Essay: Digital Marketing Strategies For Amazon.com

You have recently been promoted to a new role as Digital Marketing Manager. As part of your first project in your new role, the Head of the Marketing department has asked you to investigate some new strategies to strengthen and reinforce the organisation's digital marketing capabilities and expertise.

In this assignment you will be asked to imagine that you are working for one of the companies listed below, each of which is interested in further enhancing its use of digital marketing: -

• co.uk

• Apple (United Kingdom)

• Amazon

• Ryanair

As part of your report it is imperative that you cover all the core sections (1- 9) listed below: -

1. Discuss why it is important for your chosen company to invest in its digital marketing capabilities in addition to its existing traditional marketing know-how, with reference to specific digital tools, technologies, and approaches and any associated constraints.

2. Discuss the steps and activities you would undertake to assess the company’s organic search ranking performance with reference to the underlying rationale for your suggested approach. Support your argument with reference to any tools, technologies, and procedures you would use to help the organisation to maximise its ranking and identify how you would measure the success of your approach.

3. Document the steps you would follow and any processes and digital tools you would use to analyse the existing Paid Search activity for your chosen company. Next, critically discuss and recommend how to design an effective PPC strategy to increase the visibility of the website on a range of search engines, bring more relevant traffic to the website, and win more customers for the business.

4. Recommend an effective online display advertising campaign to build reach, awareness, branding and influence for your chosen company’s target audience. Support your discussion by defining the target audience, the campaign’s key objectives, the formats and publishers that best fit with the stated objectives, any potential legal constraints, and how best to measure the campaign’s performance.

5. Critically discuss the email marketing process and briefly outline key activities associated with each stage. Discuss how email can be used as an effective segmentation tool with reference both to the opportunities and any potential pitfalls for your chosen company.

6. Define social media marketing and distinguish between earned, owned, and paid media. Critically discuss the stages in the social media marketing process and how to use key social channels to engage customers and maximise online presence. Differentiate between the advantages offered by the key social channels in terms of targeting specific audiences and measuring their engagement, for your chosen company.

7. Explain how mobile marketing can be integrated as part of your chosen company’s overall digital marketing strategy. Support the discussion with reference to key mobile considerations including optimisation, search, proximity marketing, apps and advertising, and measurement.

8. Explain how you would go about measuring the success of your chosen company’s digital strategy using analytics. Support your explanation by referring to the specific insights and metrics you are targeting, why you have chosen them, and what benefit you expect your organisation to gain from the initiative. Identify any tools or platforms you recommend using to measure campaign performance with specific reference to any important features, capabilities, or methodologies associated with the monitoring process.

9. Identity the key tasks and activities that must be incorporated into an effective digital marketing strategy for your chosen company and support your answer with reference to key milestones, deliverables, procedures and resources required to implement a digital marketing campaign

Introduction to Digital Marketing

Digital marketing can be understood as the marketing of the product and services using the digital channels to reach the consumers. It is the promotion of products or brands through one or more forms of digital media. Some of the examples of digital marketing are social media marketing, marketing through internet, mobile marketing etc. Digital marketing has brought in disruption in the marketing world. Traditional approaches of marketing like print advertisement, television advertisement etc., have taken a backseat, and everyone is focussing on digital marketing. Every company across globe is investing heavily in digital marketing because of its numerous benefits(Mooney & Slobodian, 2016)

Search engine optimisation(SEO), Pay per click(PPC), Public relation(PR), Social media marketing(SMM), Content marketing, Affiliate marketing, Viral marketing & influencer marketing are some of the different types of digital marketing strategies companies are adopting. These techniques have a great advantage over the traditional approach in terms of the reach & targeting. The ability of digital marketing to initiate a 2 way communication makes it extremely useful tool in the hands of the marketers(Ryan, 2016). It also helps the companies to successfully conduct market research, research on any new product the company is looking to launch and also to collect and review the feedback shared by the customers and handle their grievances. The biggest advantage of digital marketing is the engagement and the conversation a brand can have with its audience. Another major utility of digital marketing over traditional means is the analytics, with the advent of digital marketing, marketers have gotten heaps of consumer data regarding their preferences, their buying behaviour, likes and dislikes, their hobbies, which when analysed provides useful information to the marketers. Eventually after analytics segmentation, targeting and positioning and remarketing becomes easier for them (Lanz & Carmichael, 2015)

For the purpose of the study, Amazon.com is selected. Within the purview of digital marketing, all strategies used by amazon, its relevance, importance and its future scope will be discussed. The various digital marketing channels will also be discussed at length along with analytics.

Search engine optimization (SEO) is a digital marketing strategy which focuses on increasing the visibility in organic (Non-paid) search engine results.SEO covers both the technical & creative elements which are required to improve the website ranking, drive more traffic on the website and increase the awareness in search engines. Every website requires working on its SEO, not just to make it search engine friendly, but it also makes the website better(Berman & Katona, 2013)

Majority of the website traffic is driven by search engines (Google, Yahoo, Bing), then comes various other social media platforms, affiliate marketing which pushes the remaining traffic on the website. However, search engines are still the preferred way of navigation for the users (Fishkin, 2015). The advantage of search engines is that they provide targeted traffic, because people are looking for your content, hence the users are highly filtered and targeted, thus if the search engine is unable to read the website, it will not show the website in the search result, thus losing out an opportunity to gain a customer, resulting in revenue loss. Targeted traffic to the website helps to gain popularity, revenue and exposure like no other channel of marketing. Search engine requires SEO, because they need to crawl through millions of website and come up with the most relevant result to the user (Dwyer, 2015)

Search Marketing

SEO process can be broken down into 7 steps

• Website analysis: It involves data gathering and competitor search, it gathers data on existing traffic, current ranking of the website and some of the best landing pages. Competitor research on the targeted keywords, best performing pages and backlink discovery is done in this step (Horowitz, 2014)
• Keyword research:  Brainstorming keyword ideas, ranking the keywords & data gathering is done in this step. Tools like Google keyword, word tracker & SEO moz are used in this step for data gathering(Romanwoski & Konak, 2016)
• Onsite optimization: It requires website architecture, content and HTML technical issues(Sauter, 2015)
• Content optimization: The most important element in website, it requires working on the title, tags, keywords, converting Meta description, landing pages with call to action, working on internal linking and easy sharing of content (Blasco & Gunduz, 2014)
• Link building: It involves link consolidation, competitor assets, partner links, freestyle links and natural link building(Zhang & Cabbage, 2017)
• Analysis and evaluation of the work
• Online reputation management: The last step of SEO process, which requires brand monitoring, brand engagement and dealing with the feedback (Kumar & Dash, 2017)

In order to understand the elements of SEO strategy, it is divided in two parts: On Page SEO & off Page SEO

On Page SEO refers to the techniques which can be implemented on the website to improve the ranking in Search engine results page, on the other hand Off Page SEO refers to anything to everything that can be done outside the website to increase the visibility (Seo & Jung, 2016)

• Content:  Content of the website is the most important element of SEO strategy. The content should be relevant and interesting for its users. Average word count for a page should not be more than 300 words with no repetitiveness on any other page(Seo & Emura, 2013)
• Keywords: While searching on search engine a user puts in the keyword, and if the keyword is found on the website the result will display it. Hence it is advised to use the keyword in the webpages and it should look like a natural fit. Unnecessary fitting of keyword will not result in a good SEO(Bucklin & Hoban, 2017)
• Meta title & meta description: The meta title is the title published in the SERP, it can have a maximum length of 55 characters, an effective meta tile should have at least 3 keywords in it and a well-crafted line to define the business. Meta description on the other hand is the text which is displayed in the SERP under the website(Jette, 2017)

• Backlinks: It can be understood as word of mouth advertising. The best way to create the backlink is by creating great content and sharing it on a regular basis , this will let bloggers and other website to use your content, which will result in backlink (Seo, 2015)
• Social Media: One of the most used source of increasing website traffic, publishing content on social media platform will drive good traffic on the website(Sharma & Bansal,2016)
• Online directories: It allows the website to be visible on a variety of websites and gather positive review for the website, it also gets traffic on the website(Sahu & Chhabra, 2016)

Sitemap can be understood as an XML file that lists the URL’s for a site with additional Meta data about each URL.

In order to measure the success of the SEO strategy, KPI measures are in place, some of the examples of it are:

• Analysis paralysis
• VQVC: Volume, quality, value & cost
• Rank for main converting keywords
• Majestic citation flow
• Majestic trust flow
• Moz domain authority
• Moz page authority
• Moz spam score
• Total links built
• Percentage increase in branded search traffic
• Percentage increase in referral traffic

In simple words, SEM can be understood as inorganic marketing (Paid advertising), it is the process of gaining traffic on the website by buying advertisement on search engine(Lanz & Carmichael, 2015). Brands use PPC to gain attraction on the website and increase the sales; it also helps in increasing the brand awareness. It is more often used by brands to promote their product and services (Social, 2015) Some common terms synonymous to PPC are:

• Paid search ads
• PPC
• CPC-Cost per click
• CPM- Cost per thousand impressions

Just like SEO, PPC has certain aspect to it in order to achieve a formidable strategy.

• Ad relevance & Quality score-Every company these days have understood the importance of PPC and the ad relevance. Relevancy is linked to how the targeted ads are shown to the users and are pushed onto the website. Relevancy of ads is most important in PPC, as it is the factor which generates high Click through rate (CTR). Quality score is defined in context of Google ad words; it has a scoring from 0 to 10. The number of times the user search matches the keyword, it increases the quality score. More the quality score, less amount the company has to pay on bidding for the ad, hence a better ROI(Ledford, 2015)
• Keyword Management-Bidding for PPC happens on the keywords, hence it is pivotal for businesses to focus on the management of the keywords(Halavais, 2013). Keyword management includes the following steps

Keyword research: Researching for the keyword is the basic thing, every business should focus on, but some people try and not do it effectively and use the tool provided by Google. If the keyword is relevant, half of the work of PPC is done.

Keyword Grouping: This is the process of grouping of keywords and combining them to target the important market segments(Killoran,2013)

• Campaign settings-After searching for the keyword, the next step is setting up of the campaign. Google ad words has simplified the campaign settings for its users, hence it is advisable for brands to invest some time on campaign settings(Strauss, 2016) Moreover, Google earns 85% of its revenue from PPC, hence Google puts in all the efforts to deliver results to the companies using PPC.Some of the ways by which the campaign can be optimized are

General setting: In this setting, choosing the name of the campaign along with the description is important. The types of campaign can be chosen from:

Search Network Only: Ads are triggered according to the search query, and the ads are only in text

Display Network Only: In this, both text and display appear on the publisher site.

Search & Display Network: Ad appears both on the search query and publisher site(Rehman & Khan, 2013)

Network: Google has the maximum network (67%), falling behind are Bing & Yahoo. Network is important to get more clicks on the advertisement. Google has maximum publishers in its kitty, like About.com. This helps in getting more impressions.

Devices: Advertisement should have do mobile targeting; the rising share of smartphones makes it inevitable for businesses to not focus on the device targeting in their campaign settings(Kang & RIew, 2015)

Location: Google ad words provide an option of choosing the location or the geographical area. It helps in better targeting(Mierlo, 2014)

Languages: As location helps in better targeting, Google has also given provision for selecting the language(Yuan, Wang, Li & Qin, 2014)

Bidding & Budget: Money on ad words is an important criterion for selecting a keyword and also managing the campaign. Google provides many options like setting up of daily budget, enable enhanced CPC etc., one should choose the bidding method according to the size and budget the campaign has been assigned(Fernandez, 2015)

• Unique selling propositions-PPC marketing helps in identifying the best keyword and with the help of campaign a best possible campaign can be created. The next important thing is focussing on the USP of the advertisement, which will get the immediate attention of the user and he would click on it(Stokes, 2014)
• Effective call to action-Call to action should be enabled with the PPC ad, otherwise the entire purpose of it gets lost if the user is unable to act on the ad he is being shown(Kharim, 2015)
• Ad extensions-Another feature which increases the CTR of the campaign, many organizations are not following the extension. Extensions are the site enabled links which appear in the search result page. There is multiple ad extension like location, product, and special offers and so on(Springborn & Barford,2013)
• Split testing-Another useful feature provided by PPC, split testing helps the marketers to make some variation in the ads , see the CTR, and compare it with the previous CTR(Singer, 2017)
• Effective landing page-Research report suggests a user would stick on the website if the landing page is attractive and has the offering for which he clicked on the ad. Hence, setting up a great landing page is important. Landing page should focus on relevance, call to action and should also provide means for tracking and monitoring(Krum, 2013)

SEO Process

PPC marketing is thus a very important tool, and Amazon takes real good advantage of the benefits of it, due to its business model, PPC is very relevant for the firm. It effectively uses Ad words and keeps on changing the strategy of its ad campaign to widen its targeting(Wilson, 2017)

It is a form of advertising which conveys the message using text, logos, GIF, animations, other graphics. It is very selective in targeting and it is different than Google’s classified ads or text ads, because that only includes the brand’s message, but the overall message of the brand(Vandatta & Poulin, 2015)

Marketers often presume that this advertising is expensive, but on the contrary, it is in direct proportion to the size of the banner and the host site(Jakobson & Rueben, 2013)

Amazon takes great advantage of the display/online ads, it spends heavily on the publishers site and other networks. Some of the benefits it of which is:

• Digital ads are visually appealing
• Ads supports brand awareness
• Effectively target with display ads
• Increasing the visibility with display ads
• Display ads provide data
• Display ads support retargeting(Fulgoni, 2013)

Building awareness, increasing the visibility and targeting the audience are some of the key benefits of Digital display advertising, as mentioned above, amazon does the same to increase the brand awareness and let its beautiful creative speak for the brand.

• Lower click through rate- These ads have a lower click rate than the search ads, as these are based on the history of users and are highly targeted(Ghosri & Todri, 2015)
• Lower conversions-This has a direct link with the sales, if the user is seeing the ad, it is not interested in buying the product, he will not click on the ad, and hence result in lower conversions (Yang & Kang, 2016)
• Ad avoidance-Different ad blocking tools are available for free in the market, which gives user the provision of blocking these ads(Turner, 2012)

Amazon though, with its extensive big data knowledge, puts in lot of effort to not let its CTR decrease, hence does a good evaluation of the campaign before putting it live(Goldfarb & Tucker, 2011)

These ads are provided in different formats, depending on the host site or the publisher, some of the popular ad formats Amazon use for its digital display campaign are:

• Leader boards(728*90 Pixels) - This is the most common form of web ads, these accounts for 30% of the digital ad space. Most frequently used at top or bottom of the website(Burns & Lutz, 2006)
• Medium/large rectangle(300*250 pixels, 336*280 pixels)- These often interfere with the content display on the page(Le & Vo, 2017)
• Wide skyscraper & Skyscraper(160*600, 120*600)- These are the tall ads that run to left or right hand side of the site
• Non Standard Dimension-This ad does not conform with the IAB guidelines, it is a kind of deal struck with the publisher
• Full banner(468*60)- Looks like a small leader board
• Buttons(120*90, 120*60)- They don’t usually offer functionality, as in link to the site, they are small boxes which offer brands animation
• Billboard (970*250)
• Large leader board(970*90)
• Portrait(300*1050)
• Mobile Banner(320*50)

Users are bogged down by 100’s & 1000’s of ads every day by companies who are either selling their product, services, creating awareness, spreading information and so on, it is very easy for the user to get bored and also stop using that brands services. Hence, in order to take care of the customers, brands do frequency capping, in it, a brand controls how many times a user can see the ad. For example if the frequency is set as 2, a user would see the ad 2 times in a day, for one ad group.

The ads are created, and are ready to be published on the publisher site, which forms a part of display network. Display network can be understood as a collection of more than 2 million website, where the brands ad can appear. Display network sites reach about 90% of the entire internet audience, and it also comes with unique targeting offers, which puts and classifies the customer in a bucket and then shows the ad to him ranging high on relevancy and the search.

In e-commerce business, remarketing is the most deployed strategy, because ones the user has seen the ad of a product on a display network, and he has clicked onto it, the marketers make a note of it and keep showing the ad of the same product to the user on different website for the time he either purchases it or deletes his cache memory.  It can be understood as one of the smartest ways to connect with the users or visitors who have not made the immediate purchase or enquiry, hence in remarketing, that audience who showed interest in the product, but has not purchased it yet, they are showed the ad anywhere else they look on the internet. A brilliant strategy which is highly selective and targeted in its operation.

Key Elements of SEO

In order to have a better understanding, the process is broken down into 5 simple steps; these are the steps amazon uses in order to setup a digital display campaign for its online audience

• Selecting the goals & KPI- Selecting the goal is the prerequisite of any digital display campaign. Brands should make a strategy as to what the user has to do when he clicks on the ad, CTA, landing page etc. have to be optimized and KPI has to be set.
• Define the target audience-With the help of big data, and analysing the target audience for the company, the ads have to be targeted to that particular audience. Publishers will provide with valuable data of their audience which can be used by the company for customer profiling
• Buying the media-After finalizing the goals of the campaigns and the objectives. The advertisers has to buy the media, they can buy the media from Publishers, ad networks, demand side platforms & advertising agencies.
• Developing the creative for the campaign- As explained in the earlier part of the report, the creative for the display campaign can be made of text, rich media, video, GIF, animation etc. It has been proven with research that GIF have more conversion than the normal text ads
• Tracking & optimization-The biggest advantage of the display advertising is that it gives the brand and option to track and optimize. If the campaign isn’t meeting the desired KPI, the modification can be done in either of the targeting, landing page, creative, inventory of the publisher etc.

All these unique features and the usability make the digital display advertising lucrative to the brands.

In simple terms, it is the process of sending email to a consumer or potential consumer or group of people to make them do a purchase with the brand. Email marketing can be used for variety of purposes like, sharing information, making the customer aware of the company’s new policies or the changes in the product section, might have information regarding some festive season off, or personalized coupons for the sender, all in all, email marketing is also a very effective way of online promotion.

Some common terms used in email marketing are:

ESP-Email service provider- It is an acronym for the software which helps in sending the mails to the subscribers.

Marketing automation- Process of sending mailers to the subscribers based on some triggers.

Dynamic content-It is the content that can be displayed and triggered based on subscriber’s data

Hard bounce-It is when the email is returned to the sender permanently owing to certain reasons like invalid id, domain name etc.

Soft Bounce- An email which failed to deliver because of some temporary reasons.

Data capture-As email marketing is a very interesting tool in the hands of marketers, they want to capture as many contact they can, some of the smart ways by which amazon captures data or the contact of the people interested in their product or services are

• On site forms & surveys
• Newsletter signups
• Display & behavioural advertising
• At events
• In store, print signage & POS
• Subscribe to the email and offers
• Viral email
• Commercial partners email campaign & websites
• Social networks
• Content marketing
• Competition and viral campaigns
• Customer service team

Segmentation- In the context of email marketing, it can be understood as the practice of splitting up the email list into more segmented list. Amazon uses the following ways for its segmentation:

• Customer list
• Product updates
• Newsletter
• Daily email list
• HTML

Hence, with segmentation more targeted communication can be send across to the customer base, it can also be segmented on the basis of open and closed clicks.

Designing the email is setting up the email in such a way that it appeals to the customers and they can take a call to action for it. Amazon uses some of the techniques to make the designing look more and more effective.

• Being transparent
• Being obvious, Embrace convention
• Saying less
• Promotional email & announcements
• Fully responsive email design

There are some metric to measure the success of email marketing campaign:

• Open rates
• CTR
• Unsubscribe rate
• Hard bounces
• Soft bounces
• Delivery rate
• Inbox placement

These are some of the metrics which helps in understanding the success of the email marketing campaign, analysing these metric provide amazon with valuable insight on the effectiveness of its campaign

It refers to the process of getting traffic or attention with the use of social media platforms. Platforms like Facebook, instagram, twitter provide great tools of advertising to the marketers. Amazon spends heavily on these platforms. Social listening is the key parameter in social media marketing, it is the process of listening to the conversation happening around the brand on social media, and amazon has a specialized team dedicated to social listening. It pushes the content most suitable for its audience. On a regular basis company keeps on pushing engaging content, coupons, offers and insight into products to keep its audience engaging and let the conversions drive the flow.

Off Page SEO

Facebook is leading the charts in social media platforms, some of the reasons for its high popularity amongst the marketers are:

• Facebook being the most popular social media site
• Facebook encompasses all demographics
• People spend way too much time of the day on Facebook
• Facebook is growing exponentially
• Advertising on Facebook is pretty reasonable and affordable
• Facebook has option of specific targeting
• Facebook provides an option of sharing information with even friends of friends
• Facebook helps to measure analytics

Facebook promotions are extremely necessary for any brands. With the specific targeting, demographic options amazon targets its customers. Another important platform marketers are taking advantage of these days is, Integra. Instagram is becoming hugely popular with the marketers, with the new feature of story integral designed and launched; marketers are going crazy about it and doing promotions. Apart from that, instagram also provides an option of sponsored content, where the brand can advertise the product to its target audience. This targeting is also an aide to the publisher marketing as explained in the PPC above. Instagram is growing at a steady pace and more and more brands are using the platform extensively.

Twitter is another micro blogging site, which lets brands interact with its audience by composing a short message in 140 words. Twitter also lets brands use GIF and images to interact with its audience. Amazon realized the importance of twitter marketing and has been quite active in terms of marketing on the platform. Twitter has some features which cannot be copied and are essential to the businesses:

• Profile images for the brand
• Helps to build a strong foundation
• Provides an option of following the influencers and followers
• Initiating the conversation is easier, with just a tweet it reached to millions of people
• Option of sending a direct message to a user
• Succinct and specific
• Helps to drive traffic on the website and the blog
• Connect the online presence
• Option of mobile targeting
• Adding video to the timeline
• Organizing the followers into conversion list
• Expanding the audience with hashtags.

YouTube is other marketing channels which amazon a big fan is of, amazon has its own channel under which it keeps pushing content for its users. Apart from that, amazon uses the you tube platform for static marketing on the mask head and also puts rollers and in between ads in the video to its target audience. Linked in on the other hand is used for employer branding, through linked in amazon get good talent on the board, and it is also used to target the audience on linked in.

Tools like Google analytics, Moz analytics, Kiss metrics, twitter analytics and Facebook analytics provide valuable insight on the marketing campaign to the brand. This lets the advertisers know how is their audience reacting to the content, what is the conversion rate, what is the bounce rate, CTC, impression etc., using these metrics, company can revaluate its marketing strategy and work towards improving its marketing efforts.

Smartphone penetration is increasing rapidly; device targeting is becoming a good option. According to a research, a user interacts almost 150 times with his phone, hence it provides ample of opportunity to advertise on mobile phones. All the e commerce companies and social media platforms have moved to app based models, apps make it easier for the advertisers to target it users. 40% of user’s internet time is spent on the mobile phones, hence a great tool for advertising. Some of the interesting statistics on mobile marketing are:

• Game apps and social media apps are consumed more on mobile apps
• People browse 70 % more webpages on smartphones than tablets
• Mobile searches have increased by a factor of 200% YOY since 2012

Some of the ways by which amazon uses to target its mobile audience are:

• In game mobile marketing
• QR codes
• Location based marketing
• Mobile search ads
• SMS
• Google mobile site links
• Click to call ad extension for mobiles
• Click to download ad extension

Amazon has a different strategy to target its audience on different platform. It uses mobile marketing as a channel to provide clear and concise content, optimizes business for its local audience, understands and analyses its domestic and global audience and then targets the right content to them according to their search and browser history. Analytics on mobile is extremely important; some of the ways in which the KPI is measured are viewabilty, active page dwell, and interaction rate & total exposure time.

Search Marketing: PPC (Pay per click)

The entire user data on the internet is analysed through the various analytics tool available. All social media tools have their own tools to analyse the data and provide insight to the brands. Apart from it, Google has the best analytic tool which summarizes all the campaigns on Google ad words, Google sense, and Google search history and provides valuable information to a brand. A user journey can be understood as the first time he sees an advertisement on any media platform (Internet, social, mobile, publisher site, affiliate marketing), the ad leaves a cookie on his device and that cookie traces his entire journey. The ad is shown repeatedly to the user over and over again on different platforms and makes him remember about the product. SO, the journey from seeing the ad to the conversion is the user journey.

Setting up of Google analytics to track the user data is extremely simple and not a time consuming job. With the evaluation of the audience, or getting the audience insight, the traffic can be more and more targeted for its audience. This targeted traffic helps the website to increase its conversion rate and also achieve a better Click through rate. Some of the tools used by Amazon for analytics are:

• Simply measured
• Google analytics
• Falcon social
• Adobe social
• Hoot suite
• Bandwatch
• Crimson hexagon
• Synthesio
• Socialbakers listening
• Digimind social
• Adobe marketing cloud
• GoSquared
• Moz
• Webtrend

40% of Amazon’s marketing budget is already being spent on digital marketing, the amount is excessively high, but in comparison to traditional marketing it is still less. Keeping in mind the above techniques, some of the strategies amazon should adopt to gain better market share can be:

Information gathering- Big data analytics has given huge power in the hands of the marketers. Now they have even the slightest bit of information about the user. This tool will help the marketer to better understand the user, his buying behaviour, his reading, watching habits etc., thus he can be easily put into a customer bucket and pushed organic and highly targeted content.

Business objectives: The above study is done with respect to the marketing department of amazon, hence the business objectives have to be defined in terms of the market growth and increase in its sales via the online channels. The objectives have to be evaluated on a quarterly basis and see the direction in which the organization is moving.

Spend more on Snapchat- Snapchat has evolved as the third most popular social media platform, it is slightly new in comparison to instagram, twitter, Facebook and linked in. But the youth is crazy about the snapchat. Hence, in order to target its young demographic between the age group of 14-38, snapchat is the best platform, and amazon can exploit the platform as it will be one of the earliest advertisers to market on that platform.

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