Digital Marketing

PRACTICAL FILE
ON
DIGITAL MARKETING
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
Batch 2020 – 23
SUBMITTED BY:
NAME- TANNU RATHEE
EN. NO – 12450601720
NEW DELHI INSTITUTE OF MANAGEMENT

61A, TUGHLAKABAD, NEW DELHI-62
Case Study
Digital Marketing Strategy of Amazon India
The brand meritoriously used a decent digital marketing strategy by taking the aid
of ads on social media. The sale on the website that allows user interaction with
fan activities and contests helped to a great extent to increase the traffic on the
website. The company even provided coupons to the contestants that worked as
an added advantage to increase sales during the promotional event.
This is the reason it is observed as one of the best-case studies of digital marketing
in India. Amazon is the leading online store in the world based on transactions and
marketplace.
The Four P’s of Amazon's Marketing Strategy
• Product
• Price
• Place
• Promotion
Product
Amazon used only to sell books online, but now it sells millions of different
products in many categories. Jewelry, attire, home and pantry, appliances,
electronics, books, the great outdoors, sports, car fittings, and works of art are
some of the most popular products.
Price
A company can price its products in several different ways. Cost-plus pricing,
Value pricing, Competitor pricing and Price discrimination. Amazon often uses a
pricing strategy called competitive pricing, in which it looks at the prices of its
competitors and bases its prices on those. It helps keep costs low and gives
customers a lot of choices.
Place
Amazon's online store has grown over the past few years in many parts of the
world. Millions of products are now more accessible to customers worldwide to
get. Even if you live in a remote part of the world, you can get packages quickly
from Amazon. Part of the company's success comes from the fact that it ships fast
and has fulfilment hubs.
Promotion
When it comes to marketing, Amazon knows how important communication is. It
uses a lot of different kinds of advertising to reach people who might buy or use
its products. Amazon has a lot of sales and discounts, which is a great way to
build its brand. It has regular ads on websites, newspapers, TV, billboards, and
social media, among other places. There are also affiliate sites that work with
Amazon.
Amazon's Digital Marketing Plan

Amazon promotes its products on social media, taking benefits of those who use
those sites and sending them to their product pages to help them sell more. It has
teamed up with many big and small influencers in the country to reach its viewers
more meritoriously. It uses Twitter, Instagram, YouTube, Pinterest, and Facebook.
Amazon on Facebook
There are many persons who follow Amazon India on Facebook. It primarily uses
Facebook to share company news and advertising. It uses robust advertising to get
the word out about its Sale Days. It also stays up to date by publishing posts on
different topics.
Amazon on Instagram
Interviews with artists from different backgrounds and key advertising are the
main parts of Amazon's Instagram marketing plan. It has many Instagram
followers. The company's strategies for Instagram and Facebook are very parallel.
Both platforms have posts from the company that are comparable.
Amazon on Twitter
Amazon India has a different plan for getting new patrons through Twitter. It stays
in touch with its followers, using a wide range of content, holding contests to get
new customers, and following and creating trends. It is one of the biggest in its
field, with two million Twitter followers. Twitter content makes it sound less like
advertising and more like personal recommendations. The best thing about
Amazon's YouTube advertisements are that they immediately grab people's
attention. Amazon makes sure that its advertisements are always attention-
grabbing and appreciated.
Amazon on Pinterest
More than a million people follow Amazon on Pinterest. They use Pinterest to
promote their products based on a wide range of themes to grab people's
devotion. The way Amazon uses digital marketing is consummate. To stay
competitive, they should keep making more stimulating content and putting it out
in the greatest way possible. Amazon Marketing Strategy gets reorganized
periodically to stay ahead of the curve. Competing in the retail industry is
multifarious, and Amazon's marketing strategy has facilitated the company to stay
ahead of the competition.
Question: Explain social media Digital Marketing Strategy of

Amazon.
Amazon's social media digital marketing strategy focuses on leveraging popular
social media platforms to promote its products, engage with customers, and
increase sales. The company utilizes various social media platforms, including
Facebook, Instagram, Twitter, YouTube, and Pinterest, to reach its target audience
and create brand awareness. Here's an overview of Amazon's approach on each
platform:
• Facebook: Amazon uses Facebook primarily to share company news and
advertising. It runs robust advertising campaigns to promote special sale
events, such as "Sale Days." The company also keeps its followers updated by
publishing posts on different topics, engaging with users through comments
and messages.
• Instagram: Amazon's Instagram marketing plan involves conducting
interviews with artists from different backgrounds and featuring key
advertising content. The company has a significant number of Instagram
followers and shares comparable posts to its Facebook strategy. Instagram
allows Amazon to showcase its products in a visually appealing way and
engage with its audience through captivating content.
• Twitter: Amazon India employs a different strategy on Twitter to attract new
customers. The company actively engages with its followers by using a wide
range of content, including contests and trending topics. Amazon India has a
substantial Twitter following of two million users. The content on Twitter
aims to create a sense of personal recommendations rather than traditional
advertising, enhancing the brand's credibility.
• YouTube: Amazon's YouTube advertisements are designed to grab people's
attention immediately. The company ensures that its ads are attention-
grabbing and appreciated by creating compelling and engaging video content.
YouTube serves as a platform for Amazon to showcase its products,
demonstrate their features, and highlight the benefits to potential customers.
• Pinterest: With over a million followers on Pinterest, Amazon uses the
platform to promote its products based on a wide range of themes. By
leveraging different themes, Amazon aims to capture people's interest and
create a sense of devotion to the brand. The company utilizes Pinterest to
share visually appealing content and drive traffic to its product pages.
Overall, Amazon's social media digital marketing strategy focuses on leveraging the
reach and engagement potential of various social media platforms. By creating
engaging content, partnering with influencers, and utilizing advertising campaigns,
Amazon aims to increase brand awareness, drive traffic to its website, and ultimately
boost sales. The company continually updates and reorganizes its marketing strategy
to stay ahead of the competition in the ever-changing retail industry.

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PRACTICAL FILE

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

NEW DELHI INSTITUTE OF MANAGEMENT

Amazon's Digital Marketing Plan

Question: Explain social media Digital Marketing Strategy of

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