Final project
Tj_smith
ProjectMilestone32.pptxProject Milestone 3
Amazon Company
Digital Marketing Strategy Framework
Step 1: Awareness
Reach: Aim to increase the number and diversity of the platform’s users.
Brand Awareness: Maintain current clients and gain new ones.
The social media framework includes brand awareness and reach at the start, recognizing that in a digital environment, awareness can take place faster than in the offline environment (Hanlon, 2019).
Using social media advertising, a new service can be targeted at specific customer groups, personas or other demographics, to gain awareness within minutes.
To build awareness, the digital marketing strategy framework has 2 major factors. First, there is reach. Both sellers and buyers that fit the Amazon Marketplace profile will be targeted. Having a wide reach will increase the number and diversity of the platform’s users. This will be achieved through the use of social media, SEO, and content marketing.
Second, there is brand awareness. Although Amazon is already the leading brand in ecommerce, there is a need to keep on promoting the company to consumers to ensure everybody is reminded of the value it offers its clients compared to other platforms. Brand awareness is not only vital in maintaining the current clients but gaining new ones as well.
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Digital Marketing Strategy Framework
Step 2: Consideration
Traffic: Use of SEO.
Engagement: Use of social media and content marketing.
To ensure that potential clients consider the Amazon Marketplace as their default e-commerce platform, the digital marketing strategy framework has two major factors: traffic and engagement.
Consideration is the stage where visitors are thinking about your brand and this may result in web traffic, talking about the brand online or other engagement, those with apps or software may gain downloads or installations, videos may be watched, leads generated or messages sent to Amazon.
It might also involve finding more information to think about things, before taking a big decision.
SEO will be used to drive traffic to Amazon’s website while social media and content marketing will be used to promote engagement between clients and the company.
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Digital Marketing Strategy Framework
Step 3: Conversion
Online sales: Facilitate an increase in online sales.
Conversion: Drive more people to purchase products after reviewing them.
To convert engagement and traffic into actual sales, the conversion phase of the digital marketing strategy framework has 2 main factors: online sales an conversion.
In a digital environment conversion can take place immediately after awareness. For instance, a client may watch an influencer on YouTube talking about a specific product, search and buy in minutes. This is one of the major differences in digital marketing (Hanlon, 2019).
It is also possible that once a product or service has been considered (whether that’s in minutes or months), a person moves to conversion, which can mean different concepts for different organizations.
For Amazon, conversion focuses around goods being added to the shopping basket and a checkout being performed.
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Digital Marketing Strategy Framework
Step 4: Enthusiasm
User-generated content.
Positive reviews and feedback.
To ensure the users of Amazon’s Marketplace are enthusiastic about the platform and promote it, the final step of the digital marketing strategy framework has 2 factors: user-generated content and positive reviews/feedback.
Once conversion has occurred, the next stage, which doesn’t always happen, is evangelism.
The aim is that the customer shares the good news, via positive online reviews or feedback, or better still, other forms of user-generated content, such as
unboxing the product, providing a case study or explaining why they chose Amazon.
Positive reviews & feedback and User-generated content will be facilitated by social media platforms and video sharing apps like YouTube. Positive reviews & feedback will also be facilitated via the Amazon website.
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REAN Framework
| Area | Objectives |
| Reach | Reach 20% more customers within one year. |
| Engage | Engage 65% of all web visitors each year. |
| Activate | Activate sales from 50% of all web visitors within the next one year. |
| Nurture | Nurture 90% of all customers by the end of the year. |
This REAN framework will help Amazon plan ahead and analyze the complex marketing activities that are needed to build and nurture customer relationships.
This will be vital in countering the growing competition in the e-commerce space and ensure Amazon maintains its dominance in e-commerce.
Reach: Amazon aims to reach 20% more customers within one year. This will be achieved through aggressive marketing using diverse platforms like social media and content marketing.
Engage: Amazon aims to engage 65% of all web visitors each year. this will be facilitated by SEO, social media, and content marketing.
Activate: Amazon aims to activate sales from 50% of all web visitors within the next one year. This will be achieved by ensuring customers get value for their money in a way that cannot be matched by other companies.
Nurture: Amazon aims to nurture 90% of all customers by the end of the year. Amazon will promote the activities needed to nurture relationships, such as the use of CRM, email newsletters, and offers to come back to the site.
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Conclusion
Digital Marketing Strategy Framework.
REAN Framework.
Key Takeaways: It is not only important to attract and engage clients but maintain them as well. Offering value will be an added advantage and give Amazon a competitive edge over rivals.
Digital Marketing Strategy Framework: It will aim to increase the number and diversity of the platform’s users while maintaining current clients and gaining new ones. It will also drive more people to purchase products after reviewing them.
REAN Framework: The REAN framework will help Amazon plan ahead and analyze the complex marketing activities that are needed to build and nurture customer relationships.
Key Takeaways: It is not only important to attract and engage clients but maintain them as well.
Offering value will be an added advantage and give Amazon a competitive edge over rivals.
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Reference
Hanlon, A. (2019). Digital marketing: Strategic planning & integration. SAGE Publications.
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