E-marketing Report: Social Media and E-marketing for AmazonFresh

This report provides an analysis of AmazonFresh's e-marketing strategies, focusing on its use of social media platforms to attract customers. The report begins with an introduction to e-marketing and its growing importance, particularly in the context of digital tools and techniques. The main body of the report is divided into two tasks. Task 1 critically evaluates AmazonFresh's marketing collaborations with Facebook and Pinterest, assessing their effectiveness in attracting specific demographics. Task 2 examines the relevance of social media in modern marketing techniques, particularly for multinational corporations (MNCs) like AmazonFresh. The report highlights the significance of social media marketing, online campaigning, and digital advertisements. The report also considers potential risks, such as negative publicity, and suggests improvements to enhance customer experience. The conclusion summarizes the key findings, emphasizing the effectiveness of e-marketing and the importance of social media in reaching target audiences. The report includes a list of relevant references, including books, journals, and online resources.

E-marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Critically evaluate 2 marketing collaborations with social media platforms to attract the
customers from specific demographics........................................................................................1
TASK 2............................................................................................................................................2
Critically evaluate the relevance of social media in modern marketing techniques and critically
evaluate its relevance for MNC’s like AmazonFresh..................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
With the advancement of technology and latest tools, e-marketing is gaining popularity.
The use of digital tools and techniques helps the organization to improve the quality of services
and thus, promote them among their customers. The present report covers the details of online
promotional measures which are undertaken by the AmazonFresh division UK. The report
covers the details of collaboration with 2 social media platforms. Also, the relevance of social
media in modern marketing techniques of MNC’s is been evaluated.
MAIN BODY
TASK 1
Critically evaluate 2 marketing collaborations with social media platforms to attract the
customers from specific demographics
AmazonFresh, a subsidiary of Amazon Inc. will look after the proper use of various
social media platforms which will help the organisation to carry out the activities and setting up
of the goals and operations in an effective way. Various social media platforms will be taken in
consideration which will help in setting up of effective marketing measures which will help to
plan marketing operations with efficiency (Woschinick, 2018). AmazonFresh uses different
online strategies like social media marketing and selling out of goods using its website or mobile
application. This will help in gathering the suitable information from the online medium and thus
will lead the organisation to attract their desired customer base. The 2 social media tools that
collaborated by AmazonFresh are Facebook and Pinterest. Critical evaluation of these social
media tools is as follows:
 Facebook: This is the most popular social media platform that will help the chosen
enterprise to promote their services and products to the wider audience. It will help to
promote and trend the services and activities which will help in carrying out of the
operations which will help in setting the marketing operations accordingly. It will help in
attracting the young, technology preferring customers and set them as the target
demographical customer base (Habibi and et.al., 2015). Besides this, as the popularity of
Facebook as a marketing tool is relatively high, it will support organisation to reach
maximum number of potential customers. It covers the grocery based market segment
with the younger generation especially female’s using online mediums to purchase goods
i.e. groceries.
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 Pinterest: It is a social media platform that will allow the organisation to place the video
commercials and advertisement images regarding their products and services. It will help
in attracting the younger audience with good purchase capacity. However, it is relatively
less accessed as compared to Facebook. However, it will provide the purchase idea to the
customer that will help in improving the customer's perception and purchasing ideas,
increasing the sales of the organisation. This will impact the customer base and carrying
out of the marketing activities that are been followed by the MNC firm. The Pinterest will
provide the purchase idea to the young people to get the ideas about the recipes and other
usage. Younger and working females can be demographically termed out to be the target
customer.
On the basis of this assessment, Facebook is critically more effective as the social media
marketing platform that will help in proper planning of the services which will help in improving
the quality of services and setting up of operations which will help in meeting the marketing and
promotional needs of the organisation (Mazzarol, 2015). This will help in carrying out of the
services which will help in improving the sales and overall revenue generation of the chosen
MNC, AmazonFresh. Besides this, it will help in promoting the products and services offered by
the organisation on a wider scale.
TASK 2
Critically evaluate the relevance of social media in modern marketing techniques and critically
evaluate its relevance for MNC’s like AmazonFresh
Various social media platforms like Facebook, Instagram etc. will play a significant role
in the promotion of the services and operations that are been carried out by the MNC’s like
AmazonFresh. These MNC’s look after the proper planning of the operations and carrying out of
operations related to setting up of a promotional medium which will help in setting suitable
strategies (Habibi and et.al., 2015). As social media is the most accessible and widely used
medium of communication among people, using it for the marketing purpose will prove out to be
beneficial and effective for promoting the products and services that are been offered by the
service providers like AmazonFresh. The modern marketing techniques like social media based
promotion, online campaigning, digital advertisements and email based customer approach are
certain measures which includes the effective use of social media. These tools and techniques
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will help in improving the quality of marketing measures that are been carried out within the
organisation.
MNC’s chooses the social media platform and marketing strategies based on it because as
these firms operate in multiple countries they have to cater a variety of needs of different
customers (Frost and Strauss, 2016). However, in contradiction to this, looking at the wide
variation in the promotional needs, developing specific marketing plans and strategies will not
turn out to be feasible for the organisation. Hence, social media will turn out to be the best and
most appropriate marketing tools. AmazonFresh will not only use it for the native market, but
also on global level, regardless to the customer base. It will critically prove out to be beneficial
which will help in proper planning of the services which help in suitable planning of the
marketing operations which will lead to carrying out of promotional measures. There are certain
risk factors like getting fake customers or spreading of negative publicity that will impact the
operations carried out by the AmozonFresh.
As more and more customers now prefer to carry out the shopping and setting up of the
operations through online medium, AmazonFresh has to improve their purchase experience. The
firm can increase its tangibility with buyers by developing interactive social media based UI or
promoting the seasonal marketing which will help in setting up of the services and sell out
grocery products to the customers in most effective way (Mazzarol, 2015). This will allow the
online grocery store to meet the requirements of customers and connect with them, instantly.
However, the social media marketing technique is required to be planned effectively in order to
get the best output, else, it can turn out to be a risky affair for the chosen MNC.
CONCLUSION
On the basis of the assessment that is been carried out, it can be said that the online or E
marketing will prove out to be the best and most effective measure that will be carried out within
the organisation. This will help in proper planning of the operations which will lead to setting up
of the proper collaborations with social media platforms and attracting the customers targeted by
the organisation. Besides this, the relevance of social media platform and marketing strategies
for an organisation or MNC to attract the effective demographical customers or audience is been
evaluated.
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REFERENCES
Books and Journals
Frost, R.D. & Strauss, J., 2016. E-marketing. Routledge.
Gerrikagoitia, J.K. & et.al., 2015. New trends of Intelligent E-Marketing based on Web Mining
for e-shops. Procedia-Social and Behavioral Sciences. 175. pp.75-83.
Habibi, F. & et.al., 2015. E-marketing orientation and social media implementation in B2B
marketing. European Business Review. 27(6). pp.638-655.
Laudon, K.C. & Traver, C.G., 2016. E-commerce: business, technology, society.
Mazzarol, T., 2015. SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research. 22(1). pp.79-90.
Strauss, J. & Frost, R.D., 2016. E-marketing: Instructor's Review Copy.
Online
Woschinick, V., 2018. Top 10 Most Effective Marketing Strategies. [Online]. Available through:
<https://www.weidert.com/whole_brain_marketing_blog/bid/108524/top-10-most
effective-marketing-strategies>
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