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 del...Read More

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

audience through social networking sites. This process is completely controlled and merged by
company own. SO if any issue occurs then entity is responsible for that.
Paid media: It is different from earned and owned medium of marketing. Social media platform
is the great example of it such as Face book, Twitter, LinkedIn etc. are some platforms which
give advertisement options to the organization and help in boost their exposure (Rodríguez-
Milhomens, 2015). Paying for content for promotion can help in expansion of business unit and
enhancing its brand image. Pay per click is another great example of paid media.
Stage of social media marketing
Social media marketing is the process through which entity can get connected with mass
audience. In the first phase Amazon needs to ensure its goal which it wants to get achieved. But
low website traffic can create issue for the company. In the next stage it needs to extend efforts
so that its goal can be accomplished. Next phase is to focus on networks that can help in adding
value for customers (Grazioli and Panattoni, 2014). Creating engaging content is another stage of
the social marketing process. Tracking and improvement in efforts is the last stage that can help
in gaining success.
Social media channels such as Face book, Twitter, Instagram are most popular channels
that helps in increasing sales volume of the company and promoting of products well. It is the
advantageous tool that assists in getting connected with mass audience. Apart from this it is
beneficial in increasing brand awareness and loyalty for clients. In addition, Social media
marketing process helps Amazon in generating high leads which can be easily converted into
final sales volume (Van Ouytsel, Meeus and Driesen, 2014). It supports in providing great
experience to customers. By this way cited firm can communicate well with consumers that help
in retaining them in the organization for longer duration.
This helps in targeting the potential buyers and engaging with Amazon for longer
duration. With the help of social channels it can communicate with consumers and can take their
feedback a well. By this way their needs can be identified that helps in providing them good and
services as per their requirement that engage the clients with Amazon for longer period and
making them loyal towards the brand. Their engagement can be measured through reviewing
their comments and opinion.

Mobile marketing integration overall digital marketing
Mobile marketing can be defined as promotion of products by offering facilities to
consumers by mobile application. All mobile users those who use it can know about Amazon
services. It is the type of advertisement that appears on mobile devices or smart phones. It has
become essential for the organizations that to adopt aggressive marketing styles, without it firm
cannot sustain in the competitive market for longer duration (THE EMAIL MARKETING
PROCESS CHAIN, 2017). Benefits of mobile marketing for Amazon are as following:
 Cost efficiency: Mobiles are used by many people across the world. Cited firm can design
proper content to promote its brand on mobile devices. This is cost effective and any firm
can afford it easily. It is considered as most cost effective way for promotion of products
and services across the world (Digital Marketing, 2017).
 Instantaneous results: It is another benefit of mobile marketing because Smartphone users
give response immediately. They receive message immediately which turns their mind
and make them positive towards the brand (Khatri, 2016).
 Viral potential: It is easy viral tool to family and friends. In small time this advertisement
gets promoted to many people. Mobile marketing process can be shared by one person to
other easily. People those who like advertisement of Amazon they share it which enhance
brand image of the company worldwide..
 Optimization: It is another benefit of mobile advertisement which help the company in
getting optimistic results. With the help of this tool Amazon can spread its message to
mass audience and can convert them for buying its retail products (Abramovicz-
Finkelsztain, Barsottini and de Fátima Marin, 2015).
It can be easily integrated as part of Amazon’s overall digital marketing strategy. This is
the digital tool which is easy to circulate to others. It is user friendly device which helps in
making them understand about products and services in easy way.
Measuring success of digital marketing strategy
Digital marketing strategies are the essential for the company; this can help the firm in
meeting with its objectives. Amazon’s main aim is to enhance its revenues and sustain in the
market for longer duration (Santos and Paganini, 2014). It wants to increase its sales volume and

want to gain competitive advantage. For accomplishing these objective cited firm needs to
implement correct digital marketing strategy so that it can target right consumers and can make
them positive towards the brand.
For measuring the success of the digital marketing process company needs to review its
financial performance. If at the end of marketing its revenues has get increased that means this
marketing campaign was successful (Cortés, Guerrero and Cortázar, 2015). But if sales volume
of the organization is not being increased then it means firm requires improving its strategy.
Each digital marketing strategy is made with the aim to attract more consumers and get to
connect with mass audience. If at the end of marketing process number of customers of the firm
has being increased that shows that strategy of the entity is successful but if it is not which means
Amazon needs more improvement in strategy of digital marketing. There are many digital
marketing tools such as mobile marketing, social media marketing, email marketing etc. all these
strategies are effective in order to attract more people towards the brand and making
communication with them. It helps the cited firm in identifying needs of clients and providing
them products as per their requirements (Rodríguez-Milhomens, 2015). Revert comment on
these digital sites can also help in measuring success of its digital marketing strategy. For
example if Amazon uses social media channels for promoting its retail goods. And if people are
giving positive comment and giving positive feedback for it, that means its strategy, connect and
process are accurate and firm is able to meet with its organizational goal. T increases ales
volume of the Amazon and it will be able to gain competitive advantage (Van Ouytsel, Meeus
and Driesen, 2014).
Amazon should adopt social channel media marketing strategy. It is the great tool that
can support Amazon in attracting new customers and retaining them with organization for longer
duration. Social media has capability to spread the message across the world in cost effective
manner (Grazioli and Panattoni, 2014). In order to monitor process, Amazon needs to
continuously communicate with customers and have to understand their needs and requirements.
According to their requirement sit should offer products to clients. In order to monitor progress
cited firm has to look at its customer data base and revenues. Their progress can help in
measuring and monitoring the real progress of the organization.
Key activities that need to be incorporated into effective digital marketing strategy

There are various activities which need to be incorporated while making a digital
marketing strategy by the entity. Without having adequate these elements company cannot be
able to fulfill its marketing goal in effective manner (Domínguez Quintana and Casado Miraz,
2014). These tasks are as following:
 Deliverables: It is considered as one of the great activity in which Amazon needs to look
upon the deliverables whether it is going into direct direction or not. If there are any issue
then company needs to improve it soon so that it can earn high profit and can accomplish
its objective soon (Cortés, Guerrero and Cortázar, 2015).
 Procedure: Company should look upon the whole process which is going to implement in
digital marketing. Any procedural issue can create consequence for the entity. So it is
essential activity that Amazon first make proper goal and accordingly it designs
procedure so that objective of the firm can be accomplished (dos Santos, dos Santos and
da Silva, 2017).
 Resources: It is most important part of effective marketing strategy. If organization does
not have sufficient resources such as financial, human, physical resources then it may
create problem for the cited firm. So it needs to incorporate this element while making
effective digital strategy (Beata, 2016).
Conclusion
From the above report it can be concluded that marketing is the great technique of
promoting the brands and its feature worldwide. Digital marketing is the new concept which is
cost effective and fast. This can help in marketing of products in effective manner. By this way
entity can reach to mass audience and can gain competitive advantage and can increase its
sustainability. Company needs to ensure its process first and accordingly it has to design a good
marketing strategy. Social media channels, mobile marketing are great digital marketing tools
that can attract more people and can make them loyal towards the brand.

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