Marketing Project: Amazon's Social Media and Digital Platform Analysis

This report provides an analysis of Amazon's marketing strategies, focusing on its use of social media and digital platforms. The report begins with a group profile of Amazon, detailing its history, diversified product offerings, services, and employee base. It then explores Amazon's digital and social media presence, including its use of platforms like Facebook, Twitter, Instagram, and YouTube, as well as its website and email subscriptions. The analysis section examines how Amazon markets a cold brew coffeemaker through its website, highlighting the use of product images, pricing information, and artificial intelligence. The report concludes by emphasizing the importance of effective social media and digital platform management for Amazon's continued growth and customer relationship management. The report also suggests that Amazon should improve its website infrastructure to enhance the customer experience and attract more clients. The references section includes relevant sources used in the report.

Running head: MARKETING
Marketing
Project Name
Name of the Student
Instructor’s Name
Course name and section number
Amazon: Analysis of social media and digital platforms.
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Section 1: Group Profile.............................................................................................................3
Section 2: Digital and Social Media Use...................................................................................5
Section 3: Analysis.....................................................................................................................6
Conclusion:................................................................................................................................8
References:.................................................................................................................................9

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Introduction:
The importance of the social media platforms and the digital platforms is increasing in
a notable manner in the today’s business world and that is pretty visible with the strong
emphasis of the companies towards strengthening their presence in the social media and
digital platforms (Bharadwaj et al., 2013). The paper evaluates the business operations of
Amazon with precise focus on the group’s usage of the digital and social media platforms.
Along with that, the paper provides a brief overview of the group. In addition to this, the
paper provides important information regarding the social media and digital platforms usage
of the group. In addition to this, the paper provides an in depth analysis regarding the
activities of the group in digital and social media platforms regarding for marketing a
product.
Section 1: Group Profile
The name of the group is Amazon. The selected organization is one of the renowned
companies operating in the global e commerce industry. In addition to this, the group is
observed to operate in a conglomerate industry which includes industries such as Cloud
Computing, Artificial Intelligence, Consumer Electronics and Digital Distribution. The group
was established on 5th of July in the year 1994 and that ensures that the group is conducting
their business operations for 25 long years (Amazon.com, 2019). The group was established
by an American technology entrepreneur named as Jeff Bezos. The group is observed to have
diversified product offerings which include fast moving consumable goods, shoes, clothing
products, accessories, sportswear along with other fashionable goods (Amazon.com. 2019).
Along with this, the group is observed to offer products such as the Amazon Kindle, Amazon
Echo, Amazon Fire, Amazon Fire OS and Amazon Fire TV (Amazon.com, 2019).
Considering the services, the group is observed to have the expertise of serving their clients

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with Amazon.com, Amazon Web Services, Amazon Alexa, Amazon Prime Video Amazon
Appstore, Amazon Prime and Amazon Music (Amazon.com, 2019).
The website address of the group is: Amazon.com. The diversified skills and
competencies of the employees of the group is one of the important success factor for the
sustainability of the group. Having said that, the group is seen to be subjected to an immense
demands and to meet that, the group currently employs 647,500 number of employees
(Ir.aboutamazon.com, 2019). The headquarter of the group is located in two different
locations which helps the senior management of the group in conducting their business
operations in an efficient manner. Seattle, Washington is the first place where they have their
headquarter and at the same time, the group is observed to have another headquarter in the
Arlington, Virginia, United States. Considering the recent earnings of the group, it is visible
that the group is able to generate 232.887 billion US dollars in the year 2018 and at the same
time, the group is able to increase their operating income to 12.421 billion US dollars
(Ir.aboutamazon.com, 2019). In addition to this, the group generated an increased net income
of 10.073 billion US dollars in the year 2018 (Ir.aboutamazon.com, 2019). The group is
observed to have the vision of being the most customer centric group in the global business
world. At the same time, the group is determined in providing their products and services to
the clients at the lowest possible prices, with utmost convenience. In addition to this, the goal
or mission of the group is to provide the scope to their clients for purchasing the products
from the best possible selection made by the companies.

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Section 2: Digital and Social Media Use
The group is seen to have strong presence in various social media platforms and that
helps the group to interact with their clients in an efficient manner. The efficient customer
relationship management system is playing a substantial role for the success of the group.
The strong presence of the group in the social media platforms enabled it the much required
scope to communicate with their existing and probable clients regarding the new products
and services.
The group is observed to have strong presence in social media platforms such as
Facebook, Twitter, Pinterest, Snapchat and Instagram (Kenney & Zysman, 2015). Along with
that, the group has its own business website for the efficient management of the online
business activities. Along with this, the group uses YouTube in a significant manner and at
the same time, the group uses the email subscription for communicating with their clients. As
the group has the vision of being the most customer centric group of the world, the senior
management of the group faces the need to effectively hear the preferences and demands of
the customer to develop their products and services. Along with this, the group is witnessed
to have mobile application for their business management and that is one of the prime
medium which the group uses for communicating with the clients.
With their presence in YouTube, the group is observed to create promotional videos
for their clients to educate regarding the new products and the features of the products that
have the capability to attract larger number of clients. As the group requires to interact with
the clients and make their business operations user friendly and transparent, the efficient and
easy communication with the clients through the email subscription is noteworthy for the
success of the group. On the other hand, the senior management of the group is able to
understand the fact that a large section of their clients belonging to the youth generation
across the globe and the presence of the youth in various social media platforms in the

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today’s world is pretty significant. Hence, the accomplishment of the group in conducting
well-organized marketing and promotional activities are witnessed to be largely dependent on
their ability to conduct the promotions and business operations in the social media platforms.
With a precise focus on the usage of Facebook by the group, it is noticeable that the group
has the expertise of streaming promotional videos and images of their products and the other
social media platforms such as Twitter and Instagram is also used by the group in the same
fashion (Haucap & Heimeshoff, 2014). On the other hand, the group uses Pinterest and
Snapchat for portraying the visual display of their products and services. With effective
introduction of the products and services in these social media platforms, the group also uses
them as a medium for interaction with the clients regarding the products and that effectively
leads the group towards the desired success in being customer centric.
Section 3: Analysis

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(Source: Amazon.com, 2019)
The marketing of a product is the selected option for the analysis of the usage of the
social media platforms and the digital media. The selected product is a cold brew
coffeemaker. Considering the example of the coffeemaker, it is visible that the product is
marketed by the group through their official website. The group is able to provide a still
picture of the product to make sure that the clients receive a visual representation of the
product. At the same time, the group provides the information regarding the pricing of the
product through the advertisement. Other than this, the advertisement provides in depth
information regarding the features and constituents of the product. In addition, the
incorporation of the advanced artificial intelligence in the development of the advertisement
is significant for the success of the group in providing the much required scope to their clients
to have a crystal clear image of the product.
Considering the scope of accomplishing the objective of the group, it is noticeable
that the group’s objective with the mentioned advertisement of the product is to sell the

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product to their clients and under such situation, the scope that the group is able to achieve in
attracting the clients and in communicating regarding the features of the product to the clients
is significant (Huang & Benyoucef, 2013). Along with this, the business website of the group
which is used in the marketing of the product is also perfectly designed for the effective
achievement of the objective of the group in receiving the opinion and feedback of the clients
and in interacting with the clients regarding the quality and the design of the product
(Alhulail, Dick & Abareshi, 2015). The customer reviews and question answers improve the
ability of the group in being customer centric.
Having stated about the excellence of the group in marketing their product through
their online digital business platform, it is recommended to the group to improve their
infrastructure of the business website for enabling the clients to view the promotional videos
regarding the products. The improvement of the mentioned infrastructure from the part of the
group will be significant in enhancing the capability of the group in attracting the clients.
Conclusion:
On an ending note, it is obvious that the group will continue their rapid growth and in
doing so, the efficient management of the social media platforms and the customer
relationship management system along with improvement in the presence of the group in the
digital business platforms will be crucial. Along with this, the group requires to diversify
their presence in the social media and in the digital platforms in an efficient manner for
continuously attracting larger number of clients.

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References:
Alhulail, H., Dick, M., & Abareshi, A. (2015, July). An investigation of clients' loyalty to
social commerce websites. In 2015 12th International Joint Conference on e-Business
and Telecommunications (ICETE) (Vol. 2, pp. 88-93). IEEE.
Amazon.com (2019). Amazon.com: Online Shopping for Electronics, Apparel, Computers,
Books, DVDs & more. Retrieved 27 September 2019, from https://www.amazon.com/
Amazon.com (2019). Retrieved 27 September 2019, from
https://www.amazon.com/KitchenAid-KCM5912SX-Coffee-Brushed-Stainless/dp/
B07G4W8S7K/ref=gbps_tit_m-9_f108_3f9f46c4?
smid=ATVPDKIKX0DER&pf_rd_p=5f0e22ee-4642-4df0-8c17-
21aae098f108&pf_rd_s=merchandised-search-
9&pf_rd_t=101&pf_rd_i=15529609011&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=X
RH5ZRNNH2SD5401WA30
Amazon.com (2019). Shop Amazon Home Products. Retrieved 27 September 2019, from
https://www.amazon.com/home-garden-kitchen-furniture-bedding/b?
ie=UTF8&node=1055398
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business
strategy: toward a next generation of insights. MIS quarterly, 471-482.
Haucap, J., & Heimeshoff, U. (2014). Google, Facebook, Amazon, eBay: Is the Internet
driving competition or market monopolization?. International Economics and
Economic Policy, 11(1-2), 49-61.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at
design features. Electronic Commerce Research and Applications, 12(4), 246-259.

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Ir.aboutamazon.com (2019). 10K Form 2018. Retrieved 27 September 2019, from
https://ir.aboutamazon.com/static-files/ce3b13a9-4bf1-4388-89a0-e4bd4abd07b8
Kenney, M., & Zysman, J. (2015, June). Choosing a future in the platform economy: the
implications and consequences of digital platforms. In Kauffman Foundation New
Entrepreneurial Growth Conference (Vol. 156160).