Digital Marketing Concepts Case Study Example | Topics and Well Written Essays - 2000 words

Digital Marketing Concepts - Case Study Example The vision of the company is a focus on customer experience by offering affordable prices, ease of access and guaranteeing the availability of merchandise. The vision of Amazon is to offer the earth’s biggest selection and to be Earth’s most customer-centric company. In 2011, the net sales of the company increased by 41%. The company has always endeavored to use technology to satisfy the needs of its customers. Use of Digital Channels Amazon.com is an online company and hence it has to utilize internet marketing techniques. Internet marketing is important in this era where most of the target consumers spend most of their time online. Digital channels are critical in advertising the company and marketing the products of the company. For a company to stay competitive in the online environment, it is necessary for it to develop features that attract customers and motivate them to make purchases from the website (Andrew, 2011). In essence, the website of an online company i s the only interface with the clients. Therefore, the website has to impressive and user-friendly for it to be appealing to potential clients. Over the years, Amazon has developed and refined its website within the anticipations of the customers and to provide a rich user interface. The company has used digital design channels to obtain a leadership position in the industry. Web Analytics Web analytics is the careful analysis of the activity on a website in order to deduce the behavior of the visitors of the website. Amazon has been at the forefront of using advanced web analytics in analyzing the behavior of visitors with a view of improving their business potential. As CEO Jeff Bezos stated, the company utilizes the latest data analysis tools to scrutinize visitor information. One of the strengths of Amazon is that offers reviews on every single product that it sells. This provides a model for online accountability. The user has a chance to read reviews of other clients before mak ing a purchase. This strategy is important in the user feels empowered and informed before making the purchase decision (Leigh, 2009). The use of web analytics also helps to cross-sell products. Amazon uses advanced software to group together products according to purchase patterns. Essentially, the company tells the user other services that have been availed to the visitor. This increases the chances of the user buying other related products and thus increase the overall amount used on the site. The concept of cross-selling is also important since the user might be unaware of other products. When related products are positioned together, the user can make a decision to purchase. The use of web analytics to collect personal information is important to personalize the offers presented to users. Information on the history of purchases and products viewed is stored and used to make target offers. This is important since it helps the company to make relevant offers to a user depending o n the browsing history collected. Amazon monitors the number of users on its website round the clock. In this way, the company is always aware of the user metrics and thus corrective measures are quickly taken in case of anomalies.