Digital Marketing Strategies and Performance Analysis for Amazon

This report provides a comprehensive analysis of digital marketing strategies for Amazon, an online retail service provider. It explores the importance of digital marketing, emphasizing its role in increasing sales, targeting specific markets, cost-efficiency, and competitive advantage. The report delves into various digital marketing tools, including e-media, mobile, and online marketing. It examines the steps and activities Amazon can undertake to measure its organic search ranking performance, focusing on SEO campaigns, Google ranking algorithms, and keyword optimization. The report also discusses PPC strategies for maximizing consumer visibility, highlighting keyword taxonomy and tools like WordStream. Furthermore, it offers recommendations for effective online display advertising campaigns, emphasizing the use of social media advertising. The report also covers email marketing processes, social media marketing benefits, mobile marketing integration, and methods for measuring the success of digital marketing strategies. The conclusion summarizes key activities for effective digital marketing strategies, providing a holistic view of how Amazon can leverage digital tools to enhance its market presence and customer engagement.

Digital Marketing

Contents
Introduction.................................................................................................................................................3
Task..............................................................................................................................................................3
Importance of digital marketing..............................................................................................................3
Step and activities assess by Amazon to measure organic search ranking performance.........................5
PPC strategy for maximizing consumer’s visibility...................................................................................7
Recommendation for effective online display advertising campaign......................................................8
Email marketing process and its key activities.......................................................................................10
Social media marketing process and its benefits for organization.........................................................12
Mobile marketing integration overall digital marketing........................................................................14
Measuring success of digital marketing strategy...................................................................................14
Key activities that need to be incorporated into effective digital marketing strategy...........................15
Conclusion ................................................................................................................................................16
References.................................................................................................................................................17

Introduction
Digital marketing is the tool of promoting and marketing of products through electronic
media. It is the easiest way to reach to the end users and make them aware with product and
services (Kim, Lim and Choi, 2014). Present study is based on Amazon which is an online retail
service provider. It operates its business electronically and communicates with mass audience
with the help of this electronic platform. Current assignment will discuss importance of digital
marketing. Furthermore, it will discuss activities to undertake company’s organic search ranking
performance. Process of using digital tools will be described in this study in order to develop
understanding about digital marketing. Difference between social and paid media marketing will
be defined in this assignment. In addition, study will explain ways to measure success of digital
strategy of any organization.
Task
Importance of digital marketing
Internet has changed the scenario of market (Khatri, 2016). Now-a-days many
organizations are taking support of digital marketing tools and techniques in order to
communicate with consumers well. Mobile, media, online marketing etc. are various tools and
techniques which are used by firms in this manner. It is essential for Amazon that to invest in
digital marketing. Significance of this investment are as following:
 Increase sale: By investing in digital tools company will be able to make effective
coordination with consumers (Beata, 2016). It will support the cited firm in attracting
more people towards the brand and making them with its products and services. By this
people will take interest and they will purchase Amazon’s products frequently. This will
support in increasing sales volume of the company to great extent.
 Zero in target market: It is another reason of investing into digital marketing tools of
corporation. Digital marketing channels provide facility to reach to mass audience across
the world. It can make the customers loyal towards the brand and can support in retaining
them with Amazon for longer duration (dos Santos, dos Santos and da Silva, 2017).

 Cost-efficient: It is another reason that Amazon needs to invest in digital marketing. It
helps in minimizing marketing budget because digital tools are cost effective and
Amazon needs not to invest much amount in marketing of its products and services. In
less cost it can reach to mass audience and can promote its retail products easily (Santos
and Paganini, 2014).
 Compete with big companies: It is another essential aspect f digital marketing, by
investing in digital marketing campaigns Amazon can be able to compete with leading
brands of this industry. This will support in increasing its number of customer and
gaining competitive advantage in the market (Hecht and Hribernik, 2018).
Currently Amazon is promoting its products through traditional marketing tools. It
advertise its products in news papers and other print media. It gains attention of limited number
of consumers with impact on sales of the company to great extent (Zubarieva and Зубарева,
2015). There are many digital or electronic methods which are far effective than traditional
marketing tactics. These are such as:
Figure 1digital marketing tools
Source(Digital Marketing, 2017)
 E-media marketing: It is the type of marketing tool which helps in sharing audio and
video of company about its products and services through electronic platform.

 Mobile marketing: Now many firms are offering mobile application services in which
consumers can buy its retail item through this mobile application easily (Zubarieva and
Зубарева, 2015).
 Online marketing tool: Social networking sites such as Face book, Twitter etc. are
various online marketing tools which helps the firm in reaching to mass audience.
Earlier marketing tools or traditional marketing methods were tool expansive and they
were limited to reach to the end user (Záhumenská, 2015). The main constrain was faced by
Amazon by using traditional marketing tools is that company was unable to make direct
communication with the consumers. In such condition it was constrain to identify their needs and
requirements. That is why company was unable to satisfy their requirements by offering the right
products. But digital marketing has helped in minimizing this constrains by offering retail
products as per the requirement of clients (Abramovicz-Finkelsztain, Barsottini and de Fátima
Marin, 2015).
Step and activities assess by Amazon to measure organic search ranking performance
The main objective of Amazon is to enhance its sales volume and satisfy its consumers
well. Company is continuously trying to reach to mass audience and providing them satisfactory
products and services. Marketing is the only tool that can support in meeting with this need of
the organization. Amazon is providing retail products online, for the entity it is essential to assess
company’s organic search ranking performance (Barciela, 2013). This will help in identifying
loop fall in marketing campaign and making necessary changes in its tools. SEO campaign is the
great digital tool that can supports in measuring organic search ranking performance of
organization. The main reason of selecting this method is that SEO can help in standing the test
of time. Steps to access organic search ranking performance of Amazon are as following:
Get to know about Google ranking algorithm
The main vision of Google is to align the information and make it universally accessible.
Amazon needs to ensure whether its all information are accessible or not (Cortés, Guerrero and
Cortázar, 2015).
Assess current search ranking

It is the next phase in which Amazon needs to known current ranking performance of the
company. This can be done through SERPs.com, it is the site in which if any keyword related to
company is enter then it provides further link to the company’s website. The result page of this
searching will show the current ranking of the organization. By this way Amazon will be able to
improve its loop falls by developing more contents and key words (Rodríguez-Milhomens,
2015).
Tracking and measuring right metrics
It is the next stage in which Amazon needs to track some metrics. This will help the firm
in identifying further improvement areas that can enhance its search ranking performance. For
that it is essential for the firm that to identify number of visitors of the site on Google. In
addition, cited firm needs to analyze search traffic that can help in increasing number of visitors
of the site. Keywords may be buy, review, discount, deal, shipping, order etc (Domínguez
Quintana and Casado Miraz, 2014).
Ensure website is mobile friendly
It is the next phase in which Amazon needs to ensure whether its website is mobile
friendly or not. It is fact that more than 60% searches is done through mobile device.
Fixing of penalties
It is the next stage in which company needs to track the records and have to fix current
penalties (Grazioli and Panattoni, 2014).
Keyword searching
Next stage is to improve SEO with keyword research. It is considered as one of the
effective inbound marketing strategy that can support in increasing number of visitors of the
entity on Google.
Increment in Google ranking with On page SEO

Now Amazon is required to increase its Google ranking, in this company is equipped for
making a valuable and meaningful on page SEO changes (Van Ouytsel, Meeus and Driesen,
2014).
Use keyword to create great content
Customers write only few keywords in order to get detail about any firm and its products.
Cited firm is required to use attractive keywords in order to create a great content. By this way
overall objective of the firm will be achieved.
Build links
It is the next phase that can support in building links with the website of Amazon so that
maximum consumers can get in touch with this website (THE EMAIL MARKETING PROCESS
CHAIN, 2017).
These are steps that can help in measuring the organic success performance of Amazon.
PPC strategy for maximizing consumer’s visibility
Pay-per-click (PPC) is the internet advertisement model that is sued by firm to direct
traffic to website. It is the method in which advertiser have to pay some amount to publisher
whenever advertisement is click by any user. It is first tier search engine which helps the firms in
market its products and services well and reaching to mass audience. These are such as Google
Adwords, Microsoft Bing Ads (Digital Marketing, 2017). It is the process in which advertiser bid
on keywords phrases which is related with their target market. PPC display advertisement of the
company with related content which supports the entity in making customers aware with its
products and services.
Pay per click is the great strategy which mainly used by any firm for attracting new
customers and making them aware with products and its services. It helps in marketing of
products on internet in cost effective manner. By this way Amazon can enhance its profitability
to great extent. It is also beneficial for the cited firm because by this way company can get to
know effectiveness of advertisement. It supports in measuring interest of consumers in particular
products so company can design its further actions accordingly. On other hand pay per click can

also be negative for Amazon if it fails to circulate correct information to the audience because it
can enhance misleading which may be negative for the organization (Barciela, 2013).
Pay per click is the beneficial tool for Amazon because by this way cited firm will be
able to address particular needs of target consumers and will be able to motivate them to buy its
products and services. Keyword taxonomy is the great tool which is used at the time of designing
pay per click advertisement. With the help of this platform company will be able to boost
relevancy, improve adwords click through rates, reducing cost and raise quality of scores
(Rodríguez-Milhomens, 2015).
WordStream is the method which is generally used by firms to design pay per click
advertisement for mass audience. It is the great tool that can assist in measuring success of the
company. It measures effectiveness of keywords which force buyers to visit site. This helps them
in designing their marketing campaign accordingly. Traditional marketing tools are not able to
meet these standards. With the help of this strategy company can target its consumers accurately
and can make them aware with the products and services of Amazon. By this way needs of
consumers will be analyzed and entity will be able to offer products and services to them as per
their requirements (Hecht and Hribernik, 2018). Pay per click is the modern digital marketing
strategy which supports in targeting mass audience of different geographical locations.
Apart from this pay per click can be beneficial in scheduling reporting, modifying
campaign within Amazon’s budget and in real time. By this way company will be able to attract
more customers towards the brand.
Recommendation for effective online display advertising campaign
Customer are life blood of any business, they have power to influence overall
performance of organization. Amazon is providing online retail products and services to its
valuable clients. There are many competitors of the entity, in such condition it has become
essential for the firm that to adopt an effective online display advertisement which can support in
attracting new consumers and making them loyal towards the brand.
Social media advertisement is considered as one of the effective online display campaign
for Amazon. Cited firm should use this campaign definably. The main objective of selecting this
tool is that with the help of this advertisement company will be able to make direct connection

with mass audience and making them aware with attractive features of Amazon. It will support in
raising sales and profitability of business unit to great extent (Santos and Paganini, 2014). Face
book, Twitter, Instagram. Reddit etc. are various online display platforms on which Amazon can
market its products. Benefits of using this online display advertisement campaign are as
following:
 Direct response: Online display advertisement campaign will be beneficial for Amazon
because by this way company will be able to get direct response of target audience. Cited
firm is targeting all income class people those who are young and use social sites
frequently. These young people use social networking sited frequently (Abramovicz-
Finkelsztain, Barsottini and de Fátima Marin, 2015). The main aim of this campaign is to
increase click rates and make people are with its products and services so that
profitability of entity can be increased.
 Enhance brand awareness: It is another online display advertisement benefit in which
company gets benefits to spread its brand image across the world. Social networking sites
are used by mass audience across the world. So by using this platform Amazon will be
able to enhance it s brand awareness which will support in reaching to mass audience.
 Cost effective: Use of social networking campaign is cost effective as compare to other
traditional methods. Apart from this company can market its retail products at minimum
cost. If Amazon adopts print media then it has to invest huge amount but in online
display campaign cost of marketing get reduced to great extent (Van Ouytsel, Meeus and
Driesen, 2014).
 Dynamic updates to advertisement: It is another benefit of social advertisement for
Amazon because by this way it will be able to display each small updating in effective
manner. This will attract more consumers towards the brand.
In order to measure performance of this online display advertisement campaign Amazon
can look at its revenues, sales volume and visitors on its web page. This will help identifying
whether this display advertisement campaign is fruitful or not (Grazioli and Panattoni, 2014).
But if company does not make proper keywords or contents then it may create legal constrain for

it because it may increase confusions which may affect overall image of the cited firm to great
extent.
Email marketing process and its key activities
Email marketing is another tool which is used by companies to market its products
online. It is the process in which firms email their potential buyers in order to make them aware
with product and services of the organization. Process of email marketing is as following”
Planning marketing strategy
It is the first stage in which Amazon is required to plan marketing strategy as per the
objective of entity. The mail goal of Amazon is to enhance its profitability and increase
satisfaction level of clients. So higher authorities need to plan marketing strategy in such manner
that overall goal of the company can be accomplished.
Collection of data
It is the next phase in which company has to collect all relevant data of its target
audience. This includes, gathering email address, obtain their permission etc. By collecting all
these detail company will get to know management of this campaign (Cortés, Guerrero and
Cortázar, 2015)
Setting up of data base
It is another stage in which Amazon needs to set all these information well such as first
name, last name, gender, email address of consumer etc. his setting will support in customization
of emails and in gaining success as well.
Defining email concept
It is the next phase in which cited firm will have to define its concept of email.
Company’s objectives.
In this stage Amazon needs to make objectives.
Producing the contents

It is another stage in which marketing team of Amazon needs to produce content. While
preparing it they need to ensure that language and content should be properly otherwise it may
create consequences for the organization (Rodríguez-Milhomens, 2015).
Emailing set up
Subject line, sender receiver In this phase company has to define its email concept, it
needs to be alien with needs of clients. This will help in minimizing errors.
Email blast
It is the stage in which email is send to final consumers and it is received by them. Sting
up of test account can help Amazon in identifying whether all emails are sent to right lace or not.
Evaluate results
It is the last phase in which all broadcasted email need to be evaluated in order to
measure its success.
Figure 2Email process
Source:( THE EMAIL MARKETING PROCESS CHAIN, 2017)
Benefits of email marketing
 Email marketing process is beneficial and by this way Amazon can meet with its
objective effectively.
 Email marketing is cheaper but effective tool that can support in marketing of products
and services at minimum cost. Print advertisement, and other channels require huge
investment thus, email marketing can help in reducing cost and increasing number of
customers of Amazon (Hecht and Hribernik, 2018).

 Segmentation: Email marketing process is the great tool that supports in segmentation.
With the help of this medium Amazon can target specific group of people to whom it
wants to target. Through email marketing company will be able to communicate only
those people in which it is interested. It is not necessary to communicate with all. Email
is the system which is communication between two or more persons. Thus, with the
marketing process entity can deal with its potential buyers and can make them aware with
new products and services. It can develop strong relationship with its consumers which
can help in gaining success in corporate market (dos Santos, dos Santos and da Silva,
2017).
But sometimes without taking permission of consumers sending email can create
consequences for Amazon because clients can claim against the firm. Apart from this content of
email needs to be clear and accurate so that no further consequences can take place.
Social media marketing process and its benefits for organization
Social networking sites are now used by population with rapid speed. People use
Facebook, Twitter, Instagram frequently. It has become the easiest marketing tool for
organization. It helps in making communication with the mass audience and attracting them
towards the organization.
There is huge difference between earned, owned and paid media.
Earned media: It is the type of medium in which company gathers attention of mass audience
through mouth publicity (Abramovicz-Finkelsztain, Barsottini and de Fátima Marin, 2015). If
Amazon offers quality products, timely delivery services to clients then they will be satisfied and
will give positive feedbacks to others. By this way entity will be able to enhance its revenues to
great extent. This is earned publicity in which firm have to put efforts at initial level and later n it
can enjoy its benefits. It can be earned through press mentions, positive reviews,
recommendations etc.
Owned media: It is another marketing process in which company has full control over its
marketing activities. It is related with social media accounts, blogs, websites etc (Barciela, 2013).
Amazon can circulate message about its updating in its blogs, it can also communicate with