My role at Amazon.com is to analyze the company’s marketing communications strategy. The report I am working on has two main sections. The first section focuses on Amazon.com’s approach to different forms of communication, including direct, traditional mass marketing, personalized, and general online communications. In the second part of my report, I will assess Amazon.com’s effective marketing strategies and identify areas that require improvement.
Amazon.com offers a remarkable sales team for direct communication. While exploring amazon.com, you have the option to select from various departments and use a search engine to easily find any item at an affordable price. Amazon.com has simplified the purchasing process, allowing customers to add items to their shopping cart with just one click. Customers can then choose to proceed with the checkout or continue shopping. Regardless of whether the items are from different sellers, only one payment is necessary for all orders. Additionally, customer support is available through email or phone by contacting customer service representatives.
Amazon.com provides personalized communication through email and their website. They offer customized product recommendations based on recent purchases and the shopping habits of other customers. If you decide not to opt out of email notifications, you will receive these personalized recommendations. Additionally, Amazon.com offers different business programs that enable customers to advertise, sell products, self-publish, and get help in building an e-commerce site.
Amazon.com has chosen not to use TV advertising for traditional mass marketing. Instead, they are focusing on attracting customers with free shipping offers and lower product prices, as stated by company spokesman Bill Curry on cnet.com.
Despite having print ads that are included with purchases, Amazon primarily advertises online. They use their “associates program” to communicate online and pay commissions to websites that refer customers to them. Additionally, they advertise on other websites and in newspaper inserts.
Amazon.com sends emails to users unless they opt out. Additionally, Amazon.com is backed by CreateSpace, a division of On-Demand Publishing LLC. Penguin Group (USA), a renowned publisher of books for adults and children, also supports Amazon.com. Penguin Group owns multiple imprints and trademarks. Publishers Weekly, a publication that covers all aspects of the book industry including creation, production, marketing, and sales in various formats such as print, audio, video, and electronic media, is another sponsor of Amazon.com.
Amazon’s exceptional online communication abilities, showcased through their sales force and associate programs, have revolutionized e-business management in the early 21st century. Their online transactions exemplify this transformation. For instance, Amazon provides a vast collection of 3.1 million titles that can be effortlessly searched – an amount fifteen times greater than any physical bookstore globally – while avoiding expenses tied to costly buildings and numerous store clerks.
According to www.businessweek.com, Amazon.com has enabled each of its 1,600 employees to generate an average of $375,000 in annual revenues. This surpasses the revenue generated by Barnes & Noble Inc., the leading bricks-and-mortar bookseller with 27,000 employees. Another notable advantage of Amazon.com is its effective handling of past purchases and capacity to provide personalized recommendations to buyers. If there is any aspect where Amazon.com’s marketing strategies could be improved, it would be in traditional mass marketing.
TV commercials, billboards, and radio commercials can be effective in attracting new customers. However, these forms of traditional mass marketing can be costly for an e-business like Amazon.com. Therefore, it may be more cost-effective to utilize other online marketing methods instead.
Overall, Amazon.com successfully implements all of its marketing strategies. The company excels in all areas and has transformed from being the world’s largest bookstore to becoming the largest online marketplace for any product imaginable.
