Digital marketing is a component of marketing that takes place online and utilizes the internet to deliver a company’s message to potential and existing customers. Due to different online marketing strategies employing technology, their effectiveness can be tangibly measured by a variety of metrics. This case study will consider Amazon, how the company uses metrics to improve its digital marketing strategy, and its approach to marketing communications.
Amazon’s digital marketing can be described as an extensive, interrelated net of online strategies aimed at potential buyers and sellers. The company utilizes various online resources and social media platforms to promote itself and its products. For example, Amazon employs Instagram, Facebook, Twitter, Twitch, YouTube, and other platforms to promote its products and share updates about the company. Furthermore, the e-commerce firm utilizes pay-per-click advertising, search engine optimization (SEO), email and video marketing, user data, and user-generated data to promote its products (Berry, 2021). Metrics are used to measure the effectiveness of each of the company’s marketing strategies and avenues to establish whether there are successful in delivering Amazon’s message. Thus, email campaigns’ efficiency is measured via the actions users take upon receiving them: email opens, forwards, and unsubscribes (Amazon, 2021). Similarly, social media metrics include follower count and engagement rate on each post (Amazon, 2021). The company collects information on every person browsing the Amazon website to provide appropriate recommendations and analyze their behavior on the site (Pant, 2020). The collection and analysis of these metrics allow the company to adapt its strategy to the needs of its customers.
Moreover, since 1994, Amazon became an integral part of various communities in the United States and other countries. The company fosters good relationships by emphasizing its impact on the economy, sustainability, technological innovation, and society. For example, the business’s website can direct users to such a section as Economic Impact to illustrate how the company affected the US economy and underprivileged communities in the preceding fiscal year (About Amazon, 2021). The inclusion of these reports and articles about the company can be viewed as a marketing communication strategy that fosters relationships with customers and helps generate revenue by attracting new buyers and sellers.
Amazon’s marketing communications approach is a part of its overall marketing strategy. Chaffey and Ellis-Chadwick (2016) note that its communications strategy aims to increase customer traffic, promote purchases, and strengthen its brand through continuous and meaningful customer experience improvement. Overall customer satisfaction and the products and services Amazon offers is a challenging metric to calculate. The effectiveness of the company’s communication strategy can be measured by purchase rate, time spent on the website, and customer reviews on products and services. Similar to eBay, Amazon’s growth is based on its dedication to providing customers with a convenient shopping experience while offering access to a large buyer base and cost-effective marketing to sellers (Chaffey & Ellis-Chadwick, 2016). Thus, Amazon focuses on offering low prices, convenient shopping, speedy delivery, and attentive customer services to gain and retain clients (US About Amazon, 2020). Overall, Amazon efficiently employs its marketing communications strategy to ensure its dominating place on the e-market.
In summary, Amazon is the largest e-commerce website in the world that continues to grow by offering customers new services and a comfortable shopping experience. The company employs an effective digital marketing strategy, utilizing various services and social media platforms, and adapts it to the needs of the customers. In addition, Amazon’s marketing communications are based on providing the best customer experience and ensuring the firm’s meaningful contribution to society is known and acknowledged.
About Amazon. (2021). Amazon’s commitment to America’s communities and economic recovery.
Amazon. (2021). What are marketing metrics and why are they important? Amazon Advertising Blog.
Berry, S. (2021). 2021 Amazon marketing strategy: 5 tactics to steal from Amazon. WebFX Blog.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: Strategy, implementation and practice (6th ed.). Financial Times/Prentice Hall.
Pant, P. (2020). Understanding customers with big data – The Amazon way. GreatLearning.
US About Amazon. (2020). Fact check: Sizing up Amazon.