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    Ritesh Kumar Panda

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    Lalatendu Pradhan
    Amazon has established itself as a leader in digital marketing through innovative strategies. It offers the widest range of products available through its customer-friendly interface and scales easily from small to large. Amazon exploits affiliate products and resources to contribute to its bottom line. Its communication strategy aims to increase customer traffic, create awareness of products and services, promote repeat purchases, develop new revenue opportunities, and strengthen its brand name.

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    Ritesh Kumar Panda

    Uploaded by

    Lalatendu Pradhan
    35 views1 page
    Amazon has established itself as a leader in digital marketing through innovative strategies. It offers the widest range of products available through its customer-friendly interface and scales easily from small to large. Amazon exploits affiliate products and resources to contribute to its bottom line. Its communication strategy aims to increase customer traffic, create awareness of products and services, promote repeat purchases, develop new revenue opportunities, and strengthen its brand name.

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    Amazon has established itself as a leader in digital marketing through innovative strategies. It offers the widest range of products available through its customer-friendly interface and scales easily from small to large. Amazon exploits affiliate products and resources to contribute to its bottom line. Its communication strategy aims to increase customer traffic, create awareness of products and services, promote repeat purchases, develop new revenue opportunities, and strengthen its brand name.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    35 views1 page

    Ritesh Kumar Panda

    Uploaded by

    Lalatendu Pradhan
    Amazon has established itself as a leader in digital marketing through innovative strategies. It offers the widest range of products available through its customer-friendly interface and scales easily from small to large. Amazon exploits affiliate products and resources to contribute to its bottom line. Its communication strategy aims to increase customer traffic, create awareness of products and services, promote repeat purchases, develop new revenue opportunities, and strengthen its brand name.

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    © All Rights Reserved
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    of 1

    Chapter 1

    Background of the study


    In this world of digitization, digital marketing is a vogue that is sweeping across the whole world. The trend of digital
    marketing is growing day by day with the concepts of Internet marketing that is turning into an important platform of digital
    marketing along with the electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming consoles,
    and many such gadgets that help in digital marketing. Amazon with its innovative digital marketing has created a niche
    market in online stores competing with the conventional stores showing the power of online marketing. The case study
    analyses how Amazon.com has brought in an array digital and online marketing strategies to succeed and make it big in
    the digital marketing sector. The case also discusses how Amazon has had a huge success in the online marketing sector
    as they brought in new insights into the digital marketing field. And few years from now it will be eventually seen that the
    conventional marketing being replaced by digital marketing. Digital marketing is going to be top on the agenda of many
    marketers, and they might be looking for innovative ways to market online, reduce cost per lead, increase click-through-
    rates and conversion rates, and discover what's hot in digital marketing.

    Rational of the study


    Amazon marketing strategy relies on the following four pillars:
    1. Offering the widest range of products. The largest internet retailer in the world by revenue
    offers hundreds of millions of products. The majority, 58% of products offered in Amazon
    platform are from third-party sellers.
    2. Using customer-friendly interface. The tech giant has an advanced interface that integrates
    personalized recommendations and recent browsing history, among others.
    3. Scaling easily from small to large. The e-commerce and cloud computing company has
    experience and competence in scaling from small to large. This factor plays in instrumental
    role exploring new business segments.
    4. Exploiting affiliate products and resources. Up to date, the tech giant has taken a full
    advantage of affiliate products and resources to contribute to the bottom line of the business.

    Objectives of the study-


    In their SEC filings Amazon state that the aims of their communications strategy are (unsurprisingly)
    to:
    1. To Increase customer traffic to our websites
    2. To Create awareness of our products and services
    3. To Promote repeat purchases
    4. To Develop incremental product and service revenue opportunities
    5. To Strengthen and broaden the Amazon.com brand name.

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