Background of the Company
The impact of digital marketing has major shifts of the traditional marketers to shift into online marketing streams. Also digital marketing can integrate with the overall business strategy of the company giving better strategy goals, direction; allocate sufficient resources through analytics and hitting the target by understanding the dynamics of online marketplaces, customer profiles, competitors and their behaviors. This study develops knowledge on digital marketing strategy evaluating different elements of Digital marketing such as advertising, email marketing, content marketing, mobile marketing, programmatic advertising, search engine optimization and based on the current chosen company Amazon Fresh in the UK.
Background of the company
- Amazon Fresh is one of the subsidiaries of the American largest e-commerce company amazon.com (Ives, Cossick and Adams 2019). Amazon Fresh is name of Amazon Go in the Uk marketplaces uses several technologies for automating the Amazon Go stores including sensor fusion, computer vision, deep learning algorithms, payment steps associated with cashier less transactions and the purchase, checkout and payment steps associated with excellent customer experience , inventory management and supply chain management. Amazon Go app can link with android and iOS for paying different items at the store alongside retail transactions at different locations.
Figure 1: Amazon’s development of SEO
(Source: Hillen 2021)
- Amazon Go app can be used for scanning a QR code generated on the app allowing users to purchase the same bill from their Amazon account.
- Amazon Fresh started to boost their Ads targeting mass customers in a row. Also Amazon is using digital marketing efficiency based on search engine optimization and AdWords targeting millions of keywords to market its products. Also the product pricing manages the product competitively on advertisements based on pricing algorithm (Rodrigue 2020).
- Amazon has 15 million British shoppers and active prime members in the UK (Tillman 2022). 26% of Amazon customers have a membership on Prime and enhance the benefits of one day delivery to eligible addresses, prime benefits on video streaming, and exclusive access to deals and more, free in gaming content and add free music.
The brand manages contactless shops available at low prices in the UK. Amazon mobile app or campaign can also be developed for increasing the customer base for Amazon fresh in the UK. As well the email campaign can be developed based on previous purchases, helps to know click rates as well as affordable customer base in millions.
Amazon Go potentially has huge disruption features that ‘just walk out’ technology upsetting the change for 3.5 million cashiers In the US. According to Lingyu, Lauren and Zhijie (2019), the use of digital marketing and online prime service capitalized the brand’s growth with doorstep deliveries since the corona virus pandemic. At that time, Amazon Fresh started to cover more areas of the UK and follow prime members living outside London. Amazon Fresh is now located through 300 postcodes around the UK and London. On the other hand Polacco, and Backes (2018), collaborate with Morrison’s, evaluated same day grocery services, which doubled the number of stores that serve Amazon prime customers along with different features such as,
- multiple sensor technology,
- virtual shopping cart,
- no cashier,
- virtual return of the items via app,
- creative coalescence of powerful location based app,
- integrated payment,
- machine learning,
- artificial intelligence,
- one click like web shopping in retail,
- QR code IDs
- and also image recognition technology
Amazon also evaluates its strategy which integrates with online marketing channels such as social and online advertising, associates program, television advertising, sponsored Search and other product listings in Amazon search related keywords. In addition to this, the annual prime subscription has been associated with digital purchases that require monthly ad on fee or delivery for standard customers (Yang 2020). The bold move by Amazon Fresh improved the grocery shopping experience and value added free benefits that shifted the industrial feature from traditional to online food retailing.
In the study, new digital marketing components can be proposed by using social media channels. Digital marketing by social media channels can support growth goals by building strong relationships with audiences and customers. However Hillen (2021), the term social media marketing provides networks to market products and services to existing customers promoting desired mission, culture and tone of the company. Using social media channels can include digital images, marketing campaigns and other purpose- built data analytics tools that allow marketers for tracking the success with specific products and services. This strategy can engage with more customers including the way and platforms like Facebook, Instagram, Twitter and focus on different interests and understanding to the change of consumer behavior.
Proposed Strategy and its Benefits
Figure 2: Example of Amazon email marketing
(Source: amazon.co.uk)
The online store is also digitally set up with features and enhancements which have accustomed to the convenience of online ordering their groceries throughout the UK (Vieira et al. 2019).
- Updating of services through social media ads: In this factor, the relevance of social media Channels can update different grocery items including unparalleled convenience throughout the grocery shopping experiences. The digital marketing strategy can be proposed with the use of PPC ads, digital contents, and email marketing, running video ads on YouTube catching more customer loyalty to tell the brand story. Lastly, doing banners on prime video as well as Amazon.co.uk can make services with personalized offerings, recommendations and helps to discover digital content, benefits of accessing Amazon services through its apps, devices and websites as well as Recommendations on Amazon features and services.
- Increasing number of users: Amazon has 15 million British shoppers and active prime members in the UK (Tillman 2022). 26% of Amazon customers have a membership on Prime and enhance the benefits of one day delivery to eligible addresses, prime benefits on video streaming, and exclusive access to deals and more, free in gaming content and add free music. According to Zhu, and Gao (2019), social media also affects their purchase decisions that can be built on brand loyalty, investigating benchmarks, sharing new initiatives, highlighting new stock, advertising or sale and emphasizing on brand values.
- Narrowing down ads audiences by interests: narrowing ads through location and gender are the modern features of social media channels including Facebook, Instagram, and YouTube that can easily follow up with exploring new brands or products on social media. On the other hand Kingsnorth (2019), Amazon Can also provide banners for advertising Amazon go and solutions featuring deals, creative guidelines and clarity with high resolution screens through Amazon Go app.
- Using online business models through social media solutions: it can evaluate digital marketing campaign objectives such as brand awareness, engagements, App installations, store visits and catalog sales (Bala, and Verma, 2018). There are also different technological advancements with key features that produce suitable objectives for Amazon fresh. Providing a daily budget, choosing right audiences, defining audience based geographic areas, enhancing influence marketing can rely on social media platforms and guide people in the decision making.
- Influential marketing: Amazon expanded the grocery business to 3% of the UK online grocery market, compared with Tesco’s more than 30% and Ocado’s 14% with new convenience stores and announced Amazon Fresh pick up providing grocery home delivery service in major international cities. In addition, Amazon acquired Whole Foods with 400+ stores in the US in 2017. There are mainly 64,.89 million individuals and Active smartphone holders in the UK where Amazon can target young customers use social channels with culinary inspiration, where the help of YouTube video promotions, prioritized advertisements and free to use options can boost the sale of Amazon fresh.
- Social media channels and its use: The use of brand activity by sharing food images, using hash tags on Instagram, boosting ad interest on Instagram, sharing content about food and drink, eye-catching imagery on Pinterest can directly impact on the purchasing behavior and target young mass media market to decide with their buying decisions. As opined by Chaffey and Ellis-Chadwick (2019), recognizing powerful effects of influential social media content, the company can increase followers on Instagram by elaborating video contents, offers, promotions, coupons and other cash backs that can drive trend growth and adoption through digital media. Also using celebrities and other public figures for Brand promotion can reach the targeted audiences. Engaging through social media, responding to their queries quickly and monitoring social media pages and resources can create greater visibility with resonance better with consumers.
Figure 3: Pinterest images based on Amazon handmade
(Source: amazon.co.uk)
- Contents on email marketing: Amazon advertising grew 64% and climbed to $21.5 billion with the help of on-site sponsored advertising, using lucrative media channels. Amazon can develop email marketing contents to boost understanding Amazon Simple Email Service (SES)with scalable infrastructure and marketing messages, send transactional email, or any other type of high-quality content.
The use of different social media channels such as Facebook, YouTube, WhatsApp, Instagram can manage marketing of different products. Amazon Fresh can develop accountability with highlighting deals, sharing community contents, running competitors and sharing important posts on social media.
- As per the views of Meshko and Savinova (2020), the recommendations can use optimization strategy to coincide social media contents with relevant events providing valuable content and enticing for customers.
- Also the use of social media posts can draw attention with different offers, coupons and value-added services for Amazon prime members to increase engagement with ultimate sales.
- With the help of social media posts including teasers for upcoming offers, advertisements with playful hash tags, funny captions can engage a wider range of readers showcasing the social media tool not only as a marketing way in e-commerce but also provide responses to reduce negative experience with the brand. On the other hand Juswadi, Sumarna, and Mulyati (2020), Amazon Fresh can develop knowledge with that Twitter account featuring fresh deals with the help of graphics, emojis and videos tailoring social media strategy.
- Amazon Fresh also can promote high-quality images and video content utilizing stories featuring different graphics in Pinterest, shots using videos of their own brands and services. Amazon Fresh also develops knowledge on brand identity by making an effort to respond directly to customers in social media and know about raising issues, questions and complaints of them (Bala and Verma 2018).
- Amazon Fresh also must deal with different controversies and backlash over the social media by promoting their working conditions, boosting community services with values and practices as well as develop eco-friendly grocery chains by improving reputation at a time.
Advertisements and banners by using PPC ad can target the use of music apps like Spotify adds, Amazon music, use of video ads such as websites or video streaming channels, user of display ads such as high traffic websites, Google campaigns To better suggest customers to go to the nearest stores or ordered online by the Amazon fresh UK. In the UK, Amazon with online grocery increases deliveries by collaborating with third party applications to doorstep in order to avoid crowds. As well, shoppers in the UK increased their online shopping activity also for grocery; web based alcohol drinks and chilled foods. Amazon Fresh not only delivers products for their prime members but also develops specialist stores with the just workout store facilities. After the corona virus outbreak, online grocery shopping habits changed the buying behavior and consumption rates in the UK retail industry. Amazon evaluated awareness’s of mass audiences focusing on browsing products or categories (amazon.co.uk, 2022).
References
Amazon.co.uk, 2022. Customer Journey. [online] amazon.jobs. Available at: <https://www.amazon.co.uk/en/teams/customer-journey> [Accessed 8 March 2022].
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation & practice. Pearson uk.
Darma, G.S. and Noviana, I.P.T., 2020. Exploring Digital Marketing Strategies during the New Normal Era in Enhancing the Use of Digital Payment. Jurnal Mantik, 4(3), pp.2257-2262.
dentsu.com, 2022. dentsu. [online] dentsu. Available at: <https://www.dentsu.com/us/en/dentsu-commerce/amazon-marketplace-consulting> [Accessed 8 March 2022].
Dewi, N.P.R.C., 2020. Digital marketing strategy on travel tourism businesses in marketing 4.0 era. International Research Journal of Management, IT and Social Sciences, 7(3), pp.58-64.
etaileast.wbresearch.com, 2022. Amazon’s Social Media Marketing Strategy To Inspire Buyers. [online] eTail Boston 2022. Available at: <https://etaileast.wbresearch.com/blog/amazons-engaged-buyers-drive-social-media-revenue> [Accessed 8 March 2022].
Hillen, J., 2021. Online food prices during the COVID?19 pandemic. Agribusiness, 37(1), pp.91-107.
Ives, B., Cossick, K. and Adams, D., 2019. Amazon Go: disrupting retail?. Journal of Information Technology Teaching Cases, 9(1), pp.2-12.
Ives, B., Cossick, K. and Adams, D., 2019. Amazon Go: disrupting retail?. Journal of Information Technology Teaching Cases, 9(1), pp.2-12.
Juswadi, J., Sumarna, P. and Mulyati, N.S., 2020, April. Digital marketing strategy of Indonesian agricultural products. In International Conference on Agriculture, Social Sciences, Education, Technology and Health (ICASSETH 2019) (pp. 105-110). Atlantis Press.
Kenny, S.E., 2019. Strategic Audit of Amazon. com, Inc.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Lingyu, M., Lauren, C. and Zhijie, D., 2019, May. Strategic development of fresh e-commerce with respect to new retail. In 2019 IEEE 16th International Conference on Networking, Sensing and Control (ICNSC) (pp. 373-378). IEEE.
Meshko, N. and Savinova, A., 2020. Digital marketing strategy: companies experience during pandemic. Vuzf Review, 5(4), pp.41-49.
Moran, C. and Silverstein, S., 2022. Study: 59% of US shoppers see Amazon Go as a threat to Walmart, Kroger. [online] Grocery Dive. Available at: <https://www.grocerydive.com/news/study-59-of-us-shoppers-see-amazon-go-as-a-threat-to-walmart-kroger/595620/#:~:text=Amazon%20Go%20stores%20are%20a,garnered%20more%20than%2030%2C000%20responses.> [Accessed 8 March 2022].
Polacco, A. and Backes, K., 2018. The amazon go concept: Implications, applications, and sustainability. Journal of Business and Management, 24(1), pp.79-92.
Polacco, A. and Backes, K., 2018. The amazon go concept: Implications, applications, and sustainability. Journal of Business and Management, 24(1), pp.79-92.
Rodrigue, J.P., 2020. The distribution network of Amazon and the footprint of freight digitalization. Journal of transport geography, 88, p.102825.
Tillman, M., 2022. Amazon Go and Amazon Fresh: How the ‘Just walk out’ tech works. [online] Pocket-lint. Available at: <https://www.pocket-lint.com/gadgets/news/amazon/139650-what-is-amazon-go-where-is-it-and-how-does-it-work> [Accessed 8 March 2022].
Vieira, V.A., de Almeida, M.I.S., Agnihotri, R., da Silva, N.S.D.A.C. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Wells, J.R., Danskin, G. and Ellsworth, G., 2018. Amazon. com, 2018. Harvard Business School Case Study, (716-402).
Yang, C.H., 2020. Accessibility of Fresh and Healthy Food: Designing for Fresh Grocery Delivery (Doctoral dissertation, Pratt Institute).
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), pp.33-37.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
