Digital Marketing Report: Analyzing Amazon's Strategies and Issues

This report provides a comprehensive analysis of Amazon's digital marketing strategies, exploring the issues the company faces and proposing solutions. The introduction defines digital marketing and its significance for businesses like Amazon, an e-commerce and cloud computing giant. The report identifies key challenges, including competition from eBay and emerging online retailers. It then evaluates the significance of these issues, highlighting their impact on Amazon's market share and profitability. The core of the report focuses on digital marketing solutions such as PPC advertising, search engine optimization, email marketing, and social media strategies. It also explains the implementation of these strategies, including market research, development of digital marketing schemes, and evaluation. The report concludes that digital marketing is crucial for business success, particularly for Amazon, and that effective implementation of these strategies can help the company overcome its challenges and achieve its marketing objectives. References to books, journals and online resources are included.

Assignment on Digital
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
The issue (s).....................................................................................................................................1
Significance of the issues for Amazon.............................................................................................2
Solutions of the issues......................................................................................................................2
Implementation of digital marketing strategies...............................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing can be defined as process which is used by different organizations for
the marketing of their products and services in market place. It is a broader concept which
includes digital technologies such as internet, display advertisement, mobile phones and some
other kind of electronic mediums. It is also called as data driven merchandising. This approach
has changed marketing concept of all business enterprise (Chaffey and Smith, 2013). In modern
worldlife, almost all companies are taking help of digital platforms so that they can lead their
organizational to higher level of success. This project report is based on Amazon which is
located in America, it is an electronic commerce and cloud computing organisation. In this report
different issues of digital marketing, and their importance has been evaluated. Along with this,
solutions offor marketing issues and implementation of various digital merchandising strategies
has been explained.
THE ISSUE (S)
Amazon is a well-known organisation in all over the world. This company have become a
brand of e-commerce business. It is a leading market which provides different products and
services to customers in short time period. This organisation is very much popular for its delivery
services as, it delivers various goods to the given address of consumers. Due to its effective and
systematic strategies it have increased its customer line globally. People love to buy products
from Amazon's website because they finds it very reasonable or affordable. In starting days, this
company used to sell online books (Lindsey-Mullikin and Petty, 2011). But later, it started
selling other products like toys, DVDs, CDs, apparel, computer software, furniture items and
some other kind of goods.
In present time, this leading organization is facing various issues such as existing market
competitors and other new entities which are increasing their growth due to new and advanced
technology. Ebay is the biggest contender of cited company because it have a huge number of
customers. Also, it provides its products and services to consumers in most effective and
systematic manner. Rivalry firm is very much popular for its online services whichas it also
provides it huge competitive advantage in market place. Along with this, there are various new
establishments which are covering market shares very fast because of their innovative ideas and
advanced technology. Some new entities are Newegg which provides electronic items, Columbia
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House which provides DVDs, E-toys which is highly popular for toy manufacturing and so on
(Lee and Kotler, 2011).
Hence, these are the major issues of Amazon which are influencing negative impact on
organizational growth and development. Also, productivity and profitability of cited organization
is decreasing very fast due to above mentioned problems. It is very much important for company
to change its current strategies, policies, rules and marketing plan otherwise it would not survive
in competitive market place any longer.
SIGNIFICANCE OF THE ISSUES FOR AMAZON
Major issues of Amazon are continuously decreasing its market share and customer line.
Current policies and strategies of cited organization is not enough to resolve these issues. Exiting
competitors and new entities are forcing E-commerce Company to adapt new changes and work
according to them. If enterprise will not do the same that it can suffer from financial crises. As,
Amazon is a leading brand but in present time different micro environmental factors are affecting
its organizational position in market place. Competitive firms are using various innovative
strategies and advanced technology which is helping them in attracting a huge number of
customers (Hunt and Davis, 2012). All these issues are decreasing revenue and sales of cited
organisation. Hence, it can be said that raising market competition is influencing negative impact
on the performance of Amazon. Also, they are affecting its efficiency and effectiveness in
market place. So, it is very much important for e-commerce company to improve and develop its
current strategies so that, it can compete its contenders and also can attract a huge number of
customers.
SOLUTIONS OF THE ISSUES
In present time, Amazon is facing various organizational issues due to its ineffective
marketing and business strategies. The cited organization have to make changes in its existing
policies and plans otherwise, it cannot resolve itsorganizational work related problems. By taking
help of digital marketing strategy it can solve its all major issues. As it is a merchandising
concept so, it can help company in increasing market shares and also can help in competing with
current and future competitors. With the help of thisdigital merchandising strategy, Amazon can
increase its sales, add value in work place, easily approach to their customers and also can
minimise their operational cost. Some strategies of digital marketing are follows as under:
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(Source: Digital marketing strategies, 2017)
PPC advertising: In this, organisation pay a certain amount of money to search engine
such as Google to post adds on their page so that company can easily approach to web users to
purchase its good and services. In simple words, PPC stands for pay per click method which can
help cited organisation in advertising their different goods (Tiago and Veríssimo, 2014). This
strategy helps in approaching only selected people.
Search engine optimisation: It is that digital market strategy which help organization in
making their website more attractive so that, it can attract a huge number of customers. With the
help of search engine optimisation Amazon can attract a bighuge traffic and also can make
strong goodwill in online marketing.
Email marketing: This is known as most effective digital marketing strategy. By using
this approach, Amazon can interact to their potential customers. In this, company do not have to
pay a certain amount of money to any search engine. According to experts, this is the best
merchandising strategy which can help company in enhancing organizational growth and
development. With the help of this, Amazon can build strong position in market place which can
help cited company in competing with its various market competitors.
Social media strategies: It is known as most effective digital marketing strategy. With
the help of this, Amazon can make a positive impact on social networking sites. Through this,
company can answer their customers about their queries via twitter, Facebook and other social
sites. Cited organization can use this strategy because in present scenario few companies are
enhancing their performance by using this. By taking help of social media strategies,
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Illustration 1: Digital marketing strategies

organization can grow its online business online and also can attract web users (Royle and Laing,
2014).
Hence, these are the most essential strategies of digital marketing through which
Amazon can resolve its major issues and also can achieve fulfil its merchandising objectives in
most most effective manner. The cited organization should choose that digital marketing strategy
which is more suitable for its organizational structure.
IMPLEMENTATION OF DIGITAL MARKETING STRATEGIES
Digital marketing strategies helps organization in achieving organizational objectives and
competitive advantage. It can help Amazon in getting leading higher level of success. The
biggest advantage of digital merchandising is that it helps company in attaining brand awareness.
Also, it work as a medium of communication between organization and its customers. This is
very much important for Amazon to implement their marketing strategies in most effective and
systematic manner so that, it can achieve competitive advantage and also can increase its market
share (Pride and Ferrell, 2016). There are three four best ways through which company can
implement its merchandising schemes, these are follows as under:
 Conduct market research to utilise suitable digital strategy: Before selecting any digital
merchandising strategy, it is very much important for Amazon to firstly conduct a
market research which can help it identifying current needs and demands of customers.
After determining them, company can easily identify that which strategy should it opt to
increase market share.
 Develop digital marketing schemes: After identifying actual needs, demands and
preferences of customers, company can decide that which strategy would be best for it to
achieve competitive advantage and attract more customers. To approach more people,
Amazon can go for E-mail marketing strategy (Baffour Awuah and Amal, 2011).
Through this, company can directly communicate with customers and can tell them
about the specifications of products and services. It is best digital merchandising strategy
which can provide competitive strategy to cited organization.
 Determine advantages of selected digital strategy: By using E-mail digital marketing
strategy, Amazon can accomplish its merchandising goals. Also, it can communicate and
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attract a huge number of customers. This can help organization in increasing its market
share (Fichman, Dos Santos and Zheng, 2014).
 Evaluation: This is the last stage of procedure of implementing digital marketing
strategy. In this, business managers monitor and control their organizational performance
on continuous basis so that, they can determine that selected merchandising strategy is
suitable for organisational structure or not. Selected scheme should be effective enough
to resolve all business issues and problems.
CONCLUSION
By evaluating above mentioned report, it has been concluded that digital marketing plays
an important role in every business enterprise. With the help of this concept, company can
operate their merchandising functionwith less operational cost in an appropriate manner. It also
helps enterprise in increasing their financial profit. Different strategies of digital marketing are
content, campaign, data-driven, e-commerce, social, e-mail direct merchandising and so on. By
using these aspectsmethods, organizations can improve and develop their marketing function
which can help them in increasing their organizational growth, development, profitability and
productivity. As this project report is focused on Amazon, major issues of this organization have
been discussed. It has been assessed that to resolve organizational problems, this company can
take help of digital marketing strategies. Effective implementation of those strategies can lead
this enterprise to higher level of success. Also, it can help Amazon in decreasing its market
competition.
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REFERENCES
Books and Journals
Baffour Awuah, G. and Amal, M., 2011. Impact of globalization: The ability of less developed
countries'(LDCs') firms to cope with opportunities and challenges. European Business
Review. 23(1). pp.120-132.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Fichman, R.G., Dos Santos, B.L. and Zheng, Z.E., 2014. Digital innovation as a fundamental and
powerful concept in the information Systems curriculum. MIS quarterly. 38(2).
Hunt, S.D. and Davis, D.F., 2012. Grounding supply chain management in resource‐advantage
theory: in defense of a resource‐based view of the firm. Journal of Supply Chain
Management. 48(2). pp.14-20.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lindsey-Mullikin, J. and Petty, R.D., 2011. Marketing tactics discouraging price search:
deception and competition. Journal of Business Research. 64(1). pp.67-73.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management. 34(2). pp.65-73.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Online
Digital marketing strategies. 2017. [Online]. Available through: <https://www.quora.com/What-
is-digital-marketing-What-are-the-basics-of-Digital-Marketing-What-is-digital-
marketing-strategy-Who-needs-digital-marketing-services#!n=12>. [Accessed on 9th
September 2017].
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