The impact of digital marketing has major shifts of the traditional marketers to shift into online marketing streams. Also digital marketing can integrate with the overall business strategy of the company giving better strategy goals, direction; allocate sufficient resources through analytics and hitting the target by understanding the dynamics of online marketplaces, customer profiles, competitors and their behaviors. This study develops knowledge on digital marketing strategy evaluating different elements of Digital marketing such as advertising, email marketing, content marketing, mobile marketing, programmatic advertising, search engine optimization and based on the current chosen company Amazon Fresh in the UK.
Background of the company
Figure 1: Amazon’s development of SEO
(Source: Hillen 2021)
The brand manages contactless shops available at low prices in the UK. Amazon mobile app or campaign can also be developed for increasing the customer base for Amazon fresh in the UK. As well the email campaign can be developed based on previous purchases, helps to know click rates as well as affordable customer base in millions.
Amazon Go potentially has huge disruption features that ‘just walk out’ technology upsetting the change for 3.5 million cashiers In the US. According to Lingyu, Lauren and Zhijie (2019), the use of digital marketing and online prime service capitalized the brand’s growth with doorstep deliveries since the corona virus pandemic. At that time, Amazon Fresh started to cover more areas of the UK and follow prime members living outside London. Amazon Fresh is now located through 300 postcodes around the UK and London. On the other hand Polacco, and Backes (2018), collaborate with Morrison’s, evaluated same day grocery services, which doubled the number of stores that serve Amazon prime customers along with different features such as,
Amazon also evaluates its strategy which integrates with online marketing channels such as social and online advertising, associates program, television advertising, sponsored Search and other product listings in Amazon search related keywords. In addition to this, the annual prime subscription has been associated with digital purchases that require monthly ad on fee or delivery for standard customers (Yang 2020). The bold move by Amazon Fresh improved the grocery shopping experience and value added free benefits that shifted the industrial feature from traditional to online food retailing.
In the study, new digital marketing components can be proposed by using social media channels. Digital marketing by social media channels can support growth goals by building strong relationships with audiences and customers. However Hillen (2021), the term social media marketing provides networks to market products and services to existing customers promoting desired mission, culture and tone of the company. Using social media channels can include digital images, marketing campaigns and other purpose- built data analytics tools that allow marketers for tracking the success with specific products and services. This strategy can engage with more customers including the way and platforms like Facebook, Instagram, Twitter and focus on different interests and understanding to the change of consumer behavior.
Figure 2: Example of Amazon email marketing
(Source: amazon.co.uk)
The online store is also digitally set up with features and enhancements which have accustomed to the convenience of online ordering their groceries throughout the UK (Vieira et al. 2019).
Figure 3: Pinterest images based on Amazon handmade
(Source: amazon.co.uk)
The use of different social media channels such as Facebook, YouTube, WhatsApp, Instagram can manage marketing of different products. Amazon Fresh can develop accountability with highlighting deals, sharing community contents, running competitors and sharing important posts on social media.
Advertisements and banners by using PPC ad can target the use of music apps like Spotify adds, Amazon music, use of video ads such as websites or video streaming channels, user of display ads such as high traffic websites, Google campaigns To better suggest customers to go to the nearest stores or ordered online by the Amazon fresh UK. In the UK, Amazon with online grocery increases deliveries by collaborating with third party applications to doorstep in order to avoid crowds. As well, shoppers in the UK increased their online shopping activity also for grocery; web based alcohol drinks and chilled foods. Amazon Fresh not only delivers products for their prime members but also develops specialist stores with the just workout store facilities. After the corona virus outbreak, online grocery shopping habits changed the buying behavior and consumption rates in the UK retail industry. Amazon evaluated awareness’s of mass audiences focusing on browsing products or categories (amazon.co.uk, 2022).
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