A successful company will always have a very strong Promotional Structure within their business. In recent years and in this day and age Social Media has a huge impact and part of everybody’s lifestyle and day to day activities. Therefore making sure that the company is continuously adapting and thinking of new ways to promote the brand within this structure is very important. Amazon.com has to persuade and promote customers to visit their website and purchase/pay for its online services. An example of these strategies include: Advertisements, sales promotions, public relations and direct marketing.
One of the most memorable Amazon TV ADS to date includes a video clip of former Top Gear star Jeremy Clarkson actually promoting the Amazon Fire TV, this is expected to have cost Amazon a total amount of £160 million! The largest online retailer in the world uses celebrity endorsement on occasional manner. Boosting attention to the brand.
Following on from TV, YouTube and Instagram stars with a huge following of potentially new and existing customers from a range of different ages have the ability to promote and be part of the affiliate program that Amazon.com has to offer. This strategy widens the companies market reach and has adapted over time keeping up with latest trends depending on the style and season etc. Amazons target market range between the ages of roughly 18-44 as of 2021. 60% of these customers are based in the United States. Although this is split very evenly between middle and upper class customers. Amazon also applies sales promotions which then attracts customers to purchase product and services that the website has to offer. An example of this is the discounts and special offers that are occasionally sent via email or simply available at checkout, to generate more sales.
Another huge success and strength of the brand includes the charitable organizations that Amazon.com works very closely with. Amazon donates a percentage of their sales, enhancing consumer perception about each of the different corporations.
Direct Marketing focuses on Amazon contacting companies to offer its online services, this includes publishing and digital content distribution. Amazons direct marketing is so advanced that it results in being able to view what their customers are actually searching for, to then be in the position to offer the customers similar products, along with a range of different prices and generating an email to inform you of any prices changes of the item that you have been eyeing up. They also ensure that feedback requests are sent through after every order has been received. (other marketing emails include past order value, location and on site browsing) This enables Amazon to maintain the relationship that they have with their current customers, meaning they can then pass on the word to friends/family who could then become a new customer for Amazon.
To summarise I believe that Amazon.com are extremely successful when it comes to using promotion in order to achieve a successful marketing strategy. They have proven to adapt over time, keeping up with a meeting market forces and customers needs. With the use of fluctuating prices and being able to inform their customers (via email) of alternate and also price differences it means that their competitors such as Wal-Mart & Target etc simply cannot battle. With the current revenue sat at 1.7 Trillion compared to $232.89 Billion (2020) it is obvious that capability and promotional presence of the brand will only continue to grow. Getting bigger and better.
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