Amazon’s Integrated Marketing Communications 2018
Successful business like the Amazon company has to ensure that all forms of communications and messages are appropriately linked together. The Integrated Marketing Communications, IMC, is a simple concept that is used to provide this. It is the process whereby all promotional tools within the company are linked to work together in harmony. Promotion is vital for every company, whether big or small, and it has its mix of promotional tools. The tools, on the other hand, work better if they work in harmony, and they are majorly aimed at strengthening integrated communications. For Amazon to make it to become among the leading companies in the scale, they had to use some solidified IMCs to win over and retain their customers.
Amazon is among the technology companies that heavily depend on IMCs. The company’s overall objectives are to offer related products to the one the customer has chosen on their homepage. They also have to send emails to the customer notifying them to in case of an upgrade, or the case of a good or better deal of the same or a similar product. Finally, their system has to allow bloggers to post their wish lists or review books of their blogs. Amazon also has significant prospects in public relations.
Media is, therefore, the best way for Amazon to market its commodities. It involves targeted online marketing channels like associate programs, portal advertising, and email advertising. When the products are bought on their website, they give bloggers a chance to air out their view, which helps create a database of reviews and adds that add credibility to the website. Considering that their most profound concern is the customer’s loyalty, this aspect keeps the customer in the know and thus increases their loyalty.
Marketing and communications for Amazon require great advertising designs and strategies. Their advertisers have to consider different techniques for persuasion by focusing on various variables like color psychology and brand communication. They make sure that their advertisement strategies give customers more precise and relevant ads to enhance their experience. They have to make sure they get the customer’s attention and get them to be more engaged rather than distracted.
Jeff Bezos, the CEO of Amazon, believed that the best way to make a company grow is to focus on the customer. The best way to make a customer interested is to make the message being communicated quite simple. Amazon Prime, for example, stated that its customers could receive unlimited two-day shipping. Their message was quite simple and clear. Amazon, therefore, uses the emotional advertising where a simple but strong message is created and passed through the correct advertisement channel to reach the client and using images that capture the client’s emotions on the commodity at hand.
Among the traditional media, IMCs used by Amazon include newspapers, magazines, and TV. The use of newspapers was quite advantageous in that the company could reach out to a larger group of people. It was, therefore, easy to make ads on great deals like Black Friday. It also allowed a chance to showcase different forms of items that were in the market. The framing in the newspapers also captured the attention of customers when reading the ads. Amazon still uses the newspapers to make their adverts, although they are not majorly used as of earlier days.
The company also relies on digital marketing, which has proven itself to be a powerful tool for Amazon. Digital marketing, on the other hand, is cheaper and is more efficient. It has a bigger target audience making it suit for marketing. Social media is the best and the primary way Amazon can communicate with its clients. It has 27 million followers on its Facebook account and 2.7 million followers on Twitter. The company, therefore, has a team that observes the accounts, answering the questions for the clients, and giving suggestions. In rare conditions, their response teams can be humorous where necessary. This makes the company have a human element and assures their clients that they are attentive to their issues and questions. Amazon also uses other social media platforms like Pinterest and other social media platforms to connect with their buyers and even announce promotions and other company events. Advertising on social media is free and yet the most effective.
From the research, it is evident that the strategy is quite effective. The company can reach out to millions of its customers without having to spend on advertisements. This shows that, unlike in the past, advertisements on TV and radio were a bit expensive, the company is making more profit by spending less on advertisements. The company, Amazon, has been able to make lots of sales from the ads since they make the customer have a large pool of commodities. Their simple but reliable message approach has helped most of their customers make decisions in conditions where they have to choose a product over the other. They have highly maintained the companies customers and kept them in line with the upcoming trends in the society by always updating them, each individual depending on their preferred choice of goods. I could also recommend that the company follow an outside-in approach, which is a market strategy centered around extensive customer analysis. This helps have a clearer understanding of all the customer’s likes and preferences, and it is therefore easy to predict for him on the best quality for the product that they seek.