Digital Marketing Analysis: Amazon Prime Video, LSBM200 Report

This report provides a comprehensive analysis of Amazon Prime Video's digital marketing strategies. It begins by differentiating between traditional and digital marketing approaches, using Amazon Prime Video subscribers as a case study. The report delves into customer touchpoints and the omni-channel nature of the customer journey, highlighting how Amazon Prime Video interacts with its audience. Furthermore, it examines the ways in which Amazon Prime Video utilizes data generated from its digital marketing activities to understand customer behavior and preferences. The report also explains how data analysis assists marketers in improving company performance and enhancing customer experience. The conclusion summarizes the key findings, emphasizing the importance of digital marketing in today's business environment.

Digital Marketing The
Digital Landscapes-
Amazon Prime Video -
LSBM200_AS1r
1

Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Difference between traditional and digital marketing by taking example of Amazon video
subscribers..............................................................................................................................3
Discuss customer touchpoints & the Omni channel nature of customer journey...................4
Discuss how Amazon prime video utilized data generated from digital marketing activity..5
Explain how data analysis assist marketers to improve company performance & customer
experience...............................................................................................................................5
CONCUSION..................................................................................................................................6
REFERENCES................................................................................................................................7
2

Introduction
Main objective of this report is to better understand the concept of digital marketing
landscape and how digital technology will affect the buying behaviour of customers. Digital
landscape is a collection of websites, various social networking sites, and different type of
mobile devices such as iPhones, smartphones etc. other than this videos are also included in
digital landscape (Amazeen, 2020). All these tools help an organisation in buying and selling of
goods and service to customers. This report is based on the digital landscape- Amazon prime
videos. With the introduction of Netflix the demand of video is increased. With the help of it
Amazon is able to create a new market which also change the behaviour and way of view TV
shows and other general content. While in 2017 Amazon prime videos will get the second
position in the video industry. This report includes various difference between traditional and
digital market. Other than this it includes customers touch points and the efficient utilization of
data which is generated through digital marketing activities. This report include various points
related to improving company performance and customer experience.
MAIN BODY
TASK
Difference between traditional and digital marketing by taking example of Amazon video
subscribers.
Basis Traditional marketing Digital marketing
Meaning It refers to a common type of
marketing which require a sustainable
type and budget for achieving a
desired result. In other words
traditional marketing is a type of
marketing which is not online
(Clement and et. al. 2018).
It refers to a component of
marketing which utilize internet &
online based digital technology
such as laptop, desktop, mobile
phones etc. for promoting products
and services.
Cost effective It is not a cost effective tool of
marketing used by an organisation.
Digital marketing is provide cost
benefit to company.
Brand building Traditional marketing tool is not that It is very effective and efficient
3

much effective in building good brand
image.
tool of marketing which helps an
organisation in creating a good
brand image in market.
Measurement Impact of traditional marketing is very
difficult to measure.
Digital marketing is very easy to
measure with the help of analytics
tools (Spiller, 2020).
Includes This tool of marketing includes-
T.V, Radio, Broadcast, Banners etc.
Digital marketing tool include-
Search engine optimization, Web
design, content marketing etc.
Phase Its four phase includes Interest,
Awareness, Desire and decision.
Its four phase includes Planning,
Conversation, content, sequels
(Dimitrova, Smith and Andras,
2020).
Example For promoting Amazon prime video
company use newspaper, magazines
and TV.
For promoting their Amazon prime
video company use social media,
email marketing, pay-per-click
advertisement.
Discuss customer touchpoints & the Omni channel nature of customer journey.
Customer touch point refers to various stages or points where the company brand will
interact with its customers from start to end (Saini and Gupta, 2020). For example, first customer
see the ad for amazon prime video, then they visit the amazon website for more details, then they
check review on customer review website and after that they buy the subscription of amazon
prime video. The subscription is taken by customer from its phone or desktop on Amazon
website but the journey of buying the subscription is start online with an ad and pass through
various mediums. All these mediums are customer’s touchpoint and that all play an essential role
and designed to serve customer right. Based on this the journey of customer is divided into three
touchpoints which are before purchase, during purchase and after purchase.
Omni channel is an approach to sales and marketing which provide customers with a fully-
integrated shopping experience by efficiently uniting user experience from brick-and-mortar to
mobile-browser and everything in between (Krey, and Rossi, 2018). While the Omni channel
4

customer journey will consist the important interaction over the multiple touch points between
customer or prospect and a company during the point of sales & throughout the customer
lifecycle. Amazon efficiently utilize this strategy first of all company focus on the customer
experience. For this they use data to create personalized, responsive interaction across different
channel. After that amazon focus on interaction their channel in the backend. Company goes
beyond inventory and central fulfilment (Puthussery, 2020).
Discuss how Amazon prime video utilized data generated from digital marketing activity.
In context of selected company it efficiently utilized the data which is generated from
digital marketing activity. Amazon efficiently gather individual data on each and every one of its
customers when their customers use company websites (Rimmer and Kam, 2018). In this data
the information related to reviews of customers, for how many period customer will take the
subscription of amazon prime video, their personal information which they file at the time of
taking subscription and so on. Big data will help amazon to better understand the buying
behaviour and preferences of their customers. With the help of efficiently utilizing this generated
data amazon is able to provide better services to their customers and achieve more revenue
(Rimmer and Kam, 2018).
Explain how data analysis assist marketers to improve company performance & customer
experience.
The term customer journey mapping play an essential role in this process as it helps
marketers to target its prospect across multiple touchpoints. Other than this better customer
mapping will help customer service team of a company to better understand their customer
experience and improve their ability by timely resolve issues. Effectively analysing the journey
of customer will provide necessary information to marketer which help them in better understand
the buying pattern and buying behaviour of customers towards company brand. Efficiently
utilizing this data help marketer in improving their company performance which also help in
providing better customer experience (Rixon, 2021).
5

CONCUSION
From above discussion on this report it is concluded that digital marketing landscape is an
important concept which is used by every organisation now a days. Other than this the concept of
digital marketing and traditional marketing is effectively study which help in understanding the
importance of both type of marketing technique. This report include the concept of customer
touchpoints and Omni channel. It is analysis that company needs to focus on each and every
customer touchpoint as all play an essential role for making sales. In last it is analysis that
customer journey mapping help a marketer in improving their customer service and better
providing the customer experience.
6

REFERENCES
Books & Journal
Amazeen, M.A., 2020. Resisting Covert Persuasion in Digital News: Comparing Inoculation and
Reactance in the Processing of Native Advertising Disclosures and in Article Engagement
Intentions. Journalism & Mass Communication Quarterly, p.1077699020952131.
Clement, M., and et. al. 2018. IDEA FORUM: the impact of subscription-based video on
demand on traditional distributors’ value chains and business models. Journal of Media
Economics. 31(1-2). pp.50-67.
Dimitrova, B.V., Smith, B. and Andras, T.L., 2020. Marketing channel evolution: From
contactual efficiency to brand value co-creation and appropriation within the platform
enterprise. Journal of Marketing Channels. 26(1). pp.60-71.
Krey, N. and Rossi, P. eds., 2018. Boundary Blurred: A Seamless Customer Experience in
Virtual and Real Spaces: Proceedings of the 2018 Academy of Marketing Science (AMS) Annual
Conference. Springer.
Puthussery, A., 2020. Digital Marketing: An Overview.
Rimmer, P.J. and Kam, B.H., 2018. Consumer logistics 1.0: Surfing the Digital Wave. Edward
Elgar Publishing.
Rixon, P., 2021. How Has the Role of Newspaper-Based TV Critics Been Redefined in a Digital
Media Landscape?. In Rethinking Cultural Criticism (pp. 137-161). Palgrave Macmillan,
Singapore.
Saini, C.P. and Gupta, N., 2020. Interrelated factors driving the purchase of over-the-top
television subscription services: A study using exploratory factor analysis and the decision-
making trial and evaluation laboratory method. Applied Marketing Analytics. 6(1). pp.73-84.
Spiller, L., 2020. Direct, Digital & Data-driven Marketing. Sage.
7