A Literature Review of Amazon's Effective Digital Marketing Strategies

This literature review explores Amazon's digital marketing strategies, highlighting its evolution from an online bookstore to a global e-commerce leader. It examines Amazon's effective use of SEO, social media marketing, personalized emails, and mobile apps to enhance customer engagement and drive sales. The review also discusses the importance of building customer trust through timely delivery, competitive pricing, and community engagement. Furthermore, it addresses the challenges and disadvantages associated with digital marketing techniques like blogs and omnichannel approaches. The review concludes with recommendations for Amazon to further improve its digital strategy, including leveraging marketing automation, tracking customer behavior, and promptly responding to customer feedback. The analysis emphasizes Amazon's ability to adapt to changing consumer behavior and maintain a competitive advantage in the digital marketplace.

DIGITAL ASSESSMENT

TABLE OF CONTENTS
Literature review..........................................................................................................................3
REFERENCES................................................................................................................................7
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Literature review
As said by Nguyen Jr (2019), Amazon is the internet-based retailer in world by sales and
market capitalisation. It is an internet company in world which has revolutionise the landscape.
Amazon has been a wizard in marketing with books being able to sell in 45 countries in two
months. Since then, Amazon has expanded its offerings and has diversified in selling a product
range with having presence in 200 plus countries .
Amazon has been able to build trust with clients and this has been done in making them get the
right product at the right time and right price. Through digital initiatives, further time tracking
can be done for products being received on time. Because of online selling not being face to
face, it is necessary for online firm to form trust with the customers. This shows, that for
providing value for customers, the product for selection is to be made with caution.
Amazon has created a community online in which they directly have communication
with customer. They are also given information about social topic being beneficial for them. This
has given the company Amazon a more human touch. Sustainable approach has been a good one
for customer engagement. Customer are keen on engagement on platform of social media about
many issues which affected them, with Amazon leading. Amazon has blog at website where
Amazon may voice new launches of business impending, and the link for the blog post may be
email for customers (Amazon, 2018).
Amazon has been using a digital marketing strategy which is related to digital trends like
social marketing initiatives of social media. The company has made use of these digital tools to
stay ahead in competition. Social media marketing strategy is tapping in network audience and
getting them back on product page for sale. Amazon has been on various social platforms and
has made a following in quite a large number of its own. Amazon India has 10 million fans on
Facebook and company uses the face book page for promotions. The use of strategies for
promotion of it is seen In Sale Day promotions. Amazon has been on Instagram which has been
used for interview of different artists from various backgrounds and promotions primarily. The
strategy used is similar to that of Facebook.
Amazon, as per Nguyen Jr (2019), uses a different approach for customer acquisition on
Twitter for keeping followers engaged and using a wide variety of content and creation of
customer acquiring contests with multiple accounts and participating in trends.t can be said that
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the strategy used by Amazon is right in its terms of using social media as a marketing strategy.
Apart from this, customers also joined the company in taking up environmental and social issues.
This created a positive image for the company. It has helped in customer interaction directly on
issues and feedback being acknowledged by the company for a long-term relation with customer.
Oliveira, de Oliveira and Fonseca, (2021) answering of customer queries have led to customer
satisfaction and also created followers in large numbers for Amazon.
Company’s strategy of using personalised mails in marketing helped in establishing a relation
where customer could get knowledge of the needs accordingly of customer as well as discounts
and offers on a variety of range of products being introduced new in the online market. SEO
techniques also helped in optimisation of customer search for products. Website tools like call to
action tab helped in getting attention of customer towards the buying stage and website designing
has made amazon as a virtual merchandise store where customer can get to read product
specifications, check the design, compare the range of products in the same category provided by
different sellers and make a decision.
As per West (2019), use of blog by the company gave information about the new product
launches and the offers upcoming on sale. Blog gave factual information as well as visual
information in letting people know about the different products and also about the company’s
plan to launch new offers for its customers. The mobile app changed the way online marketing
functions. On phones, customer were able to get access to Amazon app, check out the product
listings, buying through various methods convenient to customer and also give feedback in
section provided. With the advent of smartphones, things changed for Amazon quite much and
the customer segment even grew bigger (Amazon, 2018). It has been critically analysed that,
as per the view of there are certain disadvantages associated with making use of blog as digital
marketing as it is time consuming process, therefore enough time to write regular update. Some
customers may leave inappropriate and rude comment that create negative impact on the brand
image of the organisation. Furthermore, for making use of mobile app, different programme
language and skill are being required as per operating system. Along with that it involves high
cost and lengthy development periods.
Amazon use of omnichannel marketing through its e-commerce website also has reaped
dividends for it as it becoming one of the most searched websites of e-commerce. Amazon has
provided convenience in payment methods through cash online or at delivery of the product.
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This puts customer at ease and they can also check in on the product and if they are not satisfied
with the product quality, they can return the product and get refund too. Amazon’s customer care
through digital medium of using chatbot services for helping surf the right product as well as
conversation about any grievance or feedback has also been appreciated by the customers.
While, specified that there are certain disadvantages associated with the use of omni channel by
firm to attract customers. According to Fisher, Harden and Rhee, (2020) Such as Complex
logistics and higher control efforts needs to be made in order to ensure that all the different
channels are being used to inform customers about the products and services in which firm deals
for satisfying the needs of the customers. Furthermore, it can be stated that the risk individual
channel is not been perceived as part of same by the company so it become difficult for the
organisation to effectively manage the risk in better manner. Digital marketing known as online
marketing which is help for promotion of brands in order to connect by potential customers
which are using the internet as well as other forms for digital communication. It includes for not
only email, web-based advertising, social media, but also multimedia and text messages as a
marketing channel.
A senior associate dean of Dr. Mark Hobson, (business program) said that digital
marketing that seems in a new world also it is based on many of the principles that are familiar
for traditional marketers in order to requires all the knowledge of foundational marketing
knowledge and technical know-how. According to Dr. Jessica Rogers it has been associated
dean of program of marketing said that there are two disciplines serve to connecting with distinct
groups of the consumers. “… There are traditional media that is a great way for reaching on a
broad suppliers and consumer base, where digital media has the ability to reaching at very
specific audiences as a key point is that depending on the great targeting audience that some
channels are more effective than others sources. It has been analyzed that there are large number
of people who are just using digital markets for the business, maintain record or data analytics.
Digital marketing has been used interchangeably for marketing done online, web
marketing and internet marketing. Digitisation has done creation of big marketplace for
forthcoming digital company and also for other brands that are conventional initiated by use of
digital platform with quite effectiveness for doing brand activity. It is given recommendation for
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organisations that they may effectively utilise platform digitally with effectiveness for creation of
business strategies that are cost effective (West, 2019).
Amazon can further use digital marketing techniques for clearing web traffic and
reduction in customer searching time by directing them to the appropriate page they are
searching for. Companies are doing promotion of the content with assistance of digital
techniques on everyday basis by having a look at the digital promotion being successful. With
the rise of internet shopping, The Internet use in professionals is getting intensified in no time.
Amazon started earlier use of tools that were different of digital medium and website for
promoting their services and products respectively at each nation corner. Amazon has expanded
its online brand in a number of nations countries and has created an online-marketing sector As
per Mousavi, Chen, and Razi, (2021) Research says that consumers spent time more on
Internet surfing and social media, however data may not be important enough with market size
respectively. It was also seen that the product visibility may be increased through digital media
than traditional approach. Amazon has an important contribution in growth of E Commerce
industry. Smart marketing of Amazon with change in their strategies of marketing respectively to
the marketplace change.
Digital customers have given their preference with the assistance of digital techniques.
The digital marketing growth importantly depend on the social media performance, digitalization
level which as per Gielens and Steenkamp (2019), Amazon has been able to do. It is quite
evident that the competition has increased (Luo, 2020). E Commerce websites as per
marketplace demand. Digital platform is a channel being used by many advertisers for
communicating various services and products’ features for the mass audience in about no time.
Digital marketing activity like SEO, SEM, ecommerce, use of social media, e-mail is also used.
With practice in digital marketing, its channels in association are too important also for creation
of holistic marketing. Digital market changes quickly. Amazon has been able to gauge the
changing consumer behaviour, and the pattern of consumption having been digitalised in time’s
due course.
Amazon has been able to gauge the paradigm shifts of consumer behaviour and businesses that
are quite significant at the place of market. The behaviour of customer change influence
company for creating a new channels brand of communication for increasing the market place
reachability. Knowing its customer has been of priority for Amazon for competitive advantage.
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Knowing customer is important as Amazon requires for communicating their businesses.
Company needs consolidation of the customer preferences views and expectations through every
channel and with the assistance of that they should be in a position for offering value ( Luo,
2020).
As per Gielens and Steenkamp (2019), these recommendations for further improvement
in digital strategy that can be provided for the company Amazon to follow in e-marketing sector
can be:
According to van Asperen, de Araújo and Notholt, (2021) Amazon's ecommerce
approach may rely on marketing technology that is automated for sending notifications relevant
and e-mails to customers, with everything from notifications of inventory stock and order status
updates. Throughout the journey of customer, the brand has recognized the requirement of
personal marketing via texts and emails. Digital technology may also use by Amazon for
tracking behaviour of clients’ for trying on a that is new, for instance, a coat.
The person can be contacted via e-mail with giving of options for coats similar in the
range of same price, as well as the option for purchasing online.
Amazon can further use digital marketing techniques for clearing web traffic and reduction in
customer searching time by directing them to the appropriate page they are searching for. With
the rise of internet shopping, Amazon has expanded its online brand in a number of nations
countries and has created an online-marketing sector.
Also, feedback may also be also sent in a section created for it, as this has contributed to
the brand's success. Customer feedback has to be responded promptly to, and grievances
resolved solution to be done as quick as possible, with suggestions taken as well. It is important
to take feedback at the time when customer using the same brand for some time and helps to
recover the brand in order to provide them good skill and knowledge. Amazon has provided the
facility to the customer as well as suppliers for know about the services of the production and
logistic department. Further, from the year 2020 the services of the Amazon are at the best
quality and it helps to better result from the side of customer.
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REFERENCES
Books and Journals
Amazon, E.C., 2018. Amazon ec2. línea]. Available: https://aws. amazon. com/es/ec2.
Berg, N. and Knights, M., 2019. Amazon: How the world’s most relentless retailer will continue
to revolutionize commerce. Kogan Page Publishers.
Gielens, K. and Steenkamp, J.B.E., 2019. Branding in the era of digital (dis)
intermediation. International Journal of Research in Marketing. 36(3). pp.367-384.
Luo, N., 2020. Amazon. com, Inc Strategic Audit.
Nguyen Jr, O., 2019. Setting Up an Online Store on Amazon UK. Case Company: Finarte Oy.
West, E., 2019. Amazon: Surveillance as a service. Surveillance & Society. 17(1/2). pp.27-33.
Fisher, J., Harden, A. and Rhee, S., 2020. Collaborative governance and conflict management:
Lessons learned and good practices from a case study in the Amazon Basin. Society &
Natural Resources. 33(4). pp.538-553.
Mousavi, R., Chen, K. and Razi, M., 2021. The Effect of Online Q&As and Product Reviews on
Product Performance Metrics: Amazon. com as a Case Study. Journal of Information &
Knowledge Management. 20(01). p.2150005.
van Asperen, H., de Araújo, A.C. and Notholt, J., 2021. The role of termite CH 4 emissions on
the ecosystem scale: a case study in the Amazon rainforest. Biogeosciences. 18(8). pp.2609-
2625.
Oliveira, M.D.P.S.L., de Oliveira, E.A. and Fonseca, A.M., 2021. The Role of Regional
Administration on the Promotion of Social Responsibility Practices: A Case Study in the
Amazon Region. Integrating Social Responsibility and Sustainable Development:
Addressing Challenges and Creating Opportunities, p.377.
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