Amazon's Digital Marketing Strategies: A Comprehensive Report

This report provides a comprehensive analysis of Amazon's digital marketing strategies, specifically focusing on the clothing and accessories category. It delves into various aspects, including Amazon's approach to digital marketing, search ranking optimization, Pay-Per-Click (PPC) strategies, digital display advertising, email marketing campaigns, social media marketing tactics, and mobile marketing initiatives. The report examines how Amazon leverages these digital channels to promote its products, attract customers, and maintain a competitive edge in the online retail market. Furthermore, it explores the role of analytics in evaluating the effectiveness of these strategies and discusses Amazon's overall digital marketing plan. The report also provides insights into Amazon's social media campaigns and email marketing efforts, concluding with a summary of key findings and recommendations for future digital marketing endeavors. This analysis is valuable for students studying marketing and business, offering practical examples of digital marketing in a real-world context.

Running Head: Digital Marketing
Digital Marketing

Digital Marketing
Table of Contents
Introduction.................................................................................................................................................1
Digital Marketing in Amazon.......................................................................................................................2
Amazon Search Ranking..............................................................................................................................3
PPC strategy................................................................................................................................................5
Digital Display Advertising...........................................................................................................................6
Email Marketing..........................................................................................................................................6
Social media marketing...............................................................................................................................8
Mobile marketing........................................................................................................................................9
Analytics....................................................................................................................................................10
Strategy and Planning................................................................................................................................10
Digital marketing plan of Amazon.........................................................................................................10
Social media campaign......................................................................................................................10
Email Marketing.................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12

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Introduction
Digital Marketing is considered as an innovative approach and also by this the products
and services are promoted with the use of the database of the consumers. It has become a
powerful network of advertising that has introduced double click strategy and also assist the
consumers to access products and services by sitting anywhere. In this report, the company that
is taken into consideration is Amazon. Digital marketing helped to promote the campaigns of
clothes and accessories through the internet as it is one of the cost-effective and convenient
sources of marketing. In recent scenario, the format of marketing has changed a lot from
traditional form of advertising to digital marketing. A Huge amount of money has been spent by
the companies on the marketing of the products and also to conduct the advertisement campaigns
that are beneficial for attaining the profitability. With the digital marketing huge amount of
revenue can be earned. Digital marketing is related to the promotion of products in the form of
electronic media (Scott, 2015).
For example Advertising medium is considered as a part of digital marketing for
promoting of products and services with the help of internet, social media. The opportunities are
many that are related to the digital marketing. It attracts a large audience towards the
organization and also the information can be spread easily. Traditional Marketing consumes
more time and money whereas the digital marketing is efficient and consumes less time, so the
companies give main emphasis on digital marketing. The marketing channels are covered under
digital marketing and also it enhances to attain the profitability of the organization. Amazon has
achieved a market growth with the use of the internet. It is one of the largest online stores for the
customers that offer different types of products and services (Amazon, 2015). The competition
level is maintained by considering innovative strategies and also by product innovation. So, in
this report, the main emphasis is on the digital marketing strategies that are adopted by Amazon
to achieve the goals and objectives of the organization. The product category chosen for this
assignment is clothing and accessories.
Digital Marketing in Amazon

Digital Marketing
Digital marketing in Amazon gives emphasis on enhancing the operations of the
organization. It is essential for the Amazon to adopt digital marketing strategies as it helps to
attract large no of customers towards the product. Traditional marketing is adopted by the
organization and it helps to promote the products and services by an advertisement that induces
the customers to buy the products. Amazon takes into consideration effective strategies like
giving discounts and offers to the consumers and also the digital tools are considered by the
company. The Amazon advertising platform gives various strategies to enhance the sales of the
product and services. The company offers application services to the consumers so that they can
buy the product easily by downloading the application in the mobile phones (Armstrong, Kotler,
Harker, and Brennan, 2015).The Amazon marketing services assist the vendors to promote the
product and also help to sponsor the product. It is also a platform through which the retailers and
wholesalers sell the product in an effective manner. The shift towards digital marketing from the
traditional marketing has given a positive impact on the buying behavior of the consumers. The
company uses various internet services like Facebook, Google, and Twitter that helps to promote
the products and services in the market. There are many promotional advertising given by the
company of the clothing on different websites like on Facebook, so that the customer gets
induced to purchase the product.

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As it is seen that the company faces a high level of competition in the market, so it is very
important that corrective steps should be taken by the organization to attain success. By giving
advertisements on Facebook, Twitter, and Google the company induces customers to buy the
products. The company gives focus on marketing the product by giving advertisement of
clothing on Facebook and also with it various offers and discounts are given. Technology
plays a significant role in marketing investments and the Amazon follows a structured
approach that is beneficial for the organization to enhance the sales of clothing and
accessories in the market (Saffer, Sommerfeldt and Taylor, 2013). The company has a great
opportunity by taking into consideration digital marketing. It offers a large platform for the
company, to promote the products and services and also to attract customers towards the
organization. The opportunity is available for the companies in the market, but the correct
strategy should be adopted so that the efficiency and productivity level can be enhanced. Market
research is also a process of collecting information that is related to the trends in the market and
also with the behavior of the consumers. Market research is enhanced by taking into
consideration latest technologies and the internet facility. There are many sellers who join
Amazon for offering variety of products to the consumers, so that they can easily attain

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profits. There are number of brands like Nike and puma and also many small brands who
offer variety in the clothing sector (Yadav, Joshi and Rahman, 2015).
Mobile market research helps to distribute the products, ask questions and also evaluates
the usage of the products. Social media is a platform that considers millions of social post that
analyze the information of consumers and also covers the market trends. For example: by
analyzing the reviews the company can easily know the customer requirement. In the
clothing section the customer give rating according to the quality of the product. By taking
into consideration cloth and also the print style the company can easily access the views of
the customers towards the product. So, it is evaluated that digital marketing is beneficial
for Amazon, as it helps to attain success and enhances the level of productivity (Percy,
2016).
Amazon Search Ranking
Amazon search is a popular topic amongst third-party sellers. All are focused on the
topic of search ranking. Also, the discussion is going on about the Amazon search in which seller
talks of the primary ways that customers take into consideration to locate products on Amazon.
There are two factors through which the products are displayed on Amazon search. First is
related with relevancy and second is related to performance (Tuten and Solomon, 2014). By
taking into consideration product and accessories category it is seen that the consumer

Digital Marketing
type” tops for girls” and it is displayed on the page. By seeing the pictures of different tops
the decision is made whether to purchase it or not. The consumers search the products by the
photos, product description and also by titles. The search ranking performance considers the
activities related with performance level and also relevancy of the product. The step that will be
taken into consideration to access the company ranking performance will be search engine
optimization (SEO) (Ryan, 2016). It is also a method that affects the visibility of a website or a
web page in the web search engine.
The company also adopts the two types of positioning like multi segment positioning in
which the wide variety of products and services are exploited in more than one segment at the
same time. It is an online retail store that offers 480 million products and also the needs of the
large customer segment is satisfied (Turban, Outland, King, Lee, Liang and Turban, 2018). The
company offers variety of clothes and accessories related with the clothing and accessories
section. There are more than thousand products available on the website. The next one is
adaptive positioning in which the online retail closely evaluates the changes in the external
marketplace and also considers the enhancement in the expectations of the consumers by
periodically repositioning of the products and services according to the variation in the segment.
Amazon optimization includes more than writing the decent listing text. The ranking considers
the factors that are not in listing text like conversion rate(Moriarty, Mitchell, Wells, Crawford,
Brennan and Spence-Stone, 2014). Amazon SEO also considers the factors that are optimization
and also various pictures and keyword placements that are in the listing text. The step SEO
covers is to understand algorithm of Amazon, proper research of keyword research in which it
consists of the keywords that are there in the listing text and optimizing the long tail keywords
that are in the seller central search term fields (Shankar, Kleijnen, Ramanathan, Rizley, Holland
and Morrissey, 2016).
The next step is to influence the click by considering the rate of image, price, brand and
also the best seller on Amazon. The conversion rate is also included in SEO in which the
reviews, bullet points, and images are considered and the last step that is related to sales of the
product. Amazon search engine has a name that is also called A9. It was a task that is responsible
for enhancing a better user experience by placing the right products in front of the right
customers. A9 is a method that is used to search the right pages by using specific on the page and

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off page data to build own SERP'S. There is also technical optimization that gives success to the
SEO campaigns (Mooney and Slobodian, 2016).
The search engine relies on algorithms that are designed to search through websites that
are considering the specific features of the site and that relates to a keyword or phrase. The speed
of the website plays a great role. If the speed of the site is slow, then the consumer thinks twice
before visiting the sites, so it is essential that the speed should be good enough so that the
consumer can easily access to the products. Amazon clothing offers a good site speed that
induces customers to buy the product in an effective manner. For example: If the consumer
accesses the variety in the clothing sector, then if the speed is not good it can change the
decision of the consumer to buy the product. So, speed plays a great role to enhance the
sale of the company (Lanz and Carmichael, 2015).
To improve the ranking the Amazon should follow the procedure of providing the
product listing in a proper manner. Long-term sales are considered as an important aspect. So to
attain the high conversion rate the product list should be created in a proper manner. It is also
important to consider that product description and proper tagging is done on the clothing
and accessories offered by Amazon. The company should also focus on including the high-
quality images of the product with the product description of the product (Leeflang, Verhoef,
Dahlström and Freundt, 2014). In the clothing and accessories sector it is important to have a
clear image so that the customer can be satisfied and purchase the item easily. The next
procedure that the company should use is to attract the traffic from the outside sources. New
customers can be attracted from outside sources; by giving focus on this the company can easily
attain the competitive advantage. The outside traffic should be attracted by increasing the social
media efforts and also by updating the blogs on a regular basis. The company can also create a
strong following by partnering with the marketers who are on Amazon (Lamberton and Stephen,
2016).
The company should also offer high speed of shipping so that the satisfaction level of the
consumers can be enhanced. The success of the approach can be easily measured by evaluating
the sales and profitability of the product. The ranking can also be improved by on-page
optimization that directly gives impact on improving the ranking search position. The keywords
optimization of Amazon differs from the search engines. It should be short and simple so that

Digital Marketing
the customers can easily access the clothes and accessories that are available on the site
(Varia and Mathew, 2014). Also by off page optimization, the ranking can be improved by
considering the link building method that is used to attract the customers towards the products.
By taking into consideration Key performance indicator the organization can easily measure as it
states that, how effectively a company is attaining the objectives. The KPI gives the proper
evaluation of the target that should be attained by the company. Amazon can effectively measure
or analyze by considering the KPI method that gives exact position of the organization
(Pounders, Lee and Royne, 2017).
PPC strategy
The digital tool that can be used to evaluate the paid search activity of Amazon is PPC
tool (Pay per click). It helps to identify the number of consumers who visited the website. In this,
the advertisers pay a fee when the advertisement is clicked. Search engine advertising is
considered as an important form of PPC (Kramer and Janes, Amazon Technologies, 2016).The
effective PPC strategy should be designed so that it gives immediate outcomes and also the right
campaign should be started so that the consumers get attracted. The PPC should be designed in
such a manner that it creates advertisements that will appear when the customer search for the
phrases or for the product. The creativity is essential as the quality of advertisement is rated
that determines the amount of per click. PPC can also assist to reduce the traffic that is
unnecessary. At the time of sale the traffic on the website is high in number. By taking into
consideration clothes section it is seen that the traffic is high, so PPC is used to minimize or
control the traffic on the website (Jhally, 2014).
To attract more traffic to the website and to win more customers it is essential to
design the phrases that are easy for the consumers to search. In the clothes and accessories
section it is seen that there are many attractive phrases that are used and that help the
consumers to purchase the item in an effective manner. When the consumers insert the
keywords the product should be accessed easily, then only it will attract more customers towards
the business. Amazon should also adopt the strategy of Goggle Ad words, so that the
clothing and accessories can be easily identified (Zerfass and Schramm, 2014).It is an online
advertising service that is established by Google so that the advertiser can give payment to list
the product and also to display brief advertising copy. Bidding strategy should also be adopted

Digital Marketing
by the company so that the customers get induced to buy the product in an effective manner. The
Google AdWords strategy is taken into consideration in which the advertisements are posted that
are text-based. Like in clothing and accessories section the advertisement are posted by
taking into consideration attractive taglines that attract the customers towards the clothing
and accessories products.
Digital Display Advertising
Amazon can conduct effective online display advertising campaign by giving text-based
advertisements and also display advertising that will help the organization to attract consumers
towards the company. The company also used effective taglines and conduct social media
campaign "Aur Dikhao". The company uses many campaigns in the clothing and advertising
sector. The campaign was a great success for the organization and the main objective behind the
campaign was to reach a large mass of audience in a direct and fun way.
If more social media campaign was conducted, then the organization can easily reach and can
aware large mass of audience (Howcroft, et Al, 2013). By social media campaigns only the
company comes to know about the discounts and offers on clothing and cosmetic products.
The Company should adopt effective social media campaign by taking into consideration
effective objectives. The main objective can be to enhance the reach among the customers by
enlisting new buyers and visitors and also to create a personal touch of the brand globally.

Digital Marketing
The campaign performance can be measured by evaluating the sales of the clothing
and accessories products. At the time of conducting display advertisement, the company should
give focus on the format of the advertisement and also on the frequency of the advertisements
(Ho-Dac, Carson and Moore, 2013). Like in clothing and accessories section the focus on
displaying the product on front of the consumers. The emphasis should be given to attract
more and more consumers towards the company. The company should also adopt the
strategy of display network in which the advertisements are displayed on a huge network site
across the internet. There are various sites on which the company can easily present the
clothing and accessories sections. By this, the customers get induced to buy the product and it
gives direct impact on the profitability of the organization. The company should also give focus
on remarketing. As it is the method to connect with the visitor who has not made any purchase. It
helps the organization to target the advertisement in front of customers who visited the website
(Järvinen and Karjaluoto, 2015). If attractive and new design clothes or accessories are
displayed then the number of visitors will be increased. It is the behavior of the consumer
to open the link that contains attractive products.
Email Marketing
Email marketing process is divided into eight steps.
a.) First, is related to the planning of the marketing strategy in which the targets are
defined to be attained through email marketing. It is very important that the goals
should be defined so the success can be attained. So in this Amazon should define
the target so that the goals and targets can be achieved. By taking into
consideration clothing and accessories section the company easily give email by
adding attractive images and discounts on the products, so that the customer get
induced to purchase it.
b.) Second is related with collecting the data of target group: Once the objectives are
defined, it is essential that it should be cleared so that the target group can implement
it in an effective manner.
c.) Setting up the database: Amazon clothing and accessories should address the
database like emails or any other information so that it can easily help to give

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mail to the customers. The database is considered as an important aspect of the
organization.
d.) Defining the emailing concept: The Company should give focus on managing the
objectives and also derive the communication frequency. The mailing concept should
be defined in an effective manner so that the company can easily attain the goals and
objectives.
e.) Producing the content: It consists of attractive images, graphics and visual elements
that should be used by the company so that the customer feel induced to buy the
product. The graphics and quality of the product be good, so that the customer
can easily access the quality. If the quality of the clothing and accessories is not
good, then the consumer will give another thought to purchase the product.
f.) Emailing set up: On this stage, the email is set up to be sent to the customers, it also
ensures that the headers and footers should consist the correct information.
g.) Email blast: The personal mail recipient for each client is received. If the format of
the mail is not correct then it bounces back as undeliverable mail (Weber and Jones,
2016).
h.) Evaluation of results: This is the last step in which the proper evaluation of the
results is made. The opened mail and also the responses are taken into consideration.
The split testing should be considered by the company so that the control and the
website metric can be improved like clicks, purchases (Hansen and Amazon 2016).

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Email can use as an effective segmentation tool as it is seen that mail can be done by targeting a
specific group of people. Key performance tool can also be used by the company so that the
effectiveness of the company can be evaluated in attaining the key objectives of the
organizations (Aaker and Biel, 2013).
Social media marketing
Social media marketing is used to promote the products and services on social media
platform and on websites. It is becoming popular day by day. The marketing is done to enhance
the attention of consumers through social media sites. Earned media is related to media exposure
that the company has attained by mouth to mouth publicity. It is the publicity that is done for free
by the fans. The companies do not pay for it. It consists of Facebook likes, shares, retweets. The
publicity is earned by the company without giving any amount for it whereas paid media is
related to the advertising done by giving payment. This includes Print advertisement, television
advertisement, and paid search. For examples: there are many advertisements given on
clothing and accessories section by the company. The more advertisements are given at the
time of sale and discounts given by Amazon. To attract the attention of the consumers the
companies pay for it. Owned media is related to the property that belongs and has control over
the mobile site, website, blogs, and applications (Castronovo and Huang, 2012).
Social media marketing process is related to identifying the marketing problem and also
to define the social media marketing objectives. After defining the objectives the next step is to

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analyze the social media and then to refine the social brand. When the social brand is refined
then social marketing channels are taken into consideration. Amazon also considers the social
marketing channels to promote the products and services in the market. To promote the product
the company takes into consideration social media channels like Facebook, Instagram, Twitter
and LinkedIn that helps the customers to purchase the product through online (Valentini,
2015).Then after promoting the products through social channels, the content creation is taken
into consideration and proper management of the community . The plan is executed by the
company (Smith, 2010).
Amazon uses the social media channels like Facebook, YouTube, Instagram, Twitter. By
using Facebook page the company promotes its clothing and accessories by giving attractive
images that induce the customers to buy the product. By using Facebook and Instagram Amazon
evaluates that how effectively goals and objectives are attained. It also analyzes the target
audience in an effective manner. With the use of social media, the advantage that is attained by
the company is related to the consumers. By using this technique the company attracts large
target audience through which the sales can be enhanced in an effective manner. Social media
gives direct impact on the sales of the product and also on the productivity. In social marketing,
the company gives regular updates on new products, offers and discounts by posting attractive
images and videos. On the social sites, the company ensures that the satisfaction level of the
consumers is enhanced and also issues of the customers can be resolved immediately. Amazon
used intelligent customer engagement strategy by using creative and humorous posts (Bleier and
Eisenbeiss, 2015). For example : When company gives advertisements of attractive and designer
dresses and also mention the discount rate, then it is seen that the sale on the product also
increases.

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Mobile marketing
Mobile marketing is a multichannel online marketing technique that gives emphasis to
reach a specific audience by their mobile phones, tablets and related devices like the website,
Email. In Amazon mobile marketing is a popular source. The company offers the product
through online source. For example: If the customer wants to purchase jeans then he or she
will search for jeans by the mobile application offered by the company. The customer
purchases the product by accessing the application of Amazon. The customers search for the
clothes and accessories by accessing to mobile application and the purchase is made
through the application. Amazon gains the information of the consumers from the account.
Amazon also sends messages to the consumers that are related to the discounts and offers
(Hossain and Amin, 2015).
By seeing the offers the customers get induced to buy the product. Amazon also offers
coupons to the customers, so that they can be attracted towards the product. The company
offers attractive discounts on clothing and accessories. The discounts that are not available
in the market can be availed on amazon. The mobile coupons are available on mobile
application or sent through messages to the consumers. On clothing and accessories also the

Digital Marketing
company provides effective discounts and offers like on biba 50 percent discount is given
by the company. Amazon application is present for the customers who are using iOs, android
and windows phone. It is also evaluated that over 10 million customers installed the application
and given 4.1 rating. The customers who are using the application get regular updates and
give offers related with products and services. There are many attractive offers given on
clothing and accessories and also the promotion is done through social media sites (Gordon,
Butler, Magee, Waitt and Cooper, 2015).
Analytics
The success of the company can be measured by analyzing the user journey of the
consumers. The evaluation can be made by taking into consideration the interaction with the
website or the services with the company. The company targets all the segments. It takes into
consideration the strategies that are used by the organization to induce the customer (Stone and
Woodcock, 2014).Amazon offers all the products to the consumers, so the product can be easily
accessed by all the segments. The initiative taken by the organization can be give benefit to the
organization to enhance the profitability and growth of the organization. The platforms that are
used to measure the performance can be related to bounce rate, site speed and also by the
overview of AdSense. The real-time reporting can also be used that gives exact real-time data
(Haucap and Heimeshoff, 2014).
It helps to access the active viewers of the page and also to access the urgency of the
users looking for the items. The performance of the consumer can also be related to the speed of
the site and also with the bounce rate. E-commerce is related with buying and selling of goods
and services with the help of the internet. The consumers have the option to buy and sell the
clothes and accessories by using amazon application. Amazon comes under E-commerce
process in which the company conducts business transactions with business to business, business
to consumer and also with consumer to consumer. So, by this, the response of the consumers can
be easily taken into consideration (Chaffey, 2016).

Digital Marketing
Strategy and Planning
Digital marketing plan of Amazon
Social media campaign: The Company takes into consideration different social media platform
to promote the product and service in the market. Amazon uses social media channels like
Facebook, Twitter, Instagram. The consumer gets attracted towards the product by analyzing the
promotional activities done by the company. On Facebook page, the company posts an attractive
image that gives knowledge and also induces the customers to buy the product (Sheehan,
Anderson, Wilson, Alden and Cristofalo, Invidi, 2017). The company should also follow the
promotional strategies that help to enhance the sales and profitability of the organization. By
using social media platform the information is given to the large audience in less time. Also, the
company conducts many quizzes on the pages that induce and attracts the consumers towards the
page. By implementing the campaigns, it is evaluated that the profitability can be attained after 6
months. The exact sales can be analyzed by considering the sales of the product (Franklin and
Parton, 2014). Like in the figure it amazon promotes the clothing section by giving discounts
and offers to the consumers. So, it is one of the best techniques that the company can easily
adopt to enhance the sale in the market.

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Email Marketing: The Company uses Email marketing strategy that attracts the consumer
towards the company. Amazon sends email to the customers through which the information is
attained by the consumers. It is evaluated that effective email marketing strategies help the
organization to enhance the profitability and also the sales. The company also sends the
discounts coupons to the consumer to enhance the sales. By seeing the discount coupons the
customer induces to buy the product (Tiago and Veríssimo, 2014). The emails are sent to the
consumers that contain content and also advertisements that are based on the topic. By
considering the digital plan it is expected that the company will increase the market share
if effective strategies are implemented. Also to implement digital campaign it is essential
that the company should have effective resources like internet source. Emails are sent to
the consumers with designer and quality images so that the customers can easily purchase
the item. Also effective discounts are introduced by the company (De Mooij, 2013).
The company also delivers the product on time to the consumers. The company should
collect the information of the consumers by conducting effective surveys. The company delivers
the products on time to the consumers. The delivery strategy that is adopted by the company is
effective enough that enhances the satisfaction level of customers. The main objective of the
company is to enhance the customer relationship and also to expand the products and services.
The company gives focus on attracting all the segments groups. The products and services
that are offered to the consumers are for all segment groups. If the customer orders a

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dress, then the company should try to deliver it on time so that the satisfaction level of the
customer can be enhanced (Gandhi and Davidson, Ebay, 2014).
Conclusion
It is concluded that digital marketing plays a great role to enhance the productivity and
profitability of the organization. Amazon has also taken into consideration effective strategies
that help the organization to attract the customers towards the company. Social media
technology is also adopted by the organization to promote the products and services of the
organization. It is important that the company should evaluate the performance so that proper
strategies can be applied. Digital marketing has played a significant role in enhancing the
profitability of the organization. To promote the clothing and accessories section the
company should promote it by taking into consideration quality and designer products. So
that it induces customers to purchase the item.
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Appendix
(Source: Continuous Improvement tool kit, 2017).
( Source : Amazon,2017).