Impact of Digital Marketing Strategies on Amazon's UK Customer Base

This dissertation, titled "To analyze the impact of digital marketing strategies on the increase of customer base and performance in the online retail sector in the UK. A study on Amazon company," investigates the influence of digital marketing on Amazon's customer base and overall performance within the UK market. The study begins with an overview of the study, background of the organization, aims & objectives, and rationale of the research, followed by a thorough literature review exploring the concept of digital marketing and various strategies used to enhance customer acquisition and business performance. The research methodology is then outlined, providing insight into the data collection and analysis techniques employed. Subsequently, the results and discussions section presents the findings, analyzing the effectiveness of different digital marketing approaches. The dissertation concludes with key findings, recommendations for Amazon to optimize its digital marketing efforts, and suggestions for future research. References, including books and journals, are provided to support the research.

6001 dissertation
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Research Title:.................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of the study............................................................................................................3
Background of organisation...................................................................................................3
Aims & Objective...................................................................................................................3
Rationale of research..............................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY...................................................................................................12
RESULT AND DISCUSSION......................................................................................................13
Conclusions and Recommendations..............................................................................................26
REFERENCES..............................................................................................................................29
Books and Journals........................................................................................................................29
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Research Title:
“To analyze the impact of digital marketing strategies on the increase of customer base and
performance in the online retail sector in the UK. A study on Amazon company.”
CHAPTER 1: INTRODUCTION
Overview of the study
In today’s modern world technology is significantly driving each and every business
sector. Digitalization is playing most important role in every individual life. It has been evaluated
that digital technology is playing an essential role for business organisations through which they
can ensure more number of customer base along with maximum ability of profit generation.
With the help of different type of digital media strategies and technologies companies are serving
customers while assuring more competitiveness in respective industrial sector. There are
different type of web pages and social media measures through which organisation are
significantly serving customers around the world irrespective of the geographical location.
Organisations are significantly under taking advantage of digital technology in order to interact
with customers and identifying their needs and demands effectively in order to satisfy them in
effective manner.
Present report is conducted on Amazon which is performing their business operations in
retail industrial sector. This dissertation is conducted on the impact of digital marketing strategy
on the increase of customer base and performance in online retail sector in the provinces of
United Kingdom. For this, research aim, objectives has been developed through which literature
review is being conducted. In addition to this report also include data analysis and certain
recommendation to organisation through which they can effectively undertake advantage of
digital marketing in order to ensure growth as well as development opportunities on global scale.
It has been identified that the digital marketing is playing significant role through which
company can enhance their brand image and can generate more market lead. With the help of
undertaking advantage of different type of digital marketing strategy amazing can ensure good
on global platform.
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Background of organisation
Digital marketing is playing significant issues for number of organisation through which
they are significantly maximizing their potential to acquire profitability developing positive
brand reputation improving relationship with consumers and enhancing their Overseas by
offering 24 into 7 assistance to customers digital marketing help organisation to enhance their
overall sales ratio while generating market leads in order to accomplish this research Amazon is
being considered which is operating their business operations as a multinational retail company
and offering their services in different part of the countries company is one of the leading online
retail organisation does it is essential for organisation to effectively undertake use of effective
and innovative digital marketing strategy in order to enhance traffic and Ashok More
competitive growth investigation of formative discussion will include the impact of digital
marketing strategy on the increase of customer pays and performance of Amazon company can
significantly as your profitability as well as sales in respective industrial market.
Aims & Objective
Aim:
“To identify the effects of digital marketing strategies in increasing the customer base along with
the performance in the online retail sector in the UK”. A study on Amazon company.
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Research objectives
 To understand the concept of digital marketing.
 To evaluate the strategies used in digital marketing to increase the customer base and
performance of the company.
 To evaluate the key challenges faced by the company while carrying out digital
marketing.
 To determine the recommendation to increase the customer base and performance of the
company with the use of digital marketing.
Research questions
1. What do you understand by the digital marketing?
2. What are the strategies used in digital marketing for increasing the customer base and
performance of the company?
3. What are the challenges that might come across while implementing digital marketing
strategies?
4. What are the various ways for increasing the customer base and performance of the
company with the help of digital marketing?
Rationale of research
Digital marketing is one of the most important as well as effective marketing technique widely
used by a number of organisations around the world. Due to the emergence of digital
technologies and the use of internet around the globe digital marketing is playing significant
importance in nearly all the business sector (Herhausen and et. al., 2020). It has been identified
that with the advantage of different digital media strategies and technology company can not
only enhance their growth and development opportunity but can also serve larger base of
audience irrespective of the geographical location. Furthermore, it has been evaluated that digital
marketing also allow company to develop strong relationship with customers and serve them
24/7/. Digital marketing also facilitate company to effectively understand actual needs as well as
demands of customers. With the help of different type of digital marketing practices digital
marketer of Amazon can enhance their market lead and can provide their products and services
around the globe in a well define and effective manner by assuring more growth and profitability
as compared to other organisation in respective industry. With the help of digital marketing
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company can significantly enhance their sales and can be sure long-term sustainability in market
segment.
LITERATURE REVIEW
Concept of digital marketing
As per the view point of Phiri, 2020 digital marketing is defined as a marketing approach that
basically relies on the internet in order to connect with target base of customers with the help of
different digital media channels as well as platform. It is one of the best practices through which
organisation can enhance their marketing efforts and can assure success. Digital marketing
involves different type of digital channels such as social media marketing, content marketing,
SEO, email marketing, mobile marketing and other forms of marketing. It allows organisation to
influence purchasing behaviour of customers towards organisational product as well as services.
Time is changing the way of advertisements along with this, it has been evaluated that there is
aggressive competition prevailing in business environment. It is essential for companies to
effectively and maximizes their marketing strategies (Erdmann and Ponzoa, 2020). It has been
elevated that there is a significant impact of internet and electronic devices around the world in
modern time in which digital tools and techniques are providing significant benefit organisations
that help them to enhance their traffic as well as engagement on digital marketing sites.
According to the analysis it has been identified that digital media marketing significantly allow
company to enhance loyalty of customers. With the help of the various digital media channels
organisations can assure frequent communication with customer. Digital media marketing not
only facilitate company to sell their products and services through digital media channels but
also allow them to undertake regular feedback and develop strong communication with
customers through different digital media channels like social media and more. According to the
analysis it has been evaluated that digital marketing also allow companies to engage consumers
at every buying stage that not only enhance transparency but also allow them to influence
attention of customers in effective manner. Digital marketing is playing significant role
nowadays that allow company to target the right audience and generate a consistent lead. With
the help of different types of digital media strategies channels or Platform Company can
effectively optimise as well as obtain better conversion rate and can also measure all results in a
well defined and effective manner (Varadarajan, 2020). Digital marketing is playing significant
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role now a days for business organisation through which they can conduct their marketing
process in low investment with proper plan and can sure success as well as profitability. In
addition to this it has been identified that digital marketing also allow company to reach to
enormous group of customers irrespective of the geographical location in cost effective and time
effective manner. With the help of less investment company can reach to more consumers for
less money as compared to traditional marketing methods. In addition to this it also allows
companies to know their audience and develop strong relationship with them that further help
company to generate consumer loyalty towards their organisational offerings. Digital marketing
is playing most important role for a business organisation that allow them to establish strong
social media presence (Nam and Kannan, 2020). It has been identified that social media is
growing more powerful day by day round the world. Thus, with the help of digital media
marketing company can attract attention of all characteristics of customers and can assure long-
term success as well as sustainability in business organisation. Further it has been evaluated that
digital marketing also allow company to enhance brand recognition and engage with broader
audience in order to generate market lead. Digital marketing is playing important role for
companies through which they can enhance their return on investment and can assure more
success sales as well as profitability with the help of building and maintaining strong relationship
with consumers. Digital marketing not only help larger companies but also providing small
organisation to conduct their marketing process in an effective manner, as it allows the company
to engage with customers and undertake regular feedback from them (Wang, 2020). It allows
them to build customers loyalty in a well defined and effective manner. Thus, according to the
above mentioned analysis it has been identified the digital media marketing is defined as a
concept in which business organisation undertake use of internet services and digital marketing
platforms such as social media marketing SEO and more in order to increase consumer
engagement and in hands over profitability as well as productivity of business.
Strategies used in digital marketing for increasing the customer base and performance of the
company
According to the view point of Zhang, Wang and Luo, 2020 digital marketing involves
selling of organisational products and services and advertising about them through an online
medium. There are different types of the digital media platforms such as social media, mobile
application, search engines, emails and more through which companies can conduct digital
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marketing activity. Marketing is a broad term that involves each and every activity which is
associated to promoting company services and products to customers (Balakrishnan, Foroudi and
Dwivedi, 2020). Digital media include number of methods through which business can conduct
their marketing activities in an effective manner with the help of number of digital media
channels. With the help of using digital marketing strategies company can reach to maximum
number of customers irrespective of geographical location. In this internet allow marketers to
reach customers in more effective manner as compared to traditional sources. It has been
identified that in order to conduct digital marketing in an effective manner as to increase
customer base as well as performance of company, organisation can undertake advantage of
different digital media marketing methods such as Search Engine Optimisation, content
marketing, social media marketing, pay-per-click, affiliated marketing, email advertising
marketing, automation and more (Pandey, Nayal and Rathore, 2020). These methods will
provide effective advantage to organisations through which they can enhance attention of
customers towards their organisational offerings and can generate market leads. In addition to
this it has been identified that there are different form of digital marketing strategies through
which organisation can conduct their digital marketing activities and can effectively enhance
performance of organisation. In addition to this it has been identified that with the advantage of
strong digital marketing practices business organisation can enhance their performance at great
extent (Šehić and Peštek, 2020). With the use of different digital marketing channels like
website, content marketing, email marketing, mobile marketing, online PR, web analytics
company can effectively enhance their overall performance as well as productivity.
In terms of Search Engine Optimisation it is also defined as SEO, it is a form of digital
marketing platform in which markers optimise the content of website to appear in organic lists
with the use of a search engine (Özoğlu and Topal, 2020). In this method business organisation
optimise content as well as various aspects of marketing in order to make it easier for search
engines in order to show their website in top pages of the search. It is one of the most effective
form of digital marketing through which organisation can enhance their market lead in terms of
content marketing. It is also one of the most important aspect of digital marketing and is defined
as an approach in which marketers effectively deliver valuable content to audience in a
consistent manner (Gawankar, Gunasekaran and Kamble, 2020). With the help of this marketing
business organisation can identify audience base with the clear objective. In this marketing, high
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quality content is being offered to audience on a regular basis. While in context with social
media marketing it involves different type of social media platforms such as Instagram,
Facebook, Google Plus and other channels through which company improve their social media
presence by conducting attractive marketing. It has been identified that with the help of effective
practices of digital marketing such as leveraging AI in digital marketing and emphasizing upon
video making business organisation can effectively generate leads. With the assistance of
conversation such as digital assistants as well as chat Box Company can regularly communicate
with their customers and can provide time efficient consumer support (Cortez and Johnston,
2020). It will not only aid company to develop strong relationship with consumers but also allow
them to retain them for a longer period of time. In addition to this by emphasizing upon video
marketing organisation can undertake initiatives in order to boost engagement. It effectively
allows companies to attract customers in more effective manner. According to the above analysis
it has been identified that there were a number of strategies through which business organisation
can effectively enhance their consumer base by conducting digital marketing activities. In
addition to this with the assistance of this strategy company can not only enhance their marketing
lead but can also assure long-term sustainability (Raza and et. al., 2020). Business organisations
by implementing effective ways of digital marketing strategies in business can effectively
maximize their overall base of customers and can assure more growth as well as long-term
sustainability in respective industrial segment.
Challenges that might come across while implementing digital marketing strategies
According to the viewpoint of Zhu, Wang and Nastos, 2020 it has been identified digital
marketing is continuously becoming powerful form of driver for business organisation
irrespective of their size and scope, as it provides organisation an access to conduct cost effective
marketing and interact with larger base of customer groups despite of geographical location.
With the help of digital marketing company can assure successful growth and large base of
customers. It has been identified that due to the emergence of new technologies as well as
strategies in a continuous manner there are number of challenges developing for modern
marketing and sales business leaders. It has been identified that due to the aggressive business
environment it is essential for organisation to constantly involve fresh idea, undertaker advantage
of new platform and technologies. In order to promote their organisational products and services
companies are required to keep up with changes on a quick manner, undertaker advantage of
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effective marketing tactics in order to generate marketing leads. According to the analysis it has
been identified that creating consistent branding is the major challenge of business organisation
that has been facing by marketers (Kumar and Singh, 2020). In this companies are required to
adopt best solutions and practices in order to conduct their digital marketing activities in the
effective manner as compared to other rivals. Furthermore, it has been identified that social
media management is also the major challenge which is facing by business organisation. It has
been identified that organisations face challenges in terms of producing remarkable content and
have right individual to lead and execute social strategies. These challenges are affecting
successful social media campaign of business organisation. In addition to this it has been
identified that getting value from SCO is also the major challenge which is facing by
organisation, due to the changing algorithms and lack of new keyword it becomes harder to get
results in an effective manner. Furthermore according to the analysis it has been identified that
multi device use is also acting as the biggest challenge that affect organisation to track the visitor
experience across multiple devices over the course of consumer buying cycle. In addition to this
optimising the mobile experience is also the major challenge which is affecting organisation
effective digital marketing techniques (Battisti and Brem, 2020). Another challenge which is
affecting company while implementing digital marketing strategy is, managing websites as in
this it has been identified that websites are dynamic and always involving thus, in order to
implement the changes organisation face challenges to include the perfect combination of digital
marketers, developers, SEO experts, content developers and other tactical experts. In addition to
this according to the analysis it has been identified the most important and major challenge
which is affecting company effective implementation of digital marketing strategies are securing
a budget, as due to the changing tactics and techniques companies are required to increase budget
in order to conduct their inbound and outbound practices in an effective manner (Perker, 2020).
This challenge is affecting companies in the number of ways.
Thus, according to the above mentioned analysis it has been identified that there are a
number of challenges that company might come across while implementing digital marketing
strategy. Challenging in terms of managing website, securing effective budget, understanding
changing tools and technologies on continuous basis, creating the right content, finding the best
marketing talent are as some of the major challenge which is affecting company. In addition to
this it has been identified that training team is also the major challenge which is affecting
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company, as in the dynamic environment it is essential for organisation to train marketing team
according to the trend in order to increase consumer engagement (Mishra, Ewing and Pitt, 2020).
Thus these challenges are affecting business organisation strategies to successfully implement
digital marketing in organisation. In this it is essential for business organisations to implement
and develop strategies against these challenges in order to effectively implement digital
marketing strategy in effective manner. Negligence of these challenges may lead company to
face heavy losses in terms of loss offer for productivity as well as market lead in the respective
industrial segments.
Various ways for increasing the customer base and performance of the company with the help of
digital marketing
As per the view point of Kang and Na, 2020 it is essential for an organisation to effectively
overcome the challenges in order to effectively use the digital marketing strategy in workplace
premises. Digital marketing is having significant importance for company growth as well as
profitability. Thus, it is essential for organisation to effectively and undertakes different
strategies and measures in order to overcome the challenges which are associated with the
implementation of digital marketing within organisational workplace premises. It is essential for
management to generate traffic leads and manage website with strong privacy in order to
overcome the issues that can affect company profitability and performance in number of ways. It
is essential for Amazon to keep up with new web trends in order to determine the current
prevailing trends in marketplace. With the help of this company can undertake up-to-date digital
marketing measures and can upgrade the content on website in order to generate traffic and
influence attention of large face of audience towards their offerings. In addition to this company
is also recommended to have regular check on their website and properly secured them with
strong security measures. It will allow company to safeguard account and information of
customers as well as organisation in an effective manner. In addition to this company is also
required to keep the customers at first and evaluate their actual needs and demands with the help
of strong marketing research. In addition to this company is also require effectively target and
evaluate customers demand with the help of having regular conversation with them with the use
of social automation as well as email (Chin, Isa and Alodin, 2020). It will help company to
develop strong relationship with consumers that will effectively allow company to assure more
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competitive as compared to other rivals. Furthermore, in order to effectively overcome the
challenges of implementing digital marketing measures in company can take use of current
technology, in this company can effectively maintain a balance as well as proper coordination
with upgraded technology as well as innovation against company goals and objectives. With the
help of this company can not only influence purchasing behaviour of customers but can also
assure more growth as well as development opportunities.
In addition to this Amazon is also required to select most viable form of digital platform
in order to gain more competitiveness as compared to other rivals in the industry. Furthermore,
in order to effectively overcome the challenges of digital technology implementation the
company with the help of using strong firewalls as well as cloud computing can strengthen their
network security system and can have proper control as well as monitoring of outgoing and
incoming data on network traffic. This will allow company to effectively conduct their digital
marketing operations with the use of strong and protected measures. Thus, according to the
above mentioned analysis it has been identified that with the help of undertaking all these
measures into practice is company can not only enhance satisfaction level of customer space but
can also maximize their existing level of performance. These measures will effectively allow
company to assure more competitive growth as well as profitability in respective industrial
segment in which company can ensure more growth as well as development opportunities.
RESEARCH METHODOLOGY
Type of investigation:
The outcome of an investigation will depend on the type of method used to conduct the
investigation (Daowd and et. al., 2020). This mainly includes qualitative and quantitative
research methods. For the purpose of conducting this research, the quantitative nature of the
research has been adopted by the researcher so that the researcher can present quantified facts
and figures about how important digital marketing is to business. Hence, it helps to get more
accurate and reliable data for the study.
Research Philosophy-
This section of the research methodology is mainly divided into four main subcategories
consisting of positivism, interpretivism, pragmatism and realism, one of which is adopted by the
investigator based on the type and nature of the study (Liu and et. al., 2020). The current
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