Amazon Internet Marketing Report

Amazon Internet Marketing Report

Contents Client Overview 3 Site Audit 5 Effective Strategies 5 Ineffective Strategies 6 Missing Strategies 6 Summary 6 Competitor Profile 8 Site Audit 10 Effective Strategies 10 Ineffective Strategies 11 Strategy Amazon should adopt 11 Summary 11 Visitor Experience 13 Site Audit 14 Online Service Quality and Site Design 14 Current Online Activity 15 Summary 15 Metrics and Analytics 17 Site Audit 18 Demographics 18 Traffic Frequency 18 Unique Visitors / Rank 19 Traffic Stats 19 Summary 19 Promotion 21 Site Audit 23 Search Marketing Tactics 23 Other Marketing Communications 24 Summary 24 Conclusions 25 Recommendations 27 References 29 Appendix 33
Client Overview Amazon is an online retailer that includes a large range of products including everything from electronics to books. Amazon’s website (http://www.amazon.com) was launched in 1995 and was created to be a destination location for online shoppers. By 2000, Amazon had shipped 20 million products to 150 countries around the world (Amazon Inc., 2010). In 2007 Amazon launched the Kindle, a new product that would change the majority of Amazon’s sales from printed books to virtual books (Amazon Inc., 2010). Visitors to Amazon’s page are greeted with the most popular products, their recent searches, and advertising. Also included on the client’s website are general product categories and a search bar for visitors looking for a specific item. Amazon corporate mission states, “We seek to be Earth’s most customer-centric company for three primary customer sets: consumer customers, seller customers and developer customers” (Amazon investor relations, 2011). Amazon recently released their figures for the third quarter which ended September 30 of 2011. Their third quarter sales for 2011 were up 44% from 2010 to $10.8 billion (Amazon.com announces, 2011). Although Amazon has been seeing a large increase in sales from

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