I have recently been hired by amazon.com to analyze their company’s marketing communications strategy. In the first part of my report I will focus on how the company handle’s direct communication, traditional mass marketing, personalized communication, and general online communications. The last portion of my report I will discuss what marketing strategies amazon.com executes well and which ones they need improvement on.
Amazon.com handles direct communication with a remarkable sales force. When you visit amazon.com you are provided with list of departments to shop from along with a search engine you can use to find just about any item on the market at an extremely low price. Amazon.com has made it very simple for customers to purchase items with a simple click of the mouse. One-click and item goes to your shopping cart where you can proceed to check out or continue shopping. When you have everything you need, even if the items are from different sellers you make just one payment are your orders are processed. They also have customer service reps ready to serve you either by e-mail or by phone.
Through email amazon.com provides personalized communication. Unless you opt out of email notifications from amazon.com, you can be sure to get recommendations for products to buy based on recent purchases and from what others have bought similar to your purchases. Another way they provide personalized communication is through their web site. Amazon.com has business programs that service customers by allowing them to not only advertise through them but also can sell products, self-publish, and will even help build an e-commerce site. You can find more information about amazon.com business services by visiting: http://www.amazon.com/gp/help/customer/display.html/ref=hp_navbox_lnbus_header?nodeId=16465271 .
Amazon.com handles the traditional mass marketing in a couple of ways but a TV commercial is not one of...