QAB020N517S: Digital Marketing Report on Amazon's Website

This report provides a comprehensive analysis of Amazon's digital marketing strategies, with a specific focus on the use of its website. It explores the advantages of website-based digital marketing, such as enhanced customer experience, advertising effectiveness, and 24/7 customer support. The report evaluates the strengths and weaknesses of Amazon's website strategy, considering factors like competition, potential for website crashes, and the importance of customer service. Furthermore, it examines the use of digital analytics, particularly Google Analytics, to measure the success of Amazon's online marketing efforts, including traffic sources, user behavior, and website performance metrics. The report also references academic articles to support its findings and draws conclusions about the overall effectiveness of Amazon's digital marketing approach.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

Introduction:
The major objective of the assessment is to focus on evaluating the digital marketing
technologies that will help in reaching to maximum consumers. The digital marketing is having
the ability to encompass all of the efforts of marketing which utilize an electronic device or
Internet. The selected organization for carrying out the assessment is Amazon. Amazon is an
online ecommerce website that focuses on providing online services towards the customer from
different parts of the world. At present, the Amazon is a titan of logistics, e-commerce, hardware,
and payments, media and data storage. The target audience of Amazon are mainly the people
who are interested in shopping. The range of products available in Amazon, suggest that the they
target consumers from all the ages from young to old. However, Amazon really not aimed at the
type of customer as they provides products for their customers from all walks of life and interest.
The traditional marketing could exist in printing ads, physical marketing or communication via
mobile phone. On the other side, the digital marketing is having the ability to occur online or
electronically. It means a huge number of endless possibilities are there for the brands and
organisations including Video, Facebook, Instagram, Twitter, Use of websites, Banner
advertisements, Email marketing, Pay-per-click advertising, Augmented or Virtual reality, Facial
recognition marketing and Search engine optimization. The digital marketing strategy that is
selected for the purpose of evaluating the business performance of Amazon is the use of websites
(Patrutiu-Baltes 2016). The main competitors of Amazon are Walmart, Costco Wholesale,
Target, and Alphabet. In order to gain popularity the Amazon organization needs to use proper
websites that will increase the overall productivity. Website plays a huge role in the online
ecommerce business. Thus it is important to evaluate the factors properly.

Analysis of the current tool- Website use:
Amazon currently uses several digital marketing strategies for increasing the customer
base. However uses of websites are considered to be most crucial for the organization. The
organization Amazon has gained huge customer base with the use of website. The main reason
behind using website digital marketing technique is to provide better user experience, enhances
the advertisement process and also ensures that consistent branding is offered towards the
customers (Chaffey et al., 2019). The key factors that are responsible for having an effective web
design is the use of proper graphics, reliability and platform independency. With the use of
website it becomes easy to manage the overall performance.
The digital marketing is also having so many strategies and options that are associated
with it. The organisations can experiment and can get with a variations of marketing tactics on
their budget. The advantages that are offered with the website digital management technique are
that it allows the users to access the data efficiently. The main reason behind using website is
that it helps in reaching wide number of customer’s within short time period. This also ensures
that 24*7 supports is offered towards the customers (Kingsnorth 2019). The websites can be
considered to be more reliable and flexible as compared to other form of digital marketing
techniques. It can ensures that an easy way of accessing the data is offered towards the new
customers. Website helps in reaching maximum number of customers and ensures that everyone
is offered with proper support. The main reason behind designing a website for Amazon is that it
ensures that the products and service related data are easily accessible by the users. The data are
made available online for twenty four hours. The important most advantage of the digital
marketing is the easy tracking feature, global reach, and needs comparatively less investment as
compared to other techniques. Websites are considered as the best online store for managing the

products. With the use of this technique it is expected that the overall performance will improve.
Amazon has increased the business functions widely and this leads to enhanced infrastructure
solutions. Amazon website attracts wide customer base and also globalized widely. Amazon
offers a wide flexibility towards the sellers and ensures that every feature is successfully
displayed over the website so that it can attract maximum customers (Zhu and Gao 2019).
Amazon currently works for providing best services towards the customer with the use of proper
websites. The digital marketing technique that is selected for the purpose of improving the
business performance of the organization Amazon is use of website (Yang 2019).
Digital market techniques are used widely for the purpose of improvising the business
performance. This also ensures that a wide market is operated successfully by the organization.
Most significant advantage of digital marketing is the global reach, easy tracking feature, and
needs comparatively less investment as compared to other techniques. Websites are considered
as the best online store for managing the products. With the use of this technique it is expected
that the overall performance will improve. Amazon has increased the business functions widely
and this leads to enhanced infrastructure solutions. At present it has been observed that with the
use of different digital marketing strategy the Amazon website has gained huge customer base
from different parts of the countries (Sihare 2018). Websites are designed for different
organization for the purpose of attracting the customers. The key objective behind using digital
marketing technique is to improve the overall conversion rates, to increase the revenues, offers
cost effective strategy and performance gets enhanced.
Name of firm Amazon
Name of digital marketing Use of websites

technology used
Article 1: Name of author, title,
year and journal name Electronic Commerce Research and Applications
Nilashi, M., Jannach, D., bin Ibrahim, O., Esfahani, M.D.
and Ahmadi, H., 2016. Recommendation quality,
transparency, and website quality for trust-building in
recommendation agents. Electronic Commerce Research
and Applications, 19, pp.70-84.
Article 2: Name of author, title,
year and journal name
Website Design, Trust and Culture: An Eight Country
Investigation
Cyr, D., 2008. Website design, trust and culture: An eight
country investigation. SIGHCI 2008 Proceedings, p.11.
Strengths and weaknesses of
strategy
Advantages
Websites are designed for the purpose of
providing better knowledge towards the customers. This
ensures that essential data related to organization and
services offered are described within the website. It can
be stated that Amazon currently operates all the major
functions through their official websites. The major
advantages that are offered with the use of website are
that it ensures that maximum customers are attracted

through the attractive websites.
With the use of website it is expected that the
advertising can be done effectively. This also ensures that
an easy way to use and update the system is offered
towards the customers. In addition to this the productivity
also increases with the use of proper websites. Websites
are considered to be more reliable and flexible as
compared to other form of digital marketing techniques.
This ensures that an easy way of accessing the data is
offered towards the new customers. Website helps in
reaching maximum number of customers and ensures that
everyone is offered with proper support. The main reason
behind designing a website for Amazon is that it ensures
that the products and service related data are easily
accessible by the users. The data are made available
online for 24 hours. This also helps in securing a better
brand value in an online platform.
The benefits identified are considered to be the
most beneficial factors for the way Amazon operates the
business (Nilashi et al., 2016). Thus it can be stated that
with the use of website the customer base and
productivity of Amazon increases. Amazon is capable of
reaching a wide number of customers with the use of an

effective website.
Disadvantages
Website use has become common digital
marketing practice. This has led to increase in
competition. It has been observed that, due to more
transparency the chances of competition between the
similar online businesses have increased widely. This has
become the one of the most important factor that
influences the organization position in the market. The
increase of competition has led to hampering the
productivity and credibility. Thus it is important to
evaluate the essential factors before selecting any digital
marketing technique.
The main disadvantage that is identified with the
use of website is that it can crash at any time leading to
hampering the overall business functions. Moreover due
to improper management it has been observed that it
becomes very difficult to search appropriate data (Cyr,
D., 2008). Thus in order to protect the website data it is
important to ensure that proper webhosting is
implemented within the business. Bad publicity also
considered as an important factor that leads to hampering
the performance of the organization. It has been observed

that if an unhappy customer shares their feedback on the
website than it will attract huge attention. Thus it
becomes crucial to manage the customer reviews so that it
does not lead to bad publicity.
There is a need to introduce proper customer
service center that will be responsible for attending every
customer queries quickly. With a good response on the
website the chances of increase in customer base will
increase.
Use of Digital Analytics to measure success:
Amazon is an online retailer that is having a wide market capitalization. Amazon offers a
platform for individuals and business to sell and display products for sale online. After analyzing
the data it has been observed that amazon is among the largest internet retailer. It is observed that
Amazon uses wide range of digital marketing strategies for reaching the customers (Schmidt and
Jettinghoff 2016). Amazon.com, Inc is basically an American multinational technology
company. The main focus of the company is on cloud computing, e-commerce, AI and digital
steaming. The company is considered as one of the biggest four tech companies along with
Apple, Google and Facebook. The website marketing is one of the greatest marketing tools. It is
having the ability to represent the business over the Internet as well as it is one of the important
most digital marketing channels that can be used for getting more traffic or making more sales.

The Google analytics tool will help in analyzing the sources of traffic, as how the users
have been driven to the website. As example, a huge number of people visit the website via a
referral link from other site. The tool will also provide information about people who are visiting
the site. Google analytics gives information about the visited people in detail. The location of
visitor can be seen from the tool which will help in understanding about the target market. The
organisation will get help from the analytics tool for improving page views and sessions by
modifying campaigns. The tool will also note website bounce rate whenever the users only view
one page of the website before leaving the website. The Google analytics also gives sub domain
management, email reports, outbound links, search statistics, mobile statics, revenue tracking and
social reporting.
The major benefits that are offered with the Amazon website is that it offers instant
migration facility and ensures that greater reliability is offered towards the customers. In addition
to this flexible promotion and huge scalability is offered towards the users. For the improper
management this has been observed that it has been becoming so much difficult to search
appropriate data. Thus for protecting the website it is very much important for ensuring that the
proper webhosting is implemented within the business. The worst publicity can also be
considered as an important factor that leads to hampering the performance of the organization. It
has been observed that if an unhappy customer shares their feedback on the website than it will
attract huge attention. This also ensures that the search engine of amazon has enhanced and
optimized effectively for the purpose of meeting the needs of the organization (Mandal and Joshi
2017). The main objective behind designing a suitable website for an organization is to enhance
the performance with better flexibility, accessibility and reliability.

Recommendation:
Amazon is among the leading online retailers in the world. The organization has attracted
wide consumers with the help of their Amazon marketing strategy. With the help of this
recommendation it is expected that the business functionality will likely to improve. The
recommendation that needs to be implemented within the Amazon is listed below:
 Documenting the strategy for enhancing the business performance
 Creating proper blog ad producing content
 Using social media and performing data mining properly
 Setting the long term value properly for better enhancement of the business
 Focusing on customer service
 Creating effective graphics for attracting customers
 Enhancing the flexibility and security within the interface
 Improving the security factors for enhancing the performance
Conclusion:
It can be concluded that with the help of proper digital marketing strategy it becomes
easy to improve the business functionalities. The paper has described the essential components
associated with the digital marketing technique. The digital marketing is basically the utilization
of Internet, social media, mobile devices and search engines as well as some of the other
channels for reaching the consumers. The web marketing can forward the entire scenario to the
large wide web. It is having the ability to promote the business. The organization that is selected
for evaluating the performance is Amazon. The paper has focused on evaluating the different
features that are offered with the use of website in Amazon organization. Hence it can be stated

that with proper marketing strategy it becomes easy to improve the business functionalities. This
also helps in increasing the customer base.

References:
Chaffey, D., Hemphill, T. and Edmundson-Bird, D., 2019. Digital business and e-commerce
management. Pearson UK.
Cyr, D., 2008. Website design, trust and culture: An eight country investigation. SIGHCI 2008
Proceedings, p.11.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management, 5(6), pp.5428-5431.
Nilashi, M., Jannach, D., bin Ibrahim, O., Esfahani, M.D. and Ahmadi, H., 2016.
Recommendation quality, transparency, and website quality for trust-building in
recommendation agents. Electronic Commerce Research and Applications, 19, pp.70-84.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
p.61.
Schmidt, G.B. and Jettinghoff, W.M., 2016. Using Amazon Mechanical Turk and other
compensated crowdsourcing sites. Business Horizons, 59(4), pp.391-400.
Sihare, S.R., 2018. Roles of E–content for E–business: Analysis. International Journal of
Information Engineering and Electronic Business, 11(1), p.24.