MKT3033 - Amazon's Implementation Plan: E-Marketing Strategy & Tactics

This report details an implementation plan for Amazon to design and create a website, building upon previous market analysis and marketing strategies. It covers usability factors, search engine optimization strategies, brand values, and target market considerations. Online promotional strategies and a wireframe diagram are presented, along with how email and social media marketing can generate revenue. The report also discusses customer relationship management, reward strategies, and personalization tactics. A timeline chart for launching the new website is included, along with an overview of how advanced technologies and features can enhance the website's creation and functionality in the competitive marketplace. Desklib offers a wealth of similar student-contributed assignments and study resources.

Implementation Plan on Amazon 1
Implementation Plan on Amazon

Implementation Plan on Amazon 2
Table of Contents
Table of Contents.............................................................................................................................2
Introduction......................................................................................................................................3
Section 3: Implementation plan.......................................................................................................4
3.1 Strategies and tactics to achieve objectives...............................................................................4
3.1a Design and usability factors.....................................................................................................4
Outline the key issues..................................................................................................................4
One paragraph for the graphic design..........................................................................................5
3.1b Getting customer attention.......................................................................................................8
1. List of the search engines, directories and portals...................................................................8
2. Strategies to monitor on search engine optimization...............................................................9
3.1c: Customer interest, desire and action.....................................................................................10
Online promotional strategies and tactics..................................................................................13
Provide the following.................................................................................................................15
A.Mock up of banner ad (Wire frame)...................................................................................15
B.Wire frame diagram............................................................................................................15
C.Copy content for first e-mail letter:....................................................................................16
D.List of the companies..........................................................................................................16
3.1d Generating revenue................................................................................................................17
Section 4: Customer service, relationship and loyalty plan...........................................................18
1. Customer service and customer relationship management strategy......................................18
2. Own strategy..........................................................................................................................18
3. Strategies to generate customer loyalty.................................................................................19
Section 5: Time line for promotion strategies (One year chart)....................................................19
Section 6: The future.....................................................................................................................22
1. New technology and features.................................................................................................22
2. Options...................................................................................................................................22
Conclusion.....................................................................................................................................24
References......................................................................................................................................25

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Introduction
The primary aim of this task is to outline and discuss the implementation plan of Amazon to
design and create a website. In assessment 2, Target market, competitive analysis and marketing
strategies had been discussed briefly. The current report will discuss the usability factors, search
engines, search engine strategies, brand values, target market and directories in which plan need
to be listed. Online promotional strategies and wire frame diagram will also be presented in the
report. The paper would also depict how email marketing and social marketing strategies help in
generating revenue for new site. Customer relationship management strategy, reward strategy
and personalization strategy will also be explained in the task briefly. Amazon will also make a
timeline chart to launch a new website in the global market. Furthermore, the paper will
summarize that how advanced technology and features help in creating a website in the
marketplace.

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Section 3: Implementation plan
3.1 Strategies and tactics to achieve objectives
3.1a Design and usability factors
Outline the key issues
Mobile: It is stated that mobile is used to optimize the design and usability of business’s website.
Smartphone users have entirely and completely integrated apps into their lives. A brand app can,
as such, be an unbelievable investment to maximize and enhance interaction and improve user’s
experience and knowledge. In this way, mobile app shall be taken into account in order to use the
design and usability of business’s website (Bringula and Basa, 2011).
Consistency: To keep website’s navigation reliable and steady, the overall feel and look of
website shall be consistent and effective across all of website’s pages. Color schemes, typefaces,
backgrounds and even the tone of writing are several areas where being steady and consistent
can have a favorable impact of on the usability.
Availability and accessibility: It is noted that Amazon should focus on the availability and
accessibility to utilize the usability and design of website effectively. The basics of accessibility
and availability include server uptime, broken links and mobile responsiveness. One of the
significant reasons is that desktop version of the site is used for both the desktop screens and
tablets (Garrido, Rossi and Distante, 2011).
Figure 1Wire frame diagram

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(Source: Lucidchart, 2019)
One paragraph for the graphic design
Amazon’s core principles and core brand values that everyone acts by own their own include
customer obsession, invent, ownership, simplify, think big, vocally self-critical, dive deep, earn
trust of others, and insist on the highest and effective standards (Urde, et al, 2013). The wide
range of items for sale that the company provides will suggest that they wish to target customers
of all ages from old to the young. The website provides items for every age of people who are
interested to buy products online (Amazon, 2019).
The company will use two types of positioning strategies to design the website. Multi-segment
positioning strategy will be used by the company to cater a wide range of goods and services to
the customers (Lindič, et al, 2011). In today’s era, the online retail giant sells more than 562
million products, appealing to the requirements and needs of a wide range of customer segments.

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The organization can also address and identify the customer demands and desires by
intermittently repositioning of goods and services according to changes in this segment
(Dudovskiy, 2018).
The content, features and functionality for the site are discussed below.
Features
 Mobile compatibility
 Well formatted and effective content that is easy to scan
 Effective and dynamic navigation
 Fast load times
 Good error handling
Content: A content outline is necessary a more detailed and effective version of the sitemap that
is a visual representation of where content will live on new website. The content outline includes
homepage, case studies, blog highlights, and Twitter promo, (Huang and Benyoucef, 2013).
Website functionality: These purchasable extras are developed to enhance and improve not only
the user experience of Amazon’s website but maximize the level of control of the site. With the
maximized functionality, the company has the option for added themes and an image gallery
which can expand and extend the variations with in the creation and design of the website. This
can be done by using an effective positioning strategy and identifying the objectives. Widgets,
mapping solutions and universal searches can help direct and assist the SEO and marketing of
site. The main aim behind this objective is to raise or maximize the traffic to the website by 40%
within a year. Apart from this, the company keeps an eye on the competitors such as Alibaba,
OMG, E-bay and Flipkart to penetrate the market globally (Nvg, 2019). Besides this, positioning

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strategy helps in creating an appealing image and goodwill that leverages a brand’s unique
strengths (Heath and Bizer, 2011).
An approach for measuring the effectiveness of website/digital marketing: It is noted that
search engine traffic approach can be used to measure and analyze the effectiveness and
efficiency of the website. The amount of traffic is being referred to Amazon’s site through search
engine like Bing and Google. Effective information and facts can be collected by focusing on the
demands, wants and requirements of target audience with the help of search engine traffic.
Additionally, Orbit fox, manage WP worker, and Jetpack services can be used to monitor the
ongoing design and usability (Jamie, 2019).
3.1b Getting customer attention
1. List of the search engines, directories and portals
Search engine optimization professionals or experts follow guidelines and direction for the
highest and effective possible rankings. The list of search engines has been discussed below.
Google: It is one of the significant and unique search engines in which plan need to be listed.
Google is now the foremost search engine by no small margin and that did not evolve gradually.
Google is a search provider in which plan need to be listed. Google continues to squeeze their
search algorithm multiple times per month and adjust the layout of their outcomes to investigate
and analyze target market experience and promotion revenue.
Bing: It is another search engine in which plan can be included. Microsoft’s share of the search
marketplace has more than doubled since the introduction of Bing. To list on Bing, the company
needs to visit the Bing places homepage and click “get started”.
Yahoo: It is an interesting and unique search engine that can be used by the company to list in
Yahoo. From reviews and feedback of all hires and selling key properties like Alibaba for putting

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their own search and innovative technology back on the vanguard, Yahoo has maintained its
brand position as one of the biggest three search engines.
Directories are also interesting in listing plan of search engine optimization. Yahoo is one of the
primary directories with search functionality in which plan can be listed. Along with that, BOTW
can also be optimized to list the plan effectively. Best of the web (BOTW) can be effective of the
general directories due to in no small part to the fact and evidence that they permit for a
permanent listing. It has surpassed the Yahoo directory in number of URLs in its index and
presently sits at around 5.2 million.
2. Strategies to monitor on search engine optimization
The strategies to optimize and monitor on the search engine are shown below.
Organic traffic: This is significant and unique to track entire organic traffic so that Amazon can
see how many people are visiting and checking site as a result of SEO approach. By using this
strategy, the company can continue to get highest ranking in the global market. Constantly
review will be done to monitor website search engine positions (Visser and Weideman, 2011).
Figure 2: Organic traffic

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(Source: Searchengineland, 2019)
Organic bounce rate: This shows that how many people bounced away from website after only
reviewing and analyzing one page. It is analyzed and evaluated as a percentage of visitors or
clients with a poor and lower number being letter. For example, the company could reveal links
to related posts or other things of interest in the right hand sidebar.
Figure 3: Organic bounce rate
(Source: Searchengineland, 2019)
Organic conversation rate: The organic conversation rate can be measured and analyzed by
lending page and by geographic location because conversation are generally lost or won on the
page itself. In this way, this approach or strategy helps in evaluating and measuring search
engine optimization adequately (Fiorini and Lipsky, 2012).
3.1c: Customer interest, desire and action
Integrated communications strategy model
The marketing communication strategy model will encourage an awareness of Amazon brand
within target market. The integrated communication strategy model has been discussed below.
a. Identify and analyze different marketing communications: It is worth stated that Amazon
can use a wide range of marketing communication as part of strategy. Content marketing is one

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of the fundamental strategies that can be selected while introducing a website. The company
needs to make content available online through best content, dynamic website content, blogging,
and marketing automation to help potential buyers link and learn more about the target audience
before they initiate the sales procedure.
Sales promotion is one of the vital strategies that will be adopted by the organization to attract
and retain the target audience. It will help in maintaining open and unique communication with
customer. Special discounts, rewards, bonus discounts and trail offers can motivate and improve
a sense of urgency and awareness among shoppers, supporting many to make dynamic
purchasing decisions. It will also help in creating a strong brand value in the minds of target
audience.
It is examined that social media strategy helps in building relationship, generating website
traffic and developing brand awareness. Social media marketing strategy creates and share
content on various social media networks to attain marketing and branding objectives and goals
as well. By using communication strategy, the Amazon will attain several objectives include:
 Increases sales and revenue
 Create awareness among wide range of customers
 Maximizes profitability
b. Develop a marketing communication plan: Focus on Amazon advertising communications
to help sales and marketing goals. The main marketing objective of the company is to increase
and enhance sale and revenue in the competitive market. The marketing communication
endeavors need to align with all marketing and sales seminars and programs to ensure messaging
is steady across the channels. The message needs to be monitored on the buyer persona, and ideal
customer division to support the message reverberates and pulls them through the purchasing

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process. For this purpose, positioning strategy will be used by the corporation at the workplace.
For example, if Amazon is designing a website, thus the organization needs to communicate and
cooperate with target audience through the sales funnel and marketing.
C. Understand the customer decision making process: It is quite unique and vital to
understand that what makes target audience choose to purchase a good or service and then reveal
why they will decide to buy from Amazon. It is summarized that some customers optimize a
protracted decision making process but others optimize low levels of involvement to make
nominal, spontaneous and limited decisions. At Amazon, most of the target audience decisions
follow a basic and dynamic pattern while involved in a specific circumstance that could result in
a sale:
 They identify an issue
 They examine for facts and information
 They analyze and recognize products and services that can resolve the issue
d. Implement marketing communication plan: Amazon needs to generate a customer focused
marketing communication mix that instructs and bonds with target audience. The company
needs to differentiate its products from competitors that can better satisfy their requirements and
needs. Therefore, the firm should select the communication methods such as verbal, oral and
written communication that utmost significantly reach target audience and reveal an integrated,
consistent and seamless message. This would help separate from the rest and involve prospects
and customers at different levels of the purchasing cycle. To make marketing communication
strategy inclusive and result driven, constantly to focus the needs and requirements of real
clients, monitoring on the potential and abilities of website that resolve their issues, encouraging
confidence and loyalty in brand and creating audience excitement (Moran and Hunt, 2014).

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Figure 4: Implementation plan
Online promotional strategies and tactics
The online marketing strategies and tactics include the following:
Personal branding: It is one of the ongoing strategies that can be implemented by Amazon to
drive traffic to the site. Personal branding is an ongoing process of setting a described image and
goodwill in the minds of others about the company. The personal branding is a paid media
strategy because amount is paid in this strategy (Labrecque, et al, 2011).
Public relation: This strategy can also be implemented because it will help in maintaining a
strong and solid relationship with target audience effectively. Some collective programs such as
branding, associates and contra deals further will be used to enlarge and promote the brand and
website largely. It is owned media strategy because marketing executives communicate and
interact with people directly.
Content marketing: This strategy takes a wide range of forms and depending on how the
company can attain a variety of different objectives and goals. For example, Amazon can use