Relationship Marketing
- Recommend products
Amazon suggest products based on your previous purchases / what you have searched and
looked at before. They also suggest related products / customers who bought this also bought
when you are looking at a product. This can help Amazon to generate purchases and
encourage customers to buy more as the procuts are related to things they have bought/ looked
at before so are more personalised.
- Reviews
Amazon allows people to review and rate a product once they have bought it, they can give it a
rating out of 5 stars and leave a comment. This shows at the bottom of the page of a product,
and allows customers to see what other people have thought of the product which helps to build
trust. Because Amazon is an online-only store, customers cannot see a product before buying
so reviews can help assure someone the product is good or bad and how well it fits etc when it
comes to clothes (runs big, small etc). It helps to make customers feel more safe about the
quality of the product.
- Have an account
Amazon customers have to have an account to make a purchase. This allows Amazon to build
a relationship with their customers because they can send them emails with promotions and
discounts, as well as collect the habits of the customers in order to make suggestions and
recommend products. This helps to personalise the customer’s experience, and they can also
save things to a wishlist or basket to come back to later, so it can help to generate more
purchases for Amazon.
Identification of new products
- Cookies
Cookies allow Amazon to see what customers are searching for, therefore it can help them to
discover what products they should sell if they don’t already, for example if lots of people are
searching for purple shoes, they should make sure they sell purple shoes.
- Hits
Amazon can see how many hits a certain product has, they can use this information to see what
is popular and what isn’t, this can help them to identify which new products are in demand and
therefore they should sell.
- Trends
The internet allows Amazon to easily research what is trending, and because they are able to
expand easily and rapidly they can pick up on these trends and supply what is in demand. This
will help them to enter new markets and cater for niche and popular trends, so they can become
a site people get everything from.
, Using the internet to help achieve objectives
The internet can help Amazon to achieve their objectives because it allows them to expand at
a rapid pace and offer customers lots of different products. This helps them to become a go-to
for lots of different products, for example you can buy clothes, batteries, jewelry, books, and
even food, which will help them to survive, grow and generate profit. They offer other services
too, for example Prime which allows customers to get their purchases quickly and for cheaper /
free postage, they also have a music and movie/tv streaming service for Prime customers which
helps them to survive and be in competition with many markets such as Apple, Spotify and
Netflix.
What marketing activities does each business use which is incorporated into internet
marketing?
Market Attention
Personalisation
Amazon do personalisation on their website to get market attention, for example they
recommend products which customers who bought a certain product also buy, as well as
making recommendations based on previous purchases or searches a customer has made on
Amazon.
Search engine
Amazon are always quite far up on the search engine because their website and brand is so
popular and well known. They also pay for ads on google when it comes to some products, so
you see them at the top of the page. This helps them to grab market attention because they are
easy to find and see, because most people dont past one or two pages on a search engine.
Cookies
Cookies allow Amazon to store information on people who have visited the site before and also
allows for ads to be more personalized, for example if you had googled for a product you may
see an amazon ad for that product elsewhere (e.g facebook) or on the main page for amazon.
Email promotions
Amazon send email promotions to their customers, who have to sign up for an account in order
to buy. This helps them to remind customers that they are there by offering discounts or
suggestions of products they know the customer is interested in.
Do they have a mix of online and offline activities?
- TV adverts
Amazon advertise on TV, this is an offline technique for promotion. They use this to attract new
customers who may not spend as much time online as well as remind current customers that
they are there and what they offer. Amazon advertised over the christmas period on TV, to help
remind people they are a good place to go to buy presents for people. TV ads are viewed by
loads of people and are hard to ignore.
- Online adverts
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