Amazon: Digital Marketing Tactics and Strategies Report

This report provides a comprehensive analysis of digital marketing strategies and tactics for Amazon. It begins with an executive summary outlining the report's purpose: to develop effective digital marketing strategies for the e-commerce giant. The report then dives into an implementation plan, focusing on website usability factors, design improvements, and search engine optimization (SEO) strategies to drive traffic. It explores tactics for obtaining customer interest, action, and desire, including promotional strategies like email marketing, social media advertisements, and online ads. The report also covers customer relationship management (CRM), customer service strategies, and plans for fostering customer loyalty. A timeline for promotional strategies and future assumptions regarding new technologies and planning actions are also discussed. The report includes wireframes, mockups, and examples of promotional materials such as banner ads and email marketing templates. The report concludes by summarizing the key findings and recommendations for Amazon's digital marketing efforts.

ASSESSMENT 3: INDIVIDUAL REPORT: DIGITAL
MARKETING STRATEGIES AND TACTICS
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Executive summary
Purpose of this report is to development of digital tactics and strategies for Amazon. This retail
giant has established its brand image by providing top quality service and products. Customer-
oriented business strategies are helping this company to maintain customer satisfaction. This
report includes implementation plan of promotional strategies, plan for customer service,
development of relationship with customers, and plan for gaining loyal customers. Proposed e-
marketing strategy is potent to help this firm to attract maximum potential as well as loyal
customers towards their business. In this study, wireframe of new website, mock-up, banner ad,
Facebook ad, newsletter, and e-mail marketing have been added. At the end of this report,
conclusion part has been drawn from overall discussion of report.
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Table of Contents
Introduction......................................................................................................................................4
Section 3: Implementation plan.......................................................................................................4
3.1 Tactics and strategies for achievement of objectives.............................................................4
3.1a Usability factors and design.............................................................................................4
3.1b Driving traffic to website: SEO (Search Engine Optimization).....................................10
3.1c Driving traffic to website: obtaining interest, action, and desire of customers..............11
3.1d Revenue generation........................................................................................................23
Section 4: Relationship, customer service, and loyalty plan.........................................................24
1. Customer relationship management (CRM) and customer service.......................................24
2. Strategy for customer service.................................................................................................25
3. Strategy for obtaining loyalty of customers...........................................................................26
Section 5: Timeline of promotional strategy.................................................................................26
Section 6: Future assumption.........................................................................................................28
1. New potential technologies....................................................................................................28
2. Discussion on planning action...............................................................................................28
Conclusion.....................................................................................................................................29
Reference list.................................................................................................................................30
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Introduction
Digital marketing strategies and tactics help organization to meet objectives of their business and
these kinds of business actions are very common in today’s digital business era. This study
focuses on development of digital tactics and strategies for Amazon. This retail giant has
established its brand image by providing top quality service and products. Customer-oriented
business strategies are helping this company to maintain customer satisfaction. Proposed e-
marketing strategy is potent to help this firm to attract maximum potential as well as loyal
customers towards their business. This report includes implementation plan of promotional
strategies, plan for customer service, development of relationship with customers, and plan for
gaining loyal customers. In addition, time plan for promotional strategy and future assumption
are being discussed in this report.
Section 3: Implementation plan
3.1 Tactics and strategies for achievement of objectives
In this part, strategies and tactics of digital marketing are going to be discussed with proper
justification. These strategies have the potential to help Amazon to meet business objectives
within minimum time period.
3.1a Usability factors and design
Key issues that affect of usability and design of website
User Interference (UI) and User Experience (UX) need to be measured in order to understand
key uses of website of Amazon.
 Loading time of website in mobile
Many consumers use mobile applications and use Google Chrome as browser to visit official
website of Amazon. According to Todor (2016), it has been noticed that increasing loading time
of website has negative impact on customers. Research regarding this aspect has postulated that
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other similar websites such as official website of competitors of Amazon face same issue. It has
been found that if loading time increases by 0.1 seconds, sales of Amazon decreases by 1%.
Annually, Amazon faces financial loss of near about $1.3B. Optimization of design and usability
of website may help to mitigate this issue
Figure 1: Comparison of loading speed of Amazon with its competitors
(Source: www.joomlashine.com)
 Issue related to usability in desktop
Overall score of Amazon is lower than many other websites due to certain reasons. Järvinen and
Karjaluoto (2015) have mentioned that website of this retail giant is user-friendly and it
maintains average speed to load the content. However, desktop site takes more time to load the
content. Due to this reason, overall score is remaining lower than many other similar sites.
Design and usability of website need necessary modifications to overcome this potential issue.
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Figure 2: Speed test of online businesses including Amazon
(Source: www.ovrdrv.com)
Wireframe structure of new site
Wireframe structure is given below with required modification,
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Figure 3: Wireframe diagram of new website
(Source/Tool: Wireframepro. Com, 2018)
This wireframe structure has included certain modifications in order to improve design and
usability of website. Chatbox have been included within this site and this feature may help to
solve queries of customers by employees of Amazon. Search by color option has been added to
this site. Users will be more comfortable to find products of their choice as per their color
preference. Links to connect with social media sites of this company have been included in
order to provide more information to customers. At the left side, a list of popular items has been
added in order to influence buyer's decision of purchasing.
Graphic design
Graphical design is a form of visual communication process that helps organization to provide
better experience through their website. Official website of Amazon contains data and image
gallery containing images of business operations (Amazon.com, 2019). Through effective
graphic design, this company is being able to explain their brand value. They hire best graphic
designers for designing their website so that they can attract target customers. For example,
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modern and stylish outlook of the home page attracts tech-savvy young customer groups towards
Amazon.
Function, content, and features of site
Content
Website of this company includes in-depth information about products offers by this company.
Images of products are clear and customers can easily understand dealing offers. As mentioned
by Baltes (2015) it is important to develop simple and attractive content to attract consumers.
This company provides detail information regarding diversified products to billions of customers
from all over the world. Simple language and good usability of website help Amazon to
influence more than 55% of customers to visit their site again. Quick response to customer’s
query is helping this company to ensure customer satisfaction (Amazon.com, 2019). For this
reason, this company is getting opportunity to maintain its position in global marketplace.
Attractive look of website is offering an eye soothing experience to consumers.
Features and functionality
Innovative features of this company are helping Amazon to beat their competitors. Important
features and functions of this e-commerce website are mentioned below,
 Provides personalized experience to visitors
Once visitor reaches Amazon website, it asks to register and team of this firm communicate with
registered customers by one-to-one. They ask to rate their product and influence buying behavior
of customers. This approach helps customers to understand brand values of this company.
 Prime offers
Amazon offers prime products and services to their customers through their website. This aspect
helps them to maintain business position. They set different target market for different kinds of
products and implementation of continuous innovation is the main USP of this business.
 Works on reviews
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Registered customers are allowed to provide reviews on a specific section of Amazon website.
Management study reviews and work on it (Amazon.com, 2019). This approach of this company
is helping them to improve user experience. They are getting more traffic on their website by this
approach.
Approach to measure effectiveness of website
Aspect to be
measured
Measuring Tool Frequency of
measurement
Meeting
objectives
Site traffic Google analyzes Weekly  To
increasing
traffic by
40% by
next year
Page views Google analytics Once in a month  To enhance
visitor of
website by
10% in
next one
year
Search Engine
Optimization
Alexa Once in a quarter  To increase
profit by
15% for
next fiscal
year
Customer
satisfaction
Survey of customers Once in a month  To increase
revenue
generation
by 305 by
meeting
needs of
existing
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and
potential
customers
Table 1: Measurement approach
(Source: Created by Learner)
3.1b Driving traffic to website: SEO (Search Engine Optimization)
 Google
This search engine has been selected as it is the most common search engine that is being used
by huge population throughout the world. As opined by Karjaluoto et al. (2015), this search
engine is continuously improving its algorithm and this aspect is helping companies such as
Amazon to reach maximum visitors on their site.
 Yahoo
Yahoo is another popular search engine with market share of near about 7.7% and this is the
reason behind selection of this search engine (Saura et al. 2017). It will be easier for Yahoo user
to reach the website of Amazon more easily.
 Bing
Bing is in similar position with Yahoo and service quality of this search engine is influencing
many people to use it (Kotler et al. 2016). Due to this reason, this search engine has been chosen
for Amazon.
Monitoring strategy for search engine effectiveness Monitoring Frequency
1. Evaluating number of direct traffic generated Weekly
2. Evaluation o traffic generated through referral Once in a month
3. Evaluation of conversion rate Once in a month
Table 2: Monitoring strategy for search engine effectiveness
(Source: Created by Learner)
Optimization strategy
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 Optimization of crawl budget
Optimization of crawl budget helps to prioritize respective pages to be crawled by users and
allow search engine to re-index on regular basis. As suggested by Yeow et al. (2018), it is
important to revisit site on regular basis in order to optimize site. It helps users to access all
pages of websites easily.
 Re-optimization of content
Re-optimization of content refers to create an inventory of important pages that have great
impact on traffic generation, branding, conversions and link earning. Patrutiu-Baltes (2016) have
suggested that these pages must be reviewed for ensuring further improvement.
3.1c Driving traffic to website: obtaining interest, action, and desire of customers
1. Outline of Promotional strategy
Email marketing: this strategy can be used four times in a year to provide details regarding
various offers. In addition, communication with customers can be maintained through the help of
this promotional tool.
Social media advertisements: This tool can be used all the year round and various channels like
facebook, twitter and Instagram can be used for this purpose. Detailed description regarding
products can be provided for this purpose.
Banner: This tool can be used during specific seasons and for advertisements for new products.
Online ads and endorsements: these tools of advertising can be used frequently in a year.
Information about products and organization can be provided by these channels.
2. Justification for selection of Promotional strategies
I. Contribution of strategy
Promotional strategy Contribution Achievement of
objectives
e-mail advertising  This strategy can help Raising traffic of website
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to increase brand
image
 Constant interaction
with clients can help in
positioning of the
company
 This strategy helps to
provide essential
product information to
target market.
within a year by 40%
Social media  Helps to increase
transparency that can
increase satisfaction
rate of target market.
Increasing revenue collection
by 30% within a year can be
achieved.
Banner  New products
information can be
given to target market.
 Positioning of different
new brands can be
done properly.
Raising market in next six
months
Endorsements  Brand image will be
increased
 Target market can be
motivated to buy
products
Increase of net profit by 15%
by next financial year.
Online Ads  Information about
products and company
policies can be
conveyed through this
channel.
Creation of a strong brand
existence.
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