project 3 ppoint
Tj_smith
ProjectMilestone21.pptxProject Milestone 2
Amazon Company
Amazon Company
Amazon is a multinational technology company, which has various businesses including e-commerce, digital streaming, and cloud computing.
Amazon's e-commerce platform: Amazon Marketplace.
This platform enables third parties to sell products at a fixed price alongside the regular offerings of Amazon.
Amazon is a multinational technology company, which has various businesses including e-commerce, digital streaming, and cloud computing.
This presentation focuses on the e-commerce platform of the company.
Amazon's e-commerce platform is referred to as the Amazon Marketplace. This platform enables third parties to sell products at a fixed price alongside the regular offerings of Amazon.
This presentation reviews a problem that Amazon faces on its e-commerce platform. It also discusses several digital marketing tools that can be used to alleviate the problem.
2
Analysis of the Problem
Current problem: Growing competition in the e-commerce space.
Propagated by the Covid-19 pandemic.
Current and new businesses embracing virtual operations.
Amazon is losing its market share in the e-commerce space (Waters, 2021).
One of the major problems that Amazon is currently facing is the growing competition in the e-commerce space. This problem has occurred due to the technological growth of virtual stores and the lockdown experienced during the height of the Covid-19 pandemic.
Before the Covid-19 pandemic, the e-commerce wave was starting to slowly take up the shape with many people acknowledging the promise of e-commerce over the regular markets. However, the lockdowns during the pandemic resulted in the e-commerce wave growing rapidly.
More brands and companies realized that there was a need to focus their energies on e-commerce in order to remain profitable, access their customers, and minimize costs related to distribution.
Although Amazon still leads in the e-commerce platform rankings, it is losing its overall market share. For instance, by the end of 2021, Facebook’s Marketplace had crossed 1 billion monthly visitors (Waters, 2021).
Currently, more people are embracing the e-commerce culture with both established and startup businesses selling their products on e-commerce platforms. In fact, some businesses have no brick-and-mortar stores.
3
Target Market
Upper and middle-class consumers
People who own smart devices or home computers
Mostly between 18 and 44 years.
60 percent of the market is from the US
According to Wells, Danskin, and Ellsworth (2018), Amazon’s targeted customers are comprised of the upper and middle-class consumers who own smart devices or home computers.
These individuals mostly fall between the ages of 18 and 44 years.
60 percent of the target market is made up of people from the United States (Terry-Armstrong, 2019).
Additionally, Amazon’s targeted customers are individuals who prefer online shopping due to its competitive prices, fast delivery, and convenience compared to the traditional brick-and-mortar stores (Wells, Danskin, & Ellsworth).
4
Digital Marketing Tools
Social Media
Examples: Facebook, Twitter, and Instagram.
Brand awareness and conversions.
70 percent of consumers use social media to make purchasing decisions and seek customer services.
Social media facilitates marketing and advertising opportunities.
Social media marketing focuses on increasing brand awareness and conversions. A social media campaign can feature on different social media platforms according to the preferences of the target audience.
Amazon can take advantage of social media platforms like Facebook, Twitter, and Instagram to market and advertise its e-commerce platform. These platforms will help the company build a good online reputation.
Social media marketing emphasizes on creating informational and promotional content along with interacting with users on different platforms.
Social media marketing is important because 70% of the consumers today, use social media to seek customer services and make buying decisions. Since customer services can make or break a brand reputation, Amazon cannot ignore its social media presence and responses. People these days use social media to connect with companies.
5
Digital Marketing Tools
Search Engine Optimization (SEO)
SEO will help Amazon:
Have its website ranked in SERPs
Help it reach its target audience
Increase organic traffic (Hanlon, 2019)
SEO is the best thing that can get Amazon’s website ranked in SERPs, help it reach its target audience, and increase organic traffic.
80% of the consumers will do their search online before buying anything. More than 30% of the searchers will click on the first page results.
Amazon can apply both on-page an off-page forms of SEO.
On-page SEO relates to the content on the web pages, the speed of delivery, and the accessibility of the web page. Off-page SEO relates to the methods of mentioning the web pages in other places in order to drive traffic back to Amazon’s website (Hanlon, 2019).
Overall, this digital marketing tool will help in improving Amazon’s localized traffic and attract more clients to its e-commerce platform.
6
Digital Marketing Tools
Content Marketing
Create content that Amazon’s target customers relate to.
Can take various forms: video, GIFs, blogs, and pictures.
Its affordable and help build authority.
Is sustainable and creates lasting effects.
Content marketing will help Amazon focus on creating content to reach out to the consumers.
It can be any form of content, video content, a blog post, pictures, infographics, GIFs, and more. The end goal is to provide valuable information to the user.
Content marketing helps in building authority and is affordable.
A long-term process that creates lasting effects on users
7
References
Hanlon, A. (2019). Digital marketing: Strategic planning & integration. Sage Publications.
Waters, M. (2021). Amazon’s profits are big, but competition is heating up. Modern Retail. https://www.modernretail.co/platforms/amazons-profits-are-big-but-competition-is-heating-up/
END
