Amazon’s Digital Marketing Strategies: Detailed Case Study

Amazon's digital marketing strategies are always evolving, and they have to be, in order to keep up with the ever-changing landscape of the digital world. Their strategies are data-driven and they use cutting-edge technology to stay ahead of the curve. They are always testing and tweaking their strategies to ensure they are getting the most out of their digital marketing efforts.
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It all started with a single book. In the early days of the internet, Amazon was nothing more than an online bookstore. But Jeff Bezos, the company’s founder, had a vision for something much bigger. He wanted Amazon to be the everything store, a one-stop shop for anything and everything that people might want to buy.

In order to make this vision a reality, Amazon needed to expand into new markets. And so, in the late 1990s, it set its sights on India.

At first, Amazon’s entry into the Indian market was met with scepticism. Many people were sceptical of the company’s ability to succeed in a country with such a large and diverse population. Amazon has proved all the sceptics wrong by not only succeeding in India but also becoming one of the country’s leading e-commerce companies. 

About Amazon

Amazon was founded in 1994 by Jeff Bezos. The company started as an online bookstore and has since expanded to sell a wide variety of items, including electronics, furniture, apparel, and food. Amazon has become one of the largest retailers in the world, with sales totalling over $100 billion in 2015. The company has also been diversifying its business, with ventures into cloud computing, streaming video, and artificial intelligence.

Why Should Digital Marketers Study Amazon’s Digital Marketing Strategies? 

Amazon’s digital marketing strategies have played a big role in the company’s success in India.

One of the key elements of Amazon’s digital marketing strategy is its focus on customer experience. Amazon has always been focused on providing the best possible customer experience, and this is evident in the company’s Indian operations. Amazon has invested heavily in infrastructure and logistics in order to ensure that its customers receive their orders on time and in good condition. The company has also developed a strong customer service operation in India, which has helped it build a loyal customer base.

Another important aspect of Amazon’s digital marketing strategy is its use of data. Amazon has a huge database of customer data that it can use to segment its audience and create targeted marketing campaigns. This data allows them to personalize their marketing messages and offer products that are relevant to their customers. Amazon also uses data to optimize their website and make sure that their customers have a positive experience. 

Amazon’s Digital Marketing Strategies 

Amazon is always testing and tweaking its strategies in order to ensure that they are providing the best possible experience for its customers. Below, we have discussed the different digital marketing strategies they employed that marketers can learn from.

Amazon’s Social Media Marketing Strategies 

Amazon uses social media activities to promote their products, generate brand awareness and connect with their audience. Let’s discuss Amazon’s strategies on each of these platforms. 

Amazon’s Instagram Marketing Strategies

Amazon India’s Instagram page (amazondotin), has 2 million followers as of June 2022. Their content on Instagram is notably tailored to the page and makes posts that are focused on visuals and engagement. 

amazon Instagram page

Most of their posts are engagement-focused. For instance, you can see in this post below where Amazon is urging their followers to screenshot an outfit. Through this, customers spend more time on the respective post. 

Next, you’ll also notice many product-based posts that update their customers with different and ongoing offers. This generates sales for their brand and creates urgency. 

The third type of post that you can find on Amazon’s Instagram page is collaborations with influencers. 

Amazon’s Facebook Marketing Strategies

Amazon’s main Facebook account is mostly used to sell products, highlight offers, run competitions, publish community content, and communicate noteworthy posts. These are frequently optimised to coincide with key events and holidays, giving clients attractive and valuable content.

Amazon responds to a remarkable number of comments posted on its posts – and it does so fast, politely, provides important information and connections, and adds a human touch by addressing commenters by the first name, with the Amazon employee also signing off on each comment using their first name.

Amazon’s SEO strategies

Website

Amazon has a high functional website which has a high domain authority of 92. They are ranked “amazing” in all four website factors taken into consideration by Amazon, which are organic keywords (14,009,442), organic monthly traffic (412,258,825), and domain authority (92), and backlinks (157,932,667)

Amazon -Traffic overview

www.amazon.in

Mobile Marketing

The amazon apps are available across all major platforms, including iOS, Android, and Windows Phone. They have ever 10 million Android installs with a 4.1 rating, increasing the amount of app-specific offers to boost app popularity. They also ensure to provide ongoing updates on their existing app. 

Amazon’s Email Marketing Strategies

We receive emails from Amazon praising us for our purchase, asking for a product review, and even providing a discount if we provide our email address. This is known as email marketing.

Amazon’s email marketing strategy is straightforward it sends customized product recommendation emails to customers based on factors such as purchase history, past order value, location, age, gender, and on-site browsing.

Amazon’s Top Digital Marketing Campaigns 

1. The Great Indian Shopping Festival 

Year after year, Amazon hosts the great Indian shopping festival and reaches new openings and hits new records. In fact, according to a report by Live Mint, Amazon increased their sales by 8x during the festival in 2020! 

‘Ab India ki khushiyon ke beech budget nahi aayega!’ claims Amazon India. (Your happiness will no longer be limited by your budget.) The organisation is going above and above to entice everyone to its offerings and facilities.

Amazon India’s main film created for the event depicts the same tale of an Indian Parivar- how they prepare to purchase clothes, jewellery, and more without being restricted to any pre-equipped budget through Amazon.

Amazon’s digital advertising strategy encompassed all of the major platforms, including Facebook, YouTube, Instagram, and Twitter. The hype began two weeks before the shopping festival with teaser advertising, progressing to the announcement of actual dates, highlighting particular bargains, and then adding celebrities like Govinda, Karisma Kapoor, and The Dancing Uncle to increase customer interest.

2. #AurDikhao

The very successful Aur Dikhao campaign debuted in 2015 with the goal of emphasizing the wide range of products available on Amazon.in. The colloquial expression ‘AurDikhao,’ which accurately portrays India’s collective enthusiasm for diversity in shopping, was well received by the crowd.

To this day, the primary source of information for Indians is word of mouth from friends and relatives. The new ad features a delightful interaction between family members while making an online purchase, as well as how one person may assist the other in locating the correct product and payment choice. The campaign communicates the several benefits that Indian consumers want when buying, such as a wide range of brands, various ways of payment, and the simplicity of easy returns.

3. #DeliverThanks – A UGC campaign

User-generated campaigns are one of the most effective digital marketing campaigns. If successful, it can do wonders for your brand. Amazon India introduced the second edition of its digital campaign ‘#DeliverThanks,’ which encourages consumers to convey messages of happiness and appreciation for its frontline staff that assure safe and timely delivery of their ‘Khushiyon ke dibbe.’ 

The ad aims to acknowledge the efforts of tens of thousands of associates across Amazon’s Operations Network who work tirelessly to guarantee that customers’ holiday shopping arrives safely and on schedule, every time. The second edition of #DeliverThanks encourages customers to get creative and leave a ‘Thank You’ letter or poster on their doorstep for delivery workers, who will be thrilled and grateful when they arrive at the customer’s house for delivery. They also encouraged users to share the thank you note on their social media platforms. 

Conclusion 

Amazon, as you can see, has a website to promote its items and brand. Do you want to make equally successful plans? Enrol in Digital Scholar’s online digital marketing course to learn how to create effective digital marketing strategies for your business.

If you want to learn everything there is to know about digital marketing and how to utilize it for your own business, enrolling in this course is a wonderful choice. To find out more about them, go to www.digitalscholar.in 

Are you willing to help your company’s reputation? Now is an excellent time to begin an online digital marketing program!

Which Amazon marketing campaign do you prefer? Fill out the form below with your feedback.

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Written By
Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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