebook, Twitter, Google+
etc. It helps in actively promoting the content of Amazon.
 Email marketing: Email marketing is an extremely cost-effective internet marketing
element (Matikiti, Afolabi and Smith, 2012). When it is used properly, it can help to
increase the sales to new levels. Good marketing email can assist the Amazon to increase
sales conversion, generate repeat sales etc.
 Digital Marketing: Digital marketing defines as to delivered advertisements through
digital channels such as social media, websites, emails and mobile etc. this covers wide
range of Amazon market activities. It is a part of promotion of chosen business through
electronic media.
 E-commerce: E-commerce is a buying and selling of goods and services through
electronic network. These transactions can be occur in B2B, C2C and B2C. In Amazon e-
commerce conducted variety of application such as e-mail, online shopping and web
services.
 E-business: E-business is conducted of business processes on the internet. These includes
buying and selling products, supplies and services, servicing customers, processing
payments and manage production control in Amazon. They can collaborating by sharing
information, running automated employee services and recruiting etc.
 Internet micro environment: Micro environment includes individual or organization
that deal with suppliers, competitors, customers and employees etc. on regular basis.
They all have direct linked with the activities of Amazon which effect by their actions.
 Internet macro environment: Macro environment involves factors that are outside from
the Amazon such as economy, government policy and social changes. Society is a factor
that impact on customers of Amazon that directly impact on consumers. Speed of
developing internet and technology in each society creates impact on business in modern
time.
1.2 Evaluate the internet marketing mix of the Amazon
Internet marketing of the Amazon coordinate with the elements i.e. product, price, place
and promotion. Internet has changed the way for selling the product and service of Amazon. The
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e-marketing mix elements assist in improving the results of Amazon in the online market place.
Following elements are included in the internet marketing mix of Amazon: E-product: People can walk into the shop and they can see and touch the products. In the
online market, immediate tangibility is not available. It is the part of online marketing
which involves clearly defining the product (Nosrati and et.al., 2013). E-product of the
Amazon include electronic items, cloths, footwear, cosmetics and many more E-price: Setting price on the internet can be difficult. According to the traditional
marketing, it has comparative low price and people assume that it of low quality. If the
price is high the customers look for other brands product (Papasolomou and Melanthiou,
2012). So for deciding the price, the Amazon has to do lot of research. E-place: Place is the area where market is exist. The success of Amazon makes internet
marketing is easy by the place. When shipping has enabled for smooth delivery of goods
to the entire place it make easier form to reach the place of organization (Pentina, Koh
and Le, 2012). False description of the goods, poor quality and late delivery are some
issues that create negative impact on Amazon. E-promotion: Online marketing is required to build relationship with the people. It
increases the sales of products and services. Promotion strategy is also increases potential
customers from the existing customers (Persaud and Azhar, 2012). Promotion strategy of
the Amazon presents a huge opportunity to engage with potential and the existing
customers. E-people: E-people is also element of internet marketing mix. It can be defines as an
software engineers and IT company etc. Right people is required for offering product and
services to customers of chosen enterprises. E-process: Delivery of product or services is usually done with present of customers that
how services is delivered to them. E-process is defines as method that follow by Amazon
for passing through some stages to provides products and services to clients by electronic
media.
 E-physical evidence:All services includes some physical evidence. For example presence
of products provides by Amazon. It serve that product is perceived in marketplace.
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1.3 Comparison between marketing tools and E-tools
Marketing tools and E-tools both create the avenue to exchange between customer and
business. In every business, various marketing tools are used for communicating information,
stimulate to the customers interest and motivate actio (Persaud and Azhar, 2012). Marketing
tools are involved in promoting goods and services of the Amazon. It includes marketing
research and advertising of the business. Apart from this, e-tools help in building relationship
between the customers and organization. Application: Marketing tools assist in selling various goods or services to the public
(Salehi and et.al., 2012). While e-tools aids web based application intended to make the
easier task perform by the Amazon. Technology: Marketing tools takes little technology to get up and running so that it
makes to facility to the user of Amazon that ease-of-use. On the other hand, e-tool takes
more technology for accessing and operating the activities (Shih, Chen and Chen, 2013).
 Promotion strategy: Marketing tools of Amazon includes advertisements, promotion
strategy. So it helps in making strong relationship over the world. As comparison to these
E-tools, it includes social networking with the worldwide but it not reach at the same time
to the customers so that it is unable to maintain the relationship with the customers
(Taken Smith, 2012).
1.4 Explain interactive order processing of Amazon
Amazon is one of the major online shopping sites in the world. It has developed exclusive
website selling product and services which are offered to the consumers from their online stores.
Apart from this, Amazon provides facility of customization by consulting with the online trainers
available at the business website. The organization provides service to the online users for
making their order through website (Tiago and Veríssimo, 2014). Amazon has five steps for
interactive order processing which are as follows: Order processing: Order processing is a part of serving customer's order, through the
receive of the order, until the goods are not delivered (Tse, 2013). Order processing
system provides Amazon the tracking data about the order and inventory for every step.
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 Online confirmation: Amazon makes online confirmation for the order processing by the
customers. In this, organization evaluates the data process through email address or
mobile number (Chaffey and Ellis-Chadwick, 2012). Delivery information: Delivery information means confirmation of the ordered product
by the customers. In this, Amazon gives the delivery information regarding the product.
The organization confirms the delivery address so that they can safely reach the
customers (Fritz, 2013). Tracking of order: Tracking is 13 alphabetic and numeric characteristics which can be
used for package ID (Hayter, 2012). It is the detail information about online shopping by
the Amazon users. Delivery: Delivery means the formal and voluntary transfer of possession of the goods to
the customers (Jobber and Ellis-Chadwick, 2012). When a customer place an order in
Amazon online store, then business adopt the shipping procedure for delivering the things
quickly and efficiently. Data integrity: Data integrity refers to maintaining and assuring the accuracy and
consistency of data in Amazon over its entire life-cycle. It is also considered as critical
aspect to design, implement and usage of the system which the business processes
(McDaniel and Gates, 2013).
 Security system: All home security system works on basic principle of security. Every
organization contain some security system of inter working components and device
(Shaw and et.al., 2012). Amazon makes the network of integrated electronic device work
together with its control panel.
2.1 Demonstrate the search engines of marketing in Amazon
Search engines are the programs which search documents for the specified keywords. It is
a list of return of documents where keywords were found. Amazon is a web search engines for
online shopping anywhere in the world. It is a software system that is designed to search
information on the website (Hollensen, 2015). Today, there are thousands of different search
engines available on the internet. Following are the some search engines available for marketing
of Amazon:
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 Google: Google search engine is the best search engine in the world. Almost 70% of this
market has been acquired by google (Berisha-Namani, 2013). Amazon is always trying to
improve the results to the end-user by Google search engine.
 Bing: It is Microsoft's answer to Google. It is also best search engines (El-Gohary, 2012).
This Microsoft's search engines provides to the user of Amazon different services such as
images, web and video search.
 Yahoo: Yahoo and Bing do not give competition to google but they are giving
competition to each other (Gangeshwer, 2013). Yahoo is still a leader of the search
engine of Amazon which provides free email in the search engine area.
 Ask.com: Ask.com was also knows as Ask Jeeves. It is a search engine which is based on
questions and answers in a web format (Gautam, 2012). It is a question and answers
community of the Amazon.
 Baidu: Baidu is a Chinese web search engine. It helps to made to deliver result from
website, audio files and images (Grifoni, D'Andrea and Ferri, 2013). It also provides
some other services to Amazon including maps, news, cloud storage and many more
things.
 Excite: Everyone do not know about this search engine (Kent and et.al., 2013). Excite is
an online service portal. It provides internet services to the user of an Amazon like email,
news, instant messaging and other updates.
2.2 Write a news later for opt-in email marketing
Opt-in email marketing based on newsletter where people can sign-up through internet
either web page or sending mail by management software in Amazon. Following are reasons to
use this in marketing: Build Trust: Opt-in email marketing helps to build trust in chosen business. Amazon
offering to visitors to offer something which has some values in exchange through
emails. Build a customer base: This is main reason that marketers of Amazon use opt-in
marketing. From this they can markets their products continuously and easily.
 Measure organization success: Amazon use opt-in marketing to get success easily. This
is invaluable information to give maximum sales and profits in business.
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Timing 9 A.M. To 11 P.M.
2.3 Follows guidelines for best practices in online public relations
Public relations units are relation between the organization and customers in corporation,
non-profit organization and the Govt. institutions. Online public relations include relations of
employees with the websites and other technologies. For examples, e-mail discussions, groups
chat, file transfer etc. Basically, public relation is a discipline which looks on the reputation of
the organization through the customer’s feedback. It influences the opinion and behaviour of the
users. It is the planned activity and sustained efforts help in establishing and maintaining the
goodwill. It also builds mutual understanding between an organization and its people (Online
Public Relations, 2016). Amazon online public relation involves activities which are organized
by the organization towards influencing media, communities and audience. It includes search
engines, blogs, news search, forum and other communication tools. For this, the organization
follows some best practices in online public relations which are as follows: Online Research: Research means systematic investigation of the sources and study of
material for establishing facts and reaching new conclusions. Online market research is
quick as well as cheap for the users. Online research is an important tool rather than
traditional research methods. Amazon is doing the research through online survey as it is
easy. In that, the organization takes response from its customers on the online mails
(Matikiti, Afolabi and Smith, 2012.).
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 Internet Relationships: Internet Relationship is a way in which two or more people are
connected through online. Internet relationship helps to maintain long distance in
Amazon and its customers. Before exchange and transactions organization became the
brands which foster the connection and interaction with their customers (Nosrati and
et.al., 2013). Measurement: Measurement and evaluation are the critical elements of every public
relations. Amazon understands and believes in the benefits of public relations. In this,
the organization measures the results of the business outcomes which help to achieve
organizational goals (Papasolomou and Melanthiou, 2012).
 Writing: Writing is also an element of the best practices in to the public relationship.
Writing content helps to make some evidence in the future (Pentina, Koh and Le, 2012).
Amazon makes the relations with its customers for defining some written criteria on the
website.
2.4 Demonstrate that how Amazon can use new digital media communication
Digital marketing is an important part of the marketing products or services. For this, the
organization can use digital technologies. Several online communities exist for the purpose of
file sharing over the web (Persaud and Azhar, 2012). New media most commonly refers to
content available on demand through internet, access on digital device. Usually new media
consist of the interactive user feedback and creative participation. Example of the new media is
online newspapers, blogs and social media. Amazon can use new digital media communication
by the adopting following strategies: Offer real-time incentives: New digital media communication offers real time incentives
to the organization. For example, Twitter will automatically enable the Amazon to share
the feedback and photos to communicate with its customers. Tweet pictures of discounted
and new items or offers to the exclusive incentives (Salehi and et.al., 2012). Digital media strategies for business: Digital marketing strategies and plans can be
integrated within traditional marketing structure in the Amazon. This will be helpful in
the social media also (Shih, Chen and Chen, 2013). File-sharing: File-sharing is the public or private sharing of computer data or space in a
network. This is done into the various levels of the communication of the Amazon. File-
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sharing allows number of people to use the same file in to the small local area of network
also (Taken Smith, 2012).
 Join like-minded communities: The organization provides a useful platform for the
photo management and sharing file (Tiago and Veríssimo, 2014). It helps the Amazon to
join new communities to maintain the relationship with its customers.
3.1 Conduct secondary market research in CRM
Secondary market research can be stated that based on information from the studies
previously performed by the Amazon. Secondary market research is easy to find. This research
helps in getting accurate and sharp feedback on their performance through different customer’s
opinion (Tsai and Cheng, 2012). It is conducted for the following reasons:
 Useful information: Secondary market research of Amazon gives useful information for
future market growth via customer’s feedback. It also helps in getting an idea on the new
product feasibility and acceptance by the customers in the market (Tse, 2013).
 Needs and wants: Secondary market research also finds new features of the product
which can attract the customers (Chaffey and Ellis-Chadwick, 2012). It helps Amazon to
identify the needs and wants by the customers so that they can satisfy their requirements
through the product.
 Satisfaction level: Secondary market research also evaluates the level of customer
satisfaction with the organization performance, technology, quality and many more things
(Fritz, 2013). So that Amazon can increase its performance, technology and other things.
 Areas for leading: This market research helps to find out the main areas in which the
company is leading the competitors. It helps to solve typical problems in all the aspects of
the organization (Hayter, 2012).
 Future perspective: This market research is also assist in identifying the future
perspective of Amazon.
3.2 Design online survey of Amazon
Questionnaire
Section A
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Name:
Age:
Gender:
 Male
 Female
Section B
1. Are you satisfy by the product and services quality provided by Amazon?
 Yes ( )
 No ( )
2. Are you satisfy by the delivery charges of product and services?
 Yes ( )
 No ( )
3. What factor you consider when you are shopping online?
 Quality ( )
 Price ( )
 Attractive design ( )
 comfort feeling ( )

 Other (specify)..............
4. How much income you spend on the products that are offered by Amazon?
 1000-2000 ( )
 2000-4000 ( )
 4000-6000 ( )
 more than 6000 ( )
5. Suggest ways for improving service?
-------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------------
For conducting the online survey Amazon has selected the sample size of 20 customers
that frequently purchases the products and services form the sites.
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Theme 1: Satisfied with the product quality offered by Amazon
Are you satisfy by the product and services quality provided by Amazon? Number of
respondents
Yes 15
No 5
From the above findings it has been assessed that majority of the respondents are in the
favour that they are satisfied with the products quality that is been offered by the Amazon.
Therefore, customers engage in the repeat purchase of products from the Amazon sites. On the
other hand, 5 respondents are in the against that they are not satisfied with the product quality
that is offered by Amazon.
Theme 2: Satisfied with the delivery charges of product and services served by Amazon
Are you satisfy with the delivery charges of product and services served by
Amazon?
Number of
respondents
Yes 12
No 8
It has been measured that most of the respondents are in the approval that delivery
charges that are taken by the Amazon sites are appropriate for the customers as they are satisfied
with the delivery charges that are offered by Amazon sites. On the other hand, 40% of
respondents are against and dissatisfied with the delivery charges that are taken by Amazon sites.
Theme 3: Factor that customer consider when shopping online
What factor you consider when you are shopping online? Number of
respondents
Quality 9
Price 7
Attractive design 2
Comfort feeling 2
Other -
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From the collected data it has been found out that customers focuses on different factors
when they are shopping products via online platform. Most of the respondents states that quality
factor within their products assists them in shopping online as the quality served by Amazon is of
top grade that keep attract the customers towards their products. On the other hand, 7
respondents has stated that they consider price factor while purchasing products through online
platform. As, the products that are offered via online stores generally have affordable prices.
3.3 Uses of electronic customers relationship management
Customer relationship management is a term that refers to practices, resources and
technology. This is used by the organization to manage and analyze customer’s interaction with
the data and customers life-cycle (Ehrens, 2016). Electronic customer relationships management
includes design to compile information on customers through different channels. It may be
company's website, telephone, live chat, mail and social media. There are many reasons for
adopting E-CRM strategy by Amazon. These are as follows: Effective time management: CRM prompts the users to follow up activities when
important events occur, of if any actions are missed (Berisha-Namani, 2013). Amazon
uses this strategy to manage time for improving performance and quality of the
organization. Improved customers experience: Every company has the access to build relationship
for increasing customers experience (El-Gohary, 2012). It helps the firm to engage with
clients and deliver amazing services to its customers.
 Better coordination and cooperation: Sales, marketing and customers services share to
a common CRM through electronic media (Gangeshwer, 2013). It helps Amazon to
increase the better coordination and cooperation with the online customers.

 Performance is quickly identified: Electronic customer’s relationship management
helps to quickly identify the performance. It assists in taking corrective measures and
rewards for the outstanding achievers (Gautam, 2012).
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TASK 2
4.1 Produce an outline for internet marketing plan for an Amazon
A marketing plan guides a company step-by-step to market its product and services to a
specific target market. It focuses on marketing objectives of the organization. Amazon makes
marketing plan for targeting the new customers. Marketing plan defines all components of
marketing strategy (Grifoni, D'Andrea and Ferri, 2013). It will address the details of Amazon
market analysis, sales, advertising and the public relations. The plan should also integrate with
traditional program with the new online strategies.
Organization Amazon
Executive
summary
In this step Amazon will analysis their present and future situation.
Presently they are working in order to satisfy customer needs and wants
through their products and services. In future they are trying to provide
products and services as per the choice of customers. As a result they will
maintain their market share in the future.
Situational
analysis
In this step Amazon will identify situation for example current challenge
through internal and external factors. They also trying to find issues and
weaknesses for their organization. They will use PESTLE analysis to find
the problem within their business.
SWOT analysis After analysis the situation, cited firm will do SWOT. In this, they can
examine their strength, environment analysis and competition analysis. As
a result they will able to enhance their strength, reduce their weaknesses,
grasp the opportunities and alert from threats.
Marketing
objectives
At present chosen business only satisfy their customers. Along with this, in
future they want to achieve enhance their market share with increase their
value of customers. From the objective organization will able to enhance
their growth at marketplace.
Marketing
strategy
For development of business, every enterprise have various marketing
strategy to enhance their performance. In this context, Amazon will adopt
E-CRM techniques, which is helpful to develop relations with customers.
This, is because cited firm provides their products and services through
online so they will able to maintain relations with their customers by E-
CRM.
Implementation In this step cited firm will implement their marketing strategy into plan
with sufficient number of people. For this they have requirement technical
person who are expert in technical system. Thus, they will able to make
appropriate number of people in their staff.
Budget Amazon have requirement appropriate budget for develop their plan. There
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are many ways to determine budget in plan such as pricing strategy, break-
even analysis and cost analysis. Amazon will decide their budget through
recommendation price and sales.
Control After implement plan organization control the elements which are
diminished the market share of product. There are various methods to
control it such as physical control, automated control and monthly
meetings. Cited firm will use physical control to enhance their market
growth at marketplace.
The marketing plan of Amazon includes the following elements: Market research: Market research consists of collecting, organizing and writing down the
data about the marketplace. It will currently buying the product or services that the
Amazon wants to sell. Some areas of the market research are considered the market
dynamics, pattern including seasonality (Hayter, 2012). Market research of Amazon also
includes current sales and benchmarks of the organization. Product or services: Marketing plan also describes the product or services by the
organization (Hollensen, 2015). It includes analyzing needs of customers and according
to that product or services are produced in the Amazon. Competition: Marketing plan of the Amazon includes the product which has unique
selling proposition from its competitors. It helps the organization to doing about the
branding and positioning (Taken Smith, 2012).
 Mission and statement: Marketing plan consists of some criteria. Such as key market for
people the Amazon selling the product. Contribution, is includes that the things which are
selling by the organization (Tse, 2013).
4.2
Covered in pp
CONCLUSION
As the above report it can be concluded that the organization is uses elements of internet
marketing. Marketing elements includes design, search engines optimization, promote, strategy
content and the email marketing. The organization is compare between the marketing tools and
e-tools from the element on application, strategy and technology. Further, it consists of the
online marketing elements such as e-products, e-place, e-price and e-promotion. In this,
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organization provides online product and services to its customers. The company follows the
order processing system in the steps. In this steps organization includes order processing, online
confirmation, delivery system, tracking number, and data integrity as well as security system.
Amazon uses various search engines for promoting the services of the organization. Such as
Google, bing, ask.com etc. further, it also follows guidelines for best practices into the public
relations. . For the improving the services of the organization, they have conducted an online
survey from the customers. The company has adopted secondary research sources for analyzing
the online market of the organization. In this the organization also use to maintain the
relationship with the customers. Thus, they used electronic customers relationship management.
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REFERENCE
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Books
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