Role of Digital Marketing to Build Customer Relationships in Amazon Com, Inc - Dissertation Example

The paper “Role of Digital Marketing to Build Customer Relationships in Amazon Com, Inc” is an excellent example of a marketing dissertation. Digital marketing has emerged as a significant tool because traditional promotional techniques have lost importance. Consequently, digital marketing tools have emerged which have the capability of improving the relationship with customers. The aim of the paper is to discuss the same and prove the fact by considering the case of Amazon.com, Inc.

There are different tools of digital marketing, which refer to PPC (Pay-Per-Click), affiliate promotions, social media, emails, and advertisements through videos. Amazon intensively uses all these techniques and it stresses content improvement. These are mainly conducted by website improvement in order to attract new customers and build a relationship with them. For collecting the data to prove this fact, the researcher initially determines the degree to which e-commerce businesses are using digital marketing techniques.

After determining the influence of these practices on Amazon, the researcher examines the way through which the e-commerce company invested in them. By using secondary research methods, the researcher discussed the same by linking it to the existing theories of Social Networking Theory, Collective Intelligence, and Inbound Marketing Theory of digital marketing. Amazon uses all these theories in its operation but it needs to focus more on email, videos, and social networking platforms for building relationships with customers.

Chapter 1: Introduction1.0 Introduction Digital marketing is a strategy used by contemporary businesses for promoting their products and services to a wide range of customers. This kind of marketing technique, which involves the internet, has replaced the traditional forms of promotional processes using newspapers, television, and books. It is mainly through the platforms of websites, blogs, PPC (Pay-Per-Click), emails, and social media sites that digital marketing is practiced (Warren Knight, 2014; Luo, Ba and Zhang, 2012).

The importance of digital marketing lies in the fact that marketers can easily avoid cost and time constraints by undertaking this medium of promotion.