Comprehensive Analysis of Internet Marketing for Amazon's Business

This report provides a comprehensive analysis of internet marketing strategies, focusing on the practices employed by Amazon. The report begins with an introduction to internet marketing, outlining its key elements and evaluating the internet marketing mix, including product, price, promotion, and place. It then delves into the comparison of various internet marketing tools, such as social media, websites, and search engine optimization, highlighting their effectiveness in promoting products and services. The report further explores the mechanics of search engine marketing, including paid search, SEO, long-tail marketing, and geo-targeting. Secondary market research is conducted to understand market trends and customer behavior. The report also discusses the importance of interactive order processing and electronic customer relationship management (eCRM). Finally, a marketing plan for the internet is proposed, offering insights into how Amazon can further enhance its online business activities, improve customer satisfaction, and maintain a strong brand image in the competitive e-commerce market. The report emphasizes the importance of adapting to market trends and leveraging various online tools to achieve business growth and profitability.

INTERNET
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1.1 Elements of internet marketing........................................................................................1
1.2 Evaluate Internet marketing mix......................................................................................2
1.3 Description on comparison of internet marketing tools. .................................................3
1.4 Define interactive order processing..................................................................................4
TASK 2............................................................................................................................................5
2.1 Mechanics of search engine marketing............................................................................5
3.1 Conducting secondary market research............................................................................5
2.2 description on suitable opt-in email marketing newsletter...............................................7
2.3 Define various guidelines to have the best practice in online publication.......................7
2.4 Define using of innovative digital media communities....................................................8
TASK 3............................................................................................................................................9
3.2 Prepare designing of online survey for Amazon..............................................................9
3.3 electronic customer relationship.....................................................................................11
TASK 4..........................................................................................................................................11
4.1 marketing plan for internet.............................................................................................11
CONCLUSION .............................................................................................................................11

INTRODUCTION
Internet market is an online activity which help as enhance promotional activity in the mind
of person. It is online processing activity which leads to work as to get connected with various
sources like website, social media, emails and mobile etc. Large number of individuals are depends
on online marketing activities. To promote their marketing activity so that firm can enhance
productivity and profitability. According to present scenario social media technique has become the
most important pillar in relation to gather attraction of them to product and services.
It is most effective tool in order to promote goods and services over the internet. The
organisation who want to expand their business activities are moving towards online business
activities so with the help of this firm can have rapid growth. It is most important in order to
enhance the productivity and profitability of business (Hanson and Kalyanam, 2007). It works as to
get over from traditional type of advertising method which is also time consuming and cost-
effective process. The present report is focusing onto activities of Amazon website who is engaged
in online shopping methods. This kind of facility are very useful in order to enlarge online
activities in market by satisfying customers. The main aim of this is to have development in order
to take whole digital media market which is inclusive of various tools of online advertising.
Illustration 1: Internet marketing
(Source: Internet marketingh, 2016)
TASK 1
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1.1 Elements of internet marketing
Internet marketing means the marketing which is done on internet. This type of marketing uses
various types of methods such as online advertisements, banner advertisements, pay per click, and
targeted email lists etc. This is one of the most growing business nowadays as large number of
people uses internet. The popular search engines used for such marketing are google and yahoo.
The main goals of internet marketing is to drive traffic to advertiser’s websites, capture leads and
convert them into customers (Kiang, Raghu and Shang, 2000).
The internet marketing includes following elements:
 The designs of advertiser’s websites is one of the important elements of internet
marketing. Design of advertiser’s website must be very attractive so it builds trust of
customer on websites of company.
 The contents on every page of advertisers’ websites must be related to their goals
and desired tasks. Each word on websites must include purpose which aim only in
building trust with customer to increase sales.
 Give people your knowledges and skills which help them in solving their problems
and also help in increasing sales.
 The contents use in website must be simple so can be understand by customers and
not make them confused by reading contents or phrases used in contents.
 They have to teach their customer about what the products and services.
 It also includes email marketing. The websites include the email address of
company on which customer can get connected with company to solve customers’
problems, support them and encourage them.
 Search engine optimisation also helps in internet marketing Always try to improve
quality of your websites by reducing load time of your websites, by using good
HTML codes, compress and resize photographs or images.
 Internet marketing is long termed project. It is cannot be done in one day. For
successful internet marketing testing retesting and testing again is done.
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1.2 Evaluate Internet marketing mix
In this we are going to discuss internet marketing mix for a company and to evaluate
strategies which are adopted to attract more customers for the company (Charlesworth, 2009). This
is defined in four P’s whose substances are price, product, place, promotion.
 Product: Product marketing strategies of a company to the customers is implemented. The
one lacking in internet marketing of a product is tangibility of a product. So company has to
take measures to remove this demerit by making websites highly attractive and good that
contain all contexts related to products which make customer feels that are visiting product
physically. They also have to produce products for almost all age groups so they can also
attract family as a whole.
 Prices: The customer already made an image of a product in there mind after reading the
description of a product and also assumed its prices (Chaffey and et.al., 2009). The
company faces this problem a lot. So company has to decide there prices as compared to
prices of there similar products.
 Promotions: Banner advertising and direct mails are the most efficient methods of
promoting the products to the targeted customers. The promotions of products should be
done in such manner which build a reputed and good image of company in markets.
 Place: The place where products are available to customers must be very effective. The
shopping destinations is very helpful in educating customers combining to form the loyal
base of customers.
1.3 Description on comparison of internet marketing tools.
According to present scenario it has been clearly noticed that most of the marketing
activities are largely dependent on online market. It is inclusive of those tools and techniques
which help to promote products in market and create awareness in the mind of person. . In addition
to this the Amazon can work in manner to use of different marketing tools so that there can be
increment in business to business and business to customer relation This is inclusive of following
tool are as-
Social media- This is very effective term which is used in online market service with the help of
this customer can always be aware about new launching of product and services in market. With
the help of this anyone can get the information on quick basis (Bradlow and Schmittlein, 2000). It
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is inclusive of various methods are as Twitter, Facebook, Instagram and Google services in order to
maintain relation with their clients.
Websites- This is very effective technique in order to provide impressive and quick services to their
customer by adopting various steps in relation to direct marketing activities so there goods and
services can be distributed equally among various kind of customers. Amazon is taking very steps
in order to have development in their website with the help of which customer can access to their
goods and services (Bradlow and Schmittlein, 2000). It is very helpful in manner to cut the cost and
save time to various customers.
Search engine optimisation- The amazon is also taking steps in order to develop brand image in
market by adopting various features are as search engines. This is very helpful in order to have
impressive brand image in market.
1.4 Define interactive order processing.
The Amazon is one of the most popular shopping corporation who is taking various
initiative in order to satisfy customer satisfaction to enlarge the activities of firm. On online
application, the products are available with full of description like product code, size, etc. This is
very helpful in manner to gain total knowledge about product and services in market. The tool of
E-commerce is very helpful in relation to maintain strong brand image in market of large size of
venture. By ordering their product the customer can also track their order so they can assume how
much time it will take to get their desire service (Allen, Yaeckeland Kania, 1998). There are
various steps are given of order processing are as-
Online account- At the very first stage the customer has to make an account the particular website
from where they want to order their product.
Stock presence- it is very essential to have all updated outlets in the website. In addition to this the
business enterprise should analyse the availability of stock so that customer demand can be
fulfilled.
Placing of order- At this the stage customer has already chosen their product to get successful
order have to work in manner to fill various details like payment, personal information of customer
and address of delivery. This is very effective for cited venture to carry out business activities in
most efficient way.
Online payment- The Amazon also gives unique feature to use of credit and debit method of online
payment. On this they provide addition discount coupons by using of card of any particular bank.
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This kind of attractive mode of payment help to build trust between customers and organisation.
They are also having facility of refund system (Stewart and Zhao, 2000). In case if customer is no
satisfied with goods then they can return and can have refund of amount.
Confirmation- After addressing all the necessary details, at this stage company check the
availability of order and later on they confirmed it. Then such website provide confirmation e-mail
and a date till which order is to be place to customer.
Delivery- this is last and final stage of order processing under this company can deliver the
products on the address which has mentioned by customer at the time of placing order.
TASK 2
2.1 Mechanics of search engine marketing
 Search engines are software of computers used to search data on specified topics. Search
engine marketing are that type of marketing in which paid advertisements appear on the
search engines results pages (Sterne, 1995). These types of marketing give the opportunities
to advertisers to put their ads in front of targeted customers who are ready to make
purchase. Search engine marketing is an effective and powerful way to expand and grow
there business.
 Paid search engine marketing is not costly and flexible form of web or internet marketing.
This includes pay per click or PPC campaigns which sounds expensive but actually if well
designed it will not so expensive. This is the smallest paid companions which work on the
basis of logic that you have to pay for ad placed in search engines sponsored links for
keywords related to the business.
 Search engine optimisation is a process that affect the visibility of a website or a web
pages in a web search engines unpaid results. This also affects visibility of landing pages
which serves as an entry points for a website or particular sections of a website. These
targeted different kinds of search including image search, video search and academic
search, news searches etc. it is also used as internet marketing strategies (Stauss and
Schulze, 1990.).
 Long tail marketing in search engine marketing concentrates on less popular products, they
made sales model for that products and used search engine marketing strategy to promotes
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these products and increase number of customers for the products and services (Stauss and
Schulze, 1990.).
 Geo targeting in search engine marketing is a method or process of determining the
geolocation of there visitors and deliver the content required by the visitor based on there
locations such as country, region, city, state, organisation, IP address other ways. This
helping the customer by proving them relevant information required related to products or
services.
3.1 Conducting secondary market research
Market research is a very important part of any organisation as they result in growth of the
business. To survive in the competitive market it is important to study the market and to keep
updated the operations of business as per the market trends, make changes in policies as per
changes in the policies of competitors and also keep focus on the buying pattern of there customers
(Prasad, Ramamurthy and Naidu, 2001). The primary research of any online market can be
conducted with less time and with less resources whereas the secondary market research is most
widely used method to collect the data from customers for effective internet marketing.
Secondary market research can be done by using primary research data. The secondary research
data can be classified in two categories: internal data and external data.
 Internal data is a data which is collected from the internal databases, applications and
records from the organisations. The data is quickly collected and less resources are waste
when available in organisation (Poon and Jevons, 1997). Internal secondary research data
are including departmental records, records from previous online marketing, old invoices
and sales figure help in predicting future trends, and loyalty cards also help the researcher
to understand pattern of buying and also help in designing promotional campaigns
effectively.
 External data is collected by researcher when they are searching data for new projects or
there is no internal data or may be internal data is incomplete irrelevant and obsolete. It is
including media sources, data taken from government statistics, data is collected by online
market research organisation, competitors data from there websites etc.
The best technique to conduct secondary research is first to identify research topics and where the
information on topic is available. Then gather existing information related to topics and compare
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data from different sources and finally analyses the data. This secondary online market research is
very helpful in improving internet marketing strategies.
2.2 description on suitable opt-in email marketing newsletter.
The fashion is the never ending process it will be forever. In order to maintain this, we are
coming with a portfolio for our customers. I would like to inform you that the amazon again is
launching discount facility for their valuable customer. The offer is available for all male and
females. Make the most of your festive shopping at amazon on the merchandise of Lewis,
jockey, only, Veromoda, Max will be available at up to 60% discount prices, offer valid till 10th
October to 18th October. This is the bumper sale offer to all our potential customer because we
care for you. It gives me immense pleasures to inform you about this news. You all are
cordially invited to visit our website. Thanks for trusting service of Amazon.
Amazon.in
Marketing department team
2.3 Define various guidelines to have the best practice in online publication.
For having effective growth, it is essential to maintain healthy relation with customers. The
main aim is to have development in long term relation with public so that firm can maintain its
strong image with the help of this there can be sufficient amount of profitability and productivity.
The Amazon is taking various initiative so that they can have healthy public relation by proving
quality goods to their customers. The quick service delivery is one of the effective method.
Advantages-
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 Rendering information- The enterprise should pass the regular updates about product and
service is the main advantage in order to develop strong relationship. This kind of firms
uses technique of digital marketing activity which helps in manner to provide detailed
information about goods, price, quality (Büchner and Mulvenna, 1998). In this way, they
can motive the customers to purchase final commodity.
 Developing brand image- The main advantage behind making health relation with their
customers is to take initiative in order to maintain strong brand image. This is very helpful
in order to sell their products to customers with high level of confidence.
Disadvantages- Expensive- To maintain effective public relation with customers is expensive for business.
In this manner, the firm has to take various effective steps to spend lot on money to publish
advertisement they also require appropriate media to publish their stories so that they can
gather the attraction of large varied customers (Mohammed and et.al., 2000).
 Negative feedback- the chance of negative comment are higher compared to possibilities of
positive feedback from customers. This kind of things can work in manner to have
decrement in brand image of business enterprise.
2.4 Define using of innovative digital media communities.
There should be effective using of online digital media for communicating all regular
updates to their customer. There is availability of various communities which is use by large scale
enterprise. These are described in following manner are as- Various file sharing sites- to passes information is very important in order to maintain
transparency with the valuable customer related to firm. The sharing sites are as Office 365,
google drop box, you tube and any other social media app. This is an effective and excellent
file sharing technique which work in manner to promote goods and service with customers
and gather their attraction and this kind of process influence them to purchase their products
(Malhotra and et.al., 2003).
 Exchanging information- With the help of effective digital media technique firm can also
help in rendering information related to price, products and various kind of feature on the
basis which customer can be satisfied and get attracted towards company to consume wide
variety of product and services. In online marketing, various channels such are as social
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media, email, phone all are very helpful in manner to passing of information in relevant
way.
TASK 3
3.2 Prepare design of online survey for Amazon.
The online survey has been conducted in order to have proper identification of customer
reviews about taste and preference or quality of products provided by them. The questionnaire is
given in the following manner are as-
Name- …...
Age
 15 -18
 18-25
 25-30
 And above 30 years
Gender
 Male
 Female
What kind of method of shopping you like most?
 Online
 Physically visit at stores
In what interval do you prefer to shop?
 Once in a weak
 twice in month
 interval of 43 months
 Once in year
What kind of online communication mode you opt for shopping?
 Social media
 Smart phone
 laptop
 television
From which online website, you like to purchase goods or service most of time.
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 Amazon
 E bay
 Best buy
 Walmart
 Craigslist
 Groupon
 Alibaba
Are you satisfied with quality and service from online website like Amazon?
 Heighly satisfied
 satisfied
 disatsfaction
 lower disatisfaction
What kind of things are available here which influence you to do shopping with Amazon?
What are lacking points which have seen during online shopping with Amazon?
What you feel at the time of shopping with Amazon.
 Height
 low
 Moderate
 not at all
What are the factor available here which motivates you to shop with Amazon
 Price
 features
 quality
 more options
3.3 Eelectronic customer relationship
There can be strong bond between the existing customers or client and the company
through electronic relationship. It helps the corporation to use the mentioned aspect in order to
deliver information related to the product, price, features, quality and availability in easy manner.
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