Integrated Marketing Communications: Amazon's Strategies Analysis

This report analyzes Amazon's integrated marketing communication (IMC) strategies, highlighting the importance of visual content and digital marketing in the e-commerce landscape. The report emphasizes how Amazon effectively integrates different communication channels to deliver relevant information to its target audience, resulting in customer engagement and brand building. It discusses the significance of visual content, such as images and videos, in attracting customers, enhancing brand image, and providing product information. The report also explores Amazon's use of interactive technology, personalized homepages, and promotional offers to enhance customer loyalty. Furthermore, it highlights the role of IMC in conveying a consistent brand message, utilizing various strategies like sales promotions, digital advertising, and public relations. The analysis underscores the effectiveness of Amazon's IMC approach in building a strong brand presence and reaching a wide audience through newsletters, discounts, and targeted advertising. Overall, the report showcases how Amazon leverages IMC to drive its marketing success.

Integrated Marketing Communications
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The technological advancement has helped marketing function of companies to deliver
adequate and relevant information to the target audiences. Integrated marketing communication
is a practical approach through which companies can easily integrate different communication
channels and platforms so that required information regarding the company and its products can
be easily delivered to the audiences (Belch et al., 2014). In the present scenario, online
companies are gaining the majority of share as they easily target different segment customers and
offer the range of products and services at the single website. The giant online firms like
Amazon, Flipkart, Myntra use integrated marketing communication processes that ultimately
benefit the companies in targeting mass of audiences.
In the marketing campaign, text-based content will always be the central part of
marketing, but with the digital era, companies are shifting their paradigm through using visual
content. Online giant companies like Amazon, Flipkart, Ebay, etc. use visual content on the web
that likely to attract the majority of the customers. The visual content mainly focuses on using
different images, videos as well as infographics in the website so that the clients get easily
attracted towards the content and information that is displayed (Percy, 2014). It has also been
assessed that incorporating images and visuals in website increases their reach to customers as
well as also enhances the brand image of the websites.
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For example, leading E-commerce Company that is Amazon Australia uses images of
their products which they are selling to their customers. The use of images on e-commerce
website supports the customers in gaining information regarding the product that is color,
pattern, etc. With the help of using technology Amazon showcase different range of products as
well as the variety of products that are currently available (Amazon, 2017). Thus, Amazon has
been enormously successful in creating the elevated level of customer bonding.
Along with this, Amazon site mainly focuses on using interactive technology for
servicing high value of customers. The services mainly favor the regular shoppers through
offering them the discount as well as coupons so that they can engage in purchasing items on the
sites. Along with this, visual content on the web also displays different options and services that
are offered by Amazon to their customers. For example, register icon with this customer can list
them and mark their interests, which are used in profiling and can also register to receive
information in the form of newsletters. Therefore, it is stated that this results in enhancing
customer involvement that directly benefits the website.
Moreover, the use of visual content on the website also supports e-commerce websites in
enhancing their marketing activities and functions through which they can easily connect people
and promote their products. In essence, integrated marketing communication is considered as the
significant aspect that controls the message of a company which is conveyed to the public so that
it does not create the conflicting situation (Luxton et al., 2015). The company engages in using
different integrated marketing communication strategies for promoting and advertising their
range of products and services among the mass of audiences.
Through using integrated marketing communication, Amazon provides personalized
homepage with products that are earlier purchased by different customers or new products that
have similarity with the past purchased goods. Therefore, it is stated that public relations are
considered as the significant aspect that results in success of Amazon. It has been assessed that
integrated marketing communications (IMC) play an important role in enhancing the equity of
brands and targeting large audiences. With the help of using various other aspects of IMC
programs that are sales promotions, branding strategies, mobile advertisement, digital marketing,
word of mouth buzz as well as promotion, etc. that support the company.
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Another facet of integrated marketing communication focuses on high advertising
through both traditional and digital medium. In the present scenario, online giant focuses on
using newsletters, discounted coupons and offers, etc. to advertise and promote their range of
products and services to the mass of audiences. For instance, eBay Australia uses coupon as well
as vouchers to attract and target customers towards their products (eBay, 2017).
The significance of using digital advertising platform to Amazon is that it plays the vital
role in building and enhancing the brand image of the website. Along with this, it also focuses on
reaching or targeting mass of people with the newsletter so that they can have information
regarding the loyal customers those who have subscribed the letter (Porcu et al., 2017). Thus, it
is summarizes that with the changing concept of marketing directly support the company in
enhancing their reach through using distinctive marketing communication channels.
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REFERENCES
Amazon, 2017. Amazon homepage. [Online] Available at: https://www.amazon.com.au/
[Accessed 8 September 2017].
Belch, G.E., Belch, M.A. & Powell, I., 2014. Advertising: An integrated marketing
communication perspective. New York: McGraw-Hill Education.
eBay, 2017. eBay homepage. [Online] Available at: https://www.ebay.com.au/ [Accessed 8
September 2017].
Luxton, Reid, M. & Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Percy, L., 2014. Strategic integrated marketing communications. Abingdon: Routledge.
Porcu, L. et al., 2017. Measuring integrated marketing communication by taking a broad
organisational approach: The firm-wide IMC scale. European Journal of Marketing, 51(3),
pp.692-718.
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