A Comprehensive Report on Amazon's Internet Marketing Strategies

This report provides a detailed analysis of Amazon's internet marketing strategies. It begins with an introduction to internet marketing, discussing its elements and the e-commerce environment. The report then delves into Task 1, evaluating Amazon's internet marketing mix, comparing various internet marketing tools, and examining interactive order processing. Task 2 focuses on search engine marketing mechanisms, opt-in email marketing, online public relations, and the use of digital media communities. Task 3 explores secondary market research, designs an online survey, and investigates the use of electronic customer relationship marketing. Finally, Task 4 presents an internet marketing plan and a presentation on pay-per-click advertising, culminating in a conclusion and references. The report covers a wide range of topics, from product and pricing strategies to customer relationship management and online promotion, providing a comprehensive overview of Amazon's approach to internet marketing.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing.............................................................................................1
1.2 Evaluate internet marketing mix...........................................................................................2
1.3 Compare internet marketing tools.........................................................................................2
1.4 Interactive order processing..................................................................................................3
TASK 2............................................................................................................................................3
2.1 Mechanism of search engine marketing................................................................................3
2.2 Suitable opt-in email marketing newsletter...........................................................................3
2.3 Guidelines for best practice in online public relations..........................................................4
2.4 Businesses use new digital media communities....................................................................4
TASK 3............................................................................................................................................5
3.1 Secondary market research...................................................................................................5
3.2 Design online survey.............................................................................................................5
3.3 Use of electronic customer relationship marketing...............................................................6
TASK 4............................................................................................................................................6
4.1 Internet marketing plan.........................................................................................................6
4.2 Presentation on pay per click advertising .............................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ..............................................................................................................................8

INTRODUCTION
Internet marketing is one of the most suitable method for promoting products and
services to potential customers. It includes different tools and techniques such as social media,
email and search engine optimisation etc. This marketing is useful for many marketers to
increase their cost efficient and aids in achieving their goals and objectives in better manner
(Andreopoulou and et. al., 2014). It help in targeting new customers and market segment. This
report is based on Amazon which is multinational e-commerce company that sale goods and
services online. It offers various types of products such as footwear, electronic appliances,
branded clothes, accessories, kitchen products etc. The main purpose of this project is to identify
different elements of marketing and how company deal with them.
TASK 1
1.1 Elements of internet marketing
There are various elements of internet marketing by which marketers spread promotion of
their products that includes e-business, e-commerce and macro & micro environment factors
which directly affects digital marketing, internet marketing and provide benefit of this marketing.
Digital marketing refers to marketing strategy which help in making use of some electronic
appliances such as laptop, personal computer, gaming devices, tablets, smartphone and other
useful appliances (What is internet marketing?. 2017). Amazon firm used digital marketing
through using websites, social networks, email, various apps etc. E-commerce is the process of
selling and purchasing of products and services through electronic mode, online transaction,
electronic supply chain management and mobile commerce.
E-business can be defined as correct application of internet and communication
technology in business area which aid all business functions and activities. Amazon get several
interest of internet marketing that includes attract large number of customers, make relation with
consumers, target accurate customers segments, achieve marketing plan, large scope, direct and
large area of marketing where consumer give feedback that help in enhancing products demand
which is developed by amazon company (Bailey, 2011). Micro environmental factor affects
internet marketing plan of amazon which need to adopt new and advanced technology on the
other hand macro factors also affects internet marketing plan of cited firm includes change in
technology, use of internet for fund transfer, internet security etc.
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1.2 Evaluate internet marketing mix
The internet marketing mix of Amazon company will be analysed whole strategy of
marketplace. There are four 4Ps of marketing mix which are discussed as follows: Product- Amazon has apply unique strategies which attracts large number of customers
towards their products or services. The firm need to adopt latest technology which
enhance profit. Price- In internet market, a consumer build image for particular products by seeing only
not testing them. They should offer price which are not higher than their competitors. Place- Internet marketing provide most accessible place for promoting their goods or
services to target customers (Bianchi and Mathews, 2016). Amazon have direct access to
the customers by this they can take information for each products in detailed.
 Promotion- Amazon use advertisement and direct mails for promoting their products to
the large number of buyers. Direct marketing help in building good image in the market.
There are some effective promotional strategies which is used for attracting taget
customers in different areas.
1.3 Compare internet marketing tools
There are various internet marketing tools which enhance company growth and
development which are as follows: Understanding competitors- Firm need to analyse their size of competitors which are
provide similar types of products. Update social media- This is the effective internet marketing tool which used to manage
social media and also update in better manner. It is a convenient approach which
required to analyse whole societal networks. Identifying customers- It is the main part of internet marketing in which they need to
recognise customers and also analyse the behaviour of potential buyers on internet.
Amazon should search The internet is helpful for identifying customers who are
interested to purchase some goods or services.
 Email communication- It is the process which assist in attracting target buyers in the
market. This is very effective approach for enhance number of customers and growth
also.
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1.4 Interactive order processing
It is the most important process of internet marketing. This is the common shopping place
which conduct internet but Amazon does not implement same approach. Cited company already
develop mobile apps for processing products information and serve them through online. It is an
effective tool for selling various kinds of goods and services. The consumer will capable to
purchase Amazon products through online transaction. Amazon develop five steps for achieving
online sale for their products. First step in online selling is to identify products which help in
searching categorised goods that includes women, men and children etc. In second step, selected
goods are added in shopping cart, third step is checkout where person will be logged into
Amazon account (Christiansen, 2011). Fourth step is delivery and payment stage where user fill
all information of delivery address and make payment. Then they will see various methods of
payments such as credit card, debit card, paytm, gift card etc. In last step, buyers will allow to
review company services and submit their order.
TASK 2
2.1 Mechanism of search engine marketing
Customer attention is most important in internet marketing. The tolls and mechanism is
clear and simple in marketing concepts. Amazon provide various types of products or services to
international buyers. The customers use search engine mechanism which help in choosing their
goods and services. Currently, people find online sites of purchasing different types of branded
products and this provide reliability and also offer affordable price. In this case, firm desires to
achieve first position in search engine, it will enhance their customers number and increase sale.
The search engine optimisation aid customers and business which provide important role in
internet marketing. There are several websites which provide similar form of goods and also
confuse customers during purchasing.
2.2 Suitable opt-in email marketing newsletter
Opt-in email marketing newsletter is the strategies of marketing when an individual offer
for receiving bulk email. List of mailing are developed through which mail is sent to large
number of desired customers of the firm. It assist in providing detailed information regarding
particular products of the organisation. There are two types of opt-in:
 Confirmed opt in
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 Unconfirmed opt in
In confirmed opt in the list software should first confirm that email which connect to the
right person (Sozinova and Fokina, 2015). Unconfirmed opt in the list email will provide
software and there are no option to check that email associates with right person.
It is highly necessary to connects with customers with the brand image of the firm. The
Amazon company should maintain long term relationship with potential buyers (Fritz, 2011).
They will provide emails to large more customers which attracts them in better manner.
2.3 Guidelines for best practice in online public relations
There are certain guidelines of amazon company which help in maintaining strong
customers relation which are as follows:
 Firm need to update their website content on daily basis. It will influence person mind
and also convince them for purchasing that products.
 Amazon should think several question and also gives these answers to their customers.
Such as brand are real or not, appliances have guaranteed for 1 year or not? etc.
 Company should attracts customers and identify their taste and interest which help in
choosing so many products by them.
 Also they give chance to their buyers to express feedback on specific goods and services
which are offered by Amazon. It is that method which assist in interacting with potential
customers.
 Intranet and Extranet will be used by many organisation and it is the process of sharing
various information within different department of company. Amazon also adopt this
process which help in interacting with staff members through internet.
2.4 Businesses use new digital media communities
File sharing is a procedures of providing digital media that includes documents,
multimedia content and computer system that create internet as whole for mutual welfare. File
sharing sites examples such as Twitter, YouTube and Flickr. The customers can uploaded and
using various content through sites and also share file by them. These services of file sharing are
important for business enterprise that can used such services and maintain company data or
information which are confidential for all. This can help in maintaining site technology. There
are some more example of file sharing services which is used in business that includes Sugar
sync, Google drive, Dropbox for business etc (Jobber and Ellis-ChadOmar, 2011). Company can
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also used these types of methods that assist in managing online goodwill in which they will safe
their data and information.
TASK 3
3.1 Secondary market research
The secondary market research representing customers relationship management of
Amazon various sources that includes research papers, news articles, journals and online
resources have been mentioned. The secondary research qualitative data help in providing
various ways and effectiveness of CRM strategies developed by amazon company. Cited firm
has develop loyalty program in UK so that trusted consumer base can be formulated and
consumer can provide benefits for mass purchase of products by amazon (Shukla, 2010). The
firm can spread customer relationship management program which make use of advanced
applications which provides customer detail information and analyse their behaviour towards
particular goods. Online customers interaction and mobile app will be used for intended feedback
of consumers regarding serving products by Amazon. Consecratory research can be analysed by
various tools such as blogs, research communities, Google insight & trends and outcome of
online research. This type of online methods are useful for gaining access to the quantitative and
qualitative data which are needed to company for satisfy large number of customers.
3.2 Design online survey
There are some questions which which will provide feedback of customers regarding
specific products which will offering in the online marketing. The questionnaire are as follows:
1. Have you ever used Loreal products in last one year?
 Yes
 No
2. How often do you use loreal products?
 Daily
 Weekly
 Monthly
 Yearly
3. Which is your favourite loreal products?
 Loreal shampoo
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 Loreal cream
 Loreal conditioner
 Hair colour
4. What made you prefer for loreal products?
 Good quality
 Good goodwill
 Reasonable price
 High value for amount
 Other
3.3 Use of electronic customer relationship marketing
Customer relationship marketing refers to the corporate strategy which analyse
development of customer relation. The electronic CRM can be defined as the tool and techniques
of marketing which is used on internet such as data gathering, websites, data mining, email etc. It
help in building strong relation with potential customers in proper manner. The strategy
implement by amazon is collection of procedures, people and technology that assist in
developing better relationship between seller and purchaser (Roberts and Zahay, 2012). The e-
CRM will help in enhancing knowing of consumers to the business enterprise that help in
offering various types of goods to their desired buyers.
TASK 4
4.1 Internet marketing plan
The internet marketing plan is one of the most important elements of every organisation.
It help in analysing various external and internal factors which arises conflicts and barriers. The
swot analysis will be done for planning marketing. SWOT analysis of Amazon are as under:
Strength
 Supplier relationship
 Reputed brand image
 Strong presence among customers
 Use quality products
Weakness
 Non maintenance of legal regulations
 Provide high cost products
 Offers similar types of goods or
services
Opportunities Threats
 Fear of hacking information of
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 Expand business in other area
 Entry in new marketplace
 They can offer innovative products
 Arrange email campaign
customers
 Same seller threats
4.2 Presentation on pay per click advertising
Pay per click advertising is the amount that is spent by firm to shows the advertisement
on a specific website. Company can promote banner advertisement on websites which enhance
customers volume. In this method, company will provide money on clicking some particular
advertisement to their customers (Salehi and et. al., 2012). This can help in providing more
money for each user. Firm can enhance customer value for using various types of advertising
click promotion.
CONCLUSION
As per above mentioned report it can be concluded that Internet marketing is one of the
leading factor in today's marketing era. This concept is important in the sector of marketing.
Amazon company can use different tactics and strategies for enhancing demand of customers of
specific goods and services. Amazon firm used digital marketing through using websites, social
networks, email, various apps etc. The search engine optimisation aid customers and business
which provide important role in internet marketing.
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REFERENCES
Books and Journals
Andreopoulou, Z. and et. al., 2014. Internet marketing for sustainable development and rural
tourism. International Journal of Business Information Systems. 16(4). pp.446-461.
Bailey, M., 2011. Internet marketing: an hour a day. John Wiley & Sons.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp.426-434.
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons. 54(6). pp.509-514.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet marketing and customer satisfaction in
emerging markets: the case of Chinese online shoppers. Competitiveness Review: An
International Business Journal. 21(2). pp.224-237.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline
strategies. Cengage Learning.
Salehi, M. and et. al., 2012. Dissimilarity of E-marketing VS traditional marketing. International
journal of academic research in business and social sciences. 2(1). p.510.
Shukla, T., 2010. Factors affecting'Internet marketing'campaigns with reference to viral and
permission marketing. IUP Journal of Management Research. 9(1). p.26.
Sozinova, A. A. and Fokina, O. V., 2015. Special aspects of studying the internet as a marketing
communication channel of the service industry. Mediterranean Journal of Social
Sciences. 6(4). p.139.
Online
What is internet marketing?. 2017. [Online]. Available Through:
<https://www.searchenginejournal.com/what-is-internet-marketing/56213/>. [Accessed
on 2nd October 2017].
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