AMAZON

AMAZON. Amazon focusing on E-commerce, cloud services, digital broadcasting, and machine intelligence..

MISSION ANDSTRATEGIES. 1.Mission:. “To be Earth’s most customer-centric company where people can find and discover anything they want to buy online”.

TOP MANAGEMENT. Andy Jassy is President and CEO Brian T. Olsavsky Senior Vice President and Chief Financial Officer David H. Clark Chief Executive Officer, Worldwide Consumer Shelley L. Reynolds Vice President, Worldwide Controller Adam N. Selipsky Chief Executive Officer, Amazon Web Services David A. Zapolsky Senior Vice President, General Counsel and Secretary.

COMMUNICATION METHODS FOR MARKETING STRATEGY. Reinforce brand messaging build customer relationships. Increase creativity and information. Encourage feedback, Boost employee morale Integrated Marketing Communication..

COMPONENTS OF IMC PLAN. Marketing mix including products, prices, distribution methods and promotions, and delivers a clear and consistent message to customers.

ADVERTISING STRATEGY. The pay-per-click (PPC) approach strategy, divided into three categories.

Sponsored Product Ads. amazon sponsored ads placement example.

Product Display Ads. placement of amazon product display ads.

Headline search Ads. amzon headline search ad placements.

Headline search Ads another way. second type of placements for amazon headline ads.

ADVERTISING COMPAIGN. Amazon has selected direct mail marketing as a tool to reach existing customers. Amazon launched a new direct mail campaign with the aims of getting Kindle customers to upgrade to their latest Kindle..

ADVERTISING COMPAIGN (CONT..). Amazon use the coupon code to track the effectiveness of the campaign. Another direct mail campaign targeted Amazon Prime users who had not used Prime Instant Video..

IDENTIFY POTENTIAL RISKS. 1.RISKS:. IMC can limit creativity. Management assistance and resources. Creativity in multiple media. Strategy. Customer data unification and sharing. International issues..

MITIGATING THE RISK. Marketers must concentrate on customer relationship management and take the necessary steps to build better customer relationships. Necessitate effective communication strategies and creative thinking The choice of communication media is influenced by the participant's communication needs, and in order to develop the buyer-supplier relationship, the marketer must first develop the relationship on a commercial basis, then on a personal basis.

REFERENCES. Krishnamurthy, S. (2004). Amazon. Com-a Comprehensive Case History. Lang, S., Tinder, L., Zimmerman, J., & Harrison, J. S. (2012). Amazon. com: Offering Everything from A to Z. Kaul , A. (2018). Effective Business Communication. Prentice Hall, Learning Private Limited. Sayre, S. (2010). Entertainment, Promotion and Communication: The Industry Campaign. Kendell Book Publishing. Nealis , K. K. P. (2018). Recruiting and engaging generation Z: an integrated marketing communications plan for West Virginia University Visitors Center . West Virginia University. Clow , K. E. (2013). Integrated advertising, promotion and marketing communications, 4/e . Pearson Education India..

REFERENCES(CONT..). Jenkinson , A. (2005). Amazon: Bounding Customers with Integrated Service. Centre for Integrated Marketing, University of Luton . Sethi , T., Goriya , A., & Singh, P. (2014). Integrated Marketing Communication: Theory, Challenges and Barriers. Hutton, J. G. (1996). Integrated marketing communications and the evolution of marketing thought. Journal of Business Research , 37 (3), 155-162. He, H. W., & Balmer , J. M. (2006). Alliance brands: building corporate brands through strategic alliances?. Journal of Brand Management , 13 (4), 242-256. Low, G. S. (2000). Correlates of integrated marketing communications. Journal of Advertising research , 40 (3), 27-27. Kitchen, P. J., & Schultz, D. E. (2003). Integrated corporate and product brand communication (1). Journal of Competitiveness Studies , 11 (1), 66..