Amazon Marketing Communication - Essay Example

Amazon Marketing Communication Introduction In the present market, the manner in which an organisation communicates with its customers is essential in competitive advantage. Marketing communication is also an important factor, which helps an organisation to survive in the market. Marketing communication comprises of two main players traditionally, the customer and the producer. However, the current trends in marketing communication comprises of the producer, the agency and the customer. It involves communication between the customer and producer through market research and promotional activities. Market research is the first step in marketing communication. The organisation identifies the market requirements and produces the appropriate products. The second phase involves delivering the product to the market through promotional activities. This form of marketing communication is however not complete since it lacks customer feedback. A complete marketing communication plan entails the dissemination of information and customer feedback (Chaffey, 2009). Marketing communication in e-commerce enables organisations such as Amazon to market their products across the globe with minimal limitations. Marketing communication influences the success of some f the largest e-commerce organisations in the world. It is, therefore, important to analyse marketing communication critically based on e-commerce. Organisations practicing e-commerce engage customers in their marketing strategy through constant communication. Amazon is an example of a large e-commerce organisation that markets its products by effectively communicating with its customers. Marketing communication is an important business activity that involves the distribution of product information through various marketing channels. It is also a direct communication between two or more individuals. Traditionally, the main marketing communication channel revolves around mouth-to-mouth communication. The development of e-commerce influences personal communication in many ways such as the introduction of e-mail and social network cites. The various types of personal marketing communication are expert channels, advocate channels and social channels (Chaffey, 2009). Sales persons are the main agents of communication in the advocate channel. Some organisations prefer the services of experts to disseminate their information to customers. In such a case, experts mainly facilitate the communication. Social channels entails communication marketing that uses social platforms such as journals, leaflets, posters, radio, television, magazines newspapers and online forums. In the contemporary world, organisations are using the internet as a marketing communication channel. This results from the emergence of e-commerce and e-business, which aims at increasing profits and market share by doing business on the internet. One such business is Amazon. Amazon is an online retail outlet that specialises in all products. Amazon operates over ninety delivery points across the globe. The customers make their orders at the company’s websites. The website comprises of various portals such as payment, delivery address, time range and the ‘order now’ button. This makes its easier for customer to purchase the products at the comfort of their house. The company owns several collection points in different parts of the world where customers can collect their orders in case of a missed delivery (Chitty, 2012). Amazon markets its services through online as well as personal marketing communication channels. The growth of the company is attributed to effective marketing communication strategies. Amazon’s marketing communication strategy allows the company to access customers’ feedback and needs within a short duration of time. The company also introduces new services annually with the ain expanding its market share. Analysts argue that the success of Amazon is because of pricing marketing strategy. However, it clear that the company’s form of marketing communication strategy contributes a great deal its success. For instance, they inform customers as well as prospective customers on new deals and products available on their websites through various platforms on the in internet (Dahlén, Lange and Smith, 2010). Moreover, the company ensures customer satisfaction by obtaining feedback from customers on the portal. Communication marketing is effective in ensuring customer satisfaction and competitive advantage. A company that practices communication marketing effectively commands a great deal of the market share. Communication Marketing at Amazon Amazon ensures effective communication with its customers such that customers are free to request information regarding the services offered. The company also keeps track of the customers’ ordering trend through an effective database. The organisation can, therefore, keep track of the customer’s activities on the website such adding items in the cart, the completion of an order and customer notification through email. The company is therefore able to enhance service delivery on the website as well as on the ground. Tracking the customer’s shopping also facilitates a transparent system of rewarding customers. Amazon also provides customers with recommendations on the common products, which enables the customer to shop easily and quickly. The organisation’s website also provides the customers with an opportunity to review a given product after services. Customer reviews ensure that future customers are satisfied with the services offered. This form of communication marketing builds trust and confidence between the customers and the organisation (Dahlén, Lange and Smith, 2010). Amazon makes use of a marketing communication strategy that integrates all forms of communication such as public relations, advertising online marketing and promotion. The company advertises its products through various channels such as radio, television, newspapers, journals, magazines and online platforms. Amazons ensures a positive public relation by providing services that do not interfere with the rights of the public. It also ensures that the products sold to the customers are genuine and has a return window in case of malfunctions. The marketing communication strategy that Amazon uses encompasses all aspects of customer satisfaction such as service delivery, product availability, reasonable pricing and product guarantee. The company ensures that its employees work effectively towards customer satisfaction by facilitating effective customer service. Its marketing communication strategy comprise of the following aspects of marketing. Advertising Amazon uses advertisements to attract new customers and expand its market share. Advertisement involves giving prospective customers an insight of the company’s services. Amazon continues to use the traditional forms of advertisement regardless of the advancements in technology. It is easier to reach a wider group of customers through the traditional advertisement avenues since certain individuals do not access the internet easily. The company also utilises other platforms to promote their services across the globe. The types of media that Amazon uses to advertise its products include the published and audio media. The published media consist of the newspapers, magazines, professional press, posters and the internet. On the other hand, the non-published media comprises of television, radio, billboards, cinema and direct mailing (Egan, 2013). Newspapers: Amazon uses newspapers to communicate to its customers and prospective customers regarding new products on their website. Newspapers are common among the old generation hence it is easier for Amazon to reach certain individuals in the society. Marketing communication through newspapers enhances in-depth clarification of information regarding a particular product. Moreover, newspapers enable the company’s marketing team to review a new product adequately (Egan, 2013). The use of newspapers as a medium for marketing communication faces various challenges such as cost; it reaches only to certain groups of people and durability of the information. Amazon therefore uses newspapers for marketing communication since it enables them to provide information regarding a service or product to certain group of people. In addition, newspapers serve in promoting the company’s websites that attracts the attention of individuals who are reluctant to explore the internet. Marketing communication by Amazon is not highly effective since the company operates under the e-business category. The level of internet accessibility is currently highest implying that, e-businesses have greater chances of success by utilising it for marketing communication (Gerber, 2008). Magazines: Magazines cover a given topic that affects a specific group in the society. Some magazines provide general information regarding particular events or new developments. Amazon uses magazines to advertise its products and services in various parts of the world. The organisation maximises on advertising through magazines in Europe, Asia and North America. These are regions with the highest number of Amazon customers. Moreover, Amazon uses informative magazines such as fashion, technology, news, automobiles, education, health and sports magazines to advertise products that relates to the theme of the magazine. For example, advertisements on sports products and promotions feature on sports magazines (Gerber, 2008). The organisation’s initiative to purchase the Washington post translates to more advertisements through magazines. By being the owners of the journal, Amazon controls its content and can use a large part of the journal to inform prospective customers about their products. Amazon also utilises magazines to inform customers on improvement of products brands available on their websites. Magazines and journals are among the most effective modes of marketing communication that Amazon uses to reach its customers. Owning Washing post translates to the reduction in cots of quantity control and advertising (Hughes and Fill, 2005). Television: Television is another form of a tradition marketing communication medium. Most companies in the e-business industry use television to advertise their products. Amazon uses television to explicate to its consumers and prospective customers the process of purchasing products on their website. In addition, it uses television as the main media through which people can see the effective and fast service delivery process. Television enables individuals to see the testimonies of Amazon customers regarding their services. For example, an Amazon advertisement on the television can feature a customer who finds delight in the effectiveness of Amazon’s services. Amazon also uses television to feature new products or upgrades available on their websites. This prompts customers to access the website and make purchases in order to benefit from initial discounts. The organization ensures that their television advertisements appear early in the evening, at night and before news because most people watch television during such times. Television advertisements are also a crucial medium of promoting new products offered at Amazon. The organisation’s use of television as a medium of marketing communication is effective in countries such as the United Kingdom, the United States, Asia, Australia and Canada. There is minimal television advertisement by Amazon in countries within Africa and some parts of Middle Eat due to bandwidth limitations (Keillor, Owens and Hausknecht, 2007). Cinemas: Cinema advertisement is also a traditional mode of marketing communication. Cinema advertising, just as television, entails the use of video clips showing new products and promotions by Amazon. In this case, the company presents video clips describing the product or service’s availability to the audience before the main video (Kimmel, 2005). In some cases, the cinema company integrates the advertisements into the main show such that it appears after a given duration of time. Cinema advertising is effective in reaching large number of individuals regardless of their age or economic status. It is among the effective traditional mediums that Amazon uses for marketing communication. There are however several setbacks such as reluctance by cinema owners to integrate the advertisement clips into the main cinema. Majority of the shows at cinema hall are shown at specific times and the audience experiences difficulties adjusting their schedules due to delays resulting from additional clips in a given movie or show. Moreover, some cinemas have age limitations, which limit the audience of the advertisements based on age. Cinema advertising has proven to be an effective mode of marketing communication that Amazon uses (Kimmel, 2005). Billboards and Posters: Amazon uses billboards and posters for media promotion. It places billboards in different cities across the world, guiding people on how to purchase products through their websites. In some cases, the billboards comprise pictures of the various products available at Amazon. On the other hand, the company, places posters bearing its name and website on public transport automobiles such as buses, taxis and trains. The company’s posters appear on doors of various shopping outlets and restaurants. Amazon also uses posters on the products originating from their stores. These posters inform people about the website and provide short directions on how to purchase a product at Amazon. The posters also contain a list of promotions and discounts available at Amazon. Billboards and posters are an effective means of marketing communication but face challenges such as durability and reluctance by public service transport owners to post them in their vehicles. Posters are an easy target for kids when they are playing hence they are easily destroyed. In addition, placing posters in some places is illegal hence the need for Amazon to specify the right place to put advertisement posters (Koekemoer and Bird, 2004). Billboards and posters are effective in promoting the company’s products but can be quite costly. Public Relations Maintaining good relations with the public is an effective way of marketing communication. Companies with good public relations make more profits than those with a bad public image. Amazon is an example of a retail company that strives to ensure perfect public relations. The company ensures perfect employee welfare and remuneration, which helps to prevent strikes and human rights protests. Amazon also ensures that its activities do not pollute the environment by encouraging its customers to recycle the paper wrappings. The company’s good public image is essential in promoting the brand in countries such as Germany where constant strikes by employees affects their sales. In addition, maintaining good public relation ensures greater customer confidence and faith in Amazon products and services (Lamb, Hair and McDaniel, 2009). Amazon is effective in maintaining good public relations through their customers and employees. The company aims at satisfying the needs of its customers at all costs. The management at Amazon keeps track of the customers’ feedback in order to introduce better services. In terms of public relations, the organisation provides their prime customers with additional advantages such as discounts on specific products. Amazon ensures that its products are of high quality and offers a guarantee of free return on faulty products. For example, a faulty electronic device has a twelve-month guarantee. The company also ensures that its suppliers are genuine market players, which helps to eliminate counterfeit goods. Amazon practises honesty when dealing with customers and non-customers. They ensure that they keep their promises regarding product or service delivery. For example, they deliver the goods twenty minutes after a customer makes an order (Ozuem, 2005). The company also provides the customers with the alternative of collecting the order at the nearest pick-points. It also offers free shipping to its prime customers. Creating a good public relation is an effective marketing communication strategy since it enhances trust and confidence towards the company customers. Online Marketing Communication marketing through the internet is effective in promoting the services of a company. Amazon uses online platforms such as social networks, search engines and emailing to promote their products. Social networks such as Facebook, Whatsapp and Twitter effectively promote the company’s products and services. Amazon has Facebook and twitter pages through which individuals can make inquiries. These pages also promote public relations and the acquisition of customer feedback. For example, when a person purchases a phone on Amazon, they can post their experience on the company’s Facebook or twitter page. In addition, mobile phone applications such as whatsapp provide the organisation with an effective live medium of communication with customers (Percy, 2008). The Company uses such applications to sell their products and services to new and existing customers. Amazon also uses search engines such as Bing, Yahoo, Ask and Google to market their product. The name Amazon appears on various search engines when searching various products. For example, a customer who wants to purchase a mobile phone online can obtain information regarding the phone on Amazon easily. The product reviews on amazon.com facilitates the company’s visibility on the internet. Blogging is another online platform that Amazon uses to promote its products. There are various articles reviewing their websites on the internet. Blogging helps to promote the website and the company’s services. For example, a blog can inform prospect Amazon customers on the process of making an order on the websites. Some blogs also provide a link to the website where the customer can easily purchase their target product. Generally, online marketing is an effective marketing communication method that Amazon uses (Smith and Taylor, 2004). Marketing Communication Agents at Amazon Marketing communication agents are mediums that facilitate a company’s marketing strategy. Communication marketing agents fall under two classes. These include traditional agents and the modern agents. Traditional agents are the means through which companies advertise their products manually or without the involvement of technology. On the other hand, modern agents of marketing communication rely entirely on technology and are common among e-businesses. Amazon integrates both e-commerce and physical stores into their business. The company’s stores are available at various locations across the globe and facilitate service delivery. Amazon uses both modern and traditional marketing agents to promote its products and services. The most common traditional agents that Amazon uses include the television and print media (Varey, 2002). Amazon advertises its services through the television. It provides its customers with information regarding a new product or a product upgrade. Television and radio enables the marketing team to interact with the customers. Through the advertisements on television, the customers acquire vital information on promotions, discounts and product availability at amazon. The marketing team also demonstrates the various steps of purchasing a particular product on their website to its customers (Smith, Pulford and Berry, 1999). The radio is another marketing communication agent that falls under the same category as the television. Amazon rarely uses radio to communicate with customers since it not quite effective. Print Media The print media comprises of newspapers, magazines, journals and posters. Amazon uses all the four forms of print media as agents for communicating with its customers. For example, its recent purchase of the washing post is an indication of the importance of print media in its marketing communication. Amazon also uses other print media companies to pass information regarding a new product or service to its customers. It uses the print media to list upgrades for a particular product and the respective prices of different commodities. The company also uses the print media to provide information regarding the prices of their products. The print media is an effective way of communicating to customers as is exhibited by Amazon’s efforts to purchase the Washing post (Varey, 2002). The Internet The internet is the most common agent that Amazon uses to communicate with its prospective customers. Amazon uses the internet to inform existing customers of the availability of new products in its stores. The firm also use the internet to guide new users on the steps to follow when making a purchase. Amazon has online forums and blogs such social networks, their website and mobile applications, all of which are interactive communication platforms. The internet is the most effective agent through which Amazon communicates with its customers. It also provides a platform where the marketing and customer service executives interact directly with customers (Smith, Pulford and Berry, 1999). Conclusion Marketing communication is an important aspect of any company since it enables constant communication between the customer and the company. Marketing communication involves the exchange of information between the producer and the customers. In some cases, marketing communication does not involve customer feedback. The producer relies on customer turnout and sales to judge its effectiveness. An effective marketing communication plan should encompass customer feedback. The producer should have access to customer feedback in order to make the relevant changes. Amazon is an online retail store that delivers products to its customers’ doorstops. Amazon has several stores across the globe that makes service delivery easier. The company focuses on providing excellent services to its customers, which translates to high profits and a large market share. Amazon uses various mediums to communicate with its customers. These include the internet, television, radio, newspapers, journals, billboards, posters and personal communication. Its initiative to purchase the washing post is a boost to its marketing communication platform. It is able to control the content of the magazine without limitations such as cost and bureaucracy. Amazon also uses the internet to communicate with its customers. The company has Facebook, twitter and whatsapp accounts, which it uses to interact with its customers. The internet is the most effective means of marketing communication since the company can access customer feedback easily. In addition, the use of television also enhances communication between the company and its customers. Marketing communication at Amazon is efficient and effective because of the diversity of communication agents that the company uses. It integrates a mix of contemporary and traditional marketing communication avenues that appeal to a diverse audience. References Chaffey, D. 2009. Internet marketing. 1st ed. Harlow: Financial Times Prentice Hall. Chitty, W. 2012. Integrated marketing communications. 1st ed. South Melbourne, Vic.: Cengage Learning. Dahle´n, M., Lange, F. and Smith, T. 2010. Marketing communications. 1st ed. Chichester, U.K.: Wiley. Egan, J. 2013. Marketing communications. 1st ed. [S.l.]: Sage Publications Ltd. Gerber, K. 2008. 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