Analysis of Digital Marketing Strategies Used by Amazon: A Report

This report provides an in-depth analysis of Amazon's digital marketing strategies. It begins with an introduction to Amazon's business model, emphasizing its e-commerce and cloud computing focus. The report then delves into a literature review, exploring the importance of digital marketing, including social media marketing, email marketing, and search engine marketing. It examines how companies leverage online advertising to increase sales. The core of the report analyzes Amazon's specific digital marketing strategies, such as social media marketing (Facebook, Twitter, Instagram), mobile marketing via its app, and online advertising. It discusses how Amazon uses these strategies to attract customers, build brand awareness, and drive sales, including how they provide product details, customer feedback, and build customer trust. The report concludes by summarizing the effectiveness of these strategies and their impact on Amazon's business performance, emphasizing the importance of adapting to the evolving digital landscape. This report highlights the importance of digital marketing for companies like Amazon and provides insights into the application of various digital marketing tools and techniques.

DIGITAL MARKETING

Table of Content
DIGITAL MARKETING............................................................................................................1
INTRODUCTION.......................................................................................................................4
Literature review..........................................................................................................................4
Analyses on the digital marketing strategies used by the amazon..........................................7
CONCLUSION............................................................................................................................9
REFERENCES..........................................................................................................................10

INTRODUCTION
Amazon is the American multinational technology which is focusing on the e
commerce and cloud computing. It is regarded as the one of the big four tech companies
among the google and apple. It is regarded as the world largest online market place and cloud
computing platform. Amazon was founded in the 1994 and it was founded by the Jeff bezos.
Company is selling the products like the electronic, furniture, clothes and many more. Amazon
has surpassed the Walmart and it is regarded as the most valuable retailer in the industry.
The concept of the digital marketing is important for the companies which need to
work in the effective manner. Amazon is the company which is dealing in providing the
products to the people by the way of the mobile applications. The report will include the
digital marketing strategies which will be used by the company to work in the effective
manner. The critical analysis of the marketing strategy will be used by the company to work
on the platform of the digital media and for achieving the goals. These strategies are discussed
in the report and it will provide the knowledge to the students regarding the digital media and
the factors which will affect the digital marketing.
Aims and objectives
Aims: To identify the digital marketing strategies and to use those strategies for increasing the
sales.
Objectives:
To identify the importance of the digital marketing
To discuss the digital marketing strategy used by the company
Literature review
Theme 1 Importance of digital marketing
According to the …....(Social media and its role in marketing) Digital media is the
technology which is used by the people for working in the effective way. Digital media is the
opportunity which will be analysed by the company to work in the effective way and it is the
strong competition to the competitors in them market. Digital media will include the digital
platforms which will help the company to work in the proper way. There are digital platforms
like the social media marketing and the online advertising as well. It will also help the
individual to communicate with the company and the share their creative ideas and do the
marketing of their products on the large scale. Due to the use of the internet and the digital

technology is being increasing and the various companies are running in market. These will
also give the rise to the business like the amazon and the Facebook and many more companies
which are running their business by the way of the internet. These companies are the best way
to promote their products and sell their product in the market.
As per the author ….(Digital and social media marketing 2017) social media marketing
is gaining the importance by the way of the channels which will be used by the company for
working in the effective way. These channels are the websites like the Facebook and the
Instagram as well. In the email marketing the company will be promoting the products and
services by the way of the emails. These emails are sent to the selected targeted customers also
and emails will include the features of the products and services. The emails will also include
the offer and discounts which will attract the customers towards the company. Search engine
marketing will also be used by the company to work in the effective way and these will also be
used for searching the data and for gathering the information related to any topic. Company is
using the online advertising for marketing of the products and the online advertising is done
by the way of the paling the advertisements on the social media.
According to the author.....(Digital marketing excellence 2016) Online advertising is
increasing rapidly by the way of the digital media channels. In recent years companies will
change their focus from the marketing to the digital advertising because online advertising is
doing the marketing of the products on the large scale and these will increase the sales. These
all will increase the business of companies and these companies are investing the huge amount
in the digital technology which will in the marketing of the products and increase the sales as
well. The ratio of the digital advertising is increasing rapidly as compared to the traditional
marketing of the products. By the way of the digital marketing companies will use the online
advertising as well. These will increase the business for companies and the advertising
companies will be gaining huge profits by using the new technologies.
Theme 2: Digital marketing strategies
As per author …...(Digital marketing strategies 2017) Companies are using the digital
marketing strategies for attracting customers in market. It will also help other people which
are buying the products. These products will be bought by the people form the websites and
the mobile applications. Companies will use the digital marketing strategies in the way of the
digital marketing platforms which will attract the customers on the large scale. Companies will

use the social media marketing and the online advertising platforms for attracting the
customers. Social media is used by the company to analyse the need of the customers and to
identify the trends which are followed by customers. These will help other company to
identify and analyse the need of the customers which will help them to improvise the products
and launch the products in the market. In the online advertising the companies are placing the
advertisements on the social media and the online websites which will make the customers
aware about the products and the services delivered by company. Companies are also using
the other digital marketing strategies like the email marketing and the mobile marketing. In the
email marketing the people are using the emails for the marketing of the products which will
help the company to increase the sales. Certain targeted customers emails are shortlisted and
mails are sent on the customers emails. Emails marketing is done on the basis of market and
the size of the organization. Nowadays many of the customers are using the mobiles and the
use of the mobiles is increasing the rapidly. So the company is planning to attract the
customers by the way of the mobiles marketing. Mobile gaming and the mobile applications
are the best way for the mobile marketing.
According to the author …...(Social media marketing 2016) advertising is playing the
vital role in promotion of the products and for advertising the digital media is important. Small
scale companies are using the digital media and the social media marketing for important the
products in the markets. Social media marketing will include the platforms like the face books
and the Instagram which will be used by the companies on the large scale. These advertising
will be used by the for building the awareness among the customers regarding the products
and the offers and discounts given by company on the selected products. Companies are
spending a million of dollars on the social media because it will increase the sales and promote
the product accordingly. The company will use the latest strategies for attracting the customers
and the companies will lend upto the social media marketing. It is tool for generating the
profits on the large scale and for increasing the productivity. Author also stated that companies
will use social media marketing for attracting the customers and these companies will also put
the prices of the products low which will not affect them because they not have to spend the
money on the promotion and the marketing of the products. Customers and companies both
are satisfied with the social media marketing. Company will also use the latest technology and
the digital media as well. Digital media will be used by the companies for selling the products

online and for promoting the product of the company on the large scale. These will increase
the sales and the productivity of the company.
Analyses on the digital marketing strategies used by the amazon
As per the literature reviews done in the report author would say that the company is
using the digital marketing strategies like the social media and the mobile marketing to
increase the business. Amazon is using the various digital marketing strategies which have
increased the business of the amazon. Amazon will use the strategies like the social media
marketing and the mobile marketing strategies as well. Company is also using the strategy of
the online advertising.
Amazon will use the marketing strategy of the social media by the way of the social
media platforms like the face book and twitters and Instagram as well. Company will promote
products on the social media websites and applications (Amazon marketing strategies). These
are viewed by the customers which are planning to buy the products, and they will prefer
amazon. Company is making the pages on the Facebook which will consist of the amazon new
feature product and the promotions of the product. These are followed by the many people and
the post are liked by the many of them as well. On twitter company will make the pages and
that page is followed by the people which will approximate 3 million followers. On the social
media websites there are many numbers of the websites which will include the fake websites
as well. So the company has made the official page for the customers. These ages are made
according to the country and as per the geographical market as well. Company is using the
social media strategy for increasing business but if it was not sued company would achieve the
success but company would not be so popular in market and it would not have built brand
image in market.
On the Instagram website company will use the strategies like the about giving the post
on the page. In the Instagram company will not give the new updates but the company will use
the Instagram in the creative way. Instagram has the option of updating the stories and that
story is visible by the people if they are following the page. These platform is used by the
company to promote the products but by the way of the videos and by the way of the interview
of the people which are using the products. So the company will use the social media for
attracting the customers and the all the details of the new products and features are placed on
the social media because many of the people are using social media on large scale.

Mobile application is the another marketing strategy used by the amazon. Like the
company has launched the mobile applications which will have the store on the mobiles and
these applications will have the full store in the one click. These applications are designed
according to the customers and company wants to communicate with the customers in the
effective way. So the applications also has the option of the help in which customers will
register the grievances regarding the applications and the products. The products will be sold
in the market on the applications and the company is delivering the product at home of the
customers. Customers will also give their feed backs and reviews regarding the products on
the applications and these feed back and reviews are viewed by the other customers which are
planning to buy the products (Amazon case study).
Company wants to engage with the customers and also company wants to satisfy the
need of the customers in the online market. Many of the customers will not buy the products
because the company is selling the products and so company is making the effective measures
for getting the trust of the customers. The applications will contain the very detail of the
products regarding the company of the products and the manufacturing of the product. By the
way of the mobile application company will identify he choices of customers and the
application will provide the products which are as per the choice of customers. Company is
also attracting the customers by the way of the free shipping and the offer and discount on the
prices of the products. On these mobile applications company will not only sell the products to
customers but the businessman which want to sell the product online will also register on the
application and they will sell the product on the online store (Nairn 2019).
Company is also focusing on the technology and the artificial intelligence. These will
help the company to identify the problems in the mobile application because the business of
amazon is run by mobile application as well. Jeff bezos is running in the effective way and it
will help the company to secure the details of customers which is tried in mobile applications.
Company will also focus on the business intelligence and the data analytics as well (Weber
and Jones 2016). These applications will have many problems like the technology is used by
the company to work in the effective way but the company will face the problems like the
applications are used in the machines and machine will not work in the effective manner every
time. So the company has to look after the applications and the technology will so protect the
data of people which are trading by the website of the amazon (Kaur and Wadera 2018).

These applications company is running the business in the effective way and company
will the online advertising as well. The advertisements have the option to work in the effective
way and these will also help the customers to work in the effective way. Online advertising
will help the employees to work in the effective way and advertisements of the company are
placed on the social media and the television ads and at many more places as well. These will
help the company to work in the effective way and amazon will also help the business by
placing their advertisement on the website of the amazon (Hollensen Kotler and Opresnik
2017).
CONCLUSION
From the above report it will be analysed that the company will not be facing any
problems relating to the selling of the products because company is using the digital marketing
strategies and techniques which will help the company to work in the effective way. The
company is using the social media and the mobile marketing techniques for promoting the
products of company. These will help the people to buy the products of every type at one
place. These will help the employees to work in the effective way and customers will feel
comfortable while buying the products online. Form the report it can be recommended that the
amazon will need to update the mobile application and provide the innovative products on the
websites. Amazon is providing every type of the services to the customers but the company
need to provide the more categories and need to update the stock of the clothes because
fashion is changing continuously and it will be harmful for the sales of company. Company
will also use the latest technology and try protect the data which is stored in the mobile
applications.

REFERENCES
Books and journals
Hollensen, S., Kotler, P. and Opresnik, M.O., 2017. Social Media Marketing: A Practitioner
Guide. Opresnik Management Consulting.
Kaur, J. and Wadera, D., 2018. Affiliate Marketing Strategy of Amazon India. In Driving
Traffic and Customer Activity Through Affiliate Marketing (pp. 33-50). IGI Global.
Nairn, A., 2019. Book review: Martin Moore and Damian Tambini (Eds.), Digital dominance:
The power of Google, Amazon, Facebook and Apple.
Weber, A. and Jones, A., 2016. Amazon Prime: The Ultimate Guide to Prime Amazon
Membership and Internet Marketing.
Online
Social media and its role in marketing [online] Available through,
<http://repository.embuni.ac.ke/handle/123456789/810>
Digital and social media marketing 2017 [online] Available through,
<file:///home/user/Downloads/9781315688763_googlepreview%20(2).pdf>
Digital marketing excellence 2016 [online] Available through,
<http://repository.embuni.ac.ke/handle/123456789/810>
Digital marketing strategies 2017 [Online] Available through,
<https://books.google.co.in/books?
hl=en&lr=lang_en&id=4pZlDQAAQBAJ&oi=fnd&pg=PR5&dq=Digital+marketing
+strategies+&ots=Pa6-
pG0S7s&sig=LoLfoZoCnvkhw7Mqsb64_XQqBlw&redir_esc=y#v=onepage&q=Dig
ital%20marketing%20strategies&f=false>
Social media marketing 2016 [Online] Available through,
<https://books.google.co.in/books?
hl=en&lr=lang_en&id=XQg_DwAAQBAJ&oi=fnd&pg=PT15&dq=social+media+m

arketing&ots=tPf3yU0olK&sig=rVnts1y23C1KjXEMo2ix2K8y0HQ&redir_esc=y#v
=onepage&q=social%20media%20marketing&f=false>
Amazon marketing strategies [online] Available through,
<https://www.talkwalker.com/blog/amazon-marketing-strategy>
Amazon case study [online] Available through,
<https://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/
amazon-case-study/>