MKT 252 - Digital Marketing Plan: Amazon's Organic Food App

This project outlines a digital marketing plan for Amazon's proposed organic food delivery app. The plan begins with product information, identifying the service and its core offering. It then defines the target market as adults aged 25-35 seeking healthy food options. The marketing strategy incorporates the 4Ps (product, price, place, promotion), emphasizing unique services, economical pricing, online channels, and digital marketing tactics. The plan details digital tactics, particularly content marketing, to persuade customers. The evaluation section proposes various metrics, including web metrics, email metrics, mobile app metrics (Google Analytics, Tag Manager, Optimize, Data Studio), social media metrics (Facebook), and video marketing metrics to assess the campaign's success. The assignment concludes with a works cited section referencing the sources used.

Running head: DIGITAL MARKETING PLAN
Digital Marketing Plan

DIGITAL MARKETING PLAN 2
Table of Contents
Digital Marketing Plan....................................................................................................................3
Product information.....................................................................................................................3
Target Market...............................................................................................................................3
Marketing strategy.......................................................................................................................3
Digital tactics...............................................................................................................................3
Evaluation....................................................................................................................................3
Works cited......................................................................................................................................9

DIGITAL MARKETING PLAN 3
Digital Marketing Plan
Product information
Amazon is planning to introduce new service i.e. launching the organic food delivery app. This
application would aid to deliver the organic food to targeted consumers. This service is selected
as it is the need of the customer.
Target Market
Amazon will target Adult falls less than 25-35 years as this age-group of people have a higher
demand for organic food. They want to stay healthy and fit.
Marketing strategy
For launching the new product, Amazon would use different marketing strategies such as
product, price, place, and promotion. In product strategy, Amazon will develop unique services
that can easily influence the customers towards their company. It would also use economical
pricing strategy to sell their organic product at affordable rates. It will also use online channels to
sell their products. Along with this, for promoting this new product and service, Amazon would
use digital marketing, social media and search engine marketing. This strategy would be
beneficial for increasing the demand of customers towards this application (Chaffey and Ellis-
Chadwick).
Digital tactics
Amazon should use an effective content marketing strategy as it would be beneficial for
persuading the customers towards organic food delivery app. This application would have
different features such as easy to use, customization, and takes less time of customers for giving
an order (Kasemsap 294).
Evaluation

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Different matrix would be used to assess the feasibility of organic food delivery application. It is
discussed as given below:
A web matrix has the following thing included
(Sources: Ryan).
Set goals: An organization should first of all set goals for the product launch; this helps the
organization to have a clear idea about the goals that the organization has to achieve. In this
case, Amazon will have to set a goal for the product launch of organic food delivery application,
for example, decides the target audience for the product.
Measure: Under this, the thing, the above goals are tracked, it is seen if the set goals are reached
or not. In the case of Amazon, through the web matrix, it would be seen if the target audience for
the new product is reached or not (Ryan).
Report: Under this, the report will be shared and studied, if the product is reaching to the target
audience or not.

DIGITAL MARKETING PLAN 5
Analyze: Under this, the methods used for targeting the customers are analyzed and the ideas
used by the company are also analyzed. The above reports will be used to know if the goals are
reached or not.
Optimize: After analyzing if the gaols for Amazon are not reached then the goals will be re-
evaluated and new ideas and strategies will be reformed so that the company can perform better
(Ziliani and Ieva 488).
Email metrics
(Sources: Baker and Saren).
According to statistics, total emails sent in a day in 9,093
Opens: The emails that are opened in a day on an average are 1,093 and the total links clicked
out of them are 24 which is 2.3%
Bounces: the total number of mail bounce is 608 out of the 9093
Unopened: on an average, the total number of unopened emails is around 7,392
Amazon should not use email for its marketing as the total number of unopened emails on an
average from the above statistics is around 7,393 which clearly shows that people do not check
their emails and even if Amazon use email for their marketing no one is going to pay attention to
them and hence the email marketing plan of Amazon will fail (Baker and Saren).
Mobile App metrics

DIGITAL MARKETING PLAN 6
(Sources: Donnelly 422).
Google analytics: Amazon should use mobile Google analytics tool in order to know about their
customer experience and to know what the customers want from the brand. Google analytics
helps in knowing the needs and wants of customers as well.
Google tap manager: Amazon should use the Google tap manager in order to update their
website regularly and so that it can attract customers to the website.
Google optimize: Amazon can use the google optimizing tool in order to give the customer a feel
of personal experience on the website (De Pelsmacker et al. 47).
Google Data studio: Amazon should use this tool in order to empower and motivate its
employees to tell better stories to the customers and to make good decisions with the data that
the employees post online related to the product. As the data that is posted online is the most
important thing which attracts the customers and it is also what sets an image for the brand as
well. This tool is one of the most important tools for Amazon (Kingsnorth).

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Social media Marketing Metrics
(Sources: Willems 228).
As per the statistics, the total page likes on Facebook is 163.1m in the USA. Along with this,
there are 9.6m people who use Facebook for business purpose. Furthermore, there are 8.7m
people uses Facebook for security purpose. There is also a 3.4m of people who use Facebook
developers. In addition, 2.5 million people use Facebook and privacy. This result indicates that
Amazon can highly influence the people towards their organic food delivery App by using the
Facebook (Willems 228).
Video Marketing Metrics

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(Sources: Kolb).
The above evaluation matrix indicates that within 3 seconds, people view the video on Facebook.
Along with this, upon opening, people view the videos on Instagram as well as, within 30
seconds or more, people view a video on YouTube. This would aid Amazon to pull the attention
of customer towards organic food delivery app (Kannan 22).

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Works cited
Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.
Chaffey, Dave, and Fiona Ellis-Chadwick. Digital marketing. Pearson UK, 2019.
Chaffey, Dave, and Paul Russell Smith. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis, 2017.
De Pelsmacker, Patrick, Sophie Van Tilburg, and Christian Holthof. "Digital marketing
strategies, online reviews, and hotel performance." International Journal of Hospitality
Management 72 (2018): 47-55.
Donnelly, Christina, et al. "Digital loyalty card ‘big data’and small business marketing: Formal
versus informal or complementary?." International Small Business Journal 33.4 (2015): 422-
442.
Kannan, P. K. "Digital marketing: A framework, review, and research agenda." International
Journal of Research in Marketing 34.1 (2017): 22-45.
Kasemsap, Kijpokin. "The roles of corporate marketing strategies and brand management in the
global retail industry." Digital Marketing and Consumer Engagement: Concepts, Methodologies,
Tools, and Applications. IGI Global, 2018. 294-325.
Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers, 2019.
Kolb, Bonita M. Marketing strategy for creative and cultural industries. Routledge, 2016.
Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers, 2016.

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Willems, Kim, et al. "The path-to-purchase is paved with digital opportunities: An inventory of
shopper-oriented retail technologies." Technological Forecasting and Social Change 124 (2017):
228-242.
Ziliani, Cristina, and Marco Ieva. "Retail shopper marketing: the future of promotional flyers."
International Journal of Retail & Distribution Management 43.6 (2015): 488-502.