Amazon is an e-commerce giant that specializes in the sale of products of all types, for all purposes and for all age groups, genders, and regions. With continued operations that are localized to each region as well as an global delivery option, Amazon is one of the best platforms to buy products from, and with recent updates, to sell your stuff too.
Ongoing customer loyalty as well as services being offered in various fields such as entertainment and music due to the exclusivity of Amazon Prime, this e-commerce platform is the right place to learn from for marketing strategy and tactics. Here are 5 reasons why Amazon’s marketing strategy works.
Marketing Through E-Mail
Snail mail may be dead, but e-mail is ready for the taking for advertising. Through e-mail, Amazon has managed to send out mass electronic mails that are generic but also wired in such a way that they appear to be personalized to each individual customer.
Through such marketing wherein each email brings either the customer’s order details and further recommendations to the customer or a promotional mail highlighting deals on products that the customer is likely to buy, Amazon ensure continue business to its platform.
Allowing For Customers’ Reviews To Be Published On Their Product Listing Page
One of the major reasons people hesitate to shop online is because of the belief that things in real life are not quite the same as what they are on these online platforms. To combat this hesitancy which could cost them quite heavily, Amazon allows for and prominently displays the ratings and reviews of other customers on the same product.
Every time a consumer searches for a product on Amazon’s search tool, product listings appear with the user ratings alongside them. In addition to this, the new feature of establishing that a review is ‘verified’ signifies that that particular review is more trustworthy because it has been verified by Amazon.
Amazon is one of the few e-commerce platforms that offers such features over such a large range of products (if not all), and effective marketing of this feature makes Amazon very trustworthy and an audience favourite.
Video Advertisements And Traditional Advertising
While Amazon too employs digital advertising like most other brands today, it doesn’t stop advertising through videos as well as traditional advertising through newspapers. Exclusive advertising campaigns are created for Amazon’s Prime Day deals, and in countries like India, there is always a lot of great deals for their sales which are printed out and advertised in large, one-page sized newspaper adverts.
Through this marketing strategy, Amazon can reach both, those who are comfortable with using technology as well as those who aren’t comfortable with technology.
Ensuring Customer Loyalty
One of the main reasons Amazon is so popular is because they have consistent, if not regularly increasing, business from not only new customers but also a rapidly increasing older customer base. In order to ensure such loyalty, Amazon ensures to have great deals running almost all year long, on-time deliveries unless they’re absolutely not possible as well as exclusive benefits to those who buy Prime membership.
Thus, by marketing itself as a reliable and trustworthy source of online shopping, Amazon keeps their customers coming back to them.
SEO Listings
SEO (Search Engine Operation) listings are one of the most popular ways to market products today. Amazon’s SEO listings appear both on the Google search usage as well as Amazon’s search bar usage. Anytime a user searches for a product on Google, the first result is more often than not an ad for the availability of that product on Amazon.
Moreover, Amazon also uses PPC (Pay-Per-Click) marketing to drive its business forward, earning revenue every time someone clicks on its ads. Thus by becoming the first source of options available at the fingertips of the consumer, Amazon’s marketing strategy ensures increase in business.