E-Marketing Report: Evaluating AmazonFresh's Marketing Collaborations

This report provides a comprehensive analysis of AmazonFresh's e-marketing strategies, focusing on its use of social media platforms like Facebook and YouTube. The report evaluates the effectiveness of these collaborations in attracting the target demographic of young, busy females who prefer online grocery shopping. It critically assesses the relevance of social media marketing measures for AmazonFresh, considering factors like cost-effectiveness, reach, and the ability to identify market trends. The report concludes that the effective utilization of social media is crucial for enhancing the company's performance, improving customer experience, and driving revenue growth. The report also provides a critical evaluation of the marketing strategies and their impact on the company's growth.

E-Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Critical evaluation of two marketing collaborations and attracting the target demographical
customers.....................................................................................................................................1
TASK 2............................................................................................................................................2
Critical evaluation of relevance of social media marketing measures of AmazonFresh.............2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
With the advancement of technology, The business organisations are opting for the
effective planning of the activities which will help in proper assessment of operations. Business
enterprises are using online and digital tools to promote their products and services. The current
report is presented in context of an MNC named AmazonFresh. It is a subsidy of Amazon Inc.
that provides online grocery services. The report will cover the details about the collaboration
that the company had made with two social media platforms and critical assessment of how these
platforms will be relevant for the organisation.
MAIN BODY
TASK 1
Critical evaluation of two marketing collaborations and attracting the target demographical
customers
In order to carry out the effective marketing or promotional operations, the subsidiary of
Amazon Inc., AmazonFresh will look after the proper utilization of social media platform that
will contribute in effective growth of the operations and setting up of the functional growth of
the organization. The online grocery retailing firm will look after effective utilization of various
social media platforms for attracting its target customers i.e. young and busy females who prefer
the purchasing of groceries through online medium (Chong, Man and Kim, 2018). AmazonFresh
will opt for various digital and online marketing mediums like mobile application, native
websites or text based services to promote, sell and deliver their products and services to their
customers. This will help in developing a good and effective connectivity of the chosen firm with
their customers. AmazonFresh will look after the effective collaboration with two social media
platforms, Facebook and YouTube in order to promote their goods and services which can be
critically evaluated as:
 Facebook: Being the most widely used social media platform around the globe,
Facebook will prove out to be an effective tool for promoting its goods and services. It
enables the chosen enterprise to reach forward to a larger number of customers in a lesser
time and in a cheaper, convenient way (Sharif and Butt, 2017). As the target audience of
AmazonFresh are young, techno savvy females, who prefer to make purchase of their
products and services like organic Latin tomatoes or fat free whole cows milk
parmeasean cheese using the online medium, Facebook will turn out to be the most
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effective and feasible measure that will impact the operations and thus, will help in
suitable planning of the operations which will help in carrying out of promotional
capabilities. Besides this, the advertisement or promotion using Facebook is
comparatively cheaper. Posting an image or video will be made viral in fraction of
seconds, allowing the organization to interact with a wider number of audience, including
the target demographic customer base including Younger working women. However,
misuse of these social media marketing medium is required to be monitored by the firm
in order to prevent maligning of its brand image.
 YouTube: It is a video streaming platform which can turn out to be a suitable
promotional medium for AmazonFresh. The MNC can opt for developing a video
advertisement which will help in proper promotion of the services and carrying out of the
promotional measures which will help in proper planning of the operations as per the
young and working women, which will lead to the gaining of the operations which will
help in promoting and selling the products using the online medium (Chong, Bian and
Zhang, 2016). However, developing a video commercial or advertisement is not easy as it
is a very time and resource consuming process. Hence, it might not be as popular medium
of promotion like that of Facebook. Besides this, it is not as widely used as Facebook.
Thus, AmazonFresh has to look after the usage of YouTube with effective planning.
AmazonFresh can develop the online video commercial focusing on young working
women's and selling out of organic products.
This analysis indicates that Facebook is more feasible and convenient measures of
promoting goods and service offered by the chosen firm. It will help in improving the quality of
services offered and help the company to identify the ongoing market trends and develop their
products or services accordingly.
TASK 2
Critical evaluation of relevance of social media marketing measures of AmazonFresh
On the basis of the evaluation of collaboration of AmazonFresh with different social
media platform, this can be said that these measures are effectively beneficial for the
organization to carry out the promotional and sales operation (Strauss and Frost, 2016). As in
present era, maximum people uses the social media platform, it will be used effectively used as a
marketing mediums by enterprises to promote their product and services to more and more target
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customers. Various social media platforms like Facebook or YouTube will act as an effective
medium for developing a marketing communication channel. As the customer needs and
demands changes from time to time, analysis of these platforms will help AmazonFresh to
identify the ongoing and future market trends and mould their services as per customer needs.
It is relevant as it is a very cheap, time saving and easy to use medium to promote and
sell out the goods and services. Also, it is important to improve the purchase experience of
buyers and enhance their satisfaction level (Frost and Strauss, 2016). The online grocery service
provider will look after the proper planning of the promotional and sales activities in order to
generate more and more amount of revenue. That will help in carrying out of the sales and
meeting out the orders received through online mediums. Hence, this can be said that effective
usage of social media platform will help in carrying out of promotional activities by
AmazonFresh.
CONCLUSION
On the basis of the effective assessment of impact laid by social media on the
performance of the firm, this can be said that the use of social media is very important for the
organization. It will help in enhancing the performance of the organization. Two social media
collaborations that are been made by AmazonFresh is been evaluated with their critical
assessment in regard to target customers. Also, proper effectiveness and relevance of social
media platform on the growth and effectiveness of the organization is been evaluated with
growth and development of selected grocery service provider MNC.
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REFERENCES
Books and Journals
Chong, W.K., Bian, D. and Zhang, N., 2016. E-marketing services and e-marketing
performance: the roles of innovation, knowledge complexity and environmental turbulence
in influencing the relationship. Journal of Marketing Management. 32(1-2). pp.149-178.
Chong, W.K., Man, K.L. and Kim, M., 2018. The impact of e-marketing orientation on
performance in Asian SMEs: a B2B perspective. Enterprise Information Systems. 12(1).
pp.4-18.
Frost, R.D. and Strauss, J., 2016. E-marketing. Routledge.
Sharif, A. and Butt, H., 2017. Online Businesses and Influence of E-Marketing on Customer
Satisfaction. J. Hum. Ins. 1(2). pp.89-93.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy.
Online
Online Marketing, 2019. [Online]. Available through:
<https://www.techopedia.com/definition/26363/online-marketing>
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