Amazon: Impact of IMC and Digital Marketing on Branding and Promotion

This report delves into the impact of integrated marketing communication (IMC) and digital marketing on Amazon, a leading e-commerce and technology company. It begins with an introduction outlining the aims, objectives, research questions, rationale, significance, scope, and limitations of the study. A comprehensive literature review explores the existing research on IMC and digital marketing, examining their roles in branding and promotion. The research methodology section details the approaches, philosophies, data collection methods, and analysis techniques used. Key findings and interpretations are then presented, followed by a conclusion summarizing the study's insights and providing recommendations for Amazon. The report highlights the importance of digital channels, customer interaction, and competitive advantage in the current market landscape. The study emphasizes the need for strategic marketing approaches and the effective use of digital tools to enhance Amazon's performance and sales.

AMAZON THE IMPACT OF
INTEGRATED
MARKETING
COMMUNICATION AND
DIGITAL MARKETING ON
AMAZON INCLUDING
BRANDING AND
PROMOTIONAL
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TABLE OF CONTENT
TOPIC: “The impact of integrated marketing communication and digital marketing including
branding and promotional in Amazon.”...........................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Background:.................................................................................................................................3
Aim:.............................................................................................................................................4
Objective:.....................................................................................................................................4
Research questions:......................................................................................................................4
Rationale:.....................................................................................................................................4
Significance:................................................................................................................................5
Scope:...........................................................................................................................................5
Limitation:....................................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
CHAPTER 3 : RESEARCH METHODOLOGY .........................................................................12
CHAPTER 4 :KEY FINDINGS AND INTERPRETATION........................................................16
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS..................................................32
Conclusion ................................................................................................................................32
Recommendations .....................................................................................................................34
REFLECTION ..............................................................................................................................35
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................40
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TOPIC: “The impact of integrated marketing communication and digital
marketing including branding and promotional in Amazon.”
CHAPTER 1: INTRODUCTION
All marketing activities and advertising that is being delivered through digital channels is
known as digital marketing (Laurie and Mortimer, 2019). Some main digital channels that are
being used by E-commerce and technology companies are: websites, social media, mobile apps
and search engine. In this digital era, most of the companies are performing their marketing
activities via digital channels. It helps them out in intercalating with global people in an easiest
manner. They do not require going anywhere that save time and cost of both customers and
companies. Digital marketing and integrating marketing communication can give several
advantages to companies in promoting their goods, attracting global customers and increasing
sales. There are some factors that need to be focused or considered while performing marketing
activities via digital channels such as content, message, design, access to website and official
page by customers etc. There are some appropriate channels and ways by which Amazon and
other companies can meet their goals and all strategies will be discussed in this study.
Background:
Integrating marketing is strategic approach to interactive experience defined individuals
which coordinates all aspects of marketing. Integrated marketing and digital marketing plays a
vital role in promoting goods and services of company. Digital marketing has made companies
able to interact with customers and promote products. This present study is based on Amazon, an
American multinational technology company, based in Seattle, Washington. It is one of the big
five companies in the US in information technology industry (Bruhn and Schnebelen, 2017).
This study is going to discuss effectiveness of integrated and digital marketing for Amazon and
ways as how it can promote its products, services and brand. Companies in this field are now
facing fierce competition and due to this they are making their products and services innovative.
This study will show ways of measuring effectiveness and strategies of promoting goods with
digital marketing. Further, it will discuss importance of elements of research methodology such
as research approaches, philosophies, data collection, analysis and sampling. Integrated
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marketing and all functions such as marketing research, product development, innovation,
pricing and all plays an important role. Customers find easier in interacting with employers and
getting detailed information of products. On the basis of social media, they can take better
buying decision that decrease their time and cost.
Aim:
“To analyse the impact of integrated marketing communication and digital marketing on
promotional and branding of business. A case study on: Amazon.”
Objective:
 To discuss integrated marketing communication and digital marketing in Amazon.
 To analyse impact of integrated marketing communication and digital marketing.
 To understand measures and techniques which can be used by Amazon to gain
competitive advantage in the market.
 To recommend best strategies and measures to get digital marketing into action in
Amazon.
Research questions:
 What is integrated marketing communication and digital marketing?
 What strategies and techniques are involved in digital marketing and integrated
marketing communication?
 What measures must the company take to be able to operate effectively in the market and
implement digital marketing?
 What recommendations can be suggested to amazon to be able to gain competitive
advantage and maintain their reputation?
Rationale:
This study is all about knowing integrating marketing communication and digital
marketing on the performance of Amazon. The reason behind selecting this topic is to help out
technology companies in taking competitive advantages and satisfying customer’s needs. In this
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regard it can be said that after Covid-19 and integration of social media and internet, people
spend a lot of time in social media. They do not prefer going outside for shopping and by online
shopping they save their time (Vollero, Siano and Sardanelli, 2020). So, it is increasing
competition in this industry and it has become important for all companies to satisfy needs of
customers. So, with the help of this study Amazon can identify the best ways of promoting
products with digital marketing along with knowing impacts that it can have on its performance
and sales.
Significance:
Importance of this research is that there are a lot of factors which are impacting
integrated marketing communication and digital marketing which must be understood by
businesses so that they can make the right changes and improvement accordingly. A lot of
changes are coming in the market effectively which must be analysed and worked upon
effectively so that there are going to be higher working and businesses would be understanding
the changes in market as well. Research can be used by other organizations as well so that they
understand the importance of integrated marketing communication and digital marketing which
is beneficial for the overall development and working.
Scope:
Scope of this research is that Amazon would be able to maintain their competitive
advantage in the market which would make the working and processing of the organization more
effective. The company will have to make sure that there are going to be higher outcomes and
the productivity of the organization must be better. Amazon is having the right experience and
knowledge of digital marketing which would be very helpful for making sure that there are right
working and operations which are present. It is effective for all companies so, on this basis it can
be said that it is vital and has great scope at commercial level.
Limitation:
Data collection on this topic is difficult because different authors have a differ take on
this factor which needs to be analysed and worked upon effectively. Time management and
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problems raised which made the research not be able to match the timeline working on this
project and for the best outcomes as well. Organization will have to make the right working and
processing of the company in order to be able to gain competitive advantage.
CHAPTER 2: LITERATURE REVIEW
Theme 1: To discuss integrated marketing communication and digital marketing in
Amazon.
As per the view of Bruhn and Schnebelen, (2017), integrated marketing communication
is an effective and main concept that makes sure that all forms of communication are linked
together. With this important process and concept companies accelerate returns by making use of
customer’s centric approach in order to align communication objectives. There are some
important tools of integrated marketing communication via which companies like Amazon and
others can interact with its customers and promote goods such as: direct marketing, personal
selling. Public relation and others. In regard to digital marketing, Finne and Grönroos, (2017)
stated that it is a component of marketing that is being done or completed by internet and online
based digital technologies such as mobile phones, social media, websites and others. Both these
terms play a vital role and help companies in promoting their goods, services and brand. With the
help of digital channels, employers or marketer find easier in interacting with its target market
and also reach global people.
In according to Muljono, (2018) all activities of marketing such as marketing research,
promotion of goods, making people aware about effectiveness of products of companies by
internet and digital channels provide several advantages. It saves time and cost of companies and
customers. It has several positive impacts on the overall performance of technological companies
such as: Amazon. In regard to concept of integrating marketing communication it is also being
stated that it has several features such as: customer-centric, coordination of messages,
consistency, communication mix. All these components and features of IM communication can
make Amazon able in improving relation with its customers and retaining them with the brand
for the long run. Klepek and Starzyczná, (2018) said that, digital marketing makes the business
for running with having their full efficiency and that could also help in making their customer for
using their application. In present time online business have become more successful as people
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can easily develop their customer and easily interact with other people for having their more
sales. Amazon have make the proper use of digital marketing and making their more customer
along with high rating on their app. The main role of IM communication is to ensure consumer
or user for communicating with understanding the mission of business what they have promoted.
According to Rebecca and Hanna, (2017) Digital marketing is being more important to
keep the brand message across all the digital channels. If in present time business could not be
enabled to connect with digital marketing than it might be had their negative impact on customer
as well marketing, and they cannot have many profits in creating their business. It also includes
Amazon has make their products more developed, and they also give time to time offer for their
loyal customer along with this the customer should also be able to get the same message across
the various platforms be it offline or online. As per Thomas, Jose and Upadhyay, (2019) viewed
that, IM communication also play important role in developing their business through which they
can easily have their large number of customer as well they can have their high rating. While by
having business online many of people also come to know about their products. It means that
might be showed with rating of products or views about their organization. The same
information can be more attracted to their customer and also have their more attraction towards
their organization. IM communication on Amazon make them to create positive aspects for them
and people also make their products for using, through which they can make their profit
developed in market.
Kumar and Pandey, (2018) states that, in taking the help of digital channels that could
create their business easier, employee can also get more interaction with other people, and they
also come to know about the various people culture. Digital marketing saves the time as well
cost of companies, and they can have high performance level in organization. For instance,
promoting services on social media platforms is the best way or methods for making the
promotion of products and services. On social media platforms it may be in the form of visual
elements and also have images, content or likely to help in the form of sharing short videos.
Halli, (2020) argued that, digital marketing sometime may cause security or some privacy issues.
It also has huge maintenance costs due to having constantly evolving environment. High
transparency of prices can also be lead to have their pricing to be increased along with the
increasing their high price competition. Digital marketing business is equal as profits and loss in
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their organization. Before starting business online, they must know about the social trends and
how people are using their social media platforms. As Amazon have knowledge about their
business strategies but sometime they are facing challenges due to security or privacy in data in
digital channels.
Theme 2: To analyse impact of integrated marketing communication and digital
marketing.
Anabila, (2020) viewed that, IM communication defined the main communication
concepts, where there are all marketing communication tools along with their sources in
organization. IMC have their huge impact on business while they can easily make their goals
through promoting the products. They make the use of promotional activities such as advertising,
direct marketing, public program or done through having data base marketing. All this
communication skill sends information to customer and that can also build strategies through
which they can easily make sure about all the communication across their channels. Bringing
customer focused is the main primary part of business for IM communication. The success of
company can be had from their measuring its ability to attract new customer through making the
available touch and also try to engage customer with their company brand. As per Ebrahim,
(2020) said that, for developing Integrated marketing communication models companies, try to
build up their coordination among the various marketing resources. IM communication also
plays important role in developing the business online or offline store and if some business likely
not be had their business online that might be more effected them for surviving and also reduce
with the interaction of customer. This process can be started from having an optimal mix among
four marketing resources such as brand, audiences, delivery and content, this resources might be
more helpful business for having their succession.
According to Dhir, (2020) IMC make their more development in added value information
is sent to customer for being more engaged with customer through having good relationship
terms of products and services. Audience targeted more important tasks for organization. The
data can be included demographics, behavioural and psycho graphics attitude of customer for
obtaining the media targeting strategies. Brand in order to have their advantage, various
organization need to sell their products with having some different selling pricing strategies and
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packaging seems to be more change with some other brand as well. Gupta and et.al.,(2020) said
that, The brand can be required to have clearly different features and benefits from the
competitors provides and products with their high level of value to customer. Content in
marketing should be necessary for attracting or engaging the attention of audience. Value added
content can also engage customer with company brand. Delivery can develop push or pull
system by mixing the various traditional channels with having their new digital media channels.
To ensure that company message is delivered by targeted audience, marketers are also required
to have some knowledge about current social trends of the customer.
Roncevic, Lukcic and Spoljaric, (2019) states that, current society has become more
digital. This impact can be had such that there is place for world residents but may not have
clean water, but they own smartphones. Digital marketing companies should have their firm
grasp for making their proper utilization of the digital universe with brand impact and having
more brand awareness. Digital marketing offer more and more opportunities platforms to people
for having their benefits. The potential customer to try out the products and various services that
are to earlier know about. It being higher clearly about the strategies that might be utilized for
having better brand image along with other activities that are beneficial for the business. Tiewul,
(2019) evaluated that, digital marketing also increased brand awareness it is on the behalf of the
social media platforms that could keep the people to have their more knowledge in brands and
make sure about that each brands what they are using is perfect or not. Hence, social media has
make the people more attractive regards to using their products and some other social activities
in their lifestyles. Large number of population have become on the user of social media in new
product development with various social media channels.
Zhu and Gao, (2019) analyzed that, digital marketing have their low commitments for
new customer to showing their more interest in business. Getting advantage is more important
for the business which their social media brings out for them in developing at new products.
There are sign and have more interests of customer in buying their products through social media
networking. There are multiple countries in which people only used their digital marketing for
buying or viewing their new products. Digital marketing keeps the customer and business
interact through which they can have their own branding images and developed their more
products. Therefore, social media platforms are big opportunities for brand for being directly
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interact with social media and their customer. Beqiri, (2020) examined that, Content of business
get exposed to new audiences when people start sharing, liking or start commenting on their
posts. While by having such exposure is more benefits such as like, comments and share that
have more reflect on existing business. Boost the sales through digital marketing in sales of
various products the organization have their high positive impact in their business as they have
make their business developed in market and make their own market position. It also means
customer do not just connect with brand as they already know about that, but also gain
information about new discover on social media platforms.
Theme 3: To understand measures and techniques which can be used by Amazon to gain
competitive advantage in the market.
According to Wang and et.al.,(2020). Company need to make their products with having
some various types of strategies through which they can have their competitive advantages.
Amazon must achieve competitive edge, while by selling products or services as in the
combination of two factors. Organization can charge more to their product and services while by
having their business online but price which have been stand up for their business must be under
the people budget. It is not just used for boosting up the margin but also to increased brand
image along with the brand vale. Become more online influenced in current time that can be
function as competitive edge is simple to understand. If they have more people who know and
respect company and the more customer will be must have acquired which some people have
their problem for solving issues. Company can easily get sure about their strategies at time of
launching their products and developing more products as per the demand of customer in market.
Walsh and Dodds, (2017) also viewed that, having business online that might be more successful
for organization, and they make their customer more satisfied for having their business goals to
be completed. For making business with competitive advantage they can have cost leadership
strategies for attracting more customer by pricing. In this they can easily keep their pricing
strategies to be down through which they have their more customer and make their company
targeted to be achieved. In making market position standard products that are to be believed by
the customer at having their products with reasonable price which give them averages profits.
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For earning more profits, they can also keep discount price in order to achieve higher price sales
levels in market.
Genoveva and Siam, (2017) examined about the company targets small segments work
for their customer and make their products to be different from some other organization. This
might make their products to be different from some other organization products along with their
which has their special needs. The special needs segments that have an opportunity for the
company to differentiate its products and those of their competition. By providing them with
basic products and company can also reduce their costs more than the price discount it has given
to sell them their products. Organization build up their products that make them with different
from some other company’s products. Amazon sells products with having their offers or discount
through which they have loyal customer and make their customer to be developed. Liu, Chang
and Fang, (2019) states about that, organization need to make their strategies through which they
can easily have their goals to be complete and make their more customer for developing business
in market. Measuring and techniques can be also helped in targeting the right customer while by
awareness them with buying process and try to involve them in decision-making. When customer
feels that understanding them is more important, serving them with exactly what they need at
that time for having their they will place for reducing their competition. Rewarding behaviours
that might be supportive corporate mission and their value for having their services and products
need to be make their development in market. Amazon can easily develop their products and
services by keeping right people in their organization through they can make more develop
goods.
According to Vollero, Siano and Sardanelli, (2020) organisations must also include
feedback mechanism to gain competitive advantage. Satisfactory customer services are key
feature which distinguish an organisation from other service providers. It is very important for
business to regularly communicate with the customers so that their need and preferences can be
understood and services can be modified accordingly. With this strategy organisation will not
only be able to build more interactive and transparent relationships with its targeted consumer
segment but can also identify the improvement areas. Consumers provide true suggestions for
improvement which can enhance the service quality and efficiency. Thus it is one of the most
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important strategy which can be used by the firm to make a unique identity of it as compare to
other service providers.
CHAPTER 3 : RESEARCH METHODOLOGY
Research type:
Research studies can be carried out with variety of data which is broadly classified as
qualitative and quantitative. The qualitative type of research studies aims at exploring the
opinions and behavioural aspect rather than statistical data set. On the other hand, quantitative
research type is based on analysis of statistical analysis which can form the basis for making
decisions. Thus in quantitative research huge sample size is required to obtain more precise
insight of the predicted behaviour. One of the key advantage of quantitative research is that due
to larger sample size researcher is able to make more accurate and generalised assumptions
(Korstjens and Moser, 2017). However, with quantitative studies since research is not carried out
in normal environment and does not have any follow up after survey it is possible that changing
trends cannot be traced. Also need of large sample size can make quantitative research costlier,
time consuming and complex.
Contrary to the quantitative study, qualitative research is very flexible and allow
researchers to predict the qualities so that human instinct can show its contribution. This research
study is qualitative study so that discussion of digital marketing and its impact on
communication can be explored. The benefit of using this research type is that it is very flexible
and provides a broader and open platform for discussion so that new theories and concepts can
be build.
Research approach: It is defined as the research methodology of analysing the data by providing
a theoretical orientation. It is of three types. The first one is called inductive approach in which
individual instances are used to form general conclusion. Second is deductive approach in which
valid conclusions are framed from initial premises. Deductive approach is also not supportive to
divergent thinking and thus creativity can be limited. It involves hypothesis testing and thus is
more suitable for quantitative research studies.
Since proposed study is of qualitative type it does not involve deductive approach. For
addressing the limitation of both of these approaches the third approach abductive is used. In this
approach some surprising facts are chosen for their explanation. Then for explaining it best
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